Hoop

What Hoop does

Hoop (legal entity Hoop Health Ltd.) is a London-based two-sided marketplace that helps UK families discover, search and book local activities for children aged 0-18. The platform connects over 1 million family app users (across iOS, Android and the hoop.co.uk website) with more than 13,000 activity organizers offering classes, camps, clubs and events across 400+ activity types and 191 categories. Core product functionality includes age and location-based filtering, live map search, parent reviews, a directory of child-focused experts, saved shortlists, and instant booking or direct referral to organizer booking surfaces. The company also operates a dedicated Health Visitor resource module that integrates with NHS workflows, allowing health visitors, social prescribing link workers and allied professionals to signpost families to community activities.

The underlying technology is a conventional mobile-first marketplace stack: native iOS and Android apps, a web platform with daily-updated activity listings and a live map, and a separate organizer portal (organisers.hoop.co.uk) for listing management. Distribution relies on app store presence, content marketing through a parenting blog, PR coverage, an ambassador referral programme tracked via AppsFlyer, and institutional referrals from NHS healthcare workers. The platform is rebuilt from the ground up following a 2022 acquisition and June 2023 relaunch, after the original company was forced to close in July 2020 due to COVID.

Hoop's business model is primarily freemium: the consumer app is free for families, basic organizer listings are free, and premium visibility is offered via paid "Boosted" subscriptions. No booking fees are currently charged, though the company has publicly indicated plans to introduce organizer subscription fees and potential future booking commissions. Customer segments are split between consumer families (B2C) and SMB activity organizers (B2B), with both sides highly fragmented across the UK geography.

Name

Hoop

Legal name

Hoop Health Ltd.

Website

https://hoop.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Hoop is a UK two-sided marketplace platform that helps families discover and book local activities for children aged 0-18, connecting over 1 million family users with more than 13,000 activity organizers offering classes, camps and events.

Ownership category

akta.pro rank

Product category

Children's Activity Marketplace

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Children’s Entertainment Booking (Clowns, Characters, Princess Parties) (HSACAHAF)

Keywords

• Kids activity booking
• Family activity discovery
• Children's classes platform
• Activity marketplace
• Parenting discovery app

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Organizer Subscription (Planned): Hoop currently does not charge a booking fee. The company plans to charge a subscription fee to list classes, camps or events on the platform. Basic listings are free for organizers.
2. Booking Fees (Future): Hoop may in future charge a booking fee, though currently does not.
3. Referral Traffic: Hoop directs parents to organizer booking links, websites or emails, generating value through traffic referrals to activity providers

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hoop is a mobile and web platform that helps parents in the UK discover, search, and book local activities for children aged 0-18, listing over 100,000 classes, camps, clubs, and events run by 13,000+ activity organizers. The consumer-facing app is free for families and offers instant booking directly with organizers. On the supply side, Hoop for Organisers is a separate SaaS-style platform that lets activity providers list their offerings, manage bookings and payments, and access customer insights.

Product overview

Hoop is a family activity discovery and booking platform comprising a consumer mobile app (iOS and Android), a consumer-facing website, and the Hoop for Organisers platform. The core consumer product enables parents to find, filter, save, and book local kids activities from newborn to 18 years across over 100,000 listings. The organiser platform allows activity providers to list events, manage bookings, and reach over 1 million families. Additional offerings include health visitor resources for NHS partnerships and an ambassador referral programme. Basic organiser listings are free with premium boosted listings available via subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Hoop Mobile App Free consumer iOS and Android application that lets UK parents and caregivers discover, search, and book local activities, classes, camps, clubs, and events for children aged 0-18. Provides age- and location-based filtering, live maps, push notifications, and instant booking directly with activity organizers.
• Hoop Website (hoop.co.uk) Web-based version of the Hoop platform allowing families to search, filter, and book local children's activities from a desktop browser.
• Hoop for Organisers B2B platform (organisers.hoop.co.uk) that lets UK activity organizers list their classes, camps, clubs, and events, manage bookings and payments, view customer insights, and (with Boosted listings) gain higher visibility in the marketplace.
• Hoop Health Visitor Resources A free, curated set of local activity recommendations and resources that NHS health visitors and family healthcare partners can hand to new parents, leveraging Hoop's NHS-approved status to drive trusted referrals.

