Foundation Sports

What Foundation Sports does

Foundation Sports is a UK-based sports coaching and childcare provider founded in 1999 that delivers before-, during-, and after-school activity clubs directly within primary school premises. Its core products include Breakfast Clubs, After School Clubs, Holiday Clubs, Wrap-around Clubs (7:30am–6pm), PE curriculum delivery, Sports Clubs, and the MoveIT! healthy lifestyle program. The company operates a proprietary published Scheme of Learning—available as a free e-book and in print on Amazon—that provides structured session content used across the network. Foundation Sports claims to reach 10,000 children weekly across 20 UK counties through 400+ school partnerships, supported by 14 National Managers.

The business model is franchise-led: individual operators license the Foundation Sports brand, systems, and curriculum, run local clubs within their territories, and benefit from National Manager support and brand recognition, with the company stating successful franchisees can achieve six-figure turnovers. The franchisor generates revenue from franchise fees and royalties, direct school contracts for PE provision and wraparound care, holiday club fees paid by parents (including tax-free childcare, childcare vouchers, and government HAF funding at select venues), and venue-hire arrangements with schools. Customers are UK primary schools and working parents of primary-age children (Reception through Year 6), with secondary exposure to individuals buying into the franchise opportunity.

The company is privately held and founder/management-owned (no disclosed institutional backing, funding rounds, or M&A). Leadership comprises Josh Brown as Chief Executive Officer of Foundation Sports & Play and David Greene as Managing Director, both of whom came from the franchisee ranks. Third-party validation includes NHS and St Mary's University verification of the MoveIT! program and accreditation under the Department for Education's HAF scheme, positioning the company to benefit from the UK government's September 2026 wraparound care mandate for primary schools.

Name

Foundation Sports

Legal name

Foundation Sports

Website

https://foundation-sports.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Foundation Sports is a UK franchised sports coaching and childcare provider founded in 1999, delivering breakfast, after-school, holiday, and wraparound clubs plus PE curriculum to 10,000 children weekly across 400+ primary schools in 20 counties.

Ownership category

akta.pro rank

Product category

Children's Sports Coaching and School Childcare Services

NAICS

Sports and Recreation Instruction (61162), Child Care Services (62441), Sports and Recreation Instruction (611620), Child Care Services (6244)

SIC

Services-Child Day Care Services (8351), Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Obesity Prevention & Healthy Lifestyle Programs (Early Years) (EDACAMAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Sports coaching services
• Primary school childcare
• After-school clubs
• Physical education delivery
• Childcare franchise network

Headquarters

HQ city

Woodford

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. School Partnership Services: Revenue generated from providing sports coaching, breakfast clubs, after-school clubs, holiday clubs, and PE lessons directly to schools. Schools pay for professional coaching provision and wraparound care services.
2. Franchise Licensing: Franchisees pay to join the network and receive proven systems, support, and business tools. Franchisees operate their own local clubs and pay ongoing fees or revenue share to Foundation Sports. Successful franchisees can achieve six-figure turnovers.
3. Holiday Club Childcare Fees: Parents pay for holiday club attendance. Accepts various payment methods including tax-free childcare, childcare vouchers, and HAF (Holiday Activities and Food) government funding at select venues.
4. Venue Hiring Fees: Schools receive a hiring fee for the use of their venues, resources, and facilities during holiday clubs. Additionally, schools benefit from a profit-sharing scheme where they take a percentage of holiday club income.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Foundation Sports delivers sports coaching, PE lessons, and wrap-around childcare (breakfast clubs, after-school clubs, holiday clubs, and 7:30am–6pm wrap-around care) to primary school children aged 4–12 across 20 UK counties. Services are delivered on school premises through a franchise network supported by 14 National Managers and partnerships with over 400 schools, reaching 10,000 children weekly. The company also offers its proprietary published Scheme of Learning and the NHS-verified MoveIT! healthy lifestyle program.

Product overview

Foundation Sports operates a unified portfolio of school-based childcare and sports coaching services. The core offering consists of Breakfast Clubs, After School Clubs, Holiday Clubs, and Wrap-around Clubs (operating 7:30am-6pm), all delivering physical activities and childcare for children from Reception to Year 6. These are complemented by PE Services and Sports Clubs for schools, plus the MoveIT! Project—a PSHE-accredited 6-week healthy lifestyle program. The company also provides a published scheme of learning (E-Books) as supplementary educational resources. All services are delivered through a franchise network supported by 14 National Managers across 20 UK counties, impacting 10,000 children weekly through partnerships with over 400 schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Breakfast Clubs Morning childcare clubs delivered on school premises providing nutritious breakfasts tailored to dietary requirements, followed by sports, fitness, games, and creative activities for children from Reception to Year 6. Designed to support working families and provide a safe, engaging start to the school day.
• After School Clubs Sports coaching clubs operating after school hours, offering dynamic activities aligned with the company's published Scheme of Learning, with healthy snacks provided and a focus on skill development across multiple sports for primary school children.
• Holiday Clubs Multi-activity day clubs during school holidays for children aged 4 to 12, featuring sports, games, creative arts, and engaging activities delivered in a safe environment. Accepts HAF government funding, tax-free childcare, and childcare vouchers at select venues.
• Wrap-Around Clubs Extended childcare provision operating from 7:30am to 6pm, providing breakfast, snacks, and physical activities for children from Reception to Year 6, supporting working families with full-day cover spanning before-school and after-school hours.
• PE (Physical Education) Services Professional PE curriculum delivery for primary schools with qualified coaches, covering any sport from A to Z, aligned with the recommended 60 minutes of daily physical activity for children. Delivered on school premises during school hours.
• Sports Clubs After-school sports clubs providing specialized coaching across multiple sports for primary school children, delivered on school premises with educational and socially engaging sessions.
• MoveIT! Project A 6-week healthy lifestyle program verified by the NHS and St Mary's University, designed to educate primary school children about diet and well-being through interactive presentations and outdoor sports sessions, delivered as a PSHE (Personal, Social, Health and Economic education) subject in schools.
• Published Scheme of Learning (E-Book and Printed Book) Foundation Sports' proprietary published scheme of learning providing session plans for sports and activity clubs, available as a free downloadable e-book and as a printed book for purchase on Amazon. Used across all Foundation Sports coaching sessions and made available to schools and the wider coaching community.
• Foundation Sports Franchise Opportunity Licensed franchise opportunity enabling individuals to operate their own local sports coaching clubs under the Foundation Sports brand, with proven systems, training, and ongoing support from 14 National Managers. Successful franchisees have achieved six-figure turnovers, with claimed potential earnings exceeding £60,000 per year.

Quantifiable outcome

• 10,000 children engaged weekly across 20 UK counties
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• NHScoreStrategic or Co-development PartnerThe MoveIT! Project, Foundation Sports' healthy lifestyle program, has been verified by the NHS to improve children's diet and general well-being. This verification validates the program's effectiveness in promoting child health.
• St Mary's UniversitycoreStrategic or Co-development PartnerSt Mary's University has verified the MoveIT! Project as a 6-week course designed to improve children's diet and general well-being. The university partnership adds academic credibility to the program.
• Department for Education (HAF Scheme)coreChannel Partner/ Reseller/ DistributorFoundation Sports participates in the Holiday Activities and Food (HAF) scheme, a government initiative established by the Department for Education to provide healthy food and enriching activities to children receiving free school meals during holidays.
• 400+ UK Primary SchoolscoreChannel Partner/ Reseller/ DistributorOver 400 UK primary schools partner with Foundation Sports to deliver sports coaching, PE lessons, breakfast clubs, after-school clubs, and holiday clubs directly on their premises.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• SSP (School Sports Services): SSP delivers primary school sports coaching, PE lessons, and after-school clubs across UK regions, competing with Foundation Sports for school partnerships and coaching contracts.
• Mini Mermaid Running Club UK: Mini Mermaid Running Club delivers structured running and confidence-building programs to primary school children in the UK, overlapping with Foundation Sports' MoveIT! healthy lifestyle positioning and primary school channel.

Direct peers

• Little Kickers: Little Kickers operates franchised football and multi-sport classes for pre-school and primary-aged children in the UK, sharing the franchise-based sports coaching model and primary school demographic.
• Premier Education: Premier Education is one of the largest UK primary school sports coaching providers, delivering PE lessons, after-school clubs, and holiday clubs to schools nationwide. It directly competes with Foundation Sports in the same B2B channel and product categories.
• Sunshine Sports Coaching: Sunshine Sports Coaching delivers primary school PE, sports clubs, and holiday activity programmes across UK regions, directly comparable to Foundation Sports' school-based delivery model.
• Fit For Sport: Fit For Sport operates Ofsted-registered holiday clubs and sports activity camps across the UK, targeting primary school-aged children. It overlaps with Foundation Sports' holiday club and wraparound care offerings.
• Kids Allowed: Kids Allowed runs wraparound childcare, holiday clubs, and breakfast/after-school clubs across UK primary schools, directly comparable to Foundation Sports' core service portfolio and customer base.
• Premier Sport: Premier Sport supplies sports coaching, curriculum PE, and activity clubs to primary schools throughout the UK, operating in the same B2B channel as Foundation Sports with overlapping service offerings.
• Top Sports: Top Sports provides sports coaching, PE delivery, and multi-sport activity clubs to primary schools across the UK, directly competing with Foundation Sports for school contracts and franchisee talent.
• Active Fusion: Active Fusion provides school sport coaching, PE delivery, and community-based physical activity programmes in the UK, sharing the primary school customer base and the MoveIT!-style health-and-activity positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/foundationtweet
• YouTubeyoutube.com/user/FoundationSportsLtd
• Facebookfacebook.com/FoundationSportsRedbridge
• LinkedInlinkedin.com/company/foundation-sports
• Instagraminstagram.com/foundation.sports

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 Foundation Sports