Sports Xtra

What Sports Xtra does

Sports Xtra is a privately held UK children's sports coaching organization founded in 2002 by Gareth Lippiatt (Loughborough and Cambridge graduate), headquartered in Stamford with active operations across South Wales (Cardiff, Newport, Vale of Glamorgan), the Reading/Newbury/Wokingham corridor, and Basingstoke/North Hampshire. The company delivers National Curriculum-linked physical-activity programmes — covering football, rugby, hockey, netball, athletics, and cricket — to children aged 4–12 (and 2–11 for its football development programme), structured by PE Teacher Rob Oyston and awarded 'Fun Football Provider of the Year 2018' by the Football Association of Wales. Service lines comprise four core products (Holiday Camps, After School Clubs, Weekly Classes, and Birthday Parties) plus a School Programmes division delivering PPA cover, INSET-day childcare, and curriculum support, all booked by parents and schools through the company's website and Active Network integration.

Sports Xtra operates a dual go-to-market. On the direct-to-consumer side, parents book through postcode-based course search and region-specific Active Network pages, with sales amplified by school relationships where the company handles all administration. On the channel side, Sports Xtra licenses Children's Activity Professionals to deliver branded services in their own territories for a £600 one-time onboarding fee and a £149/month licence fee, with no exclusive territories and a white-label option for organizations; licensees access a branded booking and class-management system and an e-learning onboarding platform. The company holds no patents, has not raised institutional funding, and reports no AI/ML capabilities — technology is limited to operational booking software and standard digital marketing channels (website, Facebook, Twitter, email newsletter). Premier brand partnerships with Angry Birds, Danger Mouse, and a Create Development CPD partnership provide licensee differentiation and indirect access to 4,000+ UK primary schools.

Name

Sports Xtra

Legal name

Sports Xtra

Website

https://sports-xtra.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Xtra is a UK children's sports coaching firm (founded 2002) delivering National Curriculum-linked football, rugby, netball, and multi-sport programmes to ages 2–12 through after-school clubs, holiday camps, weekly classes, birthday parties, and school PPA cover across South Wales, Reading, and Basingstoke, also operating a licensee model.

Ownership category

akta.pro rank

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Children's sports coaching
• After school clubs
• Holiday camps
• Physical education programs
• Sports franchise licensing

Headquarters

HQ city

Stamford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Extra-Curricular Activities: After-school clubs delivered at schools where Sports Xtra takes responsibility for children including pickup from classes and dismissal to parents. Activities last approximately 1 hour and parents pay for the programmes.
2. Curriculum Support (PPA/PE): Physical activity specialists provided to schools to support delivery of their PE curriculum. Schools pay for this service as curriculum support.
3. Holiday Courses: Award-winning holiday camp programmes delivered at schools and other venues throughout school holidays. Parents pay per day/activity for full-day childcare with sports activities.
4. Birthday Parties: Fun sports-themed birthday party packages for children, booked directly by parents.
5. Weekly Football Classes: Football development programme for children aged 2-11, taught in 6-week cycles with personal development tracking.
6. Franchise/License Fees: Sports Xtra generates revenue from licensed operators who pay a one-time onboarding fee of £600 (inc VAT) and ongoing monthly fees of £149 (inc VAT). The license includes four revenue streams that may be delivered.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sports Xtra designs and delivers National Curriculum-linked children's sports coaching programmes—Holiday Camps, After-School Clubs, Weekly Football Classes, Birthday Parties, and School Programmes—for children aged 4-12 across the UK. The company also operates a license/franchise model that supplies Children's Activity Professionals with branding, training, an e-learning platform, an online booking system, and premium brand partnerships (Angry Birds, Danger Mouse) so they can run their own local children's sports activity businesses.

