The Well HQ
The Well HQ is a female-founded UK consultancy and education business that turns sports-science and medical evidence into CIMSPA-accredited online courses and bespoke training on women's health for coaches, fitness professionals, sporting organisations, employers and schools.
- Company typePrivate
- Founded2021
- HeadquartersCanterbury, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Well HQ does
The Well HQ (legally BBE Health Limited, company number 12845825, registered in Brighton, England) is a female-founded consultancy and education business specialising in women's health and wellbeing across sport, fitness and business. Founded in 2021 by Baz Moffat (former Team GB rower and women's health coach), Dr Emma Ross (former Head of Physiology at the UK Sports Institute) and Dr Bella Smith (NHS GP and women's health expert), it turns sports-science and medical evidence into practical training for coaches, personal trainers, fitness instructors, sporting organisations, employers and schools that work with women and girls.
Its core product is The Female Body Course programme, offered in four CIMSPA-endorsed editions (foundational Female Body, Menopause, Puberty, and Pre/Post Natal), each carrying 10 CPD points, roughly 12 hours of content and 12-month access. The platform is built on WordPress with LearnDash as the LMS, WooCommerce for e-commerce and payments, Vimeo for video hosting, and Kajabi and Zapier for marketing automation, with Google Analytics and Meta Pixel for analytics. Supporting offerings include The Female Body Bible (published by Penguin Random House, available in 8 languages), consultancy services, downloadable toolkits and reports, and content channels such as the 'Well Said' podcast and 'Gather @' newsletter.
The business runs a two-track go-to-market: product-led, self-serve online course sales direct to individual professionals (£129 per course inclusive of VAT, with £40 annual renewal) and enterprise field sales of bespoke education programmes to sports organisations, fitness chains and governing bodies. Named organisational clients include The Football Association (FootballHER CPD framework), adidas (Breaking Barriers programme), David Lloyd Clubs (140 clubs across seven countries), The Gym Group, British Cycling and UEFA-influenced frameworks. No external funding, institutional investors, or revenue figures are disclosed; the company appears bootstrapped or organically grown.
The Well HQ firmographics
Firmographics- Name
- The Well HQ
- Legal name
- BBE Health Limited
- Website
- https://thewell-hq.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Well HQ is a female-founded UK consultancy and education business that turns sports-science and medical evidence into CIMSPA-accredited online courses and bespoke training on women's health for coaches, fitness professionals, sporting organisations, employers and schools.
- Ownership category
- akta.pro rank
The Well HQ industry classification
Industry- Product category
- Professional Health and Wellness Education
- NAICS
- Professional and Management Development Training (611430)
- akta.pro primary industry
- Healthcare & Clinical Professional Development (CME/CE) (EDAGANAJ)
- akta.pro secondary industries
- Professional Certification & Training Content Publishing (Exam Prep, CE/CPD) (MPAJACAL), Education Professionals (Teacher/Administrator CE, CPD) (EDAAALAE)
Keywords
Where The Well HQ is headquartered
LocationHeadquarters
- HQ city
- Canterbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Well HQ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Individual Course Sales: Direct-to-consumer online course sales. Each course is priced at £129 (inc. VAT) with 12 months of access. Annual membership renewal available for £40 per course. Individual professionals in sport and fitness purchase courses for continuing professional development.
- Organizational/Corporate Training: Bespoke education programmes delivered to sports organizations, fitness chains, and employers. Pricing varies by organization and scope, with bulk licensing arrangements. Example: The Gym Group 25 Cohort 7 at £198 for group access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | The Female Body Course - Individual (12 months access) |
| Subscription | Annual | Menopause Edition - Individual (12 months access) |
| Subscription | Annual | Puberty Edition - Individual (12 months access) |
| Subscription | Annual | Pre/Post Natal Edition - Individual (12 months access) |
| Subscription | Annual | Annual Membership Renewal |
| Subscription | Annual | Organizational/Group Training |
| Subscription | Annual | Kore Wellness - Menopause Course |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
The Well HQ product offering
Product offeringCore offering
The Well HQ sells CIMSPA-accredited online CPD courses (£129 each, 10 CPD points) covering female physiology across key life stages — puberty, pre/postnatal, and menopause — alongside bespoke consultancy and training programmes for sports organizations, fitness chains, and governing bodies. Courses are delivered via a WordPress/LearnDash LMS with video content, downloadable resources, and certificates of completion, while enterprise programmes embed female health education across workforces.
