With business and basketball, NBA player Cole Anthony’s mom, Crystal McCrary McGuire, has always equipped him with the keys to success.

According to a press release, Anthony has joined forces with her to launch, GameUp, a new app dedicated to providing parents with the resources necessary to transform their children’s lives as young basketball athletes.


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Helping Young Athletes

“As a mother of three youth athletes at every level and firsthand witness to the challenges of youth basketball, I recognized the need for a comprehensive tool to help parents navigate this complex world,” McGuire said in a statement. “With GameUp, we are providing a reliable, one-stop solution. This app represents our commitment to empowering the next generation of athletes, starting with basketball.”

McGuire is not only a New York Times best-selling author, but she also has experience as a filmmaker. She is responsible for directing the 2013, “Little Ballers” documentary, which aired on Nickelodeon.

Alongside her son, she aims to protect parents from “unreliable organizations” that prey on talented young athletes and their families.

“There are organizations for basketball development that can be expensive for families to have their kids join, and they’re almost selling the pipe dream,”  McGuire told PEOPLE. “’Join this organization,’ and then the kid never gets any playing time.”

A Dynamic Duo

Anthony currently plays for the Orlando Magic, and he credits achieving success in the sport at an early age to his mother.

“For me, it’s been dope to watch her from behind the scenes to now shifting to a position where we’re working together,” said the 23-year-old point guard.

He continued: “I have not taken this for granted at all, and I’ve just appreciated the level of expertise she has in the business field, especially when she came to me with her ideas. She’s just a superwoman.”

Now, through GameUp, the mother-and-son duo will help fellow sports families gain access to reliable coaches and trainers as well as development programs to help their children achieve whatever sports goals they have. Features include everything from team matching to a hub for trainers, and even concierge service.

When Will The App Launch?

The GameUp app will officially launch on Sept. 10 in New York at the inaugural Assist Event.