United Dragons FC

What United Dragons FC does

United Dragons FC is a privately held, UK-based youth football club founded in 2008 and operated through the legal entity Daryls Dragons FC Ltd, with a separate subsidiary (United Dragons FC (St Albans) Ltd) for its Hertfordshire operations. The club delivers age-banded football coaching and competitive league play for children aged 2-16 across six London venues (Regent's Park, Paddington Recreation Ground, Harris Academy St John's Wood, King Solomon Academy, Carlton Vale) plus St Albans (Verulamium Park), running 50+ weekly sessions and fielding 30+ league teams in the Regents Park Youth League, Market Road League, and Watford Friendly League. The product portfolio is structured as a multi-tier player pathway (Little Dragons, Junior Foundation, Foundation, Development, plus Girls-only and Futsal variants, Small Sided Technical, and Competitive League Training) with a UD Women's programme, a Coach Mentorship track for 15+ year-olds, seasonal Pre-Season and Summer Camp add-ons, and a compulsory branded kit range supplied by Capelli Sport.

The business runs on a direct-to-consumer model with no resellers or third-party distribution. Members sign up through Squarespace (London) or WooCommerce (St Albans) ecommerce sites, pay monthly subscriptions tiered from £67 to £190 (amortised over 12 months across three school terms), a one-off £50 joining fee, plus optional holiday camps, 1-to-1 coaching at £60/session, pre-season programmes at £195, and kit sales. Communication runs through the Spond app, with the FA Whole Game System handling grassroots player registration. Marketing is community-led: word-of-mouth referrals, organic social, school/park partnerships, and a charity partnership with Great Ormond Street Hospital Charity integrated as optional membership donations.

Revenue is undisclosed; based on 500+ members at a blended ~£100/month subscription plus kit, camp and ancillary revenue, the operation plausibly sits in the low single millions of GBP annually. Ownership is founder-led (Daryl Moore and family members appear across operational, data-protection and safeguarding contacts), with no institutional capital, no funding rounds, and no M&A activity disclosed. The company is in active operating status with a clear organic growth posture: geographic replication (St Albans template), new product tiers (Women's, Pre-Season, Coach Mentorship), and deeper monetisation of the existing member base through compulsory kit and premium add-ons.

Name

United Dragons FC

Legal name

Daryls Dragons FC Ltd

Website

https://uniteddragonsfc.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

United Dragons FC is a UK youth football club founded in 2008 that delivers age-banded coaching, competitive league play, holiday camps and women's teams for 500+ members aged 2-16+ across London and St Albans via a subscription-based, direct-to-consumer model.

Ownership category

akta.pro rank

Product category

Youth Football Club Services

NAICS

Sports and Recreation Instruction (61162), Sports Teams and Clubs (711211), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team & Club Coaching (seasonal team coaching) (HSADAEAF)

akta.pro secondary industry

Youth & Teen Personal Training (HSADAAAJ)

Keywords

• Youth football coaching
• Football training programmes
• Competitive league football
• Football development camps
• Women's football league

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly membership fees covering training throughout all 3 school terms (Summer, Autumn, Spring), amortized over 12 monthly payments. Covers approximately 42 weeks of training per year. Initial 3-month commitment required, then month-to-month with 1 month's notice for cancellation.
2. Kick-Start Trial Packages: One-time payment trial packages for new members: Package No.1 (1 session/week for 4 weeks at £48) and Package No.2 (2 sessions/week for 4 weeks at £85). Designed as entry point to convert trial customers into full members.
3. Club Kit Sales: One-time sales of branded training kits (£45), league kits (£65), tracksuit (£70), baselayer sets (£50), winter jackets (£65), goalkeeper kits (£65), and futsal kits. Kits are compulsory for members and include personalization.
4. League Registration Fees: Fees for competitive league team participation in Regents Park Youth League, Market Road League, and Watford Friendly League. Includes league team training and match coordination.
5. Women's Team Contributions: Monthly contribution fees for women's teams: 1st Team at £25/month covering training, matches, and referee fees; Development and Recreation teams at £15/month.
6. Holiday Camps: Summer football camps offered at multiple locations with full-day (£195 range), half-day, and early drop-off options. Targets children aged 2-16 during school holidays.
7. 1-to-1 Training Sessions: Private training sessions with senior coaching staff at £60/session, with packages of 8 sessions (£480) and 12 sessions (£720) available. Includes development planning and weekly progress updates.
8. Pre-Season Programme: Summer pre-season league programme running April-July with competitive friendlies, squad evaluations, and sessions led by league managers and special guests (elite coaches, nutritionists, sports psychologists). Priced at £195.
9. GOSH Charity Donations: Optional monthly donations to Great Ormond Street Hospital Charity, integrated into membership sign-up flows. Amounts range from £0 to £50+ per month.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

