Active iQ
Active IQ is a UK-based awarding organisation designing and accrediting over 100 regulated qualifications for the physical activity sector, delivered through an approved training centre network in the UK and internationally. Acquired by NCFE in 2022, with full integration planned by end of 2026.
- Company typePrivate
- Founded2003
- HeadquartersHuntingdon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Active iQ does
Active IQ is a UK-based awarding organisation that designs, quality assures, and certifies qualifications for the physical activity sector. Founded in 2003 and headquartered in St Ives (Huntingdon), the company offers over 100 regulated qualifications spanning Entry Level to Level 5, covering fitness instructing, personal training, sports massage therapy, leisure management, first aid, and pool operations. All qualifications are accredited by Ofqual, Qualifications Wales, and CCEA in Northern Ireland, with many also recognised by CIMSPA, and the company has won the FAB 2023 Award and 2024 FAB Exporter of the Year award.
The company's core technology stack consists of four proprietary digital platforms: an eLearning LMS providing 24/7 media-rich course delivery with tutor reporting tools, the Active Intel centre management system for centre approval and quality assurance workflows, the eManuals digital content platform with responsive page-turning display, and the Parnassus learner registration system. Supporting delivery resources include lecture packs, qualification guidance, and assessment materials developed by subject matter experts. Active IQ was acquired by NCFE in 2022, with full integration planned by end of 2026, while the Active IQ brand will be retained as a specialist sector brand within the combined organisation.
Active IQ operates a B2B2C channel-partner model, distributing exclusively through a network of approved training centres (further education colleges, private training providers, and leisure operators) rather than selling direct to learners. Revenue is generated through five streams: annual centre recognition fees (£625/yr), per-learner registration and certification fees (£5.50-£198 depending on qualification), unit-priced learning resources (manuals, eManuals, eLearning), tiered professional recognition licensing (£450-£1,250/yr) for organisations seeking Active IQ endorsement of non-regulated CPD programmes, and travel expense recovery from overseas centres. The company also operates an international programme mapped to EuropeActive and ICREPs standards across markets including Dubai, Germany, and Croatia.
Active iQ firmographics
Firmographics- Name
- Active iQ
- Legal name
- Active IQ Ltd.
- Website
- https://activeiq.co.uk
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Active IQ is a UK-based awarding organisation designing and accrediting over 100 regulated qualifications for the physical activity sector, delivered through an approved training centre network in the UK and internationally. Acquired by NCFE in 2022, with full integration planned by end of 2026.
- Ownership category
- akta.pro rank
Active iQ industry classification
Industry- Product category
- Vocational Qualifications and Awarding Services
- NAICS
- Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB)
Keywords
Where Active iQ is headquartered
LocationHeadquarters
- HQ city
- Huntingdon
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Active iQ business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Centre Recognition Fees: Annual centre recognition fee of £625 plus VAT invoiced each September (payable pro-rata for new centres) for approved training centres to deliver Active IQ qualifications.
- Registration and Certification Fees: Per-learner registration and certification fees for qualification completion. Fees vary by qualification type and range from approximately £5.50 to £198.
- Learning Resources: Sales of hard copy manuals, eManuals, and eLearning modules to support qualification delivery. Manual fees range from £8.50 to £88 depending on qualification.
- Professional Recognition Licensing: Annual license fees for organizations to gain Active IQ's professional recognition for their non-regulated training programmes. Tiers include Bronze (£450), Silver (£600), Gold (£850), and Platinum (£1,250) plus VAT annually.