Product overview
The Well HQ operates as a female-founded consultancy and education business specialising in women's health and wellbeing in sport, fitness and business. The core product portfolio consists of The Female Body Course programme, available in four editions: the foundational Female Body Course covering general female physiology, plus three specialised editions addressing Menopause, Puberty, and Pre/Post Natal life stages. All courses are CIMSPA-accredited with 10 CPD points each, priced at £129, and include approximately 12 hours of online learning with downloadable resources and 12-month access. Supporting offerings include The Female Body Bible (book available in 8 languages), Consultancy Services for embedding women's health into organisations, Projects & Toolkits including free audits and reports, and Content & Events through blog, newsletter and podcast. Annual membership renewals are available at £40 for continued course access.
Differentiator
Problem solved
Functional benefit
Brands
- The Female Body Bible: A bestselling book co-authored by Baz Moffat, Dr Emma Ross, and Dr Bella Smith, covering all female life stages and turning scientific evidence into practical advice. Available internationally in 8 languages through Penguin Random House.
- The Female Body Courses
- FootballHER CPD
- Well Said Podcast
- Gather @ Newsletter
Products and services
- The Female Body Course (Foundational) Comprehensive online CPD course covering female physiology and health across key life stages, including modules on menstrual cycles, pelvic health, nutrition, injury resilience, and kit for active women. CIMSPA-accredited with 10 CPD points and priced at £129 for 12 months of access.
- The Female Body Course - Menopause Edition Online course for PTs, group-fitness instructors and coaches working with midlife women, covering menopause symptoms, management strategies, nutrition, exercise protocols, and pelvic health. CIMSPA-accredited with 10 CPD points, priced at £129 for 12 months of access.
- The Female Body Course - Puberty Edition Online course for grassroots coaches, PE teachers and parents covering the science of growing girls, including menstrual cycle education, kit choices, nutrition, and safeguarding. Addresses the 65% dropout rate in girls' sport. CIMSPA-accredited with 10 CPD points, priced at £129 for 12 months of access.
- The Female Body Course - Pre/Post Natal Edition Online course helping pre and postnatal clients and athletes stay active and healthy during and after pregnancy, covering training during pregnancy, return to exercise, mental health support, and nutritional requirements. CIMSPA-accredited with 10 CPD points, priced at £129 for 12 months of access.
- The Female Body Bible Bestselling book covering all female life stages, turning scientific evidence into practical advice. Published by Penguin Random House and available internationally in 8 languages.
- Consultancy Services Expert consultancy service embedding women's health into organisational systems and culture, driving confidence, participation and lasting change for organisations in sport, fitness and wellness.
- Guided Coaching Programme for Sports Organisations Structured coaching programme for sports organisations embedding female health education across clubs and teams, delivered in partnership with operators like The Gym Group.
- Kore Wellness - Menopause Course Menopause-focused course offered in partnership with Kore Wellness, priced at £99, available through the online store.
Quantifiable outcome
- Positive change reported by over 80% of staff and 75% of players in The FA framework
- +1 more outcomes
Companies that use The Well HQ
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
The Well HQ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
The Well HQ partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- adidascorePartnered with adidas on the Breaking Barriers programme combining online training academy, grassroots workshops, and train-the-trainer model. Delivered in 11 languages across Europe, directly reached 1,500 girls, trained 50 facilitators, and influenced UEFA frameworks. Positioned adidas as a leader in tackling barriers to women's sport participation.
- The Football Association (FA)coreBuilt the world's first integrated female health framework in football across the Women's Super League, National Leagues and grassroots games. Conducted State of Play report surveying 160+ staff and players. Created FootballHER CPD mandatory training programme on menstrual health, pelvic health, fuelling, injury resilience and kit. Embedded female health infrastructure across English football.
- David Lloyd ClubscoreDeveloped bespoke female health education for entire workforce across 140 clubs in seven countries. Content mapped to CIMSPA standards and CPD-accredited, translated into 7 languages. Trained 140 Female Health Leads with guided coaching on menopause and female body. Women's health established as strategic focus for the organization.
