Mini First Aid

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.

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

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

• Paediatric first aid training
• Baby first aid classes
• Workplace first aid courses
• First aid franchise
• First aid products

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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).
2. 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).
3. 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.
4. CPD-Accredited Courses: CPD Standards Office accredited courses provide formal certification credentials for workplace requirements, generating additional revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core 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

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered core and minor.

• NHScoreStrategic or Co-development PartnerMini First Aid collaborates with the NHS to fund classes for low-income families, making first aid training accessible to underserved communities.
• UK Charities (General)minorStrategic or Co-development PartnerPartnership 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)coreStrategic or Co-development PartnerFull 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)coreStrategic or Co-development PartnerAccreditation by FAIB for workplace first aid qualification courses, meeting regulatory standards for first aid training providers.
• The CPD Standards OfficecoreStrategic or Co-development PartnerMini First Aid courses are CPD accredited by The CPD Standards Office, providing formal continuing professional development recognition.
• Children's Activities AssociationminorStrategic or Co-development PartnerMember organisation supporting quality children's activities, lending credibility to Mini First Aid's early years programme.
• Federation of First Aid Training Organisations (FOFATO)minorStrategic or Co-development PartnerMember of FOFATO representing first aid training organisations in the UK.
• Meningitis Research FoundationminorStrategic or Co-development PartnerCollaboration with Meningitis Research Foundation to ensure trainers have up-to-date knowledge about meningitis and septicaemia recognition.
• Royal Life Saving Society UK (RLSS UK)minorStrategic or Co-development PartnerPartnership supporting water safety and drowning prevention education as part of comprehensive first aid training.
• NCT (National Childbirth Trust)minorGTM or Marketing PartnerPartnership with NCT for joint promotion of baby and child first aid classes to new and expectant parents.
• Twin TrustminorGTM or Marketing PartnerPartnership providing first aid resources specifically designed for parents of twins and multiples.
• Allergy UKminorStrategic or Co-development PartnerPartnership supporting allergy awareness and severe allergic reaction response training.
• Sepsis TrustminorStrategic or Co-development PartnerPartnership raising awareness of sepsis symptoms and appropriate first aid response.
• John LewiscoreChannel Partner/ Reseller/ DistributorRetail distribution partnership for Mini First Aid first aid kits sold in John Lewis department stores.
• BootscoreChannel Partner/ Reseller/ DistributorRetail distribution partnership for Mini First Aid first aid kits sold in Boots pharmacy and health & beauty stores.
• Dr Jamie CooperminorStrategic or Co-development PartnerConsultant 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 SafetyminorStrategic or Co-development PartnerMembership in global alliance focused on child safety initiatives and best practice sharing.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/minifirstaiduk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

Investors1 record

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 Mini First Aid