Active Sports Group

What Active Sports Group does

Active Sports Group is a UK-based children's sports coaching and childcare provider founded in 2005 as Active Soccer and rebranded to Active Sport in 2020. The company delivers multi-sport programmes to children aged 18 months to 16 years across an age-segmented product portfolio including Active Tots (early years, 18 months-4 years), Active Soccer and Active Cricket Academy (sports coaching), XT Club (Ofsted-registered wraparound childcare for ages 4-11), holiday clubs, birthday parties, school PE provision and alternative provision programmes (Thrive, No Limits).

The company operates a hybrid go-to-market combining direct-to-consumer booking via the sportsoftware.io platform and Active Hub management system, a B2B school-partnerships channel staffed by School Partnerships Managers, and a franchise pathway priced at £10,000 per partner with BFA, CAA, and AFPE accreditation support. Active Sports Group runs 11 locations across North West England, Surrey, Buckinghamshire, and Ireland (Dublin, Wicklow, Achill Island), supported by wholly-owned subsidiaries including Active Sport Centre Maghull, Active Soccer Sefton, Active Soccer Warrington, and the charitable Active Foundation.

Revenue is generated through multiple streams: franchise investment and ongoing royalties, session and programme fees, party packages (£150-£350), facility hire at the Maghull 3G venue, and wraparound care subscriptions accepting childcare vouchers. Key strategic partnerships include the ECB (All Stars and Dynamos Cricket), BFA, CAA, AFPE, and Ofsted. The company is privately held and founder-controlled with no disclosed institutional funding or parent company.

Name

Active Sports Group

Legal name

Active Sports Group

Website

https://activesportsgroup.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Active Sports Group is a UK children's multi-sport coaching and Ofsted-registered childcare franchise operating 11 locations across the UK and Ireland, serving children aged 18 months to 16 years through programmes including Active Tots, Active Soccer, XT Club, and school PE provision.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching and Childcare Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

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

akta.pro primary industry

Recreational & Intramural Sports Programs (MPAKACAG)

akta.pro secondary industries

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Physical Activity & Motor Development Programs (Health-Focused) (EDACAMAI)

Keywords

• Children's sports coaching
• Multi-sport programmes
• School PE provision
• Wraparound childcare
• Youth sports franchise

Headquarters

HQ city

Maghull

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Franchise Fees: One-time franchise investment of £10,000 for new franchise partners to access the Active Sport brand, programmes, marketing materials, software, and operational support
2. Session and Programme Fees: Revenue from coaching sessions, holiday camps, after-school clubs, and sports programmes delivered to children aged 18 months to 16 years
3. Party Packages: Birthday party packages including football/multi-sport parties starting from £150 for 15 children, and premium Captain Active Gladiator Games Party at £350
4. Facility Hire: Pitch and room hire at Active Sport Centre Maghull including 3G floodlit 5-aside pitches, party rooms, and meeting spaces
5. Wraparound Care Services: XT Club before-school, after-school, and holiday childcare services accepting childcare vouchers and Tax-Free Childcare payments

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Active Sports Group (trading as Active Sport) delivers multi-sport coaching, holiday camps, and Ofsted-registered wraparound childcare for children aged 18 months to 16 years. It also provides school services such as PE provision, extra-curricular clubs, enrichment days, and alternative provision programmes (Thrive, No Limits), and sells franchise licences for entrepreneurs to launch their own Active Sport locations.

Product overview

Active Sport is a multi-sport coaching and childcare provider offering a comprehensive portfolio of programmes across Early Years, Schools, and Community settings. The core offering spans physical activity programmes for toddlers (Active Tots, Balance Bike), sports coaching (Active Soccer, Active Cricket Academy), and wraparound childcare (XT Club). Supporting school services include PE provision, extra-curricular clubs, enrichment days, and alternative provision programmes (Thrive, No Limits). The portfolio also includes the Active Foundation (community/charitable arm), Active Sport Centre Maghull (dedicated facility), and franchise business opportunities. The company operates across multiple UK locations and Ireland, delivering services from 18 months through to adult, with programmes designed to be fun, healthy, and inclusive.

Differentiator

Problem solved

Functional benefit

Brands

• Active Tots: Early years physical activity programme for children aged 18 months to 4 years
• Active Soccer
• XT Club
• Active Foundation
• Active Sport Centre Maghull
• Girls United
• Thrive
• No Limits

