SEATTLE (Press Release) – Today, Serevi Rugby re-launched as ATAVUS (atavus.com), a company relentlessly driven to breed character, develop skills and champion Rugby in the USA and beyond. Building on the success of Serevi Rugby, ATAVUS will deliver sustained, progression-based programming that provides coaching inclusive of any age, skill set or gender. Entering the company’s fifth year, founders – including Waisale Serevi – recognized the need to broaden and refocus the brand to better align with the future of American Rugby, providing developmental and competitive training opportunities for men and women in both the 15s and 7s games. 

“Rugby and what we call the Rugby Effect are growing faster than any sport in America, so we are at a time of transition and in front of a proliferation of opportunity. We couldn’t be more optimistic or energized,” said Ross Young CEO of ATAVUS. “We believe this is the ideal time to shift our focus from a singular great player, Serevi, to the development of the next generation of great rugby players and coaches.  Waisale Serevi remains a valued and integral member of our team.  This is unchanged.”

ATAVUS programs include: 

The ATAVUS Academy – sustained, year-round player development held in local markets and comprised of Senior Academy (men & women 18+), Junior Academy (high school boys & girls), Youth Development (boys and girls ages 5-15), Coach Development, and All-Star Teams.  

The USA Rugby Academy, Powered by ATAVUS – continuing on the company’s relationship with USA Rugby, event-based programs that provide a National Team training environment, with coaching and talent identification from USA Rugby coaches. These programs include Coach Education, Resident Camps, Training Camps, Women’s National Recruitment Festivals, and ongoing support of the Girls High School All-Americans. These ATAVUS programs share a common objective of creating equal opportunity for men, women and boys and girls to compete at the highest level.

Powered By ATAVUS – customizable consulting services for Rugby teams, organizations and academies to reach goals and maximize potential. Includes partnerships with Governing/National Bodies, University/College Programs, High School Teams, Clubs/Academies, and Events.

International Programming – maintaining the globally recognized Serevi name and brand, programs in partnership with sponsors including HSBC (global Rugby Festivals) and the XL Group (Bermuda) to grow the game of rugby through a range of fun, active, and educational sessions led by rugby legends Waisale Serevi, Ben Gollings, and Santiago Gomez Cora.

While Waisale Serevi remains actively involved in programming and coaching, the ATAVUS name and brand will begin to replace Serevi Rugby domestically across Rugby programming, social media, and apparel this summer.

“Everyday I feel blessed to be able to share my passion for Rugby in America with players and coaches I work with,” said company co-founder Waisale Serevi, “But now the movement is bigger than me. As ATAVUS, we embrace our role as stewards and champions of American Rugby and we firmly believe that our sport builds not just great players, but remarkable people.” 

Here's a video about it, too (don't see it? refresh).