Pitchbooking

What Pitchbooking does

Pitchbooking Limited is a Northern Ireland-headquartered SaaS company founded in 2018 that operates an online marketplace and integrated facility management platform for sports venues. The platform enables grassroots clubs, schools, local authorities, commercial leisure centres, universities, and football associations to publish facilities online, accept 24/7 bookings, automate payments, manage recurring block bookings, run leagues and events, and consolidate multi-site reporting. It serves 3,000+ facilities across 11 countries and has processed £25 million+ in bookings, with 1.88 million sports sessions recorded in the past twelve months.

The core product is a cloud-native, API-first booking and facility management platform. Underlying technology includes real-time availability calendars, PCI-DSS-compliant payment processing via Stripe (including bespoke Stripe Terminal integration for the POS module), SSO integration with council identity systems (Goss Digital Platform), and a live Data Sharing API launched in September 2025 with the Football Foundation as its first registered consumer. The product suite spans the core Facilities module plus add-ons for Events, Leagues, Memberships, Point of Sale, Card Readers, Remote Access, APIs, and bundled Packages, with vertical-specific sub-brands for Council, Club, School, Sporting Body, Leisure Centre, University, Indoor Facility, and Football Association segments.

Pitchbooking's business model combines a freemium Starter tier for grassroots visibility, a Professional subscription tier starting at £100 per month for full booking and payment functionality, and custom Enterprise contracts for multi-site councils and governing bodies. Transaction fees on the £25M+ in processed booking volume provide a secondary revenue stream. Go-to-market blends self-serve product-led growth, a demo-driven enterprise field-sales motion targeting councils and FAs, B2B2B channel partnerships with 10+ County Football Associations and the Irish FA, event-driven acquisition through grassroots sports programmes, and direct public-sector procurement via the UK Government G-Cloud marketplace. The company has raised approximately £500,000 in seed funding (June 2022) from Silicon Valley investors and Co-FundNI, with an undisclosed follow-on from Cecil Hetherington in November 2025 to accelerate UK/Ireland expansion.

Name

Pitchbooking

Legal name

Pitchbooking Limited

Website

https://pitchbooking.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pitchbooking is a Northern Ireland-based SaaS platform founded in 2018 that provides online booking, payment processing, and facility management software for sports venues, serving 3,000+ clubs, schools, councils, and sporting associations across 11 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Platform Fees): Monthly subscription fees for access to the booking and facility management platform. Tiered pricing: Starter (free/simple listing), Professional (£100/month for full suite), and Enterprise (custom pricing). Revenue is recurring and scales with customer count and usage intensity.
2. Transaction Processing: The platform processes booking payments on behalf of facilities. While no explicit take rate is stated, the value proposition centres on 'faster payments' and automated revenue collection, implying transaction-based revenue alongside subscription fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Pitchbooking provides a cloud-based sports facility management SaaS platform that enables sports venues, clubs, councils, schools, and governing bodies to accept online bookings, manage real-time availability, collect automated payments, run events and leagues, and operate on-site POS from a single integrated dashboard. The platform supports both grassroots facilities (via a freemium Starter tier) and enterprise multi-site operators (via Professional and Enterprise subscriptions) with integrated Stripe payments, recurring block-bookings, and data-sharing APIs for compliance reporting.

Product overview

Pitchbooking is a unified sports facility management platform providing online booking, payments, scheduling, and operations tools. The core platform (Facilities) handles reservations, availability management, and payment processing, supplemented by add-on modules including Events for event management, Leagues for competition organization, Memberships for recurring customer plans, Remote Access for mobile operations, APIs for integrations, Point of Sale for on-site sales, Card Readers for in-person payments, and Packages for bundled offerings. The company also offers specialized solutions for different customer segments including councils, clubs, schools, sporting bodies, leisure centres, universities, indoor facilities, and football associations. The Game On! initiative provides free software access for women's and girls' sports events.

Differentiator

Problem solved

Functional benefit

Brands

• Game On!: Financial commitment initiative offering free software access for hosting women's and girls' sports events, launched July 2023 to increase female participation in sport at grassroots level.

Products and services

• Pitchbooking Facilities Core cloud-based booking and facility management platform that enables sports facilities to accept online reservations 24/7, manage real-time availability, process automated payments, and run operations from a multi-facility manager dashboard. Built for sports venues, councils, schools, clubs, sporting bodies, and commercial leisure operators.
• Pitchbooking Events Online event management solution for organising and managing sports events, courses, camps, coaching sessions, and community programmes, with online registration and integrated payment processing. Used by football associations and sporting bodies to run programmes such as McDonald's Fun Football (over 10,000 bookings processed) and EE Just for Kicks.
• Pitchbooking POS Point-of-Sale software for processing on-site sales of merchandise, equipment rentals, snacks, and walk-in sessions, integrated with the Pitchbooking booking platform. Features include sales transactions, inventory management, flexible payment options, unified customer profiles, and reporting, backed by Stripe Terminal for in-person card acceptance.
• Pitchbooking Leagues Integrated league management module built into the Manager Dashboard for creating, configuring, and running sports competitions. Enables automated fixture generation, live league tables, team signup workflows (public or invite-only), and payment tracking per fixture.

