Skillz

What Skillz does

Skillz (UK) Ltd is a Croydon-based children's football coaching business founded in 2012 by Ashley Thomas. The company delivers age-segmented weekly football classes for children aged 2-11 across Croydon and Sutton, operating four core programs: Skillz 4 Tots (ages 2-4), Superstar Football (ages 4-7), Football Academy (ages 7-11), and Girls Only Football (ages 5-11). The proposition is built around themed, high-energy indoor sessions delivered by UEFA-licensed coaches, with sessions managed through the third-party Class4Kids booking and subscription platform and communications supported by MailChimp, FireText, and Text Marketer integrations. Ancillary services include school football clubs (five named primary school partners), birthday party packages, branded merchandise sold through One Stop Sports and Addiscombe Sports, and downloadable home-practice e-books.

The business generates revenue primarily through monthly recurring subscriptions (£36-£45 per month depending on class type), supplemented by one-off birthday party bookings (£299-£550), trial fees (£8 for two classes), a £27.99 membership kit, and small-ticket digital products. The company employs approximately 10+ coaching staff and reaches around 500 weekly subscription members plus an additional 400 children through school and nursery placements, totalling nearly 1,000 children impacted weekly across 35 classes at 8 venues. Sister brands SZ United FC (a grassroots feeder club with 21 teams and 160+ players) and Superstar Campz (holiday camps) extend the customer lifecycle beyond weekly classes, providing a progression pathway that supports retention as children age.

The company operates as a privately held limited company with no external institutional investment, single-site operational presence, and a regional footprint confined to two London boroughs. Distribution combines direct-to-consumer online booking with channel partnerships for merchandise and a recently launched franchise offering intended to support geographic replication.

Name

Skillz

Legal name

Skillz (UK) Ltd

Website

https://skillzuk.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Skillz is a UK children's football coaching business based in Croydon and Sutton, delivering weekly age-segmented classes for ages 2-11, school partnership programs, birthday parties, and digital products to approximately 500 subscribing members and 1,000 children weekly.

Ownership category

akta.pro rank

Product category

Children's Football Coaching

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA)

akta.pro secondary industry

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)

Keywords

• Children's football coaching
• Youth soccer training
• Grassroots sports development
• Kids birthday parties
• School football clubs

Headquarters

HQ city

Croydon

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Weekly Class Subscriptions: Monthly recurring subscription for children attending weekly football classes. Payments processed on 1st of each month. Monthly fees vary by class type (£36-£45 per month). Includes 4-week cancellation notice period.
2. Birthday Party Packages: One-time event services with two tiers: Super Party (£299-£340) and Ultimate Party (£495-£550). Includes venue hire, coach, entertainment, and optional add-ons like pizza, decorations, and party bags.
3. Merchandise Sales: Online shop selling Skillz training kits (Premium £40, Super £35) through partner retailer One Stop Sports. One-off membership kit purchase (£27.99) for new members.
4. Digital Products: E-books for home football practice sold for £5-£9.99. Includes Super Home Practice Football Games E-book for beginners and Elite Home Practice E-book for intermediates.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Skillz UK delivers weekly children's football coaching classes across four age-banded programmes (ages 2-11) at eight venues in Croydon & Sutton, complemented by managed after-school football clubs at local primary schools and nurseries, kids' birthday party packages, and an online shop selling branded training kits and digital home-practice e-books. The business operates as a private limited company (Skillz (UK) Ltd) using a third-party Class4Kids booking platform to manage subscriptions, trials, and recurring card payments.

Product overview

Skillz operates as a multi-programme children's football coaching business offering age-specific classes across Croydon & Sutton. The core portfolio comprises four main class types: Skillz 4 Tots (toddler football, ages 2-4), Superstar Football (ages 4-7), Football Academy (ages 7-11), and Girls Only Football (ages 5-11). These are complemented by School Football Clubs delivered at partner primary schools, Kids Birthday Party packages, and an Online Shop selling training kits and digital e-books. The business also includes sister brands SZ United FC (grassroots football club providing progression pathway) and Superstar Campz (holiday camps). All programmes are coordinated through the main website with bookings managed via Class4Kids, and merchandise sold through One Stop Sports.

