Soccer & Sporting Excellence Academy

What Soccer & Sporting Excellence Academy does

Soccer & Sporting Excellence Academy is a founder-owned, Swindon-based sports coaching business established in September 2006 that delivers football and multi-sport coaching to children aged 3–16 across Wiltshire. Its offering is organised into three main pillars: Soccer Excellence weekly development clubs (Development Centre, Goalkeeper Development Centre, Girls Development Centre, Young Player Development Centre, Mini Stars, Saturday Morning Club, Wednesday Football Club, and Moredon/Marlborough centres); Sporting Excellence school programmes (PE lessons, after-school clubs, school football teams, and breakfast/lunchtime clubs); and Holiday Sports Camps (football, girls-only, goalkeeper, multi-sport, netball, and road-show camps at multiple venues).

The business operates a direct-to-consumer and direct-to-school model, with bookings taken via phone, email and website and services delivered at partner venues including New College Swindon, Marlborough Leisure Centre, Moredon Sporting Hub, Stanley Park Chippenham and Beversbrook Calne. Revenue is generated through monthly subscriptions at £30 per child for clubs, per-day/multi-day holiday camp pricing (£15–£80), 1-2-1 sessions, birthday parties, team training, school contracts, branded merchandise and a coaching consultancy programme. Marketing is organic, driven by social media presence (Instagram, Facebook, X, TikTok), the company website, and parent word-of-mouth.

The company's core differentiator is the coaching expertise of founder and director Ian Howell (UEFA 'A' licence, 30+ years' experience including Premier League Academy and FA coach developer roles), supported by a small senior team of FA-qualified coaches. The competitive position rests on nearly two decades of local operating history, a broad age-appropriate programme ladder, specialist goalkeeper and girls-only offerings, and established school relationships, though the business remains a small, regionally focused services operator with no disclosed financial scale.

Name

Soccer & Sporting Excellence Academy

Legal name

Soccer & Sporting Excellence Academy

Website

https://soccerexcellence.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Soccer & Sporting Excellence Academy is a founder-owned Swindon-based youth sports coaching business, delivering football and multi-sport programmes to children aged 3–16 across Wiltshire through weekly clubs, school programmes and holiday camps.

Ownership category

akta.pro rank

Headquarters

HQ city

Croydon

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Monthly Club Subscriptions: Recurring monthly subscriptions for development centres and football clubs. Sessions run weekly on a continuous basis throughout the year. Monthly fee of £30 per child per club.
2. Holiday Sports Camps: Per-day and multi-day holiday camp programmes. Pricing varies by duration: 1 day from £15-£25, 2 days from £30-£45, 3 days from £40-£50, 4 days from £50-£65, 5 days from £60-£80. Early booking discounts available.
3. 1-2-1 Coaching Sessions: Individual coaching sessions tailored to player's specific needs. Sessions can be held at customer's choice of location. Also includes goalkeeper-specific 1-2-1 sessions.
4. Children's Birthday Parties: Football-themed birthday party packages including organised games and fun football sessions delivered by qualified coaches.
5. Team Football Sessions: Training sessions for grassroots teams where coaches work with team coaches to plan sessions for player development.
6. Merchandise Sales: Branded merchandise including t-shirts (£8-£9), hoodies (£15), rain jackets (£13.50), shorts (£7), hats (£7-£8), bags (£8.80-£20) sold through online shop.
7. Consultancy Programme: Sports consultancy services for schools and clubs to help plan and develop sporting programmes. Also includes player pathway support and mentoring programmes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Soccer & Sporting Excellence Academy provides professional football and multi-sport coaching for children aged 3-16 in Swindon and across Wiltshire. The company delivers weekly development centres, school-based PE lessons and after-school clubs, holiday sports camps, 1-2-1 coaching, birthday parties, team sessions, and a consultancy programme for grassroots clubs. Services are delivered by FA-qualified, UEFA-licensed, DBS-checked coaches at school and community sports venues.