Quantifiable outcome

• Save up to 30 hours of admin per week per venue
• +7 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature9 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Football FoundationcoreStrategic or Co-development Partner · 30 September 2025The Football Foundation is the first registered data consumer on Pitchbooking's Data Sharing API. Facilities funded by the Foundation can automatically share anonymised booking data to meet funding compliance requirements — eliminating manual CSV reporting.
• StripecoreTechnology or IntegrationStripe is the payment processing partner powering all card transactions on the Pitchbooking platform. Stripe Terminal integration also enables in-person POS transactions. Stripe is PCI Service Provider Level 1 certified.
• Google for StartupsminorGTM or Marketing PartnerPitchbooking is featured and supported by Google for Startups, providing credibility and potential access to Google Cloud credits and startup ecosystem resources.
• Invest NIminorGTM or Marketing PartnerInvest NI (Northern Ireland's economic development agency) features and supports Pitchbooking as a growing Northern Ireland technology company.
• TechNationminorGTM or Marketing PartnerPitchbooking is featured and supported by TechNation, the UK network for ambitious tech entrepreneurs, providing visibility and network access within the UK tech ecosystem.
• SiftedminorGTM or Marketing PartnerPitchbooking is featured by Sifted, a financial intelligence platform for European startups, providing media visibility and credibility with investors and enterprise buyers.
• Schools' Enterprise AssociationminorGTM or Marketing PartnerPitchbooking is featured and supported by the Schools' Enterprise Association, positioning it as a recommended solution for school facility management.
• County Football Associations (10 partner FAs)coreChannel Partner/ Reseller/ DistributorPitchbooking partners with 10 County FAs including Surrey FA, Norfolk County FA, Liverpool FA, Derbyshire FA, Guernsey FA, Bedfordshire FA, Wiltshire FA, Cheshire FA, Nottinghamshire FA, and Cornwall FA. These FAs use Pitchbooking to manage facility bookings and events, and recommend it to member clubs.
• Irish Football Association (IFA)coreChannel Partner/ Reseller/ DistributorIFA was the first major partner to use the Game On! initiative for female events (EE Just for Kicks and Electric Ireland Shooting Stars). Pitchbooking processed over 10,000 bookings for the McDonald's Fun Football programme in partnership with IFA.
• The FA (Football Association)coreStrategic or Co-development PartnerThe Football Association governs county FAs across England. Pitchbooking supports 10 County FAs nominated for the County FA Recognition Awards 2025, which are announced at Wembley Stadium.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Skedda: Skedda is a leading venue and facility booking SaaS serving sports clubs, community centers, and shared spaces. Direct competitor to Pitchbooking with online booking, payments, and member access — comparable customer segments and feature set but broader international footprint.
• Bookteq: Bookteq is a UK-based sports facility booking platform offering online bookings, payments, and membership management. Closest direct UK competitor to Pitchbooking with similar council and club customer base, comparable pricing model and feature depth.
• EZFacility: EZFacility is a recreation and sports facility management software serving sports complexes, gyms, and community centers. Direct vertical competitor with comparable booking, payment, POS, and member management features targeting similar facility operator customers.
• ClubSpark: ClubSpark is a sports club and league management platform serving UK sporting bodies, clubs, and coaches. Direct competitor in the grassroots sports management space with overlapping club membership, booking, and payment features.
• Bookwhen: Bookwhen is a UK-based online booking platform for classes, events, and sports activities serving clubs and instructors. Direct competitor in the activity booking space with comparable pricing and SMB customer profile, though less sports-vertical-specific than Pitchbooking.

Broad incumbents

• Active Network / CommunityPass: Active Network is a large established recreation management platform serving parks and recreation departments, YMCAs, and community sports programs. Broader incumbent with overlapping facility booking functionality but as part of a much wider recreation software portfolio.
• PerfectMind: PerfectMind is a recreation and community center management platform serving municipalities, YMCAs, and sports clubs. Broader incumbent with overlapping facility booking, membership, and payment capabilities but as part of a wider municipal recreation software suite.
• Legends Software (now part of Stack Sports): Stack Sports/GameChanger is a large sports management platform serving leagues, clubs, and tournaments. Broader incumbent with overlapping event management and league administration features that intersect with Pitchbooking's Leagues module and FA customer base.

Emerging players

• TeamSnap: TeamSnap is a sports team and league management platform popular with grassroots sports organizations. Adjacent peer focused on team/roster management and scheduling rather than facility booking; intersects with Pitchbooking at the league and event level.
• Playbook (Aspire): Playbook is a sports facility and club management platform targeting fitness studios, sports clubs, and personal trainers. Emerging peer with comparable booking and payment features but oriented toward boutique fitness and small studios rather than grassroots sports facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pitchbooking
• LinkedInlinkedin.com/company/pitchbooking

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 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 Pitchbooking