What Playwaze does

Playwaze, operated by PW24 Ltd (company number 15759476, registered at 71-75 Shelton St, London), is a UK-based cloud SaaS platform that consolidates bookings, competitions, events, memberships and activity discovery for grassroots sport and physical-activity providers. Its modular suite comprises Bookings (online session/class booking with Stripe payment processing and a 5% transaction fee, reducible to 2% via a Pro subscription), Competitions (leagues, knockouts, ladders and leaderboards with automated fixture generation, usage-priced from £19 to £79 per month based on results recorded), Events (one-off and multi-day event registration), Memberships (one-off and recurring plans with automated billing), an Activity Finder (branded, OpenActive-fed discovery), and a white-label Branded Subdomain/App module for enterprise customers. The platform runs on AWS in the EEA, is GDPR-compliant, and supports iOS and Android participants.

The company operates a hybrid go-to-market combining product-led self-serve freemium signup at playwaze.com with an enterprise sales motion targeting UK universities, National Governing Bodies, Active Partnerships, Local Authorities, and School Games Organisers via 'Book a demo' CTAs and custom pricing. Named enterprise or semi-public customers include BUCS, University of Edinburgh, University of Cambridge, University of Nottingham, King's College London, Student Sport Ireland, Scottish Student Sport, Active Lincolnshire, Active Cornwall, Let's Move Lincolnshire, Herts Sports Partnership, Team MCR, Three Rivers District Council, Mole Valley District Council, and GLL (Better). A specialised HAF Programme module — packaging provider and support tiers from £2,950/year — has been layered on to serve Department for Education-funded holiday activity delivery.

The business is privately held with no disclosed venture funding; the leadership team comprises Rupert Jenner (CEO, Founder), Josh Levett (CTO), Josh Hegarty (COO), a Product Owner, an Enterprise CSM, a Technical Product Manager, and a Software Developer, consistent with an 11–50-employee operating footprint. Operating geographies are confined to the United Kingdom, and the company has no disclosed AI/ML capability layer; differentiation instead rests on multi-sport competition engineering, integration with OpenActive and Stripe, branded white-label delivery, and a participant-side discovery flywheel via free Playwaze Search and the MoveLetter newsletter.

Name

Playwaze

Legal name

PW24 Ltd

Website

https://playwaze.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Playwaze is a UK-based cloud SaaS platform that lets grassroots sport clubs, universities, NGBs, Active Partnerships and Local Authorities manage bookings, competitions, events, memberships and activity discovery in one multi-sport system.

Ownership category

akta.pro rank

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Standard (Bookings/Events/Memberships): Free tier with 5% Playwaze transaction fee per transaction plus Stripe fees. Upgrade to Pro for reduced transaction fees (2%) and offline payments. No subscription required for basic features.
2. Subscription - Competition Manager: Usage-based pricing charging per billing period based on number of results recorded: Up to 150 results for £19/month, 151-300 for £39/month, 301-600 for £79/month. Additional fees for paid entries (5% Standard, 2% Pro). Bronze/Silver/Gold packages for team sizes.
3. Transaction Fees: 5% Playwaze fee on paid transactions plus standard Stripe fees for standard tier. Reduced to 2% with Pro subscription. No fees on free entries or bookings.
4. HAF Programme Packages: Provider packages scaled by number of activity providers: Small (0-30 providers), Medium (31-70 providers), Large (71+ providers). Support packages available as Standard or Premium. Starting from £2,950/year.
5. Add-on Feature Subscriptions: Optional Leagues (£18/month), Knockouts, and Ladders features available as add-ons for competition management.
6. Enterprise Custom Pricing: Custom pricing for multiple communities available on request for enterprise customers. Custom pricing for HAF providers based on package tier.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Playwaze is a cloud-based SaaS platform that lets sports clubs, instructors, universities, local authorities, and NGBs run their activity business in one place. It combines online booking and payment processing, leagues/knockouts/ladders and tournaments with automated fixtures and live results, one-off event registration, recurring memberships, and a map-based Activity Finder, exposed through a mobile app and customer-branded subdomains.

Product overview

Playwaze is a unified sports and activity management platform designed for grassroots providers, combining a modular suite of tools including Bookings (online session/class booking and payment processing), Competitions (league, knockout, tournament, and ladder management with fixtures and results), Events (registration for one-off and multi-day events), Memberships (recurring membership management with automated payments), Activity Finder (searchable discovery tool with OpenActive integration), and Mobile App access. The platform operates on a freemium model with tiered subscription upgrades for competitions management and reduced transaction fees. Enterprise customers can access branded subdomain and app customization, while specialized modules exist for HAF programmes and School Games Organisers.

