Ampthill Rugby Club

What Ampthill Rugby Club does

Ampthill Rugby Club (Ampthill RUFC, also trading as 'The Mob') is a private community rugby union club founded in 1881 and based at Dillingham Park, Ampthill, Bedfordshire, England. It operates the 1st XV in the English Championship (second tier of English rugby, branded 'The Proving Ground'), supported by a 1881 development side, an Academy programme for 18-22 year-olds established in 2017-18, a Ladies 1st XV competing in National Conference 3, and an extensive mini/youth/girls section running from Under 6 through Under 18. The club fields 19 teams per weekend across roughly 600 members (approximately 200 adults and over 400 mini and youth players).

The club's core products are its rugby playing programmes, not software or technology. Supporting infrastructure includes performance roles (Head of S&C, Performance Manager, Team Analyst, Sports Therapy) and operational channels: TicketCo for matchday ticketing, The PP Group for merchandise, social media presence (Facebook, Instagram, TikTok) particularly for the Ladies Lionesses, and event/hospitality venues (clubhouse and marquee hire, club lunches). There is no proprietary technology platform; the core technology is rugby club operations.

Revenue is generated through five main streams: recurring membership subscriptions (Gold Members, Season Tickets), sponsorship (Grange for 1st XV, Utilita for the Academy, plus Everyone Active, RW Property Group, and others), matchday ticket and hospitality sales, venue hire for events (clubhouse, marquee, club lunches), and merchandise via the online shop. GTM motion is community-led, drawing members through matchday attendance, multi-tier membership programmes, and the Academy pathway, which doubles as a marketing funnel for attracting 18-22 year-olds into senior rugby and beyond (most visibly into Premiership via the Saracens partnership). Revenue figures are not publicly disclosed.

Name

Ampthill Rugby Club

Legal name

Ampthill Rugby Club

Website

https://ampthillrufc.com

Company type

Private

Founded year

1881

Operating status

Operating

Headcount range

101–250 employees

Short description

Ampthill Rugby Club is a community rugby union club founded in 1881 in Bedfordshire, England, fielding 19 teams across Championship-level seniors, an 18-22 Academy, Ladies, youth, and mini rugby for roughly 600 members.

Ownership category

akta.pro rank

Product category

Community Rugby Union Club

NAICS

Sports Teams and Clubs (711211), Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Community rugby club
• Rugby union teams
• Player development pathway
• Amateur sports club
• Matchday hospitality services

Headquarters

HQ city

Ampthill

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership fees: The club generates revenue through adult and youth membership subscriptions, with options for different membership tiers including Gold Members and Season Ticket holders.
2. Matchday hospitality and venue hire: Revenue from clubhouse and marquee bookings, club lunches, and event hosting at Dillingham Park.
3. Ticket sales: Revenue from Championship rugby fixtures sold through TicketCo platform, including advance tickets and hospitality packages.
4. Sponsorship: Major sponsorship from Grange (1st XV), Utilita (Academy front-of-shirt), and other sponsors including Everyone Active and RW Property Group for girls programs.
5. Merchandise and shop: Online shop sales through The PP Group for club merchandise and apparel.
6. Sponsorship packages: Various sponsorship tiers available including front-of-shirt, pitch-side signage, and programme advertising for businesses seeking visibility at the club.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Ampthill Rugby Club is a community rugby union club that fields competitive and social rugby teams across 19 sides spanning Under 6 minis through to a Championship-level 1st XV, supported by an Academy programme, Ladies Lionesses, youth and girls sections, and hospitality/venue hire services. It sells club memberships, matchday tickets via TicketCo, sponsorship packages, and merchandise to fund player development, coaching, and community programmes.

Product overview

Ampthill RUFC operates as a community rugby club with a multi-tiered product portfolio centered on rugby playing programs. The core offerings include the First XV (Championship-level competitive team), the 1881 Development XV (academy-to-senior bridge), and comprehensive Academy, Ladies, Senior, Youth, and Mini rugby programs spanning all age groups and skill levels. Supporting services include membership subscriptions, hospitality/venue hire, and the ROAR girls rugby camps. The club also benefits from Academy sponsorship via Utilita. No technology platform or software-as-a-product is offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Membership Club membership programme offering adult and youth tiers including Gold Membership and Season Tickets with benefits such as complimentary drinks at match events. Sold to individuals and families who want to participate in or support the club.
• Championship 1st XV Team The club's senior men's team competing in the Elior Champ Rugby league, the second tier of English rugby. Players participate in competitive Championship fixtures at Dillingham Park and away venues.
• 1881 Development XV The official development side named after the club's 1881 founding year, providing a competitive platform for academy graduates, university players, and returning professionals bridging the Academy and 1st XV.
• Academy Programme A development programme for players aged 18-22 aiming for semi-professional contracts with Ampthill's 1st XV and progression to Championship rugby. Open to talented players from any club.
• Ladies Lionesses 1st XV
• Youth and Mini Rugby Programmes Comprehensive age-group rugby structure for boys, girls, and mixed teams from Under 6 minis through Under 18 youth, including boys Tigers/Panthers at U16, girls teams from U10 to U18, and a full mini section from U6 to U12.
• Hospitality and Venue Hire Venue hire services including clubhouse and marquee bookings, club lunches, and club events (e.g., Girls Dinner & Dance), plus Championship match-day hospitality packages available via TicketCo.
• ROAR Girls Summer Rugby Camps
• Sponsorship Packages

