What Ultimate Activity Camps does

Ultimate Activity Camps is a UK private company that operates Ofsted-registered holiday day camps for children aged 4–14 at more than 45 independent schools across England, including London, Oxfordshire, Buckinghamshire, Berkshire, Surrey, Hampshire, Essex, Kent, Cambridgeshire, Bedfordshire, Gloucestershire, Somerset, and the West Midlands. Founded in 2013 and headquartered in Farnborough, the company delivers activity-based childcare during the Easter, summer, October, and May half-term school holidays under the consumer brand Ultimate Activity Camps and a portfolio of specialised sub-brands: Ultimate Survival, Ultimate Tech, Ultimate Performance, Ultimate Cookery, Ultimate Sports Academies (Athletics, Cricket, Netball, Football, Hockey), Ultimate 11 Plus, and Ultimate English. Each location holds an individual Ofsted registration, several of which are rated 'Good' on inspection.

The core product is a multi-activity day camp offering 40+ weekly activities (sports, games, creative arts) at £47–£58 per child per day depending on venue, with specialist programmes priced from £130 to £795 per week. The company is part of the Dukes Education group, alongside sister companies Dukes Tutoring (which delivers the Ultimate 11 Plus academic tutoring at Sutton High School, citing a 97% school-placement success rate) and Summer Boarding Courses (which handles international bookings for the Ultimate English programme). Day-to-day operations are supported by an online booking and management platform with real-time availability, childcare voucher and Tax-Free Childcare integration, and an account-management interface allowing free date changes up to 14 days before camp.

Revenue is generated on a pay-as-you-go, per-booking basis across three primary streams: day-camp bookings, specialist programme fees, and ancillary services (extended-day passes at £9.30/day, optional lunch, and the SuperCredit payment plan). Go-to-market is direct-to-consumer via the ultimateactivity.co.uk website, a phone line (0330 111 7077), email, organic social, and a parent-referral scheme, supplemented by corporate employee-discount partnerships and channel partnerships for international families. Marketing emphasises venue prestige, qualified staff (Enhanced DBS checks), flexible booking, and acceptance of childcare vouchers.

Name

Ultimate Activity Camps

Legal name

Ultimate Activity Camps

Website

https://ultimateactivity.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Ultimate Activity Camps operates Ofsted-registered multi-activity and specialist holiday day camps (Ultimate Tech, Survival, Performance, Cookery, Sports, 11 Plus, English) for children aged 4–14 at 45+ UK independent schools, delivering school-holiday childcare across England as part of the Dukes Education group.

Ownership category

akta.pro rank

Product category

Children's Holiday Camps / School-Holiday Childcare Services

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

akta.pro secondary industries

STEM & Science Camps (Biology, Chemistry, Space, Lab Science) (EDAMALAC), Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Adventure Multi-Sport Camps & Skills Academies (THAAAKAM)

Keywords

• Holiday childcare camps
• Multi-activity day camps
• Ofsted-registered childcare
• Children's sports academies
• School holiday programmes

Headquarters

HQ city

Farmboro

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Day Camp Bookings: Per-day or per-course pricing for multi-activity holiday camps. Parents book individual days or full weeks across multiple camp locations. Revenue generated from daily attendance fees ranging from £47-£58 per day depending on location.
2. Specialist Programme Fees: Premium programmes including Ultimate Sports Academies (£130-£240), Ultimate Tech Camp (£279), Ultimate Performance (£279), Ultimate 11-Plus (£375), and Ultimate English (£695-£795/week) generate additional revenue streams at higher price points.
3. Extended Day Passes: Optional extended hours (8am-6pm) available for £9.30 per day, providing additional revenue from parents requiring longer childcare coverage.
4. Ancillary Services: Lunch services at select locations, parent referral rewards, and SuperCredit payment plan financing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Ultimate Activity Camps operates Ofsted-registered multi-activity and specialist holiday day camps for children aged 4–14 at 45+ UK independent schools during Easter, Summer, October, and May half-term breaks. The core Multi-Activity programme delivers 40+ sports, games, and creative activities per week, complemented by specialist paid programmes in Tech, Survival/Bushcraft, Performance, Cookery, Sports Academies, 11-Plus exam preparation, and English language learning for international children.

Product overview

Ultimate Activity Camps operates a portfolio of holiday childcare programs for children aged 4-14 during school holidays (Easter, Summer, October Half Term) at over 45 UK independent schools. The core offering is Multi-Activity Camps featuring over 40 sports, games, and creative activities. Specialized programs include Tech & Coding camps, Bushcraft/Survival camps, Cookery, and Performance/Stage camps. Academic programs include 11 Plus preparation (partnered with Dukes Tutoring) and English language courses for international students (partnered with Summer Boarding Courses). Sports Academies offer focused coaching in Athletics, Cricket, Netball, Football, and Hockey with professional athlete coaches. All locations are Ofsted-registered with rigorous safety and care standards.

