London Sport

What London Sport does

London Sport is a registered charity (charity number 1165100) founded in 2014 through the merger of London Cricket and the London Sports Forum for Disabled People, operating as the strategic partnership organisation for physical activity and sport across London. It is headquartered at House of Sport, 190 Great Dover Street, London, and employs 51-100 staff. Its stated mission is to make London the most physically active city in the world, addressing physical inactivity, health inequalities, and barriers faced by women, girls, and minoritised communities across all 33 London boroughs.

The organisation runs a portfolio of programmes and digital products. Core technology assets include the Data Hub (an open-data platform on London physical activity facilities and participation), Open Sessions (a public directory of free and low-cost sessions), Get Active London, the Sport & Physical Activity Club Data product, and a Funding Search Tool. Programme offerings include the Go! London Fund, Space for Girls, Health Ready Community Sport Hubs, SportWelfare, the London Fit for the Future Framework (a demographic-demand modelling tool), the More Ball Games campaign with Saatchi & Saatchi, the Run for London Sport charity running programme, and flagship events (London Sport Awards, Active LDN conference). Distribution is partnership-based: London Sport works through community organisations, London boroughs (Barking and Dagenham, Brent, Enfield, Lambeth, Newham, Tower Hamlets, Haringey), NHS and OHID London, ADPH London, schools, and the Active Partnerships network, supported by integrations with OpenActive, Playwaze, Elemental, Healum, Health Place, Digital Coproduction, imin, and 100%Open.

The business model is grant-funded rather than commercial. Revenue streams comprise Sport England funding (National Lottery and government), core funding from the Mayor of London / Greater London Authority, additional National Lottery distributor funding, and donations and fundraising (e.g. Run for London Sport). Services and programmes are provided free of charge, with no disclosed pricing model. Cumulative impact metrics cited by the organisation include over £1,000,000 invested in physical activity, nearly 1,000 projects supported, and over 10,000 volunteer-supporting groups engaged across 11 years.

Name

London Sport

Legal name

London Sport

Website

https://londonsport.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

London Sport is a London-based registered charity that convenes partnerships across all 33 boroughs to increase physical activity, delivering programmes (Space for Girls, Go! London Fund, SportWelfare), open-data platforms (Data Hub, Open Sessions), and flagship events, funded primarily by Sport England and the Mayor of London.

Ownership category

akta.pro rank

Product category

Community Sport and Physical Activity Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Community sport programs
• Physical activity initiatives
• Grassroots sport funding
• Sport and health partnerships
• Physical activity research

Headquarters

HQ city

London

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. Sport England Funding: Major National Lottery and government funding through Sport England to support physical activity programs and initiatives across London
2. Mayor of London Funding: Core funding from the Greater London Authority to support sport and physical activity initiatives
3. National Lottery Funding: Support through National Lottery distributors for community sport and physical activity projects
4. Donations and Fundraising: Charitable donations and fundraising events including Run for London Sport

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

London Sport is a registered charity that convenes, funds, and supports the physical activity and sport ecosystem across all 33 London boroughs. It delivers community sport programmes, provides grant funding through initiatives such as the Go! London Fund, produces open data and research insights via the Data Hub, and runs advocacy campaigns to remove barriers to physical activity.

Product overview

London Sport operates as a unified platform organisation offering multiple interconnected products and programmes. The core digital products include Data Hub (open data platform), Open Sessions (session finder), Get Active London (resource portal), and Funding Search Tool, which together provide a comprehensive ecosystem for physical activity data, opportunities, and resources. Supporting these are targeted programmes such as Go! London Fund (funding), Space for Girls (community engagement), Health Ready Community Sport Hubs (health integration), and London Fit for The Future Framework (planning tool). The organisation also runs campaigns like More Ball Games and events including London Sport Awards and Active LDN conference. All offerings connect through shared open data standards and focus on increasing physical activity participation across London.

Differentiator

Problem solved

Functional benefit

Products and services

• Data Hub Online platform providing open data and insights on sport and physical activity facilities, opportunities, and participation across London, used by researchers, local authorities, and community organisations.
• Open Sessions Platform listing open physical activity sessions available across London for public participation, enabling Londoners to find free or low-cost opportunities.
• Get Active London Resource helping Londoners find and access physical activity opportunities in their local area.
• Go! London Fund Funding programme providing grants to support physical activity projects across London boroughs, targeting community sport organisations and VCFSE groups.
• Space for Girls Project creating safe, welcoming hubs for women and girls to be physically active in key London communities, addressing safety, cultural, and access barriers.
• London Fit for the Future Framework Framework and system review tool for modelling how demographic change will reshape demand for sport and physical activity facilities across London.
• Health Ready Community Sport Hubs Programme supporting community sport hubs with health-focused programming and connections to healthcare services such as social prescribing.
• Run for London Sport Charity running programme offering discounted places in iconic London races (half marathon, 10k, 5k, fun run) to fundraise for London Sport's mission.
• Sport & Physical Activity Club Data Open data product providing structured information on sports clubs and physical activity providers across London.
• Funding Search Tool Tool helping community organisations find funding opportunities for physical activity projects across London.

