What Gordon Moody does

Gordon Moody is a UK registered charity (Charity Number 1124751, Company Limited by Guarantee Number 06302768) founded in 1971 by Reverend Gordon Moody, who also brought Gamblers Anonymous to the UK. The organisation is described as the UK's only charity dedicated to providing residential treatment and support for gambling-related harm. It serves individuals severely affected by gambling addiction, their families and affected others, and the wider community, delivering a portfolio of services built around three residential treatment centres in England — West Midlands (Dudley), Kent/London borders (Beckenham) and Manchester — plus the flagship Gordon Moody House in Redditch, which opened in November 2024. Its product portfolio includes a 12-week structured Residential Treatment Programme, a women-specific Retreat & Counselling Programme, an Outreach Programme (video groups, peer support, women's and family/friends groups), a Self-Assessment Tool, an Online Application system, a Professional Referral pathway for healthcare providers, and Family & Friends Support. Distribution combines direct residential delivery, professional healthcare referrals, an online self-service application, and national awareness workshops delivered via ambassadors.

The international Gambling Therapy service — a multilingual online platform and mobile app available in 240+ languages with more than 5 million users and over 2,000 monthly helpline interactions — provides the technology backbone for global outreach. Around 80% of online clients access services via mobile, and the organisation experienced an 8-fold increase in contacts during the COVID-19 pandemic, with outreach interactions rising from 30/month to 250/week in initial lockdown.

Gordon Moody's business model is that of a donation-dependent non-profit. Revenue streams comprise individual donations, corporate partnerships (e.g., Redditch United FC, Signature Awards Manchester), funding from charitable trusts, foundations and major donor gifts, legacy gifts in wills, fees from training/workshop programmes, and the developing private residential and international services line. Services to individual clients are generally free at the point of use. The organisation is governed by a Board of Trustees (currently chaired by Claire Arnold, with Jon Murray as CEO from May 2026) and holds no parent company or external investors. It is expanding its commercial, private-pay, and international footprint through high-profile ex-professional footballer ambassadors (Dean Sturridge, John Hartson, Clarke Carlisle), a strategic partnership with US-based Birches Health, and a research partnership with the University of Birmingham.

Name

Gordon Moody

Legal name

Gordon Moody Limited

Website

https://gordonmoody.org.uk

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Gordon Moody is a UK registered charity founded in 1971 that delivers residential treatment, online therapy and outreach support for individuals and families affected by gambling-related harm, operating three treatment centres in England and the international Gambling Therapy platform.

Ownership category

akta.pro rank

Product category

Gambling Addiction Treatment Services

NAICS

Other Individual and Family Services (624190), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Mental Health Centers (CMHCs) & Public Behavioral Health Providers (HLAFACAI)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGAEAH), Mental Health & Crisis Support Services (BPAGACAD)

Keywords

• Gambling addiction treatment
• Residential rehabilitation services
• Problem gambling support
• Therapeutic counselling services
• Gambling harm prevention

Headquarters

HQ city

Dudley

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Giving: Individual donations from the public to support the charity's mission of providing treatment for gambling-related harm.
2. Corporate Partnerships: Corporate organisations partner with Gordon Moody through sponsorship and charity partnerships (e.g., Redditch United Football Club partnership).
3. Trusts, Foundations, and Major Gifts: Funding from charitable trusts and foundations, as well as major donor gifts, with tailored reporting demonstrating impact of donations.
4. Legacies and Gifts in Wills: Legacy gifts left by individuals in their wills to support the charity's ongoing work.
5. Private Residential Services: Development of private residential and international services as part of expanded offering.
6. Training and Workshop Programs: Gambling-related harm awareness workshops delivered nationally, including sessions with charity ambassadors.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Gordon Moody is a UK charity founded in 1971 that delivers residential treatment, online therapy (Gambling Therapy), outreach programmes, and counselling services to people affected by gambling-related harm. It is recognised as the UK's only charity dedicated exclusively to gambling addiction treatment, operating specialised inpatient centres alongside digital and community-based support channels.

Product overview

Gordon Moody offers a portfolio of gambling addiction treatment services centred on residential care and online support. The core offering consists of Residential Treatment Programmes (12-week structured treatment), the Retreat & Counselling Programme (women-specific programme with retreats and counselling), and the Outreach Programme (online support including video groups and peer support). The Gambling Therapy service provides international multilingual online support via website and mobile app. Supporting tools include an online Self-Assessment Tool, Online Application form, and Professional Referral form. Family & Friends Support addresses the needs of affected others. Gordon Moody House is the flagship residential treatment centre in Redditch opened in 2024.

Differentiator

Problem solved

Functional benefit

Brands

• Gambling Therapy: An international online problem gambling support service providing multilingual advice and resources for anyone affected by problem gambling worldwide, accessible via website and mobile app.
• Gordon Moody House

Products and services

• Residential Treatment Programme Intensive inpatient rehabilitation programme for individuals with severe gambling addiction, delivered at dedicated treatment centres across the UK. Provides structured therapeutic intervention in a residential setting.
• Gambling Therapy Online Platform Multilingual online therapy and support platform offering live chat, group forums, and counselling to people affected by gambling harm worldwide.
• Outreach Programme Community-based education and prevention programme delivering workshops, awareness sessions, and early-intervention support in local communities to reduce gambling-related harm.
• Counselling and Helpline Services One-to-one therapeutic counselling and helpline support for individuals struggling with gambling addiction and their affected family members.
• Family and Affected Others Support Specialist support service for family members, partners, and others affected by a loved one's gambling behaviour.
• Gamblers Anonymous-style Group Meetings Peer-support group meetings modelled on 12-step recovery programmes, providing ongoing fellowship for recovering gamblers.