Differentiator

Problem solved

Functional benefit

Brands

• Ultimate Survival: Bushcraft and survival skills camps for children aged 7-14
• Ultimate Tech Camp
• Ultimate Performance
• Ultimate Cookery
• Ultimate 11 Plus
• Ultimate English
• Dukes Immersive English Week
• Camp Dragon
• Dukes Plus

Products and services

• Ultimate Activity Camps (Multi-Activity) Core multi-activity day camps for children aged 4–14 offering over 40 sports, games, and creative activities during school holidays at UK independent schools.
• Ultimate Survival (Bushcraft) Outdoor survival and bushcraft camps for children aged 7–14, immersing them in natural environments with activities including axe throwing, fire making, shelter building, camouflage, wilderness first aid, and navigation.
• Ultimate Tech Camp

Quantifiable outcome

• 97% success rate in placing students at recommended 11+ schools (via partner Dukes Tutoring)

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Dukes TutoringcoreStrategic or Co-development PartnerPartnership with Dukes Tutoring (part of Dukes Education group) to deliver Ultimate 11-Plus programme. Dukes provides high-quality 11+ exam preparation tutoring (Maths, English, Verbal Reasoning, Non-Verbal Reasoning) while Ultimate Activity provides multi-activity afternoon sessions. Dukes claims 97% success rate in placing students at recommended schools. The programme is led by Lauren Parcell, Head of Primary Tuition at Dukes Tutoring.
• Summer Boarding Courses (SBC)coreStrategic or Co-development PartnerSister company partnership for Ultimate English programme targeting international children aged 6-12. SBC manages international bookings, agent relationships, and provides English language instructors for the 2x50min daily lessons component. SBC handles payment processing, visa refusal refunds, and agency bookings for the programme.
• Independent School Venues (45+ locations)coreOthersPartnerships with prestigious UK independent schools including Winchester College, Churcher's College, Brentwood School, Dragon School Oxford, Headington Rye Oxford, and others. Schools provide facilities (swimming pools, sports halls, playing fields, woodlands) while Ultimate Activity operates the camps. Each venue maintains individual Ofsted registration.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bright Horizons Family Solutions: Large incumbent UK nursery and out-of-school care provider operating Ofsted-registered wraparound childcare; adjacent competitor for working parents needing holiday childcare, overlapping regulatory framework.
• PGL Travel: Established UK residential and activity holiday operator running multi-activity and adventure programmes for children; broader incumbent in the holiday-camp space with overlapping adventure/bushcraft programming similar to Ultimate Survival.

Direct peers

• SuperCamps: UK provider of multi-activity and specialist (tennis, football, performing arts, tech) day camps at independent schools; directly overlaps with Ultimate Activity's specialised programme portfolio (Tech, Performance, Sports Academies).
• Kings Camps: UK holiday camp operator running multi-activity and sports-specific programmes for 4-14 year olds at school venues during school breaks; closely comparable model, customer, and venue strategy.
• Barracudas Activity Camps: UK-wide multi-activity day camp operator for primary-age children during school holidays; directly overlaps with Ultimate Activity on sports/games/creative camp formats, Ofsted registration, and per-day pricing in similar regions.
• XUK Activity Camps: UK holiday camp operator offering multi-activity and specialist programmes for children during school breaks; overlaps on multi-activity day camp format and English-language learner offerings.
• Premier Sport Holiday Camps: UK provider of sport and multi-activity holiday programmes at school venues; directly comparable on age range (4-14), venue strategy, and sporting academy offerings.
• Camp Beaumont: One of the UK's largest school-holiday day camp operators offering multi-activity, sport, and specialist programmes at independent schools; directly competes with Ultimate Activity Camps for the same parent segments and venue-type footprint.
• JCA Adventure (John Catt Adventure): UK activity-camp provider with multi-activity and adventure programmes for primary-aged children at school locations during holidays; directly comparable on format, age range, and venue type.

Emerging players

• Summer Boarding Courses (SBC): Sister company within Dukes Education that handles international bookings for Ultimate English; comparable as a UK-based summer programme provider targeting international students but with a residential/longer-stay model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Ult_Activity
• Facebooken-gb.facebook.com/UltimateActivityCamps
• Instagraminstagram.com/ultimateactivitycamps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Ultimate Activity Camps