Mini First Aid
- Company typePrivate
- Founded2014
- HeadquartersLeeds, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Mini First Aid does
Mini First Aid is a UK-based paediatric first aid training provider founded in January 2014 by Kate Ball in Leeds, Yorkshire. The company delivers in-person first aid classes for parents, carers, children (ages 3-16), and workplaces, with a curriculum covering CPR, choking response, burns, bleeds, anaphylaxis, and other emergency scenarios. Its differentiated methodology combines hands-on practice with story-based learning (the proprietary 'Freddie' character and accompanying children's books, including 'Sit, Chop, Chew' developed with Dr Jamie Cooper) and explicitly inclusive training materials designed for diverse skin tones, ethnicities, and body types. The business is FAIB-accredited for workplace qualifications, CPD-accredited for adult awareness courses, and OFSTED-compliant for children's curriculum delivery.
The company operates primarily through a franchise model with over 70 regional franchises and 100+ trainers covering all major UK regions. Franchisees receive exclusive territories, training, marketing support, and ongoing professional development in exchange for franchise fees. Revenue is diversified across class fees (per-person pricing for public classes, group pricing for private sessions), franchise fees (3-year initial term with renewals), branded product sales (first aid kits, children's books) through own e-commerce and major retail partnerships with John Lewis and Boots, and certified qualification courses (Paediatric First Aid, First Aid at Work, Adventurer First Aid).
The go-to-market combines community-led word-of-mouth referrals, celebrity endorsements (Giovanna Fletcher, Jonny Wilkinson), a content marketing engine (blog, The Family Health Podcast), and NHS/charity partnerships to extend reach to underserved families. Notable corporate clients include Sky, Bionical Health, Go Ape, and Arco. The company received a Dragons' Den investment from Sara Davies MBE in 2021 and a £100,000 Finance Yorkshire investment in December 2024 to fund expansion and product development. The head office team of approximately 11 staff manages franchise operations, marketing, quality assurance, and commercial activities for the UK-wide network.
Mini First Aid firmographics
Firmographics- Name
- Mini First Aid
- Legal name
- Mini First Aid
- Website
- https://minifirstaid.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Mini First Aid industry classification
Industry- Product category
- First Aid Training
- NAICS
- Educational Services (61), Educational Support Services (6117), Exam Preparation and Tutoring (611691)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)
- akta.pro secondary industries
- Inclusion, Special Needs & Early Intervention Training (IEPs/IFSPs, Neurodiversity) (EDACAIAF), Inclusive Infant & Toddler Care (Special Needs / IFSP-Aligned) (EDACAGAI), Developmental Therapy / Early Childhood Special Instruction (EDACAFAG)
Keywords
Where Mini First Aid is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
Mini First Aid business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others, Technology or R&D
Revenue model
- Class Fees: Revenue from 2-hour first aid awareness classes for parents, carers, and families. Classes are offered in public venues (per person) or as private sessions (group pricing). Additional revenue from certified qualification courses (First Aid at Work, Paediatric First Aid) and specialist courses (Adventurer First Aid, Baby Proofing, Healthy Minds).
- Product Sales: Sale of first aid kits, children's books ('The Mini Adventures of Freddie', 'Sit, Chop, Chew'), and related safety products through the e-commerce shop (minifirstaidshop.co.uk) and major retailers (John Lewis, Boots).
- Franchise Fees: Franchise owners pay for the right to use the Mini First Aid brand and receive training, support, marketing materials, and exclusive territories. Each franchise can recruit additional freelance trainers.