United Dragons FC operates a youth football club delivering weekly age-appropriate coaching sessions, competitive league teams, summer camps, 1-to-1 training, and a women's football programme for members across London and St Albans. The club sells monthly memberships, one-off trial packages, branded kit, and league registration fees directly to families and individual players. Founded in 2008, it operates 50+ training sessions per week across multiple venues.

Product overview

United Dragons FC is a youth football club offering a multi-tiered training and league programme for children aged 2-16+ years. The portfolio includes age-specific recreational programmes (Little Dragons for 2-3yrs, Junior Foundation for 4-5yrs, Foundation for 6-9yrs, Development for 10-16yrs), girls-specific programmes (UD Girls Foundation and Development), futsal programmes (Foundation and Development), and competitive league teams across three leagues (Regents Park Youth League, Market Road League, Watford Friendly League). Additional offerings include Women's teams, 28-day trial packages, Pre-Season programmes, Summer Football Camps, 1-to-1 training, and a Coach Mentorship Programme. The club operates in London (Regent's Park, Paddington Rec, St Johns Wood, Maida Vale, Marylebone) and St Albans locations, with merchandise including training kits, league kits, and tracksuits sold through the online kit shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Little Dragons Pre-School Programme Entry-level football programme for children aged 2-3 years, introducing football fundamentals while improving social and physical literacy in age-appropriate sessions.
• Junior Foundation Programme Co-ed football programme for children aged 4-5 years, designed to ease transition from Little Dragons with age-appropriate skill development and game-understanding preparation.
• Foundation Programme Holistic player-centred coaching programme for children aged 6-9 years, developing technical, tactical, physical and emotional football skills with optional league game introduction.
• UD Girls Foundation Programme Girls-only football programme for ages 6-9 years, providing a supportive environment for girls to develop technical and tactical football skills together.
• Development Programme Advanced football programme for players aged 10-16 years, focusing on technical, tactical knowledge and situational awareness development.
• UD Girls Development Programme Girls-only development programme for ages 10-16 years, challenging players with advanced learning objectives to increase game and positional understanding.
• Futsal Foundation Programme Futsal-specific training programme for ages 8-10 years, led by professional futsal player Denerson Moreira, focusing on technique and off-the-ball movement development.
• Futsal Development Programme Advanced futsal training for ages 11-16 years, developing technical creativity, speed-of-play, confidence and tactical awareness.
• Small Sided Technical Programme Advanced specialized technical development sessions for 6-16 year olds in small groups (max 6 players), led by senior coaches with tiered development pathway.
• Competitive League Teams Competitive league teams for ages 6-16 playing in Regents Park Youth League (Saturday morning), Market Road League (midweek/weekend), and Watford Friendly League (Sunday). 30+ league teams from U7 to U16 for both boys and girls.
• UD Women's Women's football programme founded March 2023, competing in Greater London Women's Football League (1st Division). Includes First Team, Development, and Recreational squads, with mission-driven subsidised fees.
• Pre-Season League Programme Summer term pre-season programme for league players (ages 6-16) providing competitive friendlies, squad evaluations, and coaching from league managers and special guests.
• 28 Day Kick-Start Trial Package Trial membership packages for new members aged 2-16 years, offering 1 or 2 sessions per week for 4 weeks (Package No.1 £48; Package No.2 £85). Designed as an entry point to convert trial customers into full members.
• Summer Football Camps Holiday camps during summer break at multiple locations, offering full-day (around £195), half-day, and early drop-off options for ages 2-16 years.
• 1-to-1 Training Sessions Private individual training sessions with senior coaching staff at £60/session, with packages of 8 sessions (£480) and 12 sessions (£720). Includes development planning and weekly progress updates.
• UD Coach Mentorship Programme 12-week training placement for current and former UD players aged 15+ to develop as potential future UD staff coaches, with qualifications and social skillset development.
• UD Club Training Kit Official club training kit including training top and shorts (£45), compulsory for all members since December 2024. VAT exempt in youth sizes.
• UD League Kit Personalised league match kit including top with number/name, shorts with number, and football socks (£65). Takes 3-4 weeks for customisation. VAT exempt for youth sizes.
• UD Training Tracksuit Training tracksuit including long sleeve jacket and trackpants with UD branding (£70), manufactured by Capelli Sport.
• UD Futsal Kit Futsal-specific training kit for futsal programme participants, supplied by Capelli Sport.

Quantifiable outcome

• 500+ members across London and St Albans
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Great Ormond Street Hospital (GOSH) CharitycoreStrategic or Co-development PartnerUnited Dragons FC announced a partnership with GOSH Charity in 2022. The partnership aims to support the physical, emotional, and social wellbeing of children - on the football pitch and in hospital. UD invites members to add optional donations to their purchases, with funds helping GOSH provide life-saving care to seriously ill children. The partnership combines play, resilience, and compassion to raise essential funds.
• FA Whole Game SystemcoreTechnology or IntegrationThe Football Association's grassroots player registration portal required for all league players (aged 6+). Players and guardians must register details on the WGS for league eligibility. UD manages player registrations through this system for all league teams.
• London FAcoreOthersOfficial football association partnership for league affiliation and regulatory compliance in London. UD league teams are registered and affiliated through London FA for competition.
• Regents Park Youth LeaguecoreChannel Partner/ Reseller/ DistributorSaturday morning league for UD players from U7 to U16. League runs September to April with games at varying times. UD has 30+ teams competing including five competitive girls teams. Friendly, community-focused league format.
• Market Road LeaguecoreChannel Partner/ Reseller/ DistributorMidweek and weekend competitive league at Market Road 4G pitches in Islington. UD teams from U8 to U16 compete in this league under floodlights, providing additional competitive opportunities.
• Watford Friendly LeaguecoreChannel Partner/ Reseller/ DistributorSunday league for UD St Albans teams. Non-competitive format for U7s to U12s. Home games at Verulamium Park, away games across Hertfordshire and North London. Season runs September through May.
• Capelli SportminorOEM/ Whitelabel/ Licensing PartnerKit supplier partnership for UD's official club merchandise. Capelli Sport creates the UD Training Range, League Players Range, and specialty items (tracksuit, baselayer, winter jacket, goalkeeper kit, futsal kit) sold through UD's kit shop.
• Royal ParksminorOthersPartnership for access to Regent's Park training venues. UD conducts Saturday and Sunday sessions at Gloucester Green in Regent's Park. Partnership enables UD's primary London training location.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Chelsea FC Foundation:

Direct peers

• Little Kickers: UK-based preschool football franchise running classes for children aged 18 months to 7 years. Directly comparable to United Dragons' Little Dragons (2-3) and Junior Foundation (4-5) age bands, with similar subscription and trial-package models.
• We Make Footballers: UK-wide youth football coaching franchise providing weekly training sessions and FA-affiliated leagues for children of primary-school age. Closest direct competitor to UD's Foundation and Development programmes, operating multiple London venues.
• Soccer Shots: Multi-country youth soccer programme for ages 2-8 offering curriculum-led weekly sessions and parent-pay subscriptions. Comparable to UD's preschool and early-foundation programmes on age targeting and class format.
• Pro Direct Soccer Schools: UK youth football coaching operator running holiday camps, weekly academies, and 1-to-1 coaching across multiple UK cities. Comparable to UD's holiday camps, Small Sided Technical Programme, and 1-to-1 training add-ons.
• First Touch Football Academy: London-based youth football academy offering age-grouped training, league teams, and 1-to-1 coaching for children. Overlaps with UD's Foundation, Development, and league-team offerings within the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/uniteddragonsfc
• Facebookfacebook.com/UnitedDragonsFC
• Instagraminstagram.com/uniteddragonsfc
• LinkedInlinkedin.com/company/united-dragons-fc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 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 United Dragons FC