Product overview

Soccer & Sporting Excellence Academy is a single unified sports coaching service offering a comprehensive portfolio of football and multi-sport programmes for children aged 3-16 in Swindon and surrounding Wiltshire areas. The company operates three main divisions: (1) Soccer Excellence clubs providing regular weekly development centres including Development Centre, Goalkeeper Development Centre, Girls Development Centre, Young Player Development Centre, Mini Stars, Wednesday Football Club, Saturday Morning Club, and Moredon/Marlborough location-specific centres; (2) Sporting Excellence school programmes delivering After School Clubs, PE Lessons, School Football Teams, and Breakfast & Lunchtime Clubs; and (3) Holiday Sports Camps including Football, Girls Only Football, Goalkeeper, Multi Sports, Netball, and Road Show camps at various locations. Additional services include 1-2-1 coaching, Team Sessions, Birthday Parties, and a Consultancy Programme. The company also operates a merchandise store selling branded apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• Development Centre All year round football development club for ages 6-16, held Mondays 18:30-19:30 at New College 3G pitch. Sessions designed to develop player's technical ability in a safe and fun environment.
• Goalkeeper Development Centre All year round goalkeeper coaching programme for ages 6-16, held Fridays 17:30-18:30 at New College 3G pitch. Focuses on shot stopping, distribution, handling, 1v1s and crosses. Delivered by FA qualified goalkeeping coaches. £30 monthly.
• Girls Development Centre All year round girls-only football development session for ages 5-14, held Mondays 17:30-18:30 at New College 3G pitch. Designed to help players reach maximum potential in a safe and fun environment.
• Young Player Development Centre All year round session for young players aged 4-6 held at New College 3G pitch. Focuses on basic aspects of the game and developing grassroots skills.
• Mini Stars Entry-level football programme for children aged 3-6, held at Swindon New College and Marlborough Leisure Centre. Perfect beginning for children of all abilities.
• Wednesday Football Club After-school football club for ages 5-16, held Wednesdays 17:30-18:30 at New College 3G pitch. Focuses on shooting, passing, defending and tackling, finishing with games. £30 monthly.
• Saturday Morning Football Club Saturday morning football club for ages 4-12, held 10:00-11:00 at New College 3G pitch. Incorporates fun football games for player development and making friends. £30 monthly.
• Moredon Tuesday Goalkeeper Centre Goalkeeper coaching session for ages 5-15 at Moredon Sporting Hub, held Tuesdays 17:00-18:00. Focuses on all aspects of goalkeeping improving abilities whilst making friends.
• Moredon Thursday Development Centre All year round football development centre at Moredon Sporting Hub for ages 5-15, held Thursdays 17:00-18:00. Drills to improve shooting, passing and general knowledge of the game.
• Marlborough Development Centre Football development session for ages 4-12 held at Marlborough Leisure Centre indoors. Focuses on different aspects weekly such as dribbling, passing, tackling and shooting.
• After School Clubs After school sports clubs delivered in school settings, running for one hour after school day finishes. Can be funded by school or pre-paid by parents/guardians.
• PE Lessons Physical Education lessons for Key Stage 1 and Key Stage 2 delivered in schools. Ensures National Curriculum standards and targets are met with carefully planned, fun and engaging sessions.
• School Football Teams School team training and match day provision. Focus on children's enjoyment and participation, supporting trial, training programme and match day process.
• Breakfast & Lunchtime Clubs Morning and midday sports activity clubs for schools. Benefits include improved physical activity, football skills, co-ordination, confidence and social opportunities.
• Children's Birthday Parties Football-themed birthday party sessions organised and delivered by qualified coaches. Includes games and fun football sessions for children.
• 1-2-1 Football Sessions Individual football and goalkeeping coaching sessions tailored to the player's needs. Can be held at a place of choice and delivered by qualified coaches.
• Team Football Sessions Training sessions for grassroots football teams in the local area. Coaches work with team coaches to plan sessions for player development.
• Consultancy Programme Sports consultancy programme helping football clubs plan and develop coaching programmes. Also offers player pathway support and mentor programmes for individuals or teams.
• Football Camp Holiday football fun day camps for ages 4-15 held at New College Swindon. Run 27th-31st July 2026, 3rd-7th August 2026, 10th-14th August 2026, 17th-21st August 2026 from 9am-3pm. Prices from £20 (1 day) to £80 (5 days).
• Girls Only Football Camp Girls-only football camps for summer holidays at New College Swindon. Dates: 28th-29th July 2026, 4th-5th August 2026, 11th-12th August 2026, 18th-19th August 2026. Action packed fun days with games, challenges and new skills. £38 for 2 days.
• Goalkeeper Camp Goalkeeper fun day camps with technical development, shot stopping, goalkeeper wars and 1v1s. Also includes small games and mini tournaments. Dates: 29th-30th July 2026, 5th-6th August 2026, 12th-13th August 2026, 19th-20th August 2026 at New College Swindon. £38 for 2 days.
• Multi Sports Camp Multi sports holiday camp offering badminton, basketball, dodgeball, cricket and tennis. Dates: 10th-14th August 2026 at New College Swindon. £60 for 5 days.
• Netball Camp Netball fun day for young athletes aged 5-11. Engaging training sessions, fun games and teamwork activities. Dates: 31st July 2026, 7th August 2026, 14th August 2026, 21st August 2026. £15 for 1 day.
• Road Show Camps (Marlborough, Stanley Park, Beversbrook) Football camps held at various locations including Marlborough Youth Centre (ages 5-16), Stanley Park Chippenham (6th & 20th August 2026), and Beversbrook Calne (28th July, 11th & 25th August 2026).
• Soccer Excellence Academy Merchandise Store Online merchandise store selling branded football apparel including t-shirts (£8-£9), hoodies (£15), rain jackets (£13.50), shorts (£7), hats (£7-£8), bags (£8.80-£20), and accessories.