Quantifiable outcome

• Over £1,000,000 invested in physical activity across London
• +3 more outcomes

Named customers4 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

Integration9 records

AI capability2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• London CouncilscoreStrategic or Co-development PartnerPartnership with the local government association representing London's 33 boroughs for coordinated physical activity strategy.
• Active PartnershipscoreStrategic or Co-development PartnerNetwork of partnerships across London boroughs for place-based approaches to physical activity.
• Saatchi & SaatchiflagshipGTM or Marketing PartnerPartnership with advertising agency for the 'More Ball Games' campaign, lobbying policymakers to remove restrictive 'No Ball Games' signs.
• DecathlonflagshipGTM or Marketing PartnerPartnership with sports retailer hosting Active LDN conference and supporting community sport programs.
• London Borough of HaringeycoreStrategic or Co-development PartnerPartnership with local authority for open data digital patient referrals connecting healthcare with physical activity.
• Welbourne PCNcoreStrategic or Co-development PartnerHealthcare partnership enabling GP practices to refer patients to community sport and physical activity sessions.
• 100%OpenminorImplementation/ SI/ Consulting PartnerInnovation agency facilitating workshops and identifying unmet needs in physical activity referrals.
• City of London CorporationflagshipGTM or Marketing PartnerProud partner of London Sport Awards and Active LDN, supporting grassroots sport across the Square Mile.
• NHS / OHID LondoncoreStrategic or Co-development PartnerPartnership with Office for Health Improvement and Disparities London convening the London Physical Activity for Health Network.
• ADPH LondoncoreStrategic or Co-development PartnerPartnership with Association of Directors of Public Health London for the Physical Activity for Health Network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ukactive: UK-wide membership and advocacy body for the fitness and physical-activity sector; overlaps with London Sport on physical-activity promotion, sector advocacy, and research, but represents commercial operators (gyms, leisure centres) rather than community sport.
• Sport England: National Lottery and Treasury-funded body that is London Sport's largest funder; operates a far broader portfolio of national programmes, campaigns, and capital investment, but shares the same public-health-and-sport mandate and provides the grant framework within which London Sport operates.
• Sport and Recreation Alliance: UK-wide membership body for sport and recreation organizations; comparable advocacy and policy voice at national level, but serves a broader membership base than London Sport's community-sport focus.

Direct peers

• StreetGames: National sport charity tackling inactivity in disadvantaged communities through a doorstep-sport model and a local-doorway network of community organizations; highly comparable in terms of grant dependency, community partnerships, and target demographics (women, girls, low-income youth).
• Access Sport: UK charity working to make sport and physical activity more inclusive for disadvantaged and disabled children, with a similar grant-funded, place-based, partnership-led operating model — directly comparable charity size, mission, and beneficiary focus.
• Active Partnerships (network): Umbrella body for 43+ regional Active Partnerships across England that perform the same convening, funding-distribution, and place-based sport development role as London Sport in their respective geographies — directly comparable function, funding model, and stakeholder ecosystem.
• Greater Manchester Moving: Greater Manchester's place-based physical activity movement with an explicit parallel to London Sport's role in London — comparable in convening local authorities, NHS, and community organizations around a shared inactivity agenda.

Others

• OpenActive (Open Data Institute initiative): Open-data standard and ecosystem for physical-activity opportunity data that London Sport's Data Hub and Open Sessions platforms are built on; functions as enabling infrastructure rather than a competitor, but its governance influences London Sport's product roadmap.

Emerging players

• Women in Sport: UK charity dedicated to increasing women's and girls' participation in sport; directly comparable in the Space for Girls-type targeting and policy advocacy, but operating nationally with a research-and-advocacy focus rather than service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/LondonsportOrg/featured
• LinkedInlinkedin.com/company/london-sport
• Instagraminstagram.com/ldn_sport
• Xx.com/londonsport
• Facebookfacebook.com/londonsportcsp

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 London Sport