Quantifiable outcome

• Academy produces at least 3 players per season ready for English Championship rugby
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• UtilitacoreGTM or Marketing Partner · 30 July 2024Utilita is the Academy's front-of-shirt partner. The energy supplier (trusted by 850,000 households and businesses) also plans to advise Ampthill RUFC on sustainability and will make a £250 donation to the Academy for each completed solar project referred by club fans.
• GrangecoreGTM or Marketing PartnerGrange is a major sponsor of Ampthill RUFC's 1st XV and plays a vital role in the club's ongoing success. Their backing supports the club's high-performance environment and player development initiatives.
• SaracenscoreStrategic or Co-development PartnerStrong partnership with Saracens providing a pathway from Ampthill's Championship 'Proving Ground' to Premiership rugby. Players like Sione Vaenuku have transferred to Saracens after impressing. Noah Caluori also developed through this partnership before inclusion in England matchday squad.
• Northampton Saints/Loughborough LightningminorStrategic or Co-development PartnerPartnership for girls rugby camps where Loughborough Lightning players attend coaching sessions. Camps are supported by Travis Perkins as title Community partners.
• Everyone ActiveminorGTM or Marketing PartnerCommunity partner for ROAR Girls Summer Rugby Camps helping grow the biggest girls rugby section in England.
• RW Property GroupminorGTM or Marketing PartnerSponsor for ROAR Girls Summer Rugby Camps supporting girls rugby development initiatives.
• TicketCocoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for Championship rugby matches, hospitality packages, and events. Individual match tickets and pre-match hospitality available via TicketCo from 1st September each year.
• The PP GroupminorChannel Partner/ Reseller/ DistributorOfficial merchandise partner operating the club shop for apparel and merchandise sales.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moseley Rugby Club: Birmingham-based rugby club competing in the English Championship. Comparable as a traditional community club stepping into the Championship tier with a strong volunteer and senior rugby programme.
• Caldy Rugby Club: Championship rugby club on the Wirral. Comparable as a community club rising to compete in the second tier of English rugby, with a strong mini and youth section feeding the senior squad.
• Cornish Pirates: Penzance-based English Championship rugby club. Comparable as a community club running senior professional rugby in the Championship tier with strong youth and women's rugby development.
• Hartpury College RFC: Championship rugby club with strong links to Hartpury University's sports degree programmes. Comparable in combining a high-performance squad with a structured player-development pathway that feeds professional rugby.
• Bedford Blues: Bedford-based English Championship rugby club at Goldington Road, the club's closest regional rival. Comparable in size, scope, and competition tier to Ampthill, with a similar mix of senior, academy, and community rugby programmes.
• Ealing Trailfinders: English Championship rugby club based in west London. A direct competitor at the same league level (English Championship) with a comparable professional community-club model and youth pathway.
• Doncaster Knights: Championship rugby club with a long-standing presence in the second tier. Comparable in operating model as a community-rooted club running a senior professional squad alongside extensive mini and youth programmes.
• Coventry Rugby Club: Championship-level rugby club competing in the second tier of English rugby. Similar semi-professional community club structure with a developing academy and significant regional supporter base.
• Nottingham Rugby Club: English Championship rugby club (The Bay) with a similar community-club DNA and Championship-level 1st XV. Operates comparable mini, youth, and senior rugby programmes.

Broad incumbents

• Saracens: Premiership rugby club and Ampthill's strategic pathway partner. Comparable because Ampthill's Academy explicitly feeds into Saracens' professional system, but Saracens operates at a substantially larger scale and tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/Ampthill-Womens-RUFC/61558026336580
• Instagraminstagram.com/ampthilllionesses
• Xx.com/AmpthillRufc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Ampthill Rugby Club