Maidstone Rugby Club

What Maidstone Rugby Club does

Maidstone Rugby Club is a community amateur rugby union club founded in 1880 and based at The Mote ground on the edge of Mote Park in Maidstone, Kent, England. It operates four senior sides every weekend (1st XV in London Division 2, Mustangs XV in London Premier 2 East, Barbarians XV in the Kent RFU Invicta League, and a Veterans XV), plus a comprehensive youth section from U6s to U18s covering tag rugby through competitive age-grade leagues. The club holds RFU Accreditation, Sport England Clubmark, and the RFU Whole Club Seal of Approval, reflecting governance and operational standards expected of an accredited member club.

The club's product portfolio spans competitive rugby participation, recreational offerings such as an in-house Tuesday-night Touch Tournament, and member services including a clubhouse hire, sports therapy/physiotherapy at discounted member rates via PhysiQue Management Company, and a Trade Directory connecting members with local trades. Revenue is generated through membership subscriptions at multiple tiers, a tiered corporate sponsorship book (Platinum, Gold, Silver, Bronze, plus perimeter board, shirt, and match ball sponsors), fundraising vehicles (the 500 Club 'Pounds for Pitches' lottery, a TUI-partnered Holiday Draw, easyfundraising affiliate revenue, and an Amazon Prime referral scheme), clubhouse bar and event hire, and merchandise sales via VX3 and FANWEAR ranges.

Go-to-market is community-led: recruitment is driven through partner schools (Maidstone Grammar School, Cornwallis Academy, Invicta GS, Oakwood GS, St Simon Stock, Tiger Primary, Valley Park, Mid Kent College), word-of-mouth among members, and an overseas player program that sources senior players from Australia, New Zealand, South Africa, Fiji, Romania, and Cyprus with club-assisted employment and accommodation. The club is member-owned and committee-governed, with no external parent or private equity ownership, and provides free membership to members of HM Forces. Operations were materially disrupted by COVID-19 in 2020, with all rugby activity ceasing from 5 November 2020 under government and RFU Stage A restrictions.

Name

Maidstone Rugby Club

Legal name

Maidstone Rugby Club

Website

https://maidstonerugby.org.uk

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

11–50 employees

Short description

Maidstone Rugby Club is a community amateur rugby union club founded in 1880 in Maidstone, Kent, operating four senior sides and a U6s-to-U18s youth section, funded by membership fees, corporate sponsorship, fundraising, and clubhouse hire.

Ownership category

akta.pro rank

Product category

Amateur Rugby Club / Community Sports Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Team & Club Coaching (seasonal team coaching) (HSADAEAF), Club Sports Programs (EDALAIAB)

Keywords

• Community rugby club
• Senior rugby teams
• Youth rugby programme
• Sports therapy services
• Rugby club membership

Headquarters

HQ city

Maidstone

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership subscriptions for players at various levels including senior, youth, and veterans
2. Sponsorship: Multiple sponsorship tiers including Platinum, Gold, Silver, Bronze sponsors, perimeter board sponsors, youth sponsors, and shirt/match ball sponsorships
3. Clubhouse Operations: Clubhouse hire, bar sales, and events
4. Merchandise: Club shop selling VX3 and FANWEAR ranges, club blazers
5. Fundraising: 500 Club (Pounds for Pitches), Holiday Draw, easyfundraising partnerships
6. Match Day Revenue: Revenue from home fixtures including supporters donations and match-day activities

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Maidstone Rugby Club is a community amateur rugby union club that provides rugby participation opportunities for all ages and abilities. It runs four senior sides (1st XV in London Division 2, Mustangs XV, Barbarians XV, and Veterans XV), a comprehensive youth programme from U6s to U18s including tag rugby, and supplementary services such as sports therapy/physiotherapy, clubhouse hire, fundraising draws, and merchandise sales.

Product overview

Maidstone Rugby Club operates as a community rugby union club offering a comprehensive portfolio of sporting and club services. The club provides senior rugby across four competitive teams (1st XV, Mustangs XV, Barbarians XV, and Veterans XV), an extensive youth programme from U6s to U18s, and social/recreational offerings including Touch Tournaments. Revenue-generating services include a club shop selling VX3 and FANWEAR apparel, a 500 Club subscription lottery for pitch maintenance funding, a Holiday Draw partnered with TUI, clubhouse hire, and various sponsorship packages (shirt, match ball, perimeter boards). Additional member services encompass sports therapy/physiotherapy, a trade directory connecting members with local tradespeople, and RFU-accredited coaching programmes.

Differentiator

Problem solved

Functional benefit

Products and services

• Senior Rugby Teams
• Youth Rugby Programme
• Clubhouse Hire
• Club Shop
• 500 Club (Pounds For Pitches)
• Holiday Draw
• Touch Tournament
• Spitfire Gold Veterans Competition
• Sports Therapy & Physiotherapy
• Trade Directory
• Sponsorship Packages

Quantifiable outcome

• RFU Accredited club with Sport England Clubmark recognition
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 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 core, flagship and minor.

• Maidstone Grammar SchoolcoreStrategic or Co-development PartnerLong-standing partnership with youth recruitment pathway. Many 1st XV players came through MGS. Maidstone Grammar School rugby squads develop skills by representing the club at youth level.
• Shepherd NeameflagshipGTM or Marketing PartnerPrimary sponsor of Spitfire Gold Veterans Competition for 6 consecutive years. Kent's oldest brewer supporting grassroots rugby in the county.
• Quinn EstatescoreGTM or Marketing PartnerGold level sponsor of the club with logo placement on website and club materials.
• Kent Veg BoxminorGTM or Marketing PartnerClub sponsor offering 5% discount to members plus 15% donation back to club on orders. Christmas delivery service with discount code MAIDSTONEFC.
• Logic CP LtdcoreGTM or Marketing PartnerPlatinum level sponsor with logo placement on main website page.
• BracherscoreGTM or Marketing PartnerPlatinum level sponsor - legal services firm with logo on website.
• BritelitecoreGTM or Marketing PartnerGold sponsor - windows/construction company.
• CrowecoreGTM or Marketing PartnerGold sponsor - accounting/financial services firm.
• Watson FuelcoreGTM or Marketing PartnerGold sponsor - fuel company supporting the club.
• Welcome GymcoreStrategic or Co-development PartnerFitness partner providing club members with access to 'state of the art' fitness training facilities. 20% discount to club members.
• Biddenden VineyardsminorGTM or Marketing PartnerSponsor of Supporters Man of the Match award. Providing Biddendens Cider as MoTM award.
• Nomad SportsminorGTM or Marketing PartnerPartner for FANWEAR merchandise range - club branded clothing sold online.
• PhysiQue Management CompanycoreStrategic or Co-development PartnerPhysio partner providing sports therapy services. Discounted rates for club members.
• easyfundraising.org.ukminorGTM or Marketing PartnerPartner allowing members to raise funds for club while shopping online through Amazon, JustEat, and 4000+ retailers. Club receives percentage of purchases.
• Mote Cricket ClubcoreStrategic or Co-development PartnerJoint discussions underