Make Believe

Name

Make Believe

Legal name

Make Believe

Website

https://makebelievegroup.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Performing Arts Education

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (711190), Theater Companies and Dinner Theaters (71111), Independent Artists, Writers, and Performers (711510)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG)

akta.pro secondary industries

Children’s & Youth Theatre (MPAGABAE), Media Arts & Performance (Film, Stagecraft, Lighting, Sound) (EDAMAAAJ), Performing Arts Programs (Band, Choir, Orchestra, Theater) (EDAJAJAE), Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG), Creator Content Production & Co-Creation Studios (BPAFAHAD)

Keywords

• Children's performing arts classes
• Performing arts franchise
• Youth talent agency
• Theatre school education
• Holiday performing arts camps

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Weekly Class Membership Fees: Recurring monthly fees paid by parents for children attending weekly performing arts classes (singing, acting, dancing, drama). Payment collected via Direct Debit through GoCardless. Students sign up for three-month minimum commitments.
2. Academy Examination Fees: Enrolment fees and membership fees for graded examinations in Musical Theatre, Acting, Public Speaking, Dance. Examinations range from Premiere to Grade 8, regulated by OfQual.
3. Holiday Camps and Workshops: Revenue from themed holiday programmes including one-day camps, themed workshops, and multi-day immersive experiences.
4. Production Participation Fees: Fees for participation in major productions such as Show Camp (£200), One Dream (£200), and Gala events (£170). Includes tickets to performances.
5. Box Office Ticket Sales: Theatre ticket sales through tickettainment.com for productions and events.
6. Talent Agency Representation: Commission of 20% on professional jobs secured for talent. No joining fee to be part of the talent agency.
7. One-to-One Coaching: Private online coaching sessions in performing arts disciplines. Sessions available in 30, 45, or 60 minute lengths with subscription or block booking options.
8. Gift Vouchers: Christmas and gift vouchers redeemable at participating Make Believe schools for classes and programmes.
9. Franchise Fees: Revenue from franchise partnerships where franchisees pay to join the network and receive access to the brand, curriculum, and support systems.
10. Starter Pack Sales: Compulsory starter pack priced at £29.50 including uniform and branded water bottle for new students.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Make Believe operates a UK franchise network of more than 100 performing arts schools delivering weekly singing, acting, dancing, and drama classes for children aged 3-18. The offering is supplemented by an OfQual-regulated Academy programme, a talent agency for young performers, large-scale productions at venues like the O2 and Hackney Empire, holiday camps, and personalised coaching. Franchisees run local schools under the Make Believe brand using a proprietary curriculum developed over 20+ years.

Product overview

Make Believe is a UK-based performing arts franchise offering a comprehensive ecosystem of programmes for children aged 3-18. The core offering comprises Theatre Schools delivering weekly singing, acting, dancing and drama classes through over 100 franchise locations, supplemented by examination qualifications through Make Believe Academy (RSL Awards). The portfolio extends to live productions (Show Camp, Sing Make Believe), talent representation (MB Talent Agency), holiday camps, and competitions (One Dream). Supporting offerings include personalised coaching (MB One To One, MB Spotlight), early years provision (MB Bambinos), and advanced training (West End Weekends). The company also operates business development through franchise partnerships and school acquisition opportunities, alongside educational partnerships (Class Act, MB International Stage) and brand sponsorship programmes (Joy of Performance Partnerships).

Differentiator

Problem solved

Functional benefit

Brands

• Make Believe Universe: The overall brand ecosystem encompassing all Make Believe programs and services
• MB Talent
• Make Believe Academy
• MB Bambinos
• MB Production
• MB Holiday Camp
• West End Weekends
• MB One To One
• MB Spotlight
• Sing Make Believe
• One Dream
• Make Believe Make Happen
• MB International Stage
• Class Act

