Openplay
OpenPlay is a London-based vertical SaaS company providing Flow, an enterprise multi-site gym and leisure management system, and Moves+, a white-label activity-reward app for universities and communities, serving operators such as GLL across the UK, Europe, APAC, and the Middle East.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Openplay does
OpenPlay is a London-based vertical SaaS company serving the sport, health, and leisure sector with two core products on a shared platform. Flow is an all-in-one, multi-site gym and leisure management system covering activity bookings, membership management, centre management, point of sale, direct debits, and access control, with its flagship deployment running across GLL's 250+ UK leisure sites under the Better brand. Moves+ is a white-label, gamified activity-reward app that integrates with Apple Health, Google Fit, Fitbit, Garmin, Strava, and Withings to convert step and exercise data into points, challenges, and rewards, originally co-developed with a consortium of eight UK universities and now expanding into Australia.
The underlying technology is a cloud-based, modular SaaS architecture with mobile-first delivery for consumer-facing apps (iOS and Android) and web-based operator consoles, supported by integrations into payment (GoCardless, Verifone, Pay.uk), access control (Nortech), and mapping (Mapbox) providers. OpenPlay is operationally accredited to ISO 27001, ISO 9001, and Cyber Essentials Plus, which materially lowers procurement friction for UK enterprise and public-sector tenders.
The business model is subscription-based SaaS sold through two distinct go-to-market motions: enterprise field sales for Flow targeting large multi-site leisure operators, and a more product-led, self-serve model for Moves+ targeting universities and organisations via the app stores with white-label branding. Revenue is not publicly disclosed, but 2023 platform scale of 3.5M+ customers, 55M+ annual visits, 285 Flow centres, and $270M+ in payments processed indicates a meaningful but still mid-market installed base, with GLL representing the single largest concentration risk and source of switching-cost durability.
Openplay firmographics
Firmographics- Name
- Openplay
- Legal name
- OpenPlay Ltd
- Website
- https://openplay.net
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OpenPlay is a London-based vertical SaaS company providing Flow, an enterprise multi-site gym and leisure management system, and Moves+, a white-label activity-reward app for universities and communities, serving operators such as GLL across the UK, Europe, APAC, and the Middle East.
- Ownership category
- akta.pro rank
Openplay industry classification
Industry- Product category
- Leisure Management Software
- NAICS
- Fitness and Recreational Sports Centers (71394), Other Amusement and Recreation Industries (7139)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)
Keywords
Where Openplay is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Openplay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Flow Subscription (Software-as-a-Service): Flow operates as a subscription-based SaaS platform for gym and leisure operators. Clients include multi-site operators like GLL running 250+ centres. Pricing is likely tiered based on number of sites, members, or feature modules. The platform handles bookings, memberships, and payments for customers.
- Moves+ Platform Subscription: Moves+ is offered as a white-label app solution to universities and organizations. Available on iOS and Android with customizable branding. Revenue likely generated through per-user or institutional licensing fees.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Openplay product offering
Product offeringCore offering
OpenPlay provides two core SaaS products: Flow, an all-in-one gym and leisure management software that streamlines multi-site operations through activity bookings, membership management, centre management, point of sale, direct debits, and access control; and Moves+, a white-label activity reward app that uses gamification to boost community engagement by tracking physical activity via connected fitness wearables and apps, awarding points for activities like walking, running, cycling, and swimming. Both products are sold primarily on a subscription basis to enterprise leisure operators and universities.
Product overview
OpenPlay offers a platform-plus-modules architecture comprising two core branded products: Flow and Moves+. Flow is an all-in-one gym and leisure management software solution with modular functionality including Membership Management, Activity Bookings, Centre Management, Advanced Waitlists, and Membership Referrals. Moves+ is a separate activity reward app that integrates with Flow to boost health, wellbeing, and engagement through gamification, allowing users to earn points for physical activity via connected fitness apps and wearables.
Differentiator
Problem solved
Functional benefit
Brands
- Flow: An all-in-one gym and leisure management software solution that streamlines multi-site operations for fitness, health and leisure operators. Features include activity bookings, membership management, centre management, and seamless bookings.
- Moves+
Products and services
- Flow An all-in-one gym and leisure management software solution for fitness, health, and leisure operators. Flow streamlines multi-site operations with modules for activity bookings (classes, ticketing, waivers), membership management (self-serve portal, direct debits, online joining), centre management (POS, customer management, access control), and seamless bookings. Built in partnership with GLL and designed for enterprise-scale multi-site deployments.
- Moves+
Quantifiable outcome
- 70% reduction in customer service requests for GLL after Flow implementation
- +6 more outcomes
Companies that use Openplay
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Openplay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature6 records
Openplay partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and flagship.
- University of SydneycoreFirst Australian client for Moves+, launched in 2024 following ActiveKIT grant award and expansion into Australia.
- University of Notre Dame AustraliacoreFirst Australian client for Moves+ alongside University of Sydney, marking the launch of Moves+ in Australia in 2024.
- University Consortium (8 UK Universities)coreOpenPlay won a competitive tender in 2019 to build Moves+ with a consortium of eight British universities including King's College London, University of Nottingham, University of Bristol, Manchester Metropolitan University, University of Warwick, and others. This co-development partnership created the initial Moves+ product for physical activity gamification.