Differentiator

Problem solved

Functional benefit

Products and services

• Bookings Online booking and payment system for sessions, classes, and camps that supports unlimited bookings, session/class management, online forms, discounts, tiered pricing, booking windows, and attendance registers. Designed for sports clubs, instructors, and community activity organisers in the UK.
• Competitions Multi-sport competition management platform for leagues, knockouts, tournaments, ladders, and leaderboards, including automated fixture generation, results entry, standings, and player statistics. Sold on usage-based pricing tiers to sports clubs, universities, and NGBs.
• Events Event registration system for managing one-off or multi-day sport events with online entry forms, payment processing, individual and team entries, category rules, and automatic competition population. Suited to sports clubs, race organisers, and tournament operators.
• Memberships Membership management system supporting one-off and recurring memberships with automated payments, renewals, and usage tracking for sports clubs, gyms, and activity providers.
• Activity Finder Branded, map-based discovery platform that helps residents find local sport and activity opportunities, with filters by age, location, activity type, and accessibility, and direct links to bookings. Powered by OpenActive data feeds and used primarily by Active Partnerships and Local Authorities.
• Playwaze Mobile App iOS and Android mobile applications that give participants access to fixtures, results, bookings, memberships, and events on the go, with push notifications for changes and reminders. Used by individual participants, club members, and enterprise customers operating under their own branded app.
• Insight & Reporting Analytics dashboard module providing participation data, engagement metrics, and trend reporting by sport, programme, team, term, and year, with exportable reports for funders and internal stakeholders. Targeted at universities, NGBs, Active Partnerships, and Local Authorities.
• HAF (Holiday Activity and Food) Programme Specialised module for HAF programme coordinators supporting provider networks of 0 to 70+ providers with booking systems, voucher code management, digital registers, attendance tracking, and programme-wide reporting. Priced annually with Standard and Premium support packages starting from £2,950/year.

Quantifiable outcome

• Eliminates manual spreadsheet management through automated fixtures and league tables
• +3 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• StripecoreTechnology or IntegrationStripe is the payment gateway used for all transactions on the Playwaze platform. Payment processing fees apply in addition to Playwaze transaction fees. Stripe handles PCI compliance and payment card processing while Playwaze manages booking and entry transactions.
• Amazon Web Services (AWS)coreTechnology or IntegrationPlaywaze stores all customer data in AWS data centres located in the European Economic Area (EEA). AWS maintains highest standards of security compliance and certification. Data may temporarily be stored outside EEA for disaster recovery purposes.
• OpenActivecoreTechnology or IntegrationOpenActive provides data feeds that automatically pull in activity opportunities from providers into Playwaze Activity Finder. Enables OpenActive compliance for Active Partnerships and ensures listings stay current without manual updates.
• Let's Move Lincolnshire / Active LincolnshireflagshipStrategic or Co-development PartnerActive Lincolnshire uses Playwaze to power their Let's Move Lincolnshire Activity Finder, which showcases sessions, clubs, and venues across the county. The activity finder has become the most visited page on their website.
• King's College LondoncoreStrategic or Co-development PartnerKing's College London uses Playwaze for their King's Sport programme managing university gym sessions and sports facilities at multiple London locations (Strand, London Bridge).
• GLL (Better)coreStrategic or Co-development PartnerGLL operates leisure centres under the Better brand and lists activities on Playwaze including gym sessions, exercise classes, and swimming at venues like Jubilee Hall Gym and Oasis Sports Centre in London.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• OpenPlay: OpenPlay (formerly OpenActive-adjacent) is a leisure management platform for sports facilities, offering booking and member management. It is an emerging player with partial overlap to Playwaze's Bookings and Activity Finder products for venue and provider scheduling.

Direct peers

• SportEngine: SportEngine (a NBC Sports Next product) is a sports management platform serving clubs, leagues, and National Governing Bodies in North America. It directly competes with Playwaze's competition management, membership, and website/mobile offerings for amateur sport organisations.
• Pitchero: Pitchero is a UK-based sports club management platform providing website, membership, payments, and competition tools to amateur clubs. It is a direct UK peer to Playwaze with overlapping functionality in club administration, fixtures, and member management.
• TeamSnap: TeamSnap is a leading sports team management platform for youth, recreational, and amateur sports clubs. It is directly comparable to Playwaze on bookings, rosters, scheduling, and payments for grassroots sports organisations, though it has a much larger US-focused user base.
• LeagueApps: LeagueApps is a sports league and tournament management platform for youth and adult recreational sports in the US. It is a direct peer to Playwaze on registration, scheduling, payments, and league management functionality.
• Teamer: Teamer is a UK-based team management platform for sports clubs, offering member management, communication, and event tools. It is a regional direct peer to Playwaze for grassroots UK sports team administration.
• Heja: Heja is a team management app focused on youth and amateur sports clubs, providing schedules, RSVPs, and messaging. It is comparable to Playwaze for small-team club communications and event management, though narrower in scope.
• Spond: Spond is a team management app popular with grassroots and amateur sports clubs, particularly in Scandinavia and the UK. It directly overlaps with Playwaze on group communication, event scheduling, and payment collection for sports teams.

Broad incumbents

• Stack Sports: Stack Sports is a large sports technology platform offering a portfolio of products across registrations, payments, websites, and tournament management. It is a broad incumbent that overlaps with Playwaze in club and league software but serves a wider range of sports stakeholders.

Regional players

• ClubSpark: ClubSpark is a UK-focused club management platform from the LTA for tennis and other sports clubs, offering bookings, memberships, and competition management. It is a regional peer to Playwaze for UK grassroots clubs but with closer ties to the Lawn Tennis Association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/playwaze
• Facebookfacebook.com/playwaze
• Instagraminstagram.com/playwaze
• LinkedInlinkedin.com/company/playwaze

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Playwaze