Sport Structures

What Sport Structures does

Sport Structures is a UK-based sport education consultancy founded in 2002 in Birmingham, providing consultancy, workforce development, and accredited training services to the sport and physical activity sector. It operates through two legal entities — Sport Structures Limited and Sport Structures Education Community Interest Company Limited — and is led by CEO Kath Percival with founder Simon Kirkland now serving as Executive Chair after a 2025 transition. The company serves over 60 National Governing Bodies (NGBs) across basketball, handball, korfball, swimming, athletics, netball, hockey, rugby, cricket, boxing, football and more, alongside Active Partnerships, Local Authorities, universities, and football club foundations.

The company's core offering comprises three product lines: (1) Education and Training Services, including accredited coaching courses, workshops (safeguarding, first aid, EDI), tutoring/assessing/quality assurance qualifications, and CPD modules; (2) Apprenticeship Programmes (Level 2-7) covering Community Activator Coach, Sports Coach, Community Sport and Health Officer, Business Administrator and other standards, delivered via a direct ESFA contract since 2020; and (3) Consultancy Services spanning EDI, governance, strategy, insight, and embedded/outsourced operating models. Technology infrastructure is anchored by a SabaCloud-based SportsLearning digital learning hub and a bespoke course administration system, enabling face-to-face, blended, and online delivery across UK and international clients (FIBA, German Basketball Federation, Kingdom of Saudi Arabia, Turkish Basketball Federation, Cycling Ireland).

Revenue is generated through government-funded apprenticeship training (ESFA contract), per-workshop EDI training priced at £1,000, online courses at £20-£40 per person, gift certificates (£25-£200), and bespoke consultancy engagements. The go-to-market combines direct course booking via the website, a delivery partner reseller network (NGBs and organisations delivering courses under Sport Structures' accreditation), and dedicated account management for enterprise clients. The company holds OFSTED 'Good' apprenticeship provider status, CIMSPA 'Enhancing' Training Provider Partner designation, Matrix Standard accreditation, Cyber Essentials, and partnerships with eight-plus awarding bodies (1st4Sport, NCFE, City & Guilds, Highfield, Active IQ, CMI, Swim England Qualifications), collectively forming a regulatory moat around the offering.

Name

Sport Structures

Legal name

Sport Structures Limited

Website

https://sportstructures.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport Structures is a UK-based sport education consultancy providing accredited coaching courses, apprenticeship programmes, and workforce development services to 60+ National Governing Bodies, Active Partnerships, universities, and football foundations across the UK and selected international markets.

Ownership category

akta.pro rank

Product category

Sport Education and Workforce Development Consultancy

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Referee, Umpire & Coach Education/Certification Academies (MPAKAJAN)

akta.pro secondary industries

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis) (HSADAEAA), Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

Keywords

• Sports coaching education
• Apprenticeship programmes
• Sport consultancy services
• Workforce development
• Coach training qualifications

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Coach Education Courses: Revenue from delivering accredited coaching qualifications and workshops across multiple sports, including multi-skills, sport-specific, and PE and School Sport courses. Courses available in face-to-face, blended, and online formats.
2. Apprenticeship Programmes: Revenue from delivering apprenticeship programmes (Level 2-7) including Community Activator Coach, Sports Coach, Business Administrator, and other standards. 100% funded for 16-21 year olds; co-funded model for older apprentices.
3. Consultancy Services: Fees for strategic consultancy including EDI, governance, leadership, insight, and embedded/outsourced services delivered to sports organizations.
4. EDI Training Workshops: Workshop-based training including Unconscious Bias (£1000 per workshop) and Making Sports Organisations Equitable, plus tiered e-learning courses (£20-40 per person).
5. Course Administration Services: Outsourced course administration and delivery partner services for organizations wanting to run their own courses through Sport Structures' accreditation.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Sport Structures provides sport education consultancy, training, and apprenticeship programmes to sports organisations. Its core offerings include accredited coach education courses, government-funded apprenticeships (Level 2-7), bespoke training workshops, EDI training, and strategic consultancy services covering governance, EDI, leadership, and embedded operational support. Courses and apprenticeships are delivered via face-to-face, blended, and online formats using its SportsLearning (Saba Cloud) platform.