Quantifiable outcome

• Children develop confidence, social skills, and football ability through structured coaching programmes
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• J4C Football Coaching: UK grassroots football coaching business delivering weekly sessions, school partnerships and holiday camps. Closely comparable in service portfolio, school-channel GTM, and small-team operating model.
• Little Kickers: National franchised UK provider of football and multi-sport classes for children from 18 months to 7 years. Direct competitor in the children's grassroots football coaching space, with a similar age-cohort focus and subscription-style class model.
• Pro Football Academy UK: Provider of football coaching for children across the UK, including development centres and holiday camps. Overlaps directly with Soccer & Sporting Excellence's club-and-camp offering and target age range.
• Grassroots Coaching Ltd: UK grassroots football coaching and PE delivery provider serving schools and communities. Comparable on the school PE lessons and after-school club revenue lines.
• We Make Footballers: UK franchise operating football coaching academies for children aged 4–12 across multiple locations. Closely comparable in service mix (weekly development sessions, holiday camps, 1-2-1s) and franchise-driven regional expansion model.
• Soccer Stars UK: Children's football coaching provider running weekly classes, holiday camps and birthday parties across UK regions. Directly comparable service mix, especially the birthday-party and camp offerings.

Regional players

• Mytime Active: Regional leisure trust operating sports facilities (including in Wiltshire) and running coaching programmes. Comparable in venue-based children's sports delivery, though operates as a multi-facility trust rather than a specialist academy.

Broad incumbents

• Kingswood Camps: UK-wide operator of activity and sports holiday camps. Competes for the same school-holiday spend as Soccer & Sporting Excellence's camp programme, with greater geographic reach and brand marketing budgets.
• Premier League / Club Community Schemes (e.g., Saints Foundation, Swindon Town Community): Professional football clubs run large community coaching programmes across Wiltshire and the South West. These compete for the same school contracts and grassroots coaching hours, often with subsidised pricing and brand recognition.

Others

• UK Coaching (formerly UKCC): National body for coach education and certification. Relevant as an ecosystem peer because the company's consultancy and coach-development offerings intersect with the formal UK coaching qualification pathway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SoccerExcellenc
• Facebookfacebook.com/100063480185534
• Instagraminstagram.com/soccerexcellence
• TikToktiktok.com/@soccerexcellence
• LinkedInlinkedin.com/company/soccer-excellence

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Soccer & Sporting Excellence Academy