City Cricket Academy

What City Cricket Academy does

City Cricket Academy (CCA) is a Leicester-based, privately held cricket coaching facility founded in 2006 by former first-class cricketer Don Bhagawati. The company operates a six-lane indoor cricket centre at 8 Commercial Square, Freemens Common, with a playing surface and lighting meeting English Cricket Board (ECB) first-class standards, supplemented by four bowling machines including a Merlyn Spin Machine. Through a partnership with Leicester Grammar School, CCA delivers year-round, all-weather coaching 50 weeks per year, seven days a week, serving children aged 4+, advanced youth (14-18), adult players, school groups, and overseas cricketers. All coaches hold ECB qualifications (Levels I to IV), with senior coaches being former international and first-class cricketers, including Mudassar Nazar as International Head Coach.

CCA generates revenue through a diversified mix of term-based weekend group sessions (£50/hr one-on-one coaching), unit-priced holiday camps (£26-£48/day), usage-based net and equipment hire (£34/lane/hour, £46-75/hour with bowling machines), annual tournaments (£290-£310/player for the Colour Clothing Tournament), international tours to India and Dubai (£1,290-£1,590), inbound UK tours for overseas groups, and an on-site retail sub-brand (Rhino Cricket) selling equipment and bat repair. The company has expanded internationally via an owned Dubai facility (City Cricket Academy Emirates) with turf wickets supporting development tours. Its primary go-to-market is direct-to-consumer with strong community-led growth, supported by word-of-mouth, institutional partnerships (Leicestershire County Cricket Club, University of Leicester), and online booking platforms (ClassForKids, Flexsystems).

The business is founder-controlled, operates with 11-50 employees, and has no disclosed external funding, acquisitions, or institutional investors. Strategic positioning leans heavily on talent (former international coaches), facility quality validated by professional cricket usage, and long-running annual events (18-year Colour Clothing Tournament) as retention and acquisition levers. Customer testimonials cite long-distance weekly travel (one hour each way) and multi-year player development pathways, indicating high customer loyalty within a fragmented consumer base.

Name

City Cricket Academy

Legal name

City Cricket Academy Limited

Website

https://citycricketacademy.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

City Cricket Academy is a Leicester-based, privately held cricket coaching facility founded in 2006, operating a six-lane ECB-standard indoor centre and year-round programs for children, adults, advanced players, and overseas cricketers through coaching, camps, facility hire, and international tours.

Ownership category

akta.pro rank

Product category

Sports Coaching (Cricket)

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro industry

PRIMARYMPAKAJAF

Goalkeeper/Pitching/Position-Specialty Training Programs

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

SECONDARYMPAKAJAL

Sports Boarding Schools & Residential Academies

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

SECONDARYMPAKACAF

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

SECONDARYCRAMAEAH

Cricket Equipment Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Team Sports Equipment Retail

Keywords

• Cricket coaching services
• Youth cricket training
• Sports coaching facility
• Cricket holiday camps
• International cricket tours

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Group Coaching Sessions: Weekend group sessions held Friday evening to Sunday with age-based groups (4-7yrs, 8-11yrs, 12-14yrs, 14-16yrs, 18+). Sessions include warm up, fielding, batting and bowling in nets and match situations. Bookings taken on term basis.
2. One-on-One Coaching: Intensive individual coaching sessions priced from £50 per hour, available seven days a week. Specialist sessions with ECB Level 4 coaches and former international cricketers available at premium pricing.
3. Holiday Cricket Camps: School holiday camps (Summer, Easter, Half-term, Christmas) for children aged 5-15 years. Daily rates ranging from £26-£48 per day with full-week packages available.
4. Net and Facility Hire: Net hire at £34 per lane/hour, bowling machine hire at £46-75 per hour depending on equipment and staffing. Hall hire available for group training and indoor matches.
5. Rhino Cricket Shop: On-site cricket equipment shop (Rhino Cricket) selling equipment, team wear, and offering bat repair services.
6. International Tours: Overseas cricket tours to India and Dubai, and inbound tours for international visitors. Pricing from £1,290 (cricket only) to £1,590 (all-inclusive) for Dubai tours.
7. Colour Clothing Tournament: Annual tournament with entry fees (approximately £290-£310 per player) including equipment, coaching, and trophies.
8. Inbound UK Tours: Tailor-made tours to the UK for overseas groups including competitive matches, coaching, accommodation, transportation, and cultural activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