Product overview

Sport Structures operates as a sport education consultancy offering a unified platform of workforce development services for the sports and physical activity sector. The core offering comprises Education & Training Services (coaching courses, workshops, tutoring qualifications, and management development) and Apprenticeship Programmes (including Community Activator Coach, Sports Coach, and Community Sport and Health Officer standards), supported by Consultancy Services including the Learning Hub for digital learning management, embedded services, strategy and governance support, and Equality, Diversity & Inclusion consultancy. The company also provides Course Delivery Services enabling organisations to become delivery partners. All services are backed by OFSTED 'Good' rated provision, CIMSPA Training Provider Partner status, and accreditation from multiple awarding bodies including 1st4Sport, NCFE, City & Guilds, and Highfield Qualifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Education and Training Services High-quality education and training programmes for sports coaches, volunteers, and professionals, delivered through in-person, online, or blended learning formats. Covers sports coaching courses, workshops, tutoring and assessing qualifications, and sports management development for UK and international sports organisations.
• Apprenticeship Programmes OFSTED-rated 'Good' apprenticeship programmes (Level 2-7) combining industry-recognised qualifications with on-the-job experience, including Community Activator Coach, Sports Coach, Community Sport and Health Officer, Business Administrator, Teaching Assistant, Equine Groom and other standards for sports employers.
• Consultancy Services Bespoke strategic and operational consultancy solutions for sports organisations covering EDI, governance, strategy, insight and research, learning development, and embedded/outsourced operational services.
• Online Learning Solutions eLearning solutions providing everything needed to deliver engaging courses online, including the Saba Cloud-based SportsLearning digital learning hub for organisations to design, deliver, and track online learning.
• Course Delivery Services Outsourced course administration and delivery partner services that enable sports organisations to become approved centres and run their own accredited courses under Sport Structures' framework.
• Sports Coaching Courses Multi-skills courses, sport-specific coaching courses delivered in partnership with governing bodies, and industry-standard coaching qualifications (e.g., 1st4Sport Level 2 Certificate in Coaching Sport and Physical Activity, BAFCA Level 1 and Level 2 Awards).
• Workshops Essential training workshops including Safeguarding, First Aid, CPSU Time to Listen, and organisational workshops for inclusive practices for sports organisations.
• Tutoring, Assessing and Quality Assurance Courses Sector-leading training for educators and verifiers including 1st4Sport Level 3 Award for Tutors and Assessors in Sport and Level 4 Internal Quality Assurance qualifications.
• Sports Management and Development Courses Courses covering strategy, leadership, inclusion, governance, and community engagement including Management and Leadership Courses and Swim England Qualifications for sports professionals.
• Equality, Diversity and Inclusion Training Expert Equality, Diversity and Inclusion training including Unconscious Bias Workshop, Making Sports Organisations Equitable workshop (£1,000 per workshop), and online Level 1 (£20/person) and Level 2 (£40/person) ED&I courses for sports organisations.
• CPD Courses Continuous Professional Development modules designed to enhance coaching knowledge and skills for both new and experienced coaches in the sports sector.
• Community Activator Coach Apprenticeship Standard Level 2 apprenticeship focused on supporting healthier communities by promoting, delivering, and leading fun, inclusive sport and physical activity sessions.
• Sports Coach Apprenticeship Standard Level 4 apprenticeship for developing high-level coaching skills in sport and physical activity settings.
• Community Sport and Health Officer Apprenticeship Standard Level 3 apprenticeship bridging community activation and broader sport and health outcomes.
• Business Administrator Apprenticeship Standard Business Administrator apprenticeship standard for sports sector employers seeking to develop administrative staff.
• British Dressage Equine Groom Apprenticeship Standard Equine Groom apprenticeship standard delivered for British Dressage to support equine workforce development.

Quantifiable outcome

• Coaching Communities programme grew from £20,000 to £750,000 initiative, training over 500 individuals
• +4 more outcomes

Named customers20 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

41 partnerships are on record, tiered flagship, core and minor.

