Bowls England
Bowls England is the National Governing Body for outdoor flat green lawn bowls in England, serving nearly 2,000 affiliated clubs through 35 County Associations via competition administration, coaching pathways, safeguarding, and grassroots participation programmes.
- Company typePrivate
- Founded2008
- HeadquartersLeamington Spa, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Bowls England does
Bowls England is the National Governing Body for Outdoor Flat Green Lawn Bowls in England, established on 1 January 2008 through the merger of the English Bowling Association (EBA) and English Women's Bowling Association (EWBA). The organisation is constituted by 35 County Associations and serves nearly 2,000 affiliated lawn bowls clubs and grassroots players, providing competition administration, governance, safeguarding, coaching and officiating structures, talent development pathways, and representation at international events including the Commonwealth Games. It is registered as a private UK company (Company Number 6297656) headquartered at the Pavilion, Victoria Park, Royal Leamington Spa.
The core product portfolio centres on competition administration (National Bowls Championships, the Competitions Portal at bowlsenglandcomps.com, and the annual National Bowls Finals event), media and broadcast (Bowls England TV), participation acquisition (PlayBowls club-finder platform, Bowls' Big Summer campaign, Bowls Bash accessible-format initiative), and club support services including the Club Development Programme. A jointly-owned subsidiary, Coach Bowls (with EIBA), delivers the only nationally recognised coaching qualification for the sport. Technology is conventional web and streaming infrastructure; no proprietary AI or data platform is indicated.
Revenue is generated through five streams: recurring club affiliation fees from the ~2,000 affiliated clubs channelled via County Associations; public funding from Sport England (over £400k secured over two years); commercial partnerships with sponsors including Aceit, Acrisure, Pegasus Homes, Potters Resorts, Riviera Travel, Dennis/SISIS, and MG Training and Events; transaction fees and ticket sales from competitions and events; and the historic role as a distribution channel for government support (over £3m during Covid). A proposed merger with the English Indoor Bowling Association (EIBA) to form a unified 'England Bowls' governing body is anticipated for early 2027, and the organisation is hosting the 2027 World Bowls Championships at its Leamington Spa venue.
Bowls England firmographics
Firmographics- Name
- Bowls England
- Legal name
- Bowls England
- Website
- https://bowlsengland.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bowls England is the National Governing Body for outdoor flat green lawn bowls in England, serving nearly 2,000 affiliated clubs through 35 County Associations via competition administration, coaching pathways, safeguarding, and grassroots participation programmes.
- Ownership category
- akta.pro rank
Bowls England industry classification
Industry- Product category
- Sports Governing Body
- NAICS
- Spectator Sports (7112)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- National Governing Bodies (NGBs) (MPAKAFAC)
- akta.pro secondary industry
- Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)
Keywords
Where Bowls England is headquartered
LocationHeadquarters
- HQ city
- Leamington Spa
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Bowls England business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Club Affiliation Fees: Local bowls clubs affiliate to their County Association and Bowls England by paying a fee. Affiliation enables clubs to unlock a range of national services including insurance, governance support, competition access, and development resources.
- Sport England Funding: Over the last two years, Bowls England secured over £400k from Sport England to support their work including international programme and participation growth initiatives.
- Commercial Partnerships: Revenue from commercial sponsors and partners including Aceit (clothing), Acrisure (insurance), Pegasus Homes (sponsorship), Potters Resorts, Riviera Travel, Dennis/SISIS, and MG Training and Events.
- Competitions and Events: Revenue from national competitions including the National Bowls Championships and Finals, ticket sales for events like the National Finals, and tournament licence fees.
- Government Support Distribution: During Covid, Bowls England helped clubs access over £3m of government support, acting as a distribution channel for public funds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Club Insurance packages through Acrisure with tiered coverage options |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Bowls England product offering
Product offeringCore offering
Bowls England governs the sport of outdoor flat green lawn bowls in England, administering national competitions (including the National Bowls Championships and National Bowls Finals), supporting nearly 2,000 affiliated clubs and 35 County Associations through governance, insurance and development services, and delivering participation programmes such as PlayBowls, Bowls' Big Summer and Bowls Bash. It also manages elite performance pathways, coaching qualifications via Coach Bowls, officiating development, international team selection and representation at events including the Commonwealth Games.