Products and services

• Active Tots Structured physical activity sessions for children aged 18 months to 4 years, introducing movement and play through fun, story-based activities that build confidence, coordination, and fundamental movement skills.
• Balance Bike Programme Progressive balance bike courses for preschool children with two levels (Building Confidence and Developing Skills), designed to give children a foundation for cycling through fun, guided activities.
• Active Tots for Nurseries & Preschools Professionally delivered physical activity sessions for early years settings, supporting EYFS outcomes and helping nurseries meet recommended physical activity guidelines.
• Active Soccer Football coaching and development programme offering a complete pathway from first kicks to advanced player development, including weekly sessions, 1-2-1 coaching, holiday camps, and specialist masterclass days.
• Active Cricket Academy Structured cricket programme from ages 2-14 including Mini-Cricketers, ECB All Stars, ECB Dynamos, winter nets, club training, 1-2-1 coaching, and holiday camps with masterclass days.
• XT Club Ofsted-registered wraparound childcare service offering before school, after school, and holiday clubs with activities including sports, arts and crafts, and healthy snacks for children aged 4-11; accepts childcare vouchers and Tax-Free Childcare payments.
• Holiday Clubs Multi-sport holiday camps for children during school breaks, with options ranging from standard holiday clubs to premium Super Camps with additional creative sessions and inflatables at selected venues.
• Masterclass Days High-energy expert-led sports sessions for children wanting to develop skills with specialist coaching in focused, intensive environments.
• Birthday Parties Sports-themed birthday party packages at Active Sport Centre Maghull including football or multi-sport activities, party rooms, Captain Active mascot appearances, and various themed packages for children aged 4+; from £150 for 15 children with a premium Captain Active Gladiator Games Party at £350.
• Be Active Programme Six-week wellbeing journey for schools combining physical activities with educational sessions to help children develop healthy lifestyles, confidence, and fundamental movement skills.
• Girls United Specialist extra-curricular programme designed to increase girls' participation, confidence, and enjoyment in sport through structured football, cricket, and rugby clubs delivered at schools.
• Extra-Curricular Clubs After-school and lunchtime sports clubs for schools covering 15+ sports including athletics, basketball, football, tennis, cricket, rugby, and multi-skills programmes.
• Enrichment Days One-day curriculum-complementing events for schools featuring high-energy activities focused on confidence, teamwork, wellbeing, and skill development.

Quantifiable outcome

• Re-engagement of pupils at risk of exclusion through alternative provision programmes with clear reintegration pathways
• +2 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Lux Life MagazinesminorOthersLux Life Magazine recognized Sophi Butler of Active Sport Oxfordshire as the Best Children's Activity Provider 2022, providing industry recognition and credibility through their awards programme.
• BFA (British Franchise Association)coreStrategic or Co-development PartnerActive Sport is BFA accredited, demonstrating adherence to franchising standards and best practices. BFA accreditation provides legitimacy to the franchise offering and access to franchisee support networks.
• CAA (Coaching Association)coreStrategic or Co-development PartnerActive Sport holds CAA accreditation for coaching programmes, ensuring quality standards for sports coaching delivery and qualifications.
• AFPE (Association for Physical Education)coreStrategic or Co-development PartnerAFPE accreditation supports the PE provision services delivered to schools, ensuring programmes meet professional standards for physical education delivery.
• OfstedcoreStrategic or Co-development PartnerXT Club is Ofsted-registered childcare, requiring compliance with Ofsted's strict standards for childcare provision and enabling parents to use childcare vouchers and Tax-Free Childcare.
• ECB (England and Wales Cricket Board)coreStrategic or Co-development PartnerActive Sport delivers ECB All Stars Cricket (ages 5-8) and ECB Dynamos Cricket (ages 8-11) programmes, providing structured cricket development pathways with official ECB branding and support.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Barracudas Activity Day Camps: Barracudas operates Ofsted-registered multi-activity day camps for primary-aged children across the UK during school holidays. Its camp focus, Ofsted registration, and UK-wide multi-location operating model make it a direct comparable to Active Sport's Holiday Clubs and XT Club.
• Little Kickers: Little Kickers is a UK children's football coaching franchise targeting pre-school and early primary age groups, closely overlapping Active Sport's Active Tots and Active Soccer offering. Its franchise model and early-years focus make it a direct comparable on customer segment and delivery format.
• The Football Fun Factory: The Football Fun Factory is a UK children's football coaching franchise offering sessions, parties, and holiday programmes for young children. It directly competes with Active Soccer and Active Sport's football coaching, holiday clubs, and birthday party revenue streams.
• Premier Sport Group: Premier Sport Group is one of the UK's largest independent school sport providers, delivering PE provision, after-school clubs, holiday camps, and multi-sport coaching across primary schools. It is the closest comparable to Active Sport in terms of multi-channel B2B school partnerships plus consumer holiday camps.
• Rugbytots: Rugbytots is a UK children's rugby coaching franchise targeting pre-school and early primary age groups using a structured play-based curriculum. It is directly comparable to Active Sport on franchise-driven early-years sports coaching delivery and age-range targeting.
• Super Camps: Super Camps runs multi-activity holiday camps for children across the UK, combining sports, arts, and creative activities. It competes head-to-head with Active Sport's Holiday Clubs and Super Camps offering for parent wallet share during school breaks.
• SportsCool: SportsCool delivers multi-sport coaching programmes into UK primary schools, including curriculum PE, after-school clubs, and holiday activity camps. Its school-led B2B sales motion and multi-sport offering closely match Active Sport's Schools channel.
• SCL (School Clubs Ltd): SCL delivers sport, activity, and wraparound childcare programmes to schools and families across the UK, including before/after-school clubs and holiday camps. Its combined wraparound care and school sport offering directly overlaps Active Sport's XT Club and Schools services.

Broad incumbents

• Parkwood Leisure: Parkwood Leisure is a UK-wide leisure and sport operator managing leisure centres, community sport programmes, and physical activity initiatives on behalf of local authorities. It overlaps with Active Sport in community-based physical activity delivery but at significantly larger scale and broader scope.
• GLL (Better): GLL operates the 'Better' brand of leisure centres, gyms, and community sport programmes across the UK under a social-enterprise model. It is comparable to Active Sport in community sport delivery but with a much broader portfolio including adult fitness and swimming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sefton_activesoccer
• Xx.com/activesportsgrp
• Facebookfacebook.com/activesportsgrp

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 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 Active Sports Group