City Cricket Academy is a Leicester-based cricket coaching and training facility that delivers year-round cricket coaching (50 weeks a year, 7 days a week) for children and adults of all abilities, from complete beginners to professional cricketers. Its core offerings include weekend group coaching sessions, one-on-one private coaching, elite coaching for advanced players, school holiday cricket camps, and net/bowling machine hire, supported by ECB-qualified coaching staff and a six-lane indoor facility meeting first-class standards.

Product overview

City Cricket Academy (CCA) is a Leicester-based cricket coaching and training facility offering a comprehensive suite of services. The core offering consists of coaching programs (weekend group sessions, private one-on-one coaching, elite coaching) and holiday camps (summer, Easter, half-term, and Christmas camps) for ages 4+ from beginners to professional cricketers. Supporting services include net and bowling machine hire, the Rhino Cricket equipment shop, and international programs (overseas tours to India/Dubai, inbound UK tours, and residential academy programs for overseas cricketers). Annual signature events include the Colour Clothing Tournament and Christmas Cup. The academy operates year-round with a six-lane indoor facility and partnerships with Leicester Grammar School for extended outdoor facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Rhino Cricket: On-site cricket equipment shop stocking the latest cricket equipment and leading brands, team wear, and bat repair service

Products and services

• Weekend Group Sessions Weekend cricket coaching sessions held Friday evening through Sunday, organised by age groups (4-7yrs, 8-11yrs, 12-14yrs, 14-16yrs, 18+). Sessions include warm-up, fielding, batting and bowling in nets and match situations, with ECB-qualified coaches. Open to all ages and abilities and booked on a term basis.
• Private One-on-One Cricket Coaching Intensive individual coaching tailored to each player's needs, including batting, bowling, fielding and wicket-keeping training with ECB-qualified coaches. Available seven days a week from £50 per hour, with specialist sessions and one-to-one wicket-keeping offered at premium pricing.
• Cricket Holiday Camps School holiday cricket camps (Summer, Easter, Half Term, Christmas/New Year) for children aged 5-14. Daily rates range from £26-£48 with full-week packages available, including expert coaching, skill development games and competitive match situations. Includes free early drop-off and late pick-up.
• Elite Coaching Intense group coaching sessions for advanced cricketers running September to June, focusing on individual development, all-round game improvement and fitness training. Targeted at advanced youth cricketers seeking competitive progression.
• Net and Bowling Machine Hire Six-lane indoor cricket facility available for hire with optional bowling machine rental and staff feeder support. Net hire at £34 per lane/hour, net with bowling machine from £46/hour, and Merlyn Spin Bowling Machine at £75/hour with staff feeder. Hall hire available quote-based for group training and indoor matches.
• Overseas Cricket Tours Organised outbound cricket tours to India, Dubai and other Test-playing nations providing developmental cricket experiences in different playing conditions and cultures over the winter season. Available for individuals and groups.
• International Residential Cricket Academy Hosting programme for overseas cricketers spending 2+ weeks training at the Leicester facility. Includes intensive training, English conditions match play, technique development, video analysis, strength and conditioning support, fitness sessions, nutrition guidance, accommodation, meals and transportation.
• Cricket Tours to the UK (Inbound) Tailor-made UK tours for overseas cricket trainees and groups including competitive matches, expert coaching, master classes, historical sightseeing, accommodation, transportation and cultural activities.
• Colour Clothing Tournament Annual four-day cricket tournament for young cricketers featuring coloured clothing and Twenty20 matches, with age groups from Under 11s to Seniors. Includes 2 customised shirts, jumper, trousers, batting pads, cap, expert coaching, trophies and awards. Entry priced at £295 per player.
• Elite Cricket Development Tour to Dubai Overseas development tour to Dubai offering high-level training, competitive matches, and cultural exploration at the City Cricket Academy Emirates facility with state-of-the-art turf wickets. Cricket-only package from £1,290, all-inclusive package from £1,590.