Product overview
Bowls England operates as a national governing body offering a portfolio of products and services centered on competition administration, participation development, and sport support. The core offerings include the National Bowls Championships and Competitions Portal for managing tournament entries and results, the National Bowls Finals event, and Bowls TV for streaming content. Participation initiatives include PlayBowls (club discovery), Bowls' Big Summer, and Bowls Bash campaigns. The organization also provides club support services, coaching qualifications through Coach Bowls, and officiating development via EBUA.
Differentiator
Problem solved
Functional benefit
Products and services
- National Bowls Championships Flagship annual competition programme administered by Bowls England, featuring multiple events and disciplines for bowlers across England.
- National Bowls Finals Annual flagship event showcasing national competition finalists at Victoria Park, Royal Leamington Spa, with public ticket sales.
- Competitions Portal Online platform for managing competition entries, draws, and results for Bowls England national competitions.
- Bowls TV Streaming platform for live and on-demand bowls content, including coverage of national finals and international matches.
- PlayBowls Platform to find bowling clubs and book casual sessions, designed to attract new participants to the sport.
- Bowls' Big Summer National participation campaign to grow bowls and attract new players to the sport.
- Bowls Bash New format initiative to make bowls more accessible and attract new audiences.
- Club Development Programme Resources and support to help affiliated clubs develop, including governance, safeguarding, and operational guidance.
- Coach Bowls The only nationally recognised coaching qualification for bowls in England, offering Level 1, Level 2 and specialist courses (including safeguarding and working with disabled bowlers), aligned to the UK Coaching Framework.
Quantifiable outcome
- Target of One Million Bowls Experiences by 2026
- +2 more outcomes
Companies that use Bowls England
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles6 records
Bowls England technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bowls England partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, primary and secondary.
- Bowls Development AlliancecoreSport England funding channelled through BDA to support sport. Primary goal is to increase participation whilst ensuring inclusivity. Works with Bowls England on Bowls' Big Weekend, Bowls Bash, Club Education and Training, and PlayBowls. Specialist support across the country for affiliated clubs.
- Coach BowlscoreWholly owned by Bowls England and English Indoor Bowling Association Ltd. The only nationally recognised coaching qualification for bowls in England. Uses UK Coaching Framework. Provides Level 1 and Level 2 coaching qualifications plus modules on safeguarding and working with disabled bowlers.
- England Bowls Umpires Association (EBUA)coreBody which recruits, develops and manages officiating in lawn bowls. Bowls England works closely with and financially supports EBUA to ensure appropriate level of qualified umpires for national competitions. Education programme led by Development Team with National Tutors and Examiners.
- AceitprimaryOfficial clothing partner of Bowls England. Provider of high-quality branded uniforms and merchandise. Produces bespoke bowls uniforms through England and Europe. High-performance shirts, jackets, shorts and gilets seen on national team and county teams.
- AcrisureprimaryInsurance provider offering Civil Liability Insurance to affiliated clubs. Over 800 clubs benefit from cover. Cover includes £5m-£10m Civil Liability, £10m Employers' Liability, and £250k-£1m Directors' and Officers' Liability.
- Dennis | SISISsecondaryEquipment provider for bowling green maintenance. Products include pedestrian mowers, scarifiers, aerators, slitters, and hand tools. Supports Bowling Green Maintenance Seminars with expert speakers and practical sessions. Used at thousands of bowling greens in UK and overseas.
- MG Training and Events LtdsecondaryEstablished 2014, delivers tailored training solutions and professionally managed events. Client base includes local councils, Bowls England, and charities across the Black Country. Committed to fair pricing, exceptional quality, and outstanding customer service.
- Pegasus HomesprimaryCreates high quality modern apartments for those over 60. Sponsors National Championships and Senior Championships. Shares values of community, friendship and wellbeing. Nearly 40 communities across England with demographic aligning well with bowls participation.
- Potters ResortsprimarySynonymous with bowls, welcoming thousands of bowlers annually. UK's only provider of fully inclusive breaks. Hosts bowls tournaments September to May at Hopton-on-Sea (Norfolk) and Five Lakes (Essex). Venue for World Indoor Bowls Championships in January. Hosts Bowls England annual association break.
- Riviera TravelsecondaryUK's leading tour operator of river cruises and speciality tours. Celebrating 40 years in 2024. United with Bowls England through shared passion for bringing people together and creating memories. Provides travel experiences for the bowls community.
- English Indoor Bowling Association (EIBA)coreCurrently separate NGB for indoor bowls. In merger discussions to form 'England Bowls' - a unified governing body for both indoor and outdoor flat green bowls. Survey showed over 75% positive about merger prospects. Anticipated merger completion early 2027.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Bowls England competitors and assessment
Company assessmentDirect peers
- England Netball: England Netball is the NGB for netball in England, managing affiliated clubs, county associations, national competitions, performance pathways and participation initiatives. Director Brock Fordham previously led delivery at England Netball, providing direct operational and strategic parallels with Bowls England.