- CPD-Accredited Courses: CPD Standards Office accredited courses provide formal certification credentials for workplace requirements, generating additional revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Parent & Carer Classes - 2-hour sessions |
| Unit Pricing | Pay-as-you-go | Adventurer First Aid - 6-hour certified workshop |
| Unit Pricing | Pay-as-you-go | Workplace First Aid - FAIB accredited qualifications |
| Subscription | Multi-year contract | Franchise Ownership |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Mini First Aid product offering
Product offeringCore offering
Mini First Aid delivers baby, child, and adult first aid awareness classes and certified qualification courses through a UK franchise network of 70+ franchisees and 100+ trainers. Its offering also includes online learning, specialist programmes (Adventurer First Aid, Baby Proofing, Healthy Minds, Infection Control), own-brand children's educational books ('The Mini Adventures of Freddie', 'Sit, Chop, Chew'), and a range of first aid kits sold through its e-commerce shop and stocked by John Lewis and Boots.
Product overview
Mini First Aid is the UK's leading specialist paediatric first aid training provider, offering a portfolio of award-winning classes and products. The core offering consists of in-person classes for parents, carers, children, and workplaces, delivered through a franchise network of 70+ franchises and 100+ trainers. Supplementary offerings include online learning courses, certified qualification courses (Paediatric First Aid, First Aid at Work), and specialist programmes (Adventurer First Aid, Baby Proofing, Healthy Minds). The company also publishes children's educational books ('The Mini Adventures of Freddie', 'Sit, Chop, Chew') and sells its own range of first aid kits through its e-commerce shop and major retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Classes for Parents & Carers
Quantifiable outcome
- Trains 2,000 families weekly
- +4 more outcomes
Companies that use Mini First Aid
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Mini First Aid technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mini First Aid partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- NHScoreMini First Aid collaborates with the NHS to fund classes for low-income families, making first aid training accessible to underserved communities.
- UK Charities (General)minorPartnership with various charities to fund first aid classes for low-income families who otherwise might not be able to afford training.
- British Franchising Association (BFA)coreFull member of the BFA, adhering to franchise standards and recognised with 5-star satisfaction awards. Listed on the BFA franchise directory.
- First Aid Industry Body (FAIB)coreAccreditation by FAIB for workplace first aid qualification courses, meeting regulatory standards for first aid training providers.
- The CPD Standards OfficecoreMini First Aid courses are CPD accredited by The CPD Standards Office, providing formal continuing professional development recognition.
- Children's Activities AssociationminorMember organisation supporting quality children's activities, lending credibility to Mini First Aid's early years programme.
- Federation of First Aid Training Organisations (FOFATO)minorMember of FOFATO representing first aid training organisations in the UK.
- Meningitis Research FoundationminorCollaboration with Meningitis Research Foundation to ensure trainers have up-to-date knowledge about meningitis and septicaemia recognition.
- Royal Life Saving Society UK (RLSS UK)minorPartnership supporting water safety and drowning prevention education as part of comprehensive first aid training.
- NCT (National Childbirth Trust)minorPartnership with NCT for joint promotion of baby and child first aid classes to new and expectant parents.
- Twin TrustminorPartnership providing first aid resources specifically designed for parents of twins and multiples.
- Allergy UKminorPartnership supporting allergy awareness and severe allergic reaction response training.
- Sepsis TrustminorPartnership raising awareness of sepsis symptoms and appropriate first aid response.
- John LewiscoreRetail distribution partnership for Mini First Aid first aid kits sold in John Lewis department stores.
- BootscoreRetail distribution partnership for Mini First Aid first aid kits sold in Boots pharmacy and health & beauty stores.
- Dr Jamie CooperminorConsultant in Emergency Medicine at Royal Aberdeen Children's Hospital who supports the 'Sit, Chop, Chew' safe eating campaign and provides medical expertise.
- Global Alliance for Child SafetyminorMembership in global alliance focused on child safety initiatives and best practice sharing.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Mini First Aid competitors and assessment
Company assessmentDirect peers
- Daisy First Aid: UK-based paediatric and early years first aid training company offering parent and childcare-provider classes. Closest direct competitor to Mini First Aid with the same audience (parents of infants/toddlers), same FCA-style awareness classes, and similar Ofsted-aligned curriculum.
- Tigerlily Training: UK-based first aid training provider offering paediatric and workplace FAIB courses. Targets similar schools, nurseries, and parents segments as Mini First Aid, frequently cited as a direct competitor in market listings.