- GLLflagshipGLL (Greenwich Leisure Ltd), the UK's largest leisure provider, partnered with OpenPlay in 2018 to build Flow, an enterprise leisure management system. This industry-first partnership resulted in Flow launching across GLL's full estate of 250+ sports and leisure sites. Flow handles memberships, Point of Sale, Direct Debits, and online joining for GLL operations.
- GoCardlesscorePayment integration partner for direct debit processing. Listed as an official Flow integration for payments and finance operations.
- VerifonecorePoint of sale terminal integration for Flow's centre management and POS capabilities. Enables hardware-level payment processing at facilities.
- NortechcoreAccess control integration for Flow's facility management capabilities. Enables seamless integration with physical access systems at leisure centres.
- Pay.ukcoreUK payment network integration for processing transactions through Flow platform. Part of payments and finance ecosystem.
- Apple HealthcoreHealth data integration for Moves+ allowing iOS users to automatically track activities and earn points for steps, running, cycling, and swimming.
- Google FitcoreAndroid health platform integration for Moves+ enabling automatic activity tracking and point calculation for Android users.
- FitbitcoreFitness wearable integration for Moves+, allowing Fitbit users to automatically sync activity data and earn rewards.
- GarmincoreGPS fitness watch integration enabling Garmin device users to track and sync activities to Moves+ for point rewards.
- StravacoreRunning and cycling social network integration for Moves+, allowing users to sync activities and earn points for tracked workouts.
- WithingscoreHealth device integration for Moves+ enabling users with Withings scales and health monitors to participate in activity tracking.
Scale indicators15 records
Recent moves9 records
Expansion highlights6 records
Openplay competitors and assessment
Company assessmentDirect peers
- ClubRight: UK-based gym and leisure club management software with member management, direct debits, bookings and access control. Directly comparable to Flow in functionality, geography (UK) and target customer (independent and multi-site leisure operators).
- Rezerv: Booking and facility management software for fitness studios, gyms and training facilities with payments and scheduling. Comparable to Flow's bookings and membership modules for independent fitness operators.
- MoveSpring: Wellness challenges and activity tracking platform that rewards employees, students and members for physical activity via connected wearables. Directly comparable to Moves+ in product, gamification model and target buyer (organisations running wellness programmes).
- Glofox: Boutique-fitness-focused gym and studio management SaaS with bookings, memberships, payments and branded apps. Closely comparable to Flow's activity-bookings, membership management and POS modules for fitness operators.
- Perfect Gym: Cloud-based club management software for fitness chains and leisure centres with memberships, bookings, access control and payments. Comparable to Flow as an enterprise-grade, multi-site leisure management platform.
- TeamUp: UK-based fitness business management software for gyms, studios and CrossFit boxes, with bookings, memberships, payments and branded apps. Comparable to Flow in functionality and UK-mid-market customer base.
- WellnessLiving: All-in-one business management platform for fitness studios, gyms and wellness centres, covering scheduling, memberships, payroll and marketing. Comparable to OpenPlay's Flow as an integrated front-to-back-office suite for fitness operators.
- PushPress: Gym and fitness business management platform with member management, billing, bookings and a branded app. Comparable to Flow's module-based architecture and SMB-to-mid-market operator focus.
Broad incumbents
- Limeade: Employee wellbeing and engagement platform used by employers to drive physical-activity, mental-health and lifestyle programmes. Comparable to Moves+ as an organisational wellness engagement product, though broader in scope.
- Mindbody: Largest incumbent in fitness, wellness and beauty business management software. Comparable because it offers bookings, memberships, payments and marketing tools for multi-location fitness and leisure operators — directly overlapping with Flow's core proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Openplay social profiles
Digital presenceOpenplay compliance and trust
Trust signalCompliance3 records
Openplay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Openplay leadership team
Management profileNumber of profiles
Profiles2 records
Openplay funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Openplay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Openplay
What does Openplay do?
OpenPlay provides two core SaaS products: Flow, an all-in-one gym and leisure management software that streamlines multi-site operations through activity bookings, membership management, centre management, point of sale, direct debits, and access control; and Moves+, a white-label activity reward app that uses gamification to boost community engagement by tracking physical activity via connected fitness wearables and apps, awarding points for activities like walking, running, cycling, and swimming. Both products are sold primarily on a subscription basis to enterprise leisure operators and universities.
Is Openplay a public or private company?
Openplay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Openplay founded?
Openplay was founded in 2011. It employs 11 to 50 people.
Where is Openplay based?
Openplay is headquartered in London, United Kingdom, in the Europe region.
How does Openplay make money?
Two revenue lines are on record. Flow Subscription (Software-as-a-Service) is the primary driver. The others are moves+ Platform Subscription.
Who are Openplay's main competitors?
Direct peers on record are ClubRight, Rezerv, MoveSpring, Glofox, Perfect Gym, TeamUp, WellnessLiving and PushPress. Broad incumbents are Limeade and Mindbody.
Does Openplay have an API?
No public API is recorded for Openplay.
What industry is Openplay in?
Openplay's product category is Leisure Management Software. Its primary akta.pro industry code is CRAFABAI, Sporting Goods, Outdoor & Fitness Marketplaces. Its NAICS code is 71394 and its SIC code is 7997.