Quantifiable outcome

• 92% increase in residential treatment applications following high-profile media coverage
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Birches HealthcoreStrategic or Co-development Partner · 30 September 2025Landmark partnership with Birches Health, the foremost provider of specialised gambling addiction treatment in the United States. Establishes a trusted referral pathway between organisations, ensuring individuals can access the right treatment in the right setting. Includes dedicated private admissions provision at Gordon Moody and exchange of clinical expertise and best practice.
• Signature Awards ManchesterminorGTM or Marketing Partner · 2 May 2025Official charity partner for the 2025 Signature Awards event in Manchester. Partnership provides platform to highlight gambling harm impact and connect with community. Event includes charity fundraising support for Gordon Moody.
• No Trace (Film Production)minorStrategic or Co-development Partner · 10 April 2025Partnership to produce short film 'Terminal' telling the story of a young British South-Asian man grappling with addiction to fixed odds betting terminals (FOBTs). Film aims to raise awareness and reach new audiences, particularly within minority communities.
• Redditch United Football ClubcoreGTM or Marketing Partner · 1 January 2025Official charity partner for 2025/26 season. Gordon Moody has visible presence at The Valley Stadium including branding on back of team's 2025/26 match shirts. Partnership follows opening of Gordon Moody House in Redditch (November 2024) and aims to raise awareness and break down stigma surrounding gambling addiction.
• University of BirminghamcoreStrategic or Co-development Partner · 1 January 2025Landmark research partnership to explore whether hormonal fluctuations linked to menstruation, ovulation, menopause, and childbirth may influence gambling behaviours, impulsivity, and risk-taking. Multi-year study examining biological, psychological, and social factors, welcomed by the Gambling Commission.
• Dean SturridgecoreOthers · 1 January 2025Former professional footballer (Derby County, Leicester City, Wolverhampton Wanderers) serves as official ambassador. Shares personal experience with gambling harm to inspire others to seek help and raise awareness across football community.
• John HartsoncoreOthers · 1 January 2025Former Premier League and Welsh International footballer joins as Charity Ambassador. Co-delivers gambling harm awareness workshops across UK (Scotland, Wales, England) and participates in Behind The Bet documentary series.
• Clarke CarlislecoreOthers · 1 January 2025Former professional footballer and mental health advocate appointed as Business Development Manager. Brings experience from public, charitable, and media sectors, particularly within sport. Previously worked with Betknowmore UK as ambassador.
• National Gambling Support NetworkcoreStrategic or Co-development PartnerRegistered partner within the National Gambling Support Network (NGSN), collaborating with other organisations to provide comprehensive support for those affected by gambling harm.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Others

• GambleAware: UK charity that commissions gambling-harm prevention and treatment services (including through the National Gambling Support Network of which Gordon Moody is a member). Comparable as a funder/coordinator in the same ecosystem rather than a treatment competitor.

Regional players

• California Council on Problem Gambling: US state-level non-profit providing problem-gambling awareness, referral, and treatment support. Comparable as a regional gambling-harm non-profit offering similar services to Gordon Moody's US-international activity, though operating in a different geography.

Direct peers

• Gamblers Anonymous UK: UK fellowship support group for problem gamblers, originally brought to the UK by Gordon Moody's founder in 1971. Comparable as a peer-support provider for the same population, though operating a different (volunteer-led fellowship) model.
• Betknowmore UK: UK charity providing gambling-harm education, treatment and lived-experience support. Closely comparable in mission and target beneficiaries; Clarke Carlisle moved from Betknowmore UK's ambassadorship to Gordon Moody's BD role, evidencing the talent overlap.
• GamCare: UK's leading gambling support charity, operating the National Gambling Helpline and a broad treatment/advisory service. Directly comparable as a UK gambling-harm charity competing for the same donor pool, referrals, and policy attention as Gordon Moody.
• Kindbridge Behavioral Health: US telehealth-first provider of gambling disorder treatment. Comparable as a gambling-specialist treatment provider using digital and clinical channels, mirroring Gordon Moody's Gambling Therapy platform plus residential model.
• Birches Health: US-based gambling addiction treatment provider that entered a formal referral/clinical-exchange partnership with Gordon Moody in 2025. Directly comparable as a gambling-treatment specialist and Gordon Moody's transatlantic counterpart.
• National Problem Gambling Clinic (CNWL NHS Foundation Trust): London-based NHS specialist clinic for gambling addiction, offering outpatient psychological treatment. Comparable as a UK provider of gambling-specific clinical treatment, sitting upstream of Gordon Moody in some referral pathways.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gordonmoodyorg
• Facebookfacebook.com/Gordon-Moody-Association-1256925677695078
• LinkedInlinkedin.com/company/gordonmoody

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Gordon Moody