- The Gym GroupminorFemale Health First initiative - working with The Gym Group to put female health at the centre of gym operations. Multiple cohort training programmes delivered to gym staff.
- British CyclingminorWomen's health project for young UK riders. Major women's health initiative in cycling.
- SchoolblazerminorPartnership to support school uniforms and girls in sport through the Schoolblazer initiative.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
The Well HQ competitors and assessment
Company assessmentEmerging players
- The Midst: Women's midlife health content and education platform covering menopause and hormonal health. Comparable educational voice targeting professional women, but operates as a media/community brand rather than accredited CPD provider.
- Elektra Health: US women's health platform offering menopause education and clinical care. Comparable focus on women's midlife health and education-led model, but US-centric and combines telehealth rather than sport-specific CPD.
- Women in Sport: UK charity producing research and education to improve women's participation in sport. Comparable mission around gender equity in sport and similar institutional buyers, but operates as a non-profit advocacy and research body rather than a commercial CPD provider.
Broad incumbents
- UK Coaching: UK national governing body for coach education and CPD across all sports. Comparable audience (sport coaches) and CPD accreditation function, but as a broader incumbent rather than a women-focused specialist.
- Premier International / NASM: Globally recognised personal training and nutrition certification body with extensive CPD portfolio. Competes with The Well HQ at the high-credibility end of fitness professional education, but as a much larger generalist without women-specific specialism.
Direct peers
- Active IQ: UK-based awarding organisation and CPD provider for the sport, fitness and physical activity sector. Directly comparable to The Well HQ because it issues nationally recognised qualifications and CPD points to the same coach, PT and fitness instructor audience.
- Future Fit Training: Major UK provider of accredited personal training, nutrition and fitness qualifications with a CPD catalogue. Competes for the same individual fitness professional buyer that purchases The Well HQ's Female Body courses.
- Ori-Gym: UK fitness education provider offering online personal training and CPD courses to individual fitness professionals. Overlaps with The Well HQ on self-serve, online delivery to PTs and instructors at similar price points.
- Discovery Learning (Lifetime Training): UK training provider offering apprenticeships and CPD for the active leisure, fitness and sport sectors. Comparable enterprise/B2B buyer base and CIMSPA-aligned accreditation approach.
Others
- Penguin Random House: Global book publisher that has published The Female Body Bible and distributes it in 8 languages. Not a competitor but a strategic ecosystem partner that amplifies brand reach and lends publishing-grade credibility to the founders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Well HQ social profiles
Digital presenceThe Well HQ compliance and trust
Trust signalCompliance2 records
The Well HQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Well HQ leadership team
Management profileNumber of profiles
Profiles3 records
The Well HQ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Well HQ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Well HQ
What does The Well HQ do?
The Well HQ sells CIMSPA-accredited online CPD courses (£129 each, 10 CPD points) covering female physiology across key life stages — puberty, pre/postnatal, and menopause — alongside bespoke consultancy and training programmes for sports organizations, fitness chains, and governing bodies. Courses are delivered via a WordPress/LearnDash LMS with video content, downloadable resources, and certificates of completion, while enterprise programmes embed female health education across workforces.
Is The Well HQ a public or private company?
The Well HQ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Well HQ founded?
The Well HQ was founded in 2021. It employs 1 to 10 people.
Where is The Well HQ based?
The Well HQ is headquartered in Canterbury, United Kingdom, in the Europe region.
How does The Well HQ make money?
Two revenue lines are on record. Individual Course Sales are the primary driver. The others are organizational/Corporate Training.
Who are The Well HQ's main competitors?
Emerging players on record are The Midst, Elektra Health and Women in Sport. Broad incumbents are UK Coaching and Premier International / NASM. Direct peers are Active IQ, Future Fit Training, Ori-Gym and Discovery Learning (Lifetime Training). Penguin Random House is listed as an others.
Does The Well HQ have an API?
No public API is recorded for The Well HQ.
What industry is The Well HQ in?
The Well HQ's product category is Professional Health and Wellness Education. Its primary akta.pro industry code is EDAGANAJ, Healthcare & Clinical Professional Development (CME/CE), with a secondary code of MPAJACAL, Professional Certification & Training Content Publishing (Exam Prep, CE/CPD). Its NAICS code is 611430.