• Basketball EnglandflagshipStrategic or Co-development Partner · 1 January 2007Long-standing strategic partnership since 2007 to deliver coach education programmes. Sport Structures administers all national coaching courses and supports workforce development. Partnership renewed multiple times, most recently extending to deliver multiple qualification levels including Introduction to Coaching Basketball, Community Coach Award, Club Coach Award, and Level 3 Certificate.
• FIBA (International Basketball Federation)flagshipStrategic or Co-development PartnerCollaboration to develop the Referee Instructor Programme (FRIP) aiming to standardise referee education globally. The programme includes home study, online learning, and intensive workshops, training over 500 instructors across all continents and expanding to include Level 2 and Level 3 courses.
• 1st 4 Sport QualificationscoreTechnology or IntegrationAccredited awarding body partner for delivering regulated qualifications in sport. Sport Structures is an approved centre delivering 1st4Sport qualifications including Level 2 and Level 3 coaching certificates.
• CIMSPA (Chartered Institute for the Management of Sport and Physical Activity)coreTechnology or IntegrationProfessional body partnership with CIMSPA as an accredited Training Provider Partner (Enhancing status). Sport Structures delivers CIMSPA-endorsed training and courses aligned to professional standards.
• NCFEcoreTechnology or IntegrationAwarding body partner for delivering regulated qualifications. One of multiple awarding bodies accredited to service Sport Structures' qualifications.
• Chartered Management Institute (CMI)coreTechnology or IntegrationPartnership for delivering management and leadership qualifications. Sport Structures offers CMI-approved leadership and management apprenticeships and courses.
• City and GuildscoreTechnology or IntegrationAwarding body partner for delivering vocational qualifications across sport and business sectors.
• Highfield QualificationscoreTechnology or IntegrationAwarding body partner for regulated qualifications delivery.
• Active IQcoreTechnology or IntegrationAwarding body partner for sport and physical activity qualifications.
• Swim England QualificationscoreTechnology or IntegrationPartnership for delivering swim coaching and sport development qualifications.
• Dudley CollegecoreStrategic or Co-development PartnerSubcontracting partnership for apprenticeship provision since 2016. Sport Structures delivers apprenticeships through Dudley College with above-average success rates. Received 0% error score in ESFA audit. Dudley College achieved 'Outstanding' Ofsted grade including Sport Structures' subcontracting provision.
• Education and Skills Funding Agency (ESFA)flagshipStrategic or Co-development PartnerDirect contract since 2020 as main apprenticeship provider with government funding body. ESFA provides regulatory oversight and funding for apprenticeship programmes.
• German Basketball FederationcoreStrategic or Co-development PartnerInternational partnership supporting basketball coach and referee education development in Germany.
• Turkish Basketball FederationcoreStrategic or Co-development PartnerInternational partnership for basketball coaching and officiating education.
• Kingdom of Saudi ArabiacoreStrategic or Co-development PartnerProvided benchmarking research and expertise for PE and School Sport Strategy development.
• Cycling IrelandcoreStrategic or Co-development PartnerInternational partnership for cycling sport development support.
• Sport EnglandflagshipStrategic or Co-development PartnerNational partner for sport development. Sport Structures evaluated Sportivate programme (2011-2018), delivers Club Matters programme, and works on Moving to Inclusion Framework.
• Sport ScotlandcoreStrategic or Co-development PartnerNational sports body partnership for workforce development and consultancy.
• Sport Northern IrelandcoreStrategic or Co-development PartnerPartnership for sport development support across Northern Ireland.
• UK CoachingcoreStrategic or Co-development PartnerPartnership for coaching development and safeguarding training delivery.
• Youth Sport TrustcoreStrategic or Co-development PartnerPartnership for youth sport development and PE in schools.
• 1st 4 SportcoreTechnology or IntegrationMajor awarding body partner for sport coaching and development qualifications.
• Activity AlliancecoreStrategic or Co-development PartnerPartnership for inclusive sport and disability sport development.
• Sporting EqualscoreStrategic or Co-development PartnerPartnership for promoting ethnic diversity in sport.
• County Sport Partnership NetworkcoreStrategic or Co-development PartnerNetwork partnership supporting regional sports partnerships across England.
• British DressageflagshipStrategic or Co-development PartnerOfficial apprenticeship provider for British Dressage. Partnership to deliver equine groom apprenticeships and workforce development for the sport.
• Sheffield Hallam UniversitycoreStrategic or Co-development PartnerPartnership for delivering Level 2 Multi-Skills programme to university students.
• Manchester Metropolitan UniversitycoreStrategic or Co-development PartnerPartnership to deliver 1st4Sport Level 2 Certificate in Multi-Skills Development in Sport for undergraduate community sport coaching students.
• University of BirminghamcoreStrategic or Co-development PartnerHigher education partnership for sports development and education programmes.
• Norwich City Community Sports FoundationcoreStrategic or Co-development PartnerPartnership to deliver apprenticeship pathways in coaching, sports development, and management along with qualifications.
• Aston Villa FoundationcoreStrategic or Co-development PartnerPartnership for leadership and management training for foundation staff.
• Wolves Community TrustcoreStrategic or Co-development PartnerWorkforce development and training services partnership.
• British American Football Association (BAFA)coreStrategic or Co-development PartnerEmbedded services partnership providing operational support, policy development, and coaching course management.
• England KorfballcoreStrategic or Co-development PartnerPartnership to design and administer coaching pathway and contribute to wider operational delivery.
• England BoxingcoreStrategic or Co-development PartnerConsultancy partnership for strategy and governance review.
• Welsh Rugby UnioncoreStrategic or Co-development PartnerPartnership for Schools Rugby strategy development in Wales.
• Boston Borough CouncilcoreStrategic or Co-development PartnerDeveloped comprehensive Sport and Physical Activity Strategy addressing low activity levels and high adult obesity rates.
• Birmingham City CouncilcoreStrategic or Co-development PartnerLocal authority partnership for sport development initiatives.
• RNLIcoreStrategic or Co-development PartnerPartnership for programme delivery support engaging young people in sport and physical activity.
• Welsh GovernmentcoreStrategic or Co-development PartnerGovernment partnership for sport development initiatives in Wales.
• Age UKminorStrategic or Co-development PartnerNon-sector partnership for sport and physical activity for older adults.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sport England: Sport England is the national body for grassroots sport funding and policy. Sport Structures is a delivery partner on programmes such as Club Matters and Moving to Inclusion, and Sport England sets the funding environment that drives much of Sport Structures' demand, making it a broad ecosystem incumbent.
• CIMSPA: CIMSPA is the professional development body for sport and physical activity in the UK, operating as both a regulator and training endorsement body. While not a direct training provider, its Training Provider Partner framework (which Sport Structures holds at the highest 'Enhancing' level) makes it a key ecosystem incumbent and influencer of Sport Structures' market access.
• Active Partnerships: Active Partnerships is the national network of 43 County Sport Partnerships across England delivering community sport and workforce development. Sport Structures works with multiple Active Partnerships as both a partner and, in effect, a competing provider of training and consultancy in the same regional footprint.

Emerging players

• StreetGames: StreetGames is a UK charity supporting community sport in disadvantaged areas, with programmes that overlap with Sport Structures' community sport coaching, apprenticeship, and youth engagement work. Its operating model and audience intersect with Sport Structures' community coach and apprenticeship offerings.
• Sported: Sported is a UK sport-for-development charity supporting community sport clubs and organisations with training, governance and capacity-building services. It competes for adjacent NGB, foundation and community sport capacity-building contracts and overlaps with Sport Structures' consultancy and workforce development services.

Direct peers

• Learning Curve Group: Learning Curve Group is a large national training and apprenticeship provider covering sport, fitness and public sector programmes. It competes for ESFA-funded apprenticeship volumes and workforce development contracts at NGBs, Active Partnerships and local authorities.
• UK Coaching: UK Coaching is the national charity for coach development, providing coach education resources, CPD, safeguarding training, and qualifications across the UK sport sector. It is the most direct peer given overlapping coach education and workforce development offerings aimed at NGBs and community sport.
• Lifetime Training: Lifetime Training is one of the UK's largest apprenticeship and vocational training providers with significant sport, fitness and active leisure sector exposure. It competes directly for ESFA-funded apprenticeship contracts at NGBs, football foundations, and leisure operators, operating at much larger scale than Sport Structures.
• Babington Group: Babington Group is a UK apprenticeship and vocational training provider with active leisure, sport and business administration programmes. It competes directly for ESFA-funded apprenticeship volumes with NGBs, foundations and SME employers in the sport sector.
• 1st4Sport (AoC Sport): 1st4Sport is an awarding body and training organisation (now operating as part of AoC Sport) that delivers regulated coaching and sport development qualifications across the UK. It is a directly comparable awarding-body peer with overlapping accredited qualifications delivered through approved centres.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SportStructures
• LinkedInlinkedin.com/company/sports-structures-recruitment
• Instagraminstagram.com/sportstructures
• Xx.com/sportstructures

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Sport Structures