- NUCO Training: UK first aid training and qualification provider with FAIB-aligned courses for workplace and paediatric settings. Overlaps directly on the accredited workplace segment Mini First Aid offers via its FAIB-accredited courses.
- Aid Training: UK first aid training provider running FAIB-accredited paediatric, workplace, and AED courses. Targets the same schools, nurseries, and corporate buyers as Mini First Aid with comparable class formats and accreditation status.
- Baby College: UK franchise network delivering multi-week early-years classes for parents and babies, including child development content. Mirrors Mini First Aid's franchise-led GTM and primary target audience (parents of infants/toddlers attending local community classes).
Broad incumbents
- St John Ambulance: The UK's largest first aid charity, offering FAIB-accredited workplace and paediatric first aid training nationally. Much broader portfolio and scale, but competes directly for the workplace/certified-qualification and corporate training revenue that Mini First Aid also targets.
- British Red Cross: UK's other dominant first aid training provider, with full FAIB-accredited workplace and paediatric courses plus a charitable brand. Competes in the same employer-tender pool and has the brand depth Mini First Aid will need to win the largest enterprise accounts.
- High Speed Training: UK-wide online training provider offering paediatric and workplace first aid certifications among a broad course catalogue. Competes with Mini First Aid's online awareness class and FAIB-accredited courses, especially in self-serve corporate procurement.
Others
- NCT (National Childbirth Trust): UK charity providing early parenthood education courses (including baby first aid) and currently listed as a Mini First Aid marketing partner. Adjacent rather than directly competing, but reaches the same parent audience and partially overlaps on first aid awareness content.
Emerging players
- Monkey Wellbeing: UK children's wellbeing education provider offering school-based resources including first aid awareness for primary-age children. Comparable on the child-segment first aid education delivery and aligned with Mini First Aid's KS2/Ofsted curriculum positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mini First Aid social profiles
Digital presenceMini First Aid compliance and trust
Trust signalCompliance3 records
Mini First Aid financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mini First Aid leadership team
Management profileNumber of profiles
Profiles11 records
Mini First Aid funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mini First Aid 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 Mini First Aid
What does Mini First Aid do?
Mini First Aid delivers baby, child, and adult first aid awareness classes and certified qualification courses through a UK franchise network of 70+ franchisees and 100+ trainers. Its offering also includes online learning, specialist programmes (Adventurer First Aid, Baby Proofing, Healthy Minds, Infection Control), own-brand children's educational books ('The Mini Adventures of Freddie', 'Sit, Chop, Chew'), and a range of first aid kits sold through its e-commerce shop and stocked by John Lewis and Boots.
Is Mini First Aid a public or private company?
Mini First Aid is a private company. It is classified as family owned and is currently operating.
When was Mini First Aid founded?
Mini First Aid was founded in 2014. It employs 1 to 10 people.
Where is Mini First Aid based?
Mini First Aid is headquartered in Leeds, United Kingdom, in the Europe region.
How does Mini First Aid make money?
Four revenue lines are on record. Class Fees are the primary driver. The others are product Sales, franchise Fees and CPD-Accredited Courses.
Who are Mini First Aid's main competitors?
Direct peers on record are Daisy First Aid, Tigerlily Training, NUCO Training, Aid Training and Baby College. Broad incumbents are St John Ambulance, British Red Cross and High Speed Training. NCT (National Childbirth Trust) is listed as an others. Monkey Wellbeing is listed as an emerging player.
Does Mini First Aid have an API?
No public API is recorded for Mini First Aid.
What industry is Mini First Aid in?
Mini First Aid's product category is First Aid Training. Its primary akta.pro industry code is HSAAACAA, Postpartum Newborn Care & Parent Education (NCS), with a secondary code of EDACAIAF, Inclusion, Special Needs & Early Intervention Training (IEPs/IFSPs, Neurodiversity). Its NAICS code is 61 and its SIC code is 8200.