Active Herefordshire & Worcestershire

What Active Herefordshire & Worcestershire does

Active Herefordshire & Worcestershire is a UK-registered charitable organization (formerly Sports Partnership Herefordshire & Worcestershire, rebranded to align with the national Active Partnerships network) operating as the designated Active Partnership for the two counties. Founded in 2017 and granted registered charity status in September 2019, the organization is headquartered at the University of Worcester and coordinates community-level physical activity initiatives across Herefordshire and Worcestershire. It is funded primarily by Sport England (a non-departmental public body), The National Lottery, and the two local authorities, and receives no commercial revenue from end users; services are delivered free at point of use.

The organization's product surface is a portfolio of programmes rather than a unified technology platform. Core offerings include the School Games competitions for children and young people, This Girl Can and Here Girls Can / Worcs Girls Can campaigns for women, Workplace Movement for employers, the Buddle e-learning platform for coaches and volunteers, Welfare 360 for club safeguarding, and specialized projects such as CLOVER (social prescribing), Our Community Can (rural social isolation), Strong and Steady (falls prevention), and Walking Friends. Distribution is delivered through partner networks rather than direct sales: schools, sports clubs, community organizations, GP practices, and local authorities act as channels into target segments including children, women, older adults, workplaces, and rurally isolated individuals.

The go-to-market model is community-led, with Active H&W positioned as a coordinator and facilitator that aggregates public funding, brokering it into local programmes and events. The underlying technology is limited to a website (activehw.co.uk) used for information dissemination, event registration, an activity finder, and newsletter sign-up, supplemented by the third-party Buddle e-learning platform. There is no proprietary software product, no AI/ML capability disclosed, and no patents or trademarks. Operational scale is modest (11-50 employees), with engagement metrics such as 1,800 School Games attendees, 10,400+ Virtual Spring School Games entries from 33 schools, and 170+ girls at Here Girls Can Festivals.

Name

Active Herefordshire & Worcestershire

Legal name

Active Herefordshire & Worcestershire

Website

https://activehw.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Herefordshire & Worcestershire is a UK-registered charity and Active Partnership that coordinates physical activity programmes across Herefordshire and Worcestershire, funded primarily by Sport England, the National Lottery, and local councils, and delivering free services to schools, clubs, workplaces, and community groups.

Ownership category

akta.pro rank

Product category

Community Sport and Physical Activity Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

akta.pro secondary industries

Sports Community Relations & Grassroots Program Management (MPAKAKAJ), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Community sport programs
• Physical activity coordination
• Sport partnership charity
• Active lifestyle promotion
• Grassroots sport funding

Headquarters

HQ city

Worcester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Sport England Funding: Primary funding from Sport England, a non-departmental public body that invests National Lottery and government funding into sport and physical activity. Active H&W receives core funding as an Active Partnership organization.
2. National Lottery Funding: Direct funding from The National Lottery distributed through Sport England and other bodies for community sport and physical activity projects.
3. Government Funding: Funding from Herefordshire Council and Worcestershire County Council for local sport and physical activity initiatives.
4. Sponsorship: Corporate sponsorship for specific programs and events such as School Games festivals from organizations like Hoople Group and AJB Sports In Education.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Active Herefordshire & Worcestershire is a registered charity and Active Partnership that coordinates and delivers physical activity and sport programs across the two counties of Herefordshire and Worcestershire in England. It runs county-wide initiatives including School Games competitions for children and young people, the This Girl Can campaign for women and girls, Workplace Movement for employee wellbeing, Buddle e-learning for sports volunteers, and social prescribing projects such as CLOVER and Our Community Can that target older adults and rurally isolated residents. The organization functions as the central coordinating body linking Sport England, National Lottery, local authorities, schools, sports clubs, and community organizations to increase physical activity participation.

Product overview

Active Herefordshire & Worcestershire operates as a charitable sports partnership organization (formerly Sports Partnership Herefordshire & Worcestershire) that coordinates physical activity initiatives across both counties. Rather than a unified technology product, the organization delivers a portfolio of distinct programmes and campaigns including the School Games competitions for young people, the This Girl Can campaign for women and girls, Workplace Movement for business wellness, Buddle for volunteer training support, and Welfare 360 for club welfare resources. Additional offerings include walking challenges (Walk This May), social prescribing projects (CLOVER, Our Community Can), and specialized exercise programmes such as Strong and Steady and Walking Tennis. The organization functions as a coordinator and facilitator rather than a software provider, connecting residents with physical activity opportunities through partnerships with Sport England, National Lottery, local authorities, and community organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• School Games
• This Girl Can
• Workplace Movement
• Buddle
• Welfare 360
• Walk This May Challenge
• Our Community Can
• CLOVER Project
• Strong and Steady
• Walking Tennis

Quantifiable outcome

• 63.4% of adults meeting Chief Medical Officer guidelines for physical activity in Herefordshire & Worcestershire
• +3 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered minor, key and core.

