Rugbytots
Rugbytots is a UK-founded children's rugby play franchise delivering weekly non-contact classes to children aged 2-7 across three age tiers, operated through 350+ franchisees in 20 countries, with supplementary schools, parties, and merchandise revenue lines.
- Company typePrivate
- Founded2006
- HeadquartersWaltham Cross, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rugbytots does
Rugbytots is a UK-headquartered franchise business that delivers non-contact rugby play classes to children aged two to seven. Founded in 2006 by Max Webb after he could not find a pre-school rugby class for his own sons, the company structures its curriculum into three age tiers: toddlers (2-3.5 years, 30 minutes with parent participation), active children (3.5-5 years, 45 minutes), and older children (5-7 years, 45 minutes). The programme targets motor skill development, basic rugby fundamentals (catching, passing, kicking, finding space), and EYFS-aligned learning outcomes, delivered in small ratios of roughly 1:12 with a maximum of 14 children per coach. Beyond weekly classes, Rugbytots operates a Schools and Nurseries Programme for pre-school through Year 2 settings, a Rugbytots Parties offering for birthdays and events, and an e-commerce merchandise storefront selling branded kit including eco-friendly shirts made from recycled plastic bottles.
The company monetises primarily through its franchise model. Parents pay a non-transferable £35 one-off membership joining fee per child plus per-term class fees that vary by territory, while franchisees pay upfront franchise fees and ongoing royalties to acquire and operate protected territories. Rugbytots also earns merchandise margin via a Bristol warehouse operated by Radius Logistics. The underlying technology stack is a bespoke online booking and franchise management system developed in-house since 2007, which Rugbytots claims was the first fully online system in its industry; the platform supports postcode-based class discovery, term rebooking with priority reservations, and centralised customer data hosted on UK Fast servers with Cyber Essentials certification and Sage Pay/Elavon payment processing.
The franchise network comprises more than 350 operators across 20 countries on six continents, supported by 1,000+ coaches in the UK alone delivering approximately 5,000 weekly classes. The company has enrolled over 80,000 children cumulatively, is a British Franchise Association Established Member, and has raised over £1 million lifetime for charitable causes including the children's rugby charity Wooden Spoon. Head office is based in Reigate, Surrey, with a registered office in Waltham Cross, and the company remains founder-owned and bootstrapped with no external institutional investment disclosed.
Rugbytots firmographics
Firmographics- Name
- Rugbytots
- Legal name
- Rugbytots Limited
- Website
- https://rugbytots.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rugbytots is a UK-founded children's rugby play franchise delivering weekly non-contact classes to children aged 2-7 across three age tiers, operated through 350+ franchisees in 20 countries, with supplementary schools, parties, and merchandise revenue lines.
- Ownership category
- akta.pro rank
Rugbytots industry classification
Industry- Product category
- Children's Sports Coaching and Physical Activity Programmes
- NAICS
- Sports and Recreation Instruction (61162), Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Rugby (Union & League) Leagues (MPAKAAAG)
- akta.pro secondary industries
- Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL), Team Sports Equipment & Uniforms Retail (CRAMABAE), Rugby Equipment Retail (CRAMAEAI)
Keywords
Where Rugbytots is headquartered
LocationHeadquarters
- HQ city
- Waltham Cross
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Rugbytots business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Operations
Revenue model
- Franchise Fees: Rugbytots operates as a global franchise business. Franchisees pay to acquire the right to operate Rugbytots classes in their territory. Full-time and part-time franchise packages are available with finance options for eligible candidates.
- Class Registration/Membership Fees: Upon booking the first term online, parents pay a one-off Membership Joining Fee of £35 per child. This fee is non-transferable and covers access to the parent area, guaranteed space in older age groups, partner discounts, and the Rugbytots kit.
- Term Class Fees: Parents pay fees for each term of classes. Costs vary by area due to different hall hire costs. Payments are processed upfront for the full term through the secure online booking system.
- Merchandise Sales: Online shop selling Rugbytots kit and accessories including shirts, shorts, balls, and other branded merchandise. The kit includes age-appropriate equipment such as foam balls for toddlers and size-2 rugby balls for older children.