- England Golf: England Golf is the National Governing Body for golf in England, offering club affiliation, competition administration, coaching, and participation programmes. It is the closest structural and operational counterpart to Bowls England given shared NGB mandate, club-network model, and Sport England funding relationship; Board member Emily Green also previously led legal/governance at England Golf.
- England Hockey: England Hockey is the NGB for hockey in England, administering clubs, competitions, talent pathways and international representation. Bowls England CEO Jon Cockcroft joined from England Hockey, making it a directly comparable NGB and a known talent/operating model reference.
- British Swimming: British Swimming is the national governing body for aquatic sports in the UK, responsible for performance pathways, competitions, and international representation. It is a comparable sport NGB with similar reliance on Sport England funding and Commonwealth Games preparation cycles.
- Lawn Tennis Association (LTA): The LTA is the National Governing Body for tennis in England, providing club affiliation, competitions, coaching, and participation programmes. As a comparable British sport NGB with similar revenue diversification (membership, commercial, Sport England grants), the LTA is a highly relevant peer.
- England Athletics: England Athletics governs athletics in England, delivering club affiliation, competitions, coaching, and talent pathway programmes including Commonwealth Games representation. It is a directly comparable NGB with similar funding sources and grassroots delivery model.
Regional players
- Bowls Australia: Bowls Australia is the NGB for lawn bowls in Australia, governing the sport, competitions, and international representation. It is a directly comparable bowls NGB in a different geography and provides a useful international benchmark for participation strategy and commercial structure.
- Scottish Bowling Association: The Scottish Bowling Association is the NGB for lawn bowls in Scotland. It is the most direct regional counterpart to Bowls England, sharing the same sport, similar affiliation fee structures, but serving a different national jurisdiction outside England's geographic scope.
Others
- World Bowls: World Bowls is the international federation for the sport of lawn bowls. Bowls England partners with World Bowls on anti-doping, international team representation, and the 2027 World Bowls Championships. It sits above Bowls England in the sport's governance hierarchy rather than competing with it.
Broad incumbents
- England and Wales Cricket Board (ECB): The ECB is the NGB for cricket in England and Wales and is a much larger, well-funded incumbent operating with similar affiliation, broadcast, and Sport England-linked structures. It provides a broad benchmarking reference for NGB scale, commercialisation, and governance practices.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bowls England social profiles
Digital presenceBowls England financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bowls England leadership team
Management profileNumber of profiles
Profiles17 records
Bowls England subsidiaries and ownership
Company hierarchySubsidiaries1 record
Bowls England funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bowls England 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 Bowls England
What does Bowls England do?
Bowls England governs the sport of outdoor flat green lawn bowls in England, administering national competitions (including the National Bowls Championships and National Bowls Finals), supporting nearly 2,000 affiliated clubs and 35 County Associations through governance, insurance and development services, and delivering participation programmes such as PlayBowls, Bowls' Big Summer and Bowls Bash. It also manages elite performance pathways, coaching qualifications via Coach Bowls, officiating development, international team selection and representation at events including the Commonwealth Games.
Is Bowls England a public or private company?
Bowls England is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Bowls England founded?
Bowls England was founded in 2008. It employs 11 to 50 people.
Where is Bowls England based?
Bowls England is headquartered in Leamington Spa, United Kingdom, in the Europe region.
How does Bowls England make money?
Five revenue lines are on record. Club Affiliation Fees are the primary driver. The others are sport England Funding, commercial Partnerships, competitions and Events and government Support Distribution.
Who are Bowls England's main competitors?
Direct peers on record are England Netball, England Golf, England Hockey, British Swimming, Lawn Tennis Association (LTA) and England Athletics. Regional players are Bowls Australia and Scottish Bowling Association. World Bowls is listed as an others. England and Wales Cricket Board (ECB) is listed as a broad incumbent.
Does Bowls England have an API?
No public API is recorded for Bowls England.
What industry is Bowls England in?
Bowls England's product category is Sports Governing Body. Its primary akta.pro industry code is MPAKAFAC, National Governing Bodies (NGBs), with a secondary code of MPAKACAD, Amateur Sport Governing Bodies & Federations (National/Regional). Its NAICS code is 7112 and its SIC code is 7900.