- EV Travel Expenses: Travel expense recovery from overseas centres for external verifier activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Centre Recognition Fee |
| Unit Pricing | Pay-as-you-go | Qualification Registration/Certification Fees |
| Unit Pricing | Pay-as-you-go | Manual and eManual Fees |
| Unit Pricing | Pay-as-you-go | eLearning Fees |
| Subscription | Annual | International Centre Recognition Fee |
| Unit Pricing | Pay-as-you-go | International Registration/Certification Fees |
| Subscription | Annual | Professional Recognition Programme Tiers |
| Unit Pricing | Pay-as-you-go | Replacement Certificate Fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Active iQ product offering
Product offeringCore offering
Active IQ is an Ofqual-recognised awarding organisation that designs, quality-assures and awards over 100 regulated qualifications for the UK and international physical activity sector, spanning Entry Level to Level 5 across fitness instructing, personal training, sports massage, leisure management and first aid. Centres deliver these qualifications to learners using Active IQ's supporting digital ecosystem, which includes an eLearning platform, the Active Intel centre management system, digital eManuals, and registration tools. Active IQ also sells Professional Recognition licensing for non-regulated employer training programmes and international programmes mapped to EuropeActive standards.
Product overview
Active IQ is a globally recognised awarding organisation for the physical activity sector, offering a comprehensive portfolio of over 100 regulated qualifications spanning Entry Level to Level 5. The core offering consists of qualifications accredited by Ofqual, Qualifications Wales, and CCEA (many also recognised by CIMSPA), supported by an eLearning platform, digital and physical manuals, and the Active Intel centre management system. The company serves UK and international markets through approved training centres, offering technical qualifications, reformed qualifications, and professional recognition services. Following acquisition by NCFE in 2022, full integration with NCFE is expected by end of 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Active Intel: Web-based centre management solution for approved centres
- Active IQ eLearning Platform
- eManuals
Products and services
- Qualifications Portfolio Over 100 regulated qualifications spanning Entry Level to Level 5 in the sports, leisure and wellbeing sector. Qualifications are accredited by Ofqual, Qualifications Wales, and CCEA, with many recognised by CIMSPA. Covers fitness instructing, personal training, sports massage therapy, management, first aid, pool operations and leisure management. Sold to approved training centres that deliver them to learners.
- eLearning Platform
Companies that use Active iQ
Customer profileSegments4 records
Ideal customer profiles3 records
Active iQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Active iQ partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- NCFEcoreActive IQ was acquired by NCFE in 2022. NCFE is a larger awarding organization offering qualifications across various sectors. The integration will combine strengths of both organizations into one entity offering the greatest breadth in qualification, delivery and assessment options by end of 2026. The Active IQ brand will continue as a specialist brand within NCFE for active leisure and wellbeing.
- FitProcoreActive IQ approved centres and learners receive exclusive benefits including 10% off Instructor Public and Teacher Liability Insurance, 3 months free MyGroupFit music subscription app, and up to 30% off ViPR Bundles. FitPro provides world-class CPD opportunities, professional resources, and generous discounts. Both organizations share commitment to professionalising the fitness industry.
- CIMSPA (The Chartered Institute for the Management of Sport and Physical Activity)coreActive IQ is proud to partner with CIMSPA, an organization dedicated to creating a vibrant, professional workforce across the UK. CIMSPA focuses on developing qualifications and CPD opportunities meeting evolving sector needs with strong emphasis on employer input. Active IQ qualifications carry CIMSPA recognition, and the partnership helps shape the future workforce in the dynamic industry.
- ukactivecoreukactive is a not-for-profit organization bringing together members and partners from across the UK's active lifestyle sector. With members ranging from local leisure centres to multinational brands, ukactive strives to improve the nation's health by promoting physical activity and ensuring sector support.
- EuropeActivecoreFormerly known as the European Health and Fitness Association (EHFA), EuropeActive develops and assures quality standards within the European fitness industry. Their qualifications align with the European Qualifications Framework (EQF) and they manage the European Register of Exercise Professionals (EREPs). This partnership ensures Active IQ learners benefit from Europe-wide recognition of qualifications.
- 4Leisure Recruitment LtdminorA specialist recruitment agency providing permanent and temporary staffing solutions for the leisure industry. Helps clients build strong, innovative teams by matching candidate strengths and career goals with appropriate roles.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Active iQ competitors and assessment
Company assessmentEmerging players
- Innovate Awarding: UK awarding organisation developing regulated qualifications across sport, health and active leisure. Represents a newer competitive entrant in Active IQ's qualification categories.