- Party Bookings: Rugbytots offers birthday party packages with structured play sessions, party games, and group participation activities. Parents enquire through the website and local franchisees deliver the parties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | Membership Joining Fee (one-off) |
| Subscription | Annual | Term Class Fees (age-based) |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels10 records
Rugbytots product offering
Product offeringCore offering
Rugbytots delivers structured non-contact rugby play classes to children aged 2-7 through a network of franchisees, organised in three age-banded weekly formats. Beyond classes, the company licenses its brand and operating system to franchisees globally, supplies Rugbytots-branded kit through an online store, and provides rugby-themed birthday party packages. Operations are supported by a bespoke online booking and franchise management platform that has been continuously developed since 2007.
Product overview
Rugbytots is a modular children's rugby play programme offering structured weekly classes across three age groups: toddlers (2-3.5 years, 30 mins with parent participation), active children (3.5-5 years, 45 mins), and older children (5-7 years, 45 mins). The core offering is supplemented by a Schools and Nurseries Programme for early years settings, Rugbytots Parties for birthday celebrations, and an online Merchandise Store selling branded kit. The company operates through a franchise model, with over 350 franchisees globally delivering more than 5,000 classes weekly across 20 countries. All offerings are supported by a bespoke internal booking system, with franchisees receiving comprehensive training, marketing materials, and business support.
Differentiator
Problem solved
Functional benefit
Products and services
- Toddler Classes (Age 2-3.5)
Quantifiable outcome
- Over 80,000 children enrolled globally
- +3 more outcomes
Companies that use Rugbytots
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
Rugbytots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Rugbytots partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, support and minor.
- Wooden SpooncoreWooden Spoon is the children's charity of rugby, supported by Rugbytots since 2015. Rugbytots has raised over £250,000 for this charity in the last three years. Total charitable donations since 2007 exceed £500,000. Rugbytots also participates in charity bike rides, with lifetime donations exceeding £1 million.
- Simpla HRsupportPartnership with Simpla HR provides franchisees with outsourced HR support and protection. As franchisees employ coaches and coaching assistants, qualified HR professionals are essential for compliance and risk management.
- WorkBuzzsupportIndependent research agency that conducts the Rugbytots Franchise Satisfaction Survey. In January 2025, 61 franchisees completed the survey to provide anonymous feedback on franchisor performance.
- Scimitar SportscoreScimitar Sports manufactures Rugbytots' eco-friendly children's kit and new coach kit. Partnership includes production of 100% recycled plastic bottle Rugbytots shirts and shorts. Also provides exclusive discounts to Rugbytots customers.
- The Tag Rugby TrustsupportRugbytots has partnered with The Tag Rugby Trust to donate old kit to children in developing countries. Recently sent 5,000 sets of kit plus hundreds of rugby balls and tags to Uganda. Parents can return grown-out kit to local classes or post to the Bristol warehouse.
- National TrustsupportRugbytots supports National Trust's aim of planting 20 million trees by 2030. Rugbytots contributes 20p from every new booking to the Plant a Tree campaign and commits to planting woodland the size of a rugby pitch (0.5 hectares) every year.
- Crew Clothing CompanyminorPartnership provides exclusive discounts to Rugbytots members. Featured in Rugbytots slideshow as a partner brand.
- Little DishminorPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
- JoJo Maman BebeminorPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
- Fruit BowlminorPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
- Find Your ActivityminorPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
- British Franchise AssociationcoreBFA is the standards-based organisation that promotes ethical franchising practice in the UK. Rugbytots holds Established Member status, indicating compliance with BFA standards for ethical franchising.
- Revolution SoftwaresupportWebsite development partner responsible for Rugbytots.co.uk development as noted in copyright footer.
- Objective IngenuitysupportWebsite design partner responsible for Rugbytots.co.uk design as noted in copyright footer.
- UK FastsupportUK Fast provides secure server hosting for Rugbytots' backend data systems. Described as one of the UK's leading hosting providers.
- Sage Pay and ElavonsupportThird-party payment processors used for secure online booking payments. Rugbytots policy is not to store financial data on file after booking completion.
