During the 2010-2011 school year, PlaySmart sponsored Coach for Kids! Coach for Kids is an initiative started by the non-profit Wellness in Schools and supported by PlaySmart. Wellness in schools was founded by New York City public school parents who seek to educate NYC school children, their parents and teachers to the benefits of good nutrition, physical fitness and environmental health as an integral part of the curriculum. Through Coach for Kids, Wellness in the Schools and PlaySmart invest in coaches and offer these coaches work with young, at-risk children. The carefully recruited and well-trained Coach for Kids Coaches make a two year commitment to coach and mentor in the recess yards of NYC public schools to encourage the least active children to engage in fun and healthy activities. Coach for Kids actively combats schoolyard bullying and fosters a sense of excitement and engagement among the children.