Activfirst

What Activfirst does

Activfirst is a UK-based training and apprenticeship provider founded in 2009 and headquartered in Bridlington, North Yorkshire. The company delivers apprenticeship programmes from Level 2 through Level 5 in areas such as Customer Service Practitioner, Team Leader, and Personal Training, alongside stand-alone courses, e-learning, and Rugby Football League-accredited safeguarding and first aid training. It serves three core customer groups: employers (both UK apprenticeship levy-paying organisations and SMEs accessing government funding), local councils and public-sector bodies, and sport/leisure organisations including named clients such as British Garden Centres, Tigers Trust, Trilogy Active, Huntingdonshire District Council, Wakefield Council, Walsall Council, Leeds Council, and the Rugby Football League.

The company's product portfolio is built around four lines: apprenticeships (the core revenue driver, funded via the UK apprenticeship levy and government SME support), stand-alone on-site courses, a Thinkific-hosted e-learning catalogue offering accredited and non-accredited courses with tutor support, and RFL-specific safeguarding and first aid courses delivered via blended Zoom-based and face-to-face formats. The technology stack is intentionally lean and third-party dependent: Thinkific powers course hosting, Zoom delivers virtual sessions, and Activfirst's own contribution is the curriculum design, tutor-led delivery, and employer relationship management. An Ofsted Good rating, a regulatory prerequisite for UK apprenticeship providers, anchors the credibility proposition, alongside a reported 67% completion rate (11% above the national average) and 290+ apprentice completions since 2019.

Commercially, Activfirst runs a sales-led B2B model with hybrid distribution: direct employer engagement and apprenticeship levy management for anchor contracts, self-serve e-learning via Thinkific for individual learners, and partnership-based delivery through the Rugby Football League for nationwide sport-sector reach. Revenue mixes government-funded apprenticeship income (recurring, contract-based) with transactional course fees priced at £20-£95 per attendee. Activfirst was recently acquired by Group MGMT, a diversified conglomerate with other businesses in the leisure and community sector, positioning Activfirst within a larger corporate family targeting cross-vertical expansion in workforce development.

Name

Activfirst

Legal name

Activfirst

Website

https://activfirst.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Activfirst is a UK apprenticeship and training provider founded in 2009, delivering Level 2-5 apprenticeships, e-learning via Thinkific, and RFL-accredited safeguarding and first aid courses to employers, councils, and sport/leisure organisations. It is a subsidiary of Group MGMT.

Ownership category

akta.pro rank

Product category

Workforce Training and Development

NAICS

Apprenticeship Training (611513), Technical and Trade Schools (6115), Professional and Management Development Training (611430), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK)

akta.pro secondary industries

Incumbent Worker Training & Upskilling (EDAAAOAE), Internship/Apprenticeship Matching & Work-Based Learning Platforms (EDAFAMAL), Workforce & Career Transition Noncredit Programs (EDAAAEAC)

Keywords

• Apprenticeship training
• Workforce development
• E-learning courses
• Safeguarding training
• Vocational qualifications

Headquarters

HQ city

Bridlington

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Apprenticeship Training: Government-funded apprenticeship programmes from Level 2 through Level 5, working with both levy-paying employers and SMEs to access funding support for workforce development.
2. Course Fees: One-time course fees for stand-alone training programmes including Rugby League safeguarding courses (£35) and First Aid courses (£95).
3. E-Learning Sales: Direct sales of online courses such as Understand Safeguarding Children & Vulnerable Adults at £20 per course through Thinkific platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Activfirst is an apprenticeship training and workforce development provider delivering apprenticeship programmes from Level 2 through Level 5, on-site employer training courses, and self-paced e-learning courses for employers, councils, leisure and community organisations, and Rugby Football League clubs across the UK. The company combines online learning, Zoom-based virtual training, and face-to-face delivery via the Thinkific platform, supported by apprenticeship levy and government funding guidance.

Product overview

Activfirst is a training and development provider offering a portfolio of three interconnected service lines: Apprenticeships (Level 2-5 programmes for levy-paying organisations and SMEs), Courses (tailored on-site and stand-alone online training), and e-Learning (flexible online courses via Thinkific platform). The company also delivers Rugby Football League Courses in partnership with the RFL, combining online Zoom sessions with face-to-face delivery. All services focus on workforce development in the leisure, community, and sports sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Apprenticeships Apprenticeship training programmes delivered in partnership with levy-paying organisations and SMEs, covering Levels 2 through 5 in areas such as Customer Service Practitioner, Team Leader, and Personal Training. Designed for UK employers and individual apprentices seeking earning-while-learning vocational qualifications.
• Courses Tailored on-site training for employers and stand-alone online courses available anytime for flexible learning, covering topics such as safeguarding, first aid, and professional development. Designed for employers and individual learners.
• e-Learning Online courses delivered through the Thinkific platform (https://theskillsstudio.thinkific.com), offering accredited and non-accredited courses with selected tutor support and flexible study options available anytime, anywhere.
• Rugby Football League Courses Safeguarding and first aid training courses delivered in partnership with the Rugby Football League, including online Zoom-based courses and face-to-face delivery for clubs and organisations nationwide.
• Rugby Football League Online Course – Safeguarding and Protecting Children A 2.5-hour Zoom-based course that is part of the Rugby Football League coach license scheme, priced at £35 per attendee, with a resource booklet provided prior to the session.
• Rugby Football League One Day Emergency First Aid Face to Face Course Face-to-face emergency first aid course covering Emergency First Aid at Work plus Head Case Management, Return to Play and Suspected Spinal Injury, priced at £95 per attendee.

Quantifiable outcome

• 67% apprenticeship completion rate, 11% above national average
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Rugby Football League (RFL)coreStrategic or Co-development PartnerStrategic partnership to deliver safeguarding training nationwide for Rugby League clubs and organisations. Blended approach combines online and Zoom-based learning with face-to-face delivery, ensuring every club can access training while keeping participants safe and supported.
• Tigers TrustcoreStrategic or Co-development PartnerOver ten-year partnership delivering high quality apprenticeships that develop skills, confidence, and lasting careers. Supported almost 100 apprentices, many progressing into full-time and management roles within the Trust and wider sport and leisure sector.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kineo (Kaplan company): Large, established UK e-learning and apprenticeship content provider within the Kaplan group. Overlaps with Activfirst on apprenticeship training and online course delivery but operates at much greater scale and across multiple sectors.
• City & Guilds: Major UK vocational awarding body and training provider offering apprenticeships, technical qualifications, and e-learning. Broad incumbent comparable to Activfirst on apprenticeship content and assessment, but at portfolio/national scale.

Emerging players

• Sport England / UK Coaching (training partners): UK sport-sector training bodies that deliver safeguarding and first-aid certifications to clubs and coaches — the same niche market Activfirst serves via its RFL partnership. Comparable on end customer (sports clubs) and curriculum (safeguarding/first aid).

Direct peers

• SimplyHealth (Training arm) / South West skills providers: Direct competitor in the UK vocational training and apprenticeship space with established employer relationships. Comparable business model: levy-funded apprenticeships plus commercial short courses for employers.
• Multiverse: UK-based apprenticeship provider focused on professional/tech apprenticeships using a digital platform. Comparable on apprenticeship delivery model, employer-led B2B focus, and use of digital content, though oriented to higher-level/specialist programmes.
• Realise (training provider): UK apprenticeship and vocational training provider serving employers and apprentices in healthcare, community, and operational sectors. Closely comparable in size and target employer profile to Activfirst.
• Babington Group: UK-based apprenticeship and training provider offering Level 2-5 programmes and e-learning to employers and individuals. Closely comparable to Activfirst in apprenticeship-focused B2B model, multi-level qualifications, and blended delivery.
• Lifetime Training: One of the UK's largest apprenticeship providers, delivering funded and commercial training programmes to employers and learners across multiple sectors. Directly competes with Activfirst on apprenticeship levy-funded delivery and e-learning.

Others

• Thinkific: Activfirst's e-learning platform provider; an enabling technology vendor rather than a competitor. Relevant because it sits directly under Activfirst's online course delivery and influences its digital scalability.

Regional players

• Flow Sports / RFL-aligned training competitors: Rugby Football League ecosystem and affiliated training/course providers that deliver safeguarding and first-aid training to the same nationwide sports audience Activfirst serves through its RFL partnership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/activfirstltd
• YouTubeyoutube.com/channel/UCAo7BsQmR1ou0R9hQr_fGeg/featured
• Facebookfacebook.com/Activfirst
• LinkedInlinkedin.com/company/activfirst

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Activfirst