Product overview

Sports Xtra is a children's sports coaching organization providing physical activity programmes for children aged 4-12 (and 3-18 for safeguarding services). The offering consists of four core service lines—Holiday Camps, After School Clubs, Weekly Classes, and Birthday Parties—plus a School Programmes division delivering curriculum support and extracurricular activities. All programmes are designed by PE Teacher Rob Oyston and linked to the Health and Wellbeing area of the UK National Curriculum, covering sports including Football, Rugby, Netball, Athletics, and Cricket. Sports Xtra also operates a license/franchise model enabling individuals and organizations to deliver branded programmes using their e-learning platform, booking system, and brand partnerships. Services are available across multiple UK regions including Cardiff, Newport, Reading, and Basingstoke.

Differentiator

Problem solved

Functional benefit

Brands

• Sports Xtra Reading Ltd: Regional franchise operation for Reading/Newbury/Wokingham area, operated by Steve and Phil West as a family business since May 2010.
• Sports Xtra Basingstoke

Quantifiable outcome

• Most established licensee generated nearly £100k revenue over summer holidays 2017
• +1 more outcomes

Named customers1 record

Segments4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Create DevelopmentcoreStrategic or Co-development PartnerSports Xtra has partnered with Create Development to provide continuous professional development for all deliverers based in the UK. Create Development also provides teacher training to over 4,000 primary schools, representing a significant network connection for Sports Xtra licensees.
• Angry BirdsflagshipGTM or Marketing PartnerPremium brand partnership providing Angry Birds branded products and marketing assets for Children's Activity Professionals to differentiate their offerings in the community.
• Danger MouseflagshipGTM or Marketing PartnerPremium brand partnership providing Danger Mouse branded products and marketing assets for Children's Activity Professionals to enhance appeal to children.
• Mobi GameminorOthersCross-promotional partner referenced in website footer suggesting complementary family activity services.
• The Family Events CompanyminorOthersCross-promotional partner referenced in website footer suggesting complementary family events services.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Fun Fest: Fun Fest operates franchised children's sports and activity holiday camps across the UK, comparable to Sports Xtra in both the children's holiday-camp product and the licensed-operator business model.
• Premier Education Group: Premier Education Group is a UK provider of school sport, PE curriculum support, after-school clubs and holiday activity programmes — directly comparable to Sports Xtra's core school- and child-facing services across curriculum, extra-curricular and holiday camp lines.
• Fit For Sport: Fit For Sport delivers multi-activity holiday camps and after-school activity clubs for primary-aged children in UK schools — overlapping with Sports Xtra's holiday camps, after-school clubs and curriculum-aligned activity delivery.
• Junior Adventures Group (JAG): JAG operates wraparound childcare, after-school clubs and holiday clubs across UK primary schools, including PE and active learning programmes. Highly comparable to Sports Xtra's after-school and holiday camp model, including its school-channel distribution and franchise/operator structure.
• Sport4Kids: Sport4Kids runs multi-sport coaching, after-school clubs and holiday camps for children across the UK — overlapping directly with Sports Xtra's product mix and school-based delivery model.
• Total Sports Limited: Total Sports delivers sports coaching, after-school clubs, PE curriculum support and holiday activity programmes to UK primary schools — directly comparable in customer, product and school-led distribution to Sports Xtra.
• Kings Camps: Kings Camps runs school-holiday sports and activity camps for children across the UK, with a franchise/operator model and school partnerships — directly comparable to Sports Xtra's holiday-course revenue stream and licensed-operator GTM.
• Energise Sport: Energise Sport delivers children's multi-sport programmes, holiday camps and after-school activity clubs in UK schools, comparable in customer (parents/schools), product and channel to Sports Xtra.
• Premier Sport / Premier Global Education: Premier Sport provides sports coaching, PPA cover, after-school clubs and holiday activity programmes to primary schools across the UK — a near-direct match to Sports Xtra's school-facing service lines and target customers.

Emerging players

• Create Development: Create Development is Sports Xtra's CPD and curriculum partner and independently delivers PE teacher training to over 4,000 UK primary schools. Comparable as a children's PE/school-sport specialist with overlapping curriculum focus, though it is positioned more as training than as a delivery brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/sportsxtra
• Facebooken-gb.facebook.com/SportsXtraCardiff
• LinkedInlinkedin.com/company/sports-xtra-franchsing-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Sports Xtra