Quantifiable outcome

• Players progressing from beginners to competitive cricket (e.g., Zain Rizvi progressed to open bowling for Hinckley Town 1st XI after starting at CCA in 2006)
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Leicester Grammar SchoolcoreStrategic or Co-development Partner · 1 January 2008Partnership with Leicester Grammar School provides access to magnificent ground and playing facilities. Used for outdoor and indoor training, cricket camps, and the annual Colour Clothing Tournament. Venue: London Road, Great Glen, LE8 9FL. Essential for expanding capacity beyond the six-lane home facility.
• University of LeicestercoreStrategic or Co-development PartnerPartnership provides access to University ground facilities for tournaments and training. Stoughton Road Playing Fields used for senior Colour Clothing Tournament matches (16+ age group). Expands venue options for major events.
• Leicestershire County Cricket ClubcoreStrategic or Co-development PartnerLeicestershire County Cricket Club uses City Cricket Academy extensively for their own training. This partnership validates the quality of CCA's facilities and coaching, providing significant credibility. Good working relationship maintained.
• Various International Academies and Institutions (Test Playing Nations)coreStrategic or Co-development PartnerStrong cricketing links with academies and institutions in Test playing nations (India, Pakistan, UAE, etc.) enable international developmental tours and provide access to diverse coaching methodologies. These partnerships have been developed over 10+ years of organizing tours.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Middlesex County Cricket Club (Middlesex Cricket): London-based county club operating an extensive all-age coaching pathway, school programmes, and holiday camps at Lord's and partner grounds. Comparable offering to CCA's group sessions and camps but anchored to a major metropolitan market and the Lord's brand.
• England and Wales Cricket Board (ECB) National Programmes: The national governing body runs All Stars Cricket, Dynamos, and county-age-group pathway programmes that CCA's youth coaching directly feeds into. Not a direct commercial competitor but sets curriculum standards CCA's coaches (ECB Levels I-IV) align to, and represents the upper-bound competitor for talent identification.
• Surrey County Cricket Club (Surrey Cricket Foundation): Runs one of the UK's largest county cricket development and community coaching programmes, including holiday camps, academy pathways, and school partnerships. Comparable to CCA in product mix but operates at substantially larger scale with a permanent first-class venue.
• Lancashire Cricket (Lancashire Cricket Foundation): North-West county club delivering year-round community coaching, academy programmes, and holiday camps with Emirates Old Trafford as anchor venue. Closest peer to CCA in offering structure (coaching, camps, pathways) but at county-level scale and geographic concentration outside CCA's Midlands base.

Regional players

• Premier Cricket Academy (India): India-based specialist cricket academy offering coaching camps, residential programmes, and international tours. Comparable to CCA in offering mix and audience (youth/teen aspirants) but geographically distinct, and operates in a much larger addressable market.
• Loughborough University Cricket (Performance Cricket Programme): East Midlands-based cricket development programme combining high-performance coaching, residential camps, and university pathway access. Comparable to CCA's residential academy and elite coaching offerings, and a likely competitor for advanced youth talent in the region.
• Darren Lehmann Cricket Academy: Australia-based specialist cricket academy offering residential programmes, tours, and elite coaching with a former international as figurehead. Strongest international analogue to CCA's Dubai facility and inbound tour model, operating in a different geography but serving the same global aspirational cricketer segment.

Direct peers

• Leicestershire County Cricket Club: Local professional cricket club that uses CCA's facilities extensively for its own training. Operates overlapping cricket development, coaching, and community programmes for youth and senior players in the same Leicester geography, making it both a partner and the most directly comparable peer.
• Cricket et Al (Loughborough): UK-based independent cricket coaching business offering individual and group coaching, video analysis, and indoor net sessions. Directly comparable in product, customer (aspiring players, parents), and delivery model to CCA's one-to-one and group coaching streams.

Others

• Rhino Cricket (CCA's on-site retail arm): Not a competitor but an internal vertical; included for completeness as a captive retail/bat-repair revenue stream. Industry peers to Rhino Cricket in the UK (e.g. specialist cricket retailers like Cricket Direct, Gray-Nicolls store) are comparable distribution channels but not direct comparables to CCA's coaching business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/city-cricket-academy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 City Cricket Academy