Differentiator

Problem solved

Functional benefit

Products and services

• Skillz 4 Tots (Toddler Football) Indoor toddler football classes for children ages 2-4 in Croydon & Sutton, delivered via themed play activities (e.g. superhero and Minion themes) that build motor skills, confidence and love of football.
• Superstar Football Classes High-energy indoor football classes for children in School Years R-2 (ages 4-7) that develop real football skills through themed games, confidence building and creative play.
• Football Academy Sessions Indoor football academy sessions for children ages 7-11 (School Years 3-6) sharpening technique, building game IQ and preparing young players for competitive football.
• Girls Only Football Girls-only indoor football classes for ages 5-11 (School Years 1-6) providing a confidence-building, supportive single-gender environment to learn football.
• School Football Clubs Fully managed after-school and lunch-time football clubs delivered directly at partner primary schools in Croydon & Sutton for School Years R-6, with a free 2-week taster programme and ongoing managed delivery.
• Kids Birthday Parties Two-tier football and sports birthday party packages for ages 5+ with venue hire included - Super Party (£299-£340 for up to 15 children) and Ultimate Party (£495-£550 for up to 18 children) - with add-ons such as Domino's Pizza, decorations, medals, certificates and party bags.
• Skillz Online Shop E-commerce shop selling Skillz-branded training kits (Premium £40, Super £35), membership kits (£27.99) and other merchandise through partner retailer One Stop Sports.
• Super Home Practice Football Games E-book PDF e-book for beginners containing 16 play-at-home football games adapted from weekly classes, with setup diagrams, equipment lists, and coaching challenges across dribbling, passing and shooting categories.
• Elite Home Practice E-book 45-page PDF e-book for intermediates with advanced training practices and challenges, including video demonstrations, pro clips and bronze/silver/gold challenges, co-designed by Ashley Thomas and Fulham FC U15-U16 Academy Coach Joe Antonelli.
• SZ United FC (Feeder Grassroots Club) Affiliated grassroots football club providing the progression pathway for Skillz graduates, supporting 21 teams for the 2024-2025 season with 160+ players aged u6-u15 across Croydon & Sutton.
• Superstar Campz (Holiday Camps) Holiday sports camps for children in Croydon, operating as a sister brand to Skillz with cross-promotional benefits including a 10% discount for Skillz members.

Quantifiable outcome

• Over 500 weekly members plus 400 children in schools and nurseries, totalling nearly 1,000 children impacted per week
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Fulham FC AcademycoreStrategic or Co-development Partner · 1 January 2015Ashley Thomas works as u9 Academy Coach. Joe Antonelli works as U15-U16 Lead. Former Skillz coaches have progressed to academy football.
• SZ United FCcoreStrategic or Co-development Partner · 1 January 2012Feeder grassroots football club founded by Ashley Thomas. Supports 21 teams for 2024-2025 season with 160+ players. Clear progression pathway for Skillz class members into competitive team football.
• Class4KidscoreTechnology or IntegrationThird-party booking and membership management system. Processes class bookings, membership subscriptions, and recurring card payments. Privacy policy available on Class4Kids website.
• Joe Antonelli (Fulham FC Academy Coach)coreStrategic or Co-development PartnerFull-time Fulham FC Academy coach (U15-U16 Lead) and UEFA A licensed. Co-designer of Elite Home Practice E-book. Former Skillz coach who progressed to professional football.
• Addiscombe SportsminorChannel Partner/ Reseller/ DistributorPartner retailer for Skillz branded merchandise including training kits. Customers redirected to Addiscombe Sports for kit purchases.
• One Stop SportsminorChannel Partner/ Reseller/ DistributorOfficial Skillz club shop retailer for branded training kits. Premium Training Kit £40, Super Training Kit £35.
• Margaret Roper Catholic Primary SchoolcoreImplementation/ SI/ Consulting PartnerAfter-school football club partner since 2013. 1 in 3 pupils attend clubs. Also receives school team coaching services.
• Christchurch Primary SchoolcoreImplementation/ SI/ Consulting PartnerAfter-school football club since 2016 for Years 1-6. Also receives school team coaching services.
• Regina Coeli Catholic Primary SchoolcoreImplementation/ SI/ Consulting PartnerAfter-school football club since 2017 for Years 2-6. Coach Ashley Thomas's old school.
• Chelsea FC FoundationminorStrategic or Co-development PartnerAshley Thomas has worked with Chelsea FC Foundation department in addition to Fulham FC.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Little Kickers: UK-based national franchise offering football and multi-sport classes for children aged 18 months to 11 years. Closest direct competitor in the pre-school football coaching space with a mature franchise model and similar age-tiered curriculum.
• Pro:Direct Soccer Schools: Affiliated with the Pro:Direct Sport brand, offering structured football coaching courses for children across the UK. Comparable tiered coaching programs and school partnership channels.
• Targeted Sports: UK children's sports coaching provider running after-school clubs, PE provision, and holiday camps. Overlaps directly with Skillz's school-club and Superstar Campz offerings.
• Babyballers: Toddler and pre-school football coaching franchise for ages 16 months to 5 years. Highly comparable in the youngest age band (Skillz 4 Tots equivalent) with a franchise model and themed session structure.
• Soccer Stars Academy: Children's football coaching provider with age-banded classes and school partnerships across the UK. Comparable GTM combining D2C subscriptions with school delivery channels.
• Soccer Schools UK: Children's football coaching school offering classes across the UK with structured curriculum and qualified coaches. Comparable D2C subscription model and age-tiered class structure.
• First Touch Football: UK children's football coaching company delivering after-school clubs and weekend classes. Directly comparable operating model — D2C subscriptions plus school-channel delivery in regional UK markets.
• We Make Footballers: UK children's football coaching franchise operating after-school and weekend classes with a structured player-development pathway. Direct competitor with similar school partnership and academy-style progression into grassroots football.
• Little Stars Football: Pre-school and primary-age football coaching provider in the UK, running weekly classes and birthday parties. Closely comparable product mix including themed coaching and party packages.

Broad incumbents

• Fulham FC Foundation: Community arm of Fulham FC delivering children's football coaching, school programs, and holiday camps in South West London. Adjacent competitor with premium professional-club brand and overlapping Croydon/Sutton geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/skillzukltd
• Instagraminstagram.com/skillzukltd
• TikToktiktok.com/@skillzuk
• Xx.com/skillzuk1

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 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 Skillz