Products and services

• Theatre Schools Weekly singing, acting, dancing and drama classes for children aged 3-18, delivered at 100+ franchise-operated locations across the UK. The core product of the Make Believe franchise network, available on a monthly subscription basis with a three-month minimum commitment.
• Make Believe Academy Qualification programme offering graded examinations in Musical Theatre, Acting, Public Speaking, and Dance from Premiere to Grade 8, delivered in partnership with RSL Awards and regulated by OfQual. Provides UCAS points and Duke of Edinburgh award recognition.
• MB Holiday Camp Performing arts holiday programmes including one-day camps, themed workshops, and week-long immersive theatre experiences for children during UK school holidays.
• MB Talent Agency Professional talent representation service matching young performers with opportunities in TV, Theatre, Film and Radio. Operates with no joining fee and a 20% commission on professional jobs secured. Works with casting directors and production companies; registers talent with the Spotlight casting directory.
• Show Camp Productions Large-scale theatre productions performed at professional venues including the O2 Arena and Hackney Empire. Features the 65-member Resident Team performing alongside school casts with a £200 participation fee.
• Sing Make Believe Network-wide singing performance experience where participating schools perform in dedicated showcases at professional theatres throughout the year. Additional tickets for family and friends range from £15-£30 per seat.
• One Dream Singing competition and talent showcase for young performers aged 5-18, culminating in live finals at professional theatres. Includes a £1,000 cash prize, theatre performance opportunity, and professional talent representation.
• Make Believe Franchise Franchise opportunity allowing individuals to open and operate their own Make Believe theatre school with comprehensive business support including a proven business framework, curriculum, marketing support, location finding, hiring assistance, and finance guidance.
• Gift Vouchers Christmas and general gift vouchers redeemable at participating Make Believe schools for classes and programmes, available in three flexible pricing options and valid for new and existing students aged 3-18.

Quantifiable outcome

• 30,000+ students have performed in major theatre productions including O2 Arena and Hackney Empire
• +3 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• UK Schools (Class Act Partnership)coreStrategic or Co-development PartnerClass Act is a partnership programme delivering free performing arts workshops to UK primary and secondary schools. Make Believe provides teachers, curriculum, and performance opportunities; schools provide venue and student access. The programme aims to make performing arts accessible to 50,000 school children across the UK.
• Shopping Destinations and Town Centres (One Dream)coreStrategic or Co-development PartnerOne Dream is a talent showcase event delivered in partnership with shopping destinations and town centres. Provides entertainment for mall/shopper audiences while giving young performers a platform to showcase talent.
• International Educational GroupsminorStrategic or Co-development PartnerMake Believe International Stage delivers bespoke performing arts and theatre workshop experiences for travelling groups of young people from international schools, colleges, and universities visiting the UK. Partnership established since 2016.
• Brand SponsorsminorGTM or Marketing PartnerMake Believe Make Happen division connects brands with families through performance experiences. Partnerships include theatre sponsorships, local school sponsorships, product collaborations, and CSR/bursary programmes. Target brands include national household names and local businesses.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Stagecoach Theatre Arts (international brand): While Stagecoach has UK dominance, its international franchise network in North America, Asia, and Australia offers a comparable geographic template for what Make Believe's international expansion could look like if it pursues overseas franchise growth.

Direct peers

• Sylvia Young Theatre School: London-based performing arts school providing part-time and full-time training for children aspiring to professional theatre careers. Comparable to Make Believe's MB Spotlight and West End Weekends programmes, with similar professional placement outcomes.
• Italia Conti Academy of Theatre Arts: Historic UK performing arts school founded in 1911 offering training for children and young performers with pathways to West End and screen careers. Comparable to Make Believe's professional training pipeline and West End placement track record, though more selective and institution-based.
• Perform (Perform UK): UK-based performing arts school operator running weekly drama, dance, and singing classes for children aged 4-12. Comparable to Make Believe in service offering, age demographic, and weekly class subscription model, though operates company-owned rather than franchise schools.
• Razzamataz Theatre Schools: UK-based performing arts franchise offering part-time theatre schools for children and teens in singing, dancing, and acting. Closely comparable to Make Believe in franchise structure, age demographic, and class format.
• Stagecoach Performing Arts: The leading UK children's performing arts franchise network, founded in 1988, operating hundreds of franchise schools offering singing, acting, and dancing classes for children. Most direct competitor to Make Believe given similar franchise model, target demographic (3-18), and curriculum focus.
• Helen O'Grady Drama Academy: International franchise network of children's drama academies operating across multiple continents with a developmental curriculum focus. Comparable to Make Believe's franchise model and child-focused performing arts education, though broader geographic footprint.

Broad incumbents

• BRIT School: UK's flagship free performing and creative arts school (ages 14-19), producing alumni including Adele and Amy Winehouse. Comparable as a performing arts education institution, though state-funded and selective rather than fee-paying commercial operation.
• LAMDA (London Academy of Music and Dramatic Art): Historic UK drama school and examinations board offering graded qualifications and full-time training in acting. Comparable to Make Believe Academy's OfQual-regulated qualification pathway, though LAMDA operates at a more advanced and selective tier.
• Trinity College London: International examining body offering graded qualifications in performing arts including drama, speech, and musical theatre. Comparable to Make Believe Academy's RSL Awards pathway as a regulated examination provider, though Trinity operates at industry-body rather than school-operator level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MakeBelieve_UK
• Facebookfacebook.com/makebelieveuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Make Believe