• Hoople GroupminorGTM or Marketing Partner · 1 June 2023Sponsor for Herefordshire Summer School Games, providing support to amplify the festival experience.
• AJB Sports In EducationminorGTM or Marketing Partner · 1 June 2023Partner Sponsor for Worcestershire Summer School Games.
• Ross-on-Wye Community Development TrustkeyStrategic or Co-development Partner · 1 May 2021Lead partner for CLOVER project delivering social prescribing activities in HR9 postcode area.
• Herefordshire Wildlife TrustminorStrategic or Co-development Partner · 1 May 2021Partner in CLOVER project delivering 'Wellbeing in Nature' sessions.
• Taurus HealthcarekeyStrategic or Co-development Partner · 1 May 2021Healthcare partner in CLOVER project social prescribing initiative.
• British WrestlingkeyStrategic or Co-development Partner · 1 June 2020Partnership to deliver This Girl Can Wrestle program, a 6-week program to encourage women and girls to try wrestling.
• Active PartnershipscoreStrategic or Co-development PartnerNational network of Active Partnerships that Active H&W participates in, sharing best practices and coordinating nationwide physical activity initiatives.
• University of WorcesterkeyStrategic or Co-development PartnerCollaborative partner providing academic support, hosting events, and Active Ageing Week collaboration. Active H&W office is based at the university.
• Age UK WyvernkeyStrategic or Co-development PartnerCollaborative partner for older adult services including Walking Friends initiative to reduce social isolation among elderly.
• CIMSPAkeyStrategic or Co-development PartnerChartered Institute for the Management of Sport and Physical Activity. Professional standards library and endorsed occupational professional standards for the sports industry.
• UK CoachingkeyStrategic or Co-development PartnerNational coaching organization providing training resources and Duty to Care Toolkit for coaches.
• Youth Sport TrustkeyStrategic or Co-development PartnerNational charity focused on child physical activity and school sport. Partner for National School Sports Week and school programs.
• Sported UKminorStrategic or Co-development PartnerOrganization helping local groups and clubs with free support, resources, and funding programs for social impact through sport.
• Activity AlliancekeyStrategic or Co-development PartnerLeading voice for disabled people in sport and activity. Partner for inclusion initiatives and 'Who Says?' campaign.
• Community FirstminorStrategic or Co-development PartnerPartner in Worcestershire Works Well health and wellbeing scheme.
• Herefordshire & Worcestershire Chamber of CommercekeyStrategic or Co-development PartnerLead partner for Worcestershire Works Well and health and wellbeing initiatives for businesses.
• Buddle (formerly Club Matters)keyTechnology or IntegrationNational Lottery funded e-learning platform for volunteers and professionals in community sport. Active H&W promotes Buddle workshops and resources.
• Severn StarsminorStrategic or Co-development PartnerNetball team partner mentioned in Commonwealth Games context.
• Swim EnglandkeyStrategic or Co-development PartnerNational governing body for swimming. Partnership for Schools Polo Project and water polo development.
• ECBminorStrategic or Co-development PartnerEngland and Wales Cricket Board. Partnership for cricket club development through Google Digital Garage digital skills training.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Youth Sport Trust: National charity focused on children's physical activity and school sport — a strategic partner of Active H&W but operating at greater scale and brand recognition across similar youth-focused programming.

Direct peers

• Active Oxfordshire: Oxfordshire's Active Partnership delivering comparable grassroots sport, physical activity, and community health programs through Sport England and local authority funding — near-identical operating model and funder mix.
• Sport Birmingham: Birmingham's community sport charity coordinating School Games, club development, and physical activity programs via Sport England and Birmingham City Council funding.
• Active Devon: Devon's Active Partnership coordinating school sport, club development, and community physical activity across a similar mix of rural and urban populations, drawing on the same national funding mechanisms.
• GreaterSport: Greater Manchester's Active Partnership; comparable structure but operating at a significantly larger urban scale — useful benchmark for capacity and impact at higher density.
• Active Sussex: Sussex Active Partnership delivering equivalent programmes — School Games, workplace wellness, women-and-girls engagement, and older adult activity — through parallel Sport England / local authority funding.
• Active Gloucestershire: County-level Active Partnership serving Gloucestershire — the closest geographic and structural analog to Active H&W, operating the same Sport England-funded community sport coordination model with similar School Games, This Girl Can, and club support programs.
• London Sport: London-wide Active Partnership with comparable remit to drive physical activity participation; useful peer for understanding how the Active Partnership model scales in denser populations.
• Yorkshire Sport Foundation: County-and-region sport partnership operating across Yorkshire with school sport, club development, and workforce training analogous to Active H&W's portfolio.

Emerging players

• Sported: UK-wide charity supporting grassroots community sport groups with funding, training, and resources — overlapping with Active H&W's club support and volunteer development work, but at national rather than regional scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/activehw
• Facebookfacebook.com/ActiveHW
• LinkedInlinkedin.com/company/activehw
• Instagraminstagram.com/activehw

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 Active Herefordshire & Worcestershire