- Radius LogisticssupportThird-party warehouse operator handling merchandise fulfillment from Bristol location. Manages delivery tracking and exchanges.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Rugbytots competitors and assessment
Company assessmentDirect peers
- Little Kickers: UK-founded children's football play programme delivered via franchise model with age-banded weekly classes for pre-school children. Highly comparable to Rugbytots in structure, customer demographic, and franchisee-led distribution.
- Tumble Tots: UK-based franchise offering structured physical-activity classes (gymnastics-based) for pre-school children in age-banded cohorts. Operates a near-identical franchise class-delivery model targeting UK parents of toddlers.
- Babyballet: UK children's ballet and movement franchise running weekly age-banded classes for toddlers and pre-schoolers. Comparable in franchise economics, parent-billing cadence, and merchandise/community model.
- Puddle Ducks: UK children's swimming franchise delivering structured weekly lessons to babies, toddlers, and pre-schoolers via a national network of franchisees. Direct peer on age band, franchise economics, and parent-engagement mechanics.
- Jo Jingles: UK children's music and movement franchise offering weekly age-banded classes for under-5s. Closely comparable to Rugbytots on franchise structure, term-based billing, and parent-discoverability model.
- Baby Sensory: UK-founded franchise running weekly sensory and development classes for babies and pre-schoolers. Comparable on franchise-led weekly-class format, term fees, and online booking infrastructure for parent acquisition.
- Premier Education: UK provider of sports coaching and physical-education services to primary schools, nurseries, and holiday camps. Direct overlap with Rugbytots' Schools and Nurseries Programme and age-banded children's sport instruction.
- Stagecoach Performing Arts: Long-established UK children's performing-arts franchise offering weekly classes for ages 4-16 via a national franchisee network. Comparable in franchise scale, term-based parent billing, and branded merchandise operations.
- The Creation Station: UK arts and crafts franchise running weekly creative classes and parties for pre-school and primary-age children. Comparable on franchise unit economics, party add-on revenue, and parent-driven class booking.
Emerging players
- Mini Athletics: UK children's athletics franchise delivering age-banded multi-sport classes for 2-7 year olds with franchise-led delivery. Direct adjacent peer on age band, sports-instruction format, and franchisee economics, though smaller in scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Rugbytots social profiles
Digital presenceRugbytots compliance and trust
Trust signalCompliance1 record
Rugbytots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rugbytots leadership team
Management profileNumber of profiles
Profiles1 record
Rugbytots funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rugbytots 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 Rugbytots
What does Rugbytots do?
Rugbytots delivers structured non-contact rugby play classes to children aged 2-7 through a network of franchisees, organised in three age-banded weekly formats. Beyond classes, the company licenses its brand and operating system to franchisees globally, supplies Rugbytots-branded kit through an online store, and provides rugby-themed birthday party packages. Operations are supported by a bespoke online booking and franchise management platform that has been continuously developed since 2007.
Is Rugbytots a public or private company?
Rugbytots is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rugbytots founded?
Rugbytots was founded in 2006. It employs 11 to 50 people.
Where is Rugbytots based?
Rugbytots is headquartered in Waltham Cross, United Kingdom, in the Europe region.
How does Rugbytots make money?
Five revenue lines are on record. Franchise Fees are the primary driver. The others are class Registration/Membership Fees, term Class Fees, merchandise Sales and party Bookings.
Who are Rugbytots's main competitors?
Direct peers on record are Little Kickers, Tumble Tots, Babyballet, Puddle Ducks, Jo Jingles, Baby Sensory, Premier Education, Stagecoach Performing Arts and The Creation Station. Mini Athletics is listed as an emerging player.
Does Rugbytots have an API?
No public API is recorded for Rugbytots.
What industry is Rugbytots in?
Rugbytots's product category is Children's Sports Coaching and Physical Activity Programmes. Its primary akta.pro industry code is MPAKAAAG, Rugby (Union & League) Leagues, with a secondary code of CRAMAEAL, Team Sports Training Aids & Coaching Equipment Retail. Its NAICS code is 61162 and its SIC code is 7997.