Quantifiable outcome

• 90% of Hoop users 'do more as a family'
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• NHS England Clinical Entrepreneur ProgrammecoreStrategic or Co-development PartnerHoop participated in the NHS England Clinical Entrepreneur Programme, which supports healthcare innovators in developing their products and businesses. This partnership aligns with Hoop's mission to improve child health outcomes.
• MSE (Mid and South Essex) Innovation FellowshipminorStrategic or Co-development PartnerHoop participated in the MSE Innovation Fellowship program supporting innovation in healthcare and wellness.
• Bach to BabyminorChannel Partner/ Reseller/ DistributorCritically acclaimed concert series for babies, toddlers and their carers. Part of Hoop's network of 13,000+ activity organizers.
• Zebra SkateminorChannel Partner/ Reseller/ DistributorDay camp introducing kids to rollerblading and skateboarding with over twenty years teaching experience. Part of Hoop's network.
• Swimming NatureminorChannel Partner/ Reseller/ DistributorUK's market-leader in personalised swimming tuition with over 25 years experience. Part of Hoop's activity organizer network.
• PerformminorChannel Partner/ Reseller/ DistributorDrama school using unique mix of drama, dance and singing. Part of Hoop's organizer network.
• Young EngineersminorChannel Partner/ Reseller/ DistributorSTEM enrichment programs using LEGO for hands-on learning. Part of Hoop's organizer network.
• ZipZapminorChannel Partner/ Reseller/ DistributorAward winning weekly drama, music and sensory classes for children under 5. Part of Hoop's network.
• Baby BroadwayminorChannel Partner/ Reseller/ DistributorInteractive concerts for adults, babies and children featuring West End singers. Featured in Time Out London.
• CLIP TheatreminorChannel Partner/ Reseller/ DistributorAward winning expert-led classes for 0-5s, based on cutting edge neuroscience, delivered by professional actor-musicians.
• HartbeepsminorChannel Partner/ Reseller/ DistributorAward-winning baby, toddler and pre-school classes set to original songs and remixed nursery rhymes. Part of Hoop's network.
• Health VisitorscoreChannel Partner/ Reseller/ DistributorHoop works with health visitors, social prescribing link workers, paediatric physiotherapists, nurses, and midwives who recommend Hoop to families as part of their health visitor duties.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kids Pass: UK family membership/discount platform providing access to kids activities, days out, and attractions — competes with Hoop for parent wallet share on kids activities.
• Day Out With The Kids: UK directory of family days out and kids activities with reviews and filtering — overlaps with Hoop's discovery and listing value proposition.
• ClassForKids: UK-based booking and management platform for kids' classes, camps, and activities, offering self-serve listings and parent discovery — directly comparable to Hoop's marketplace model.

Regional players

• KidPass: US membership platform providing access to kids activities and classes — closely analogous business model to Hoop, but US-focused.
• Activity Hero: US-based marketplace for booking kids' camps, classes, and activities — same marketplace mechanics and parent organizer dynamics as Hoop but operating in North America.

Broad incumbents

• Netmums: Established UK parenting community and content site that surfaces local activities and events — competing indirectly for parent attention and trust in the kids-activities space.
• Childcare.co.uk: Larger UK marketplace for childcare, babysitters, and child-related services — adjacent to Hoop's expert directory (physiotherapists, sports coaches, babysitters) and shares a parent audience.
• Mumsnet: UK's largest parenting forum and information platform with local activity recommendations — overlapping audience with Hoop and serving as a parallel discovery channel for parents.

Emerging players

• Mush: UK-based app for new mums to find local friends and activities — shares Hoop's target audience and local discovery use case, but with a social/companionship angle.

Others

• Yell (Yellow Pages): UK business directory that lists local activity providers and service businesses — adjacent discovery channel for parents searching for kids activities, though not activity-specialized.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hoopapp
• Xx.com/hoop

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hoop