- FutureQuals: UK awarding body with growing activity in sport, fitness and active leisure qualifications. A smaller but increasingly competitive player in Active IQ's core qualification space.
Direct peers
- VTCT: UK awarding body offering regulated qualifications across beauty, complementary therapies and sport/active leisure. Overlaps directly with Active IQ on fitness instructing, personal training and sports massage qualifications.
- YMCA Awards: UK-based awarding organisation specialising in fitness, leisure and active lifestyle qualifications. Directly competes with Active IQ for training centre approvals and learner registrations across gym instructing, personal training and leisure management qualifications.
- 1st4sport Qualifications: Specialist awarding body for sport and physical activity qualifications in the UK. Directly comparable to Active IQ in scope and target customer base of approved training centres.
- Training Qualifications UK (TQUK): Ofqual-recognised awarding organisation offering vocational qualifications across multiple sectors including active leisure. Competes with Active IQ on centre approval, pricing and qualification breadth.
- Focus Awards: Ofqual-regulated awarding organisation offering qualifications across active leisure, sport, fitness and wellbeing. Competes head-to-head with Active IQ on the same centre network model and qualification categories.
Broad incumbents
- NCFE: UK educational charity and awarding organisation, and parent company of Active IQ since 2022. Provides comparable qualification services across many sectors and is the strategic acquirer/integrator of Active IQ's portfolio.
- City & Guilds: One of the UK's largest and most established awarding organisations, offering a broad qualification portfolio including sport and active leisure. Competes broadly with Active IQ for centre approvals, but does not specialise in the active leisure niche.
- Pearson (BTEC): Global awarding organisation with a large UK vocational portfolio including sport and fitness qualifications (e.g. BTEC). Overlaps with Active IQ on technical qualifications but is a much broader education provider.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Active iQ social profiles
Digital presenceActive iQ compliance and trust
Trust signalCompliance4 records
Active iQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active iQ leadership team
Management profileNumber of profiles
Profiles7 records
Active iQ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active iQ 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 Active iQ
What does Active iQ do?
Active IQ is an Ofqual-recognised awarding organisation that designs, quality-assures and awards over 100 regulated qualifications for the UK and international physical activity sector, spanning Entry Level to Level 5 across fitness instructing, personal training, sports massage, leisure management and first aid. Centres deliver these qualifications to learners using Active IQ's supporting digital ecosystem, which includes an eLearning platform, the Active Intel centre management system, digital eManuals, and registration tools. Active IQ also sells Professional Recognition licensing for non-regulated employer training programmes and international programmes mapped to EuropeActive standards.
Is Active iQ a public or private company?
Active iQ is a private company. It is classified as corporate owned and is currently operating.
When was Active iQ founded?
Active iQ was founded in 2003. It employs 11 to 50 people.
Where is Active iQ based?
Active iQ is headquartered in Huntingdon, United Kingdom, in the Europe region.
How does Active iQ make money?
Five revenue lines are on record. Centre Recognition Fees are the primary driver. The others are registration and Certification Fees, learning Resources, professional Recognition Licensing and EV Travel Expenses.
Who are Active iQ's main competitors?
Emerging players on record are Innovate Awarding and FutureQuals. Direct peers are VTCT, YMCA Awards, 1st4sport Qualifications, Training Qualifications UK (TQUK) and Focus Awards. Broad incumbents are NCFE, City & Guilds and Pearson (BTEC).
Does Active iQ have an API?
No public API is recorded for Active iQ.
What industry is Active iQ in?
Active iQ's product category is Vocational Qualifications and Awarding Services. Its primary akta.pro industry code is EDAAAHAB, Fitness & Exercise Training Education (Strength, Cardio, Mobility). Its NAICS code is 611710 and its SIC code is 8200.