What Fielding Dreams does

Fielding Dreams Pty Ltd is a South African Physical Education and youth sports coaching company headquartered in Bedfordview, Johannesburg, that operates the Amaven-based platform the company describes as the first of its kind in Africa. The company delivers outsourced PE and sports coaching to primary and high schools across South Africa, supplies coaches, runs SACE-accredited teacher training workshops (each awarding 20 CPTD points), sells sports equipment, and hosts leagues, festivals, and events — including management of the Jeppe/FC Porto football club.

The technology stack centers on the Amaven cloud-based education platform, which delivers lesson plans, assessments, and impact reports to schools, complemented by a portfolio of mobile applications distributed via app stores: the Home PE App, School PE App (a white-label product at R5,999/year with branded icons, URLs, and landing pages), FD Football App, and NOVA Sports App for Nova Pioneer schools. Player Cards is a per-player assessment product commercialized at R200 per launch special. Underlying field delivery is augmented through a Rugby School partnership that contributes 40+ coaches across 14 branches and a High Performance Centre in Boksburg.

Revenue is generated across multiple streams: recurring coaching outsourcing contracts with schools, monthly and annual platform subscriptions, one-time CPTD workshop fees, sports equipment e-commerce, events/leagues revenue, and consumer-priced player assessments. The customer base is concentrated in South African independent schools (Nova Pioneer, Crawford International, Marist Brothers Linmeyer, Pinnacle College, Reddam House, Curro Edenvale), with secondary reach into parents via mobile apps and coach training markets. The go-to-market is sales-led for institutional customers and direct-to-consumer for mobile applications, supported by organic social channels, workshops, and SchoolAdvisor reviews.

Name

Fielding Dreams

Legal name

Fielding Dreams

Website

https://fieldingdreams.co.za

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Fielding Dreams operates South Africa's first Physical Education platform, delivering outsourced coaching, SACE-accredited teacher workshops, mobile apps, sports equipment, and events to schools, parents, and youth clubs.

Ownership category

akta.pro rank

Headquarters

HQ city

Bedfordview

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Coaching Outsourcing Services: Supply qualified coaches to schools wanting to outsource their physical education and sports coaching programs. Schools pay for ongoing coaching services.
2. Teacher and Coach Training Workshops: Accredited training workshops for teachers and coaches earning CPTD points (20 points per workshop). One-time workshop fees.
3. Sports Equipment Sales: Selling of sports equipment and accessories through online shop, targeting schools directly.
4. Events and Leagues: Hosting and running events, leagues, and festivals for schools and sports participants.
5. Platform Subscriptions: Annual and monthly subscriptions for School PE App (R5999/year) and Amaven School Portal (R2500/month) providing access to lesson plans, assessments, and video content.
6. Player Assessment Cards: R200 per launch special offering challenge day, 3 player profile cards, A5 player picture, and 1 month football app subscription.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fielding Dreams provides outsourced physical education and sports coaching services to schools in South Africa, supported by the Amaven cloud-based education platform and proprietary mobile applications (School PE App, Home PE App, FD Football App, NOVA Sports App). The company supplies qualified coaches to schools, runs SACE-accredited teacher training workshops, sells sports equipment, and hosts football events, leagues, and festivals for school-age children.

Product overview

Fielding Dreams operates as a Physical Education platform in Africa focused on improving the health and wellness of children. The offering consists of the Amaven Platform as the core infrastructure, supported by multiple mobile applications including the Home PE APP (for families), School PE APP (for institutional deployment with customization options), FD Football App (football-specific training), and NOVA Sports APP (for Nova Pioneer schools). Additional products include Player Cards for athlete assessments and Extra Coaching services. The company also sells sports equipment and offers workshops for teachers and coaches. The ecosystem is designed to track and monitor children's physical education performance across home, school, and extra-curricular settings.

Differentiator

Problem solved

Functional benefit

Products and services

• Outsourced Coaching Services Supply of qualified, criminal-checked and child-protection certified coaches to primary and high schools wanting to outsource their physical education and sports coaching programs. Schools pay recurring fees for ongoing coaching delivery across sports including soccer, swimming, rugby, tennis, and netball.
• SACE-Accredited Teacher and Coach Training Workshops Accredited training workshops (Off the Starting Blocks and In the Field of Play) for teachers and PE coaches, awarding 20 CPTD points per workshop through the South African Council for Educators (SACE). Targeted at schools and individual educators seeking professional development.
• Amaven School Portal Subscription Cloud-based physical education platform provided via partnership with Amaven, offering PE and sports lesson plans, an extensive assessment library, automatic data visualization, and parent impact reports for schools. Priced at R2,500 per month including VAT.
• School PE App Total home PE solution mobile application for schools offering online PE delivery, lesson plans with video support, assessments, automatic impact reports, weekly video training sessions, and a drill library. Includes school customization options with branded app icons, URLs, landing pages, and promo videos. Priced at R5,999 per year including VAT.
• Home PE App Mobile application enabling children to complete physical education activities and training at home, featuring challenges, progress tracking, weekly video training sessions, and a drill library. Targeted at parents and school-age children.
• FD Football App Personal home coach mobile app allowing users to practise and brush up on football skills at home through guided video training sessions, ball mastery drills, and fitness tracking. Targeted at individual football players and their parents.
• NOVA Sports App Mobile application for Nova Pioneer schools delivering weekly activities to develop children's fitness and motor skills, including sports drills, strength exercises, dance movement, yoga sessions, and healthy living content.
• Extra Coaching Programs Additional coaching programs offered at multiple locations including swimming (via Mandeville Dolphins partnership), rugby (via Rugga School partnership with 40+ coaches across 14 branches), tennis, and soccer training sessions for school-age children.
• Player Cards Assessments Player profile cards providing assessment results, stats, and performance tracking for football players, available as individual cards, team cards, or fun cards with custom stats. Launch special priced at R200 includes a challenge day, 3 player profile cards, an A5 player picture, and a 1-month Football App subscription.
• Sports Equipment Sales Online shop selling sports equipment and accessories for schools including soccer gear, netball equipment, cricket supplies, hockey gear, and mobile gyms. Distributed through own e-commerce storefront.
• Events, Leagues, and Festivals Hosting Hosting and running of football events, leagues, and festivals for schools and sports participants, including management of the Jeppe/FC Porto football club.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• AmavencoreTechnology or IntegrationFielding Dreams uses Amaven's Education Platform to deliver PE content, assessments, and tracking services. Amaven provides the underlying technology platform while Fielding Dreams provides the physical education expertise and coaching services.
• Goby Team (Global Organisation 4 Brighter Youth)minorStrategic or Co-development PartnerFielding Dreams has joined the Goby team to support environmental education initiatives on South African beaches, educating families on waste reduction and recycling while removing plastic waste from coastal areas.
• SACE (South African Council for Educators)coreOthersSACE is the professional council for educators in South Africa. Fielding Dreams workshops are SACE accredited, earning teachers 20 CPTD (Continuing Professional Teacher Development) points per workshop attended.
• Rugga SchoolcoreStrategic or Co-development PartnerRugga School provides advanced rugby skill and conditioning programs. Founded by Gideon Stander with post-grad Psychology degree, the program has grown to 40+ coaches across 14 branches with a High Performance Centre in Boksburg. Partnership provides rugby development programs at Fielding Dreams partner schools.
• Mandeville DolphinsminorStrategic or Co-development PartnerSwimming club association for the swimming program, providing competitive swimming opportunities and coaching expertise for the swimming squad.
• Nova Pioneer SchoolscoreChannel Partner/ Reseller/ DistributorMulti-campus independent school network operating across South Africa. Fielding Dreams provides coaching services and PE platform access to multiple Nova Pioneer campuses including Ormonde, Paulshof, Midrand, Northriding, Boksburg, and Ruimsig.
• Crawford International SchoolscoreChannel Partner/ Reseller/ DistributorPremium independent school network. Fielding Dreams provides swimming lessons and soccer coaching programs at Crawford International Bedfordview and Sandton campuses.
• Marist Brothers LinmeyercoreChannel Partner/ Reseller/ DistributorCatholic school receiving external coaching services. Fielding Dreams supplies qualified coaches who undergo annual criminal checks and child protection certification, aligned with the school's ethos.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Emerging players

• Sworkit Kids: Mobile-first fitness/PE app for children and educators with video-led workouts and progress tracking. Comparable to Fielding Dreams' Home PE App and School PE App in mobile delivery, B2B2C (school) channel, and DTC distribution to parents.

Direct peers

• Kidokinetics: US-based franchise offering sport and motor-skill development programs to schools and children, including assessments and curriculum-aligned content. Directly comparable in school sport coaching + parent/child assessment product (analogous to Player Cards).
• Move n Live: Provides dance, fitness, and physical activity programs delivered through primary schools, often integrating digital/video content. Comparable target market (primary schools) and hybrid in-person + digital PE delivery model that mirrors Fielding Dreams' coaching + app structure.
• Premier Sport: UK provider of outsourced PE, sport coaching, and physical literacy programs to primary schools. Closely comparable business model (outsourced coaches, school-centric GTM, recurring school contracts) and target customer (independent and state primary schools).
• Sport Kids UK: Provides outsourced sport coaching and multi-activity programs to primary schools in the UK; directly comparable to Fielding Dreams' Coaching Outsourcing Services stream in business model, pricing structure, and school-focused delivery.
• Amaven: UK-based Education Platform whose technology powers Fielding Dreams' School PE App, lesson plans, assessments, and impact reports; Fielding Dreams is essentially Amaven's South African channel partner/localizer. Directly comparable as a PE-focused EdTech platform with the same software stack.

Broad incumbents

• GoNoodle: Wide-reach US platform delivering movement, mindfulness, and PE video content to schools and families. Comparable digital PE delivery layer, but at vastly greater scale and broader curriculum focus; indicates the mass-market shape Fielding Dreams' app layer could aspire to.

Others

• Crawford International Schools: Premium independent school network in South Africa using Fielding Dreams for swimming and soccer coaching. Not a peer in product, but is a flagship customer validating Fielding Dreams' ability to land top-tier South African schools.
• NOVA Pioneer Schools: Multi-campus independent school network in South Africa. Listed as a Fielding Dreams channel partner across 6+ campuses; comparable as a downstream customer rather than a direct competitor, representing a reference deployment for the white-labeled School PE App.

Regional players

• TeachFit: South African wellness/fitness program operating in schools. Comparable geography, school customer base, and physical-literacy mission; represents an alternative local competitor Fielding Dreams must displace for market share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCeElKeGU-1-0Bl_aOfayXwA
• Facebookfacebook.com/fieldingdreams
• Xx.com/_fieldingdreams
• LinkedInlinkedin.com/company/fielding-dreams-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Fielding Dreams