Rugbytots

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.

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

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

• Children's rugby classes
• Pre-school sports programmes
• Franchise business opportunity
• Youth rugby coaching
• Tag rugby activities

Headquarters

HQ city

Waltham Cross

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core, support and minor.

• Wooden SpooncoreStrategic or Co-development Partner · 1 January 2007Wooden 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 HRsupportImplementation/ SI/ Consulting PartnerPartnership 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.
• WorkBuzzsupportOthersIndependent 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 SportscoreStrategic or Co-development PartnerScimitar 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 TrustsupportStrategic or Co-development PartnerRugbytots 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 TrustsupportStrategic or Co-development PartnerRugbytots 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 CompanyminorGTM or Marketing PartnerPartnership provides exclusive discounts to Rugbytots members. Featured in Rugbytots slideshow as a partner brand.
• Little DishminorGTM or Marketing PartnerPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
• JoJo Maman BebeminorGTM or Marketing PartnerPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
• Fruit BowlminorGTM or Marketing PartnerPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
• Find Your ActivityminorGTM or Marketing PartnerPartner providing exclusive discounts and competitions for Rugbytots customers as part of Rugbytots' partner brand network.
• British Franchise AssociationcoreStrategic or Co-development PartnerBFA 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 SoftwaresupportTechnology or IntegrationWebsite development partner responsible for Rugbytots.co.uk development as noted in copyright footer.
• Objective IngenuitysupportTechnology or IntegrationWebsite design partner responsible for Rugbytots.co.uk design as noted in copyright footer.
• UK FastsupportTechnology or IntegrationUK Fast provides secure server hosting for Rugbytots' backend data systems. Described as one of the UK's leading hosting providers.
• Sage Pay and ElavonsupportTechnology or IntegrationThird-party payment processors used for secure online booking payments. Rugbytots policy is not to store financial data on file after booking completion.
• Radius LogisticssupportChannel Partner/ Reseller/ DistributorThird-party warehouse operator handling merchandise fulfillment from Bristol location. Manages delivery tracking and exchanges.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/RugbytotsLtd
• YouTubeyoutube.com/user/Rugbytots
• Facebookfacebook.com/Rugbytots-Ltd-37801492832
• Instagraminstagram.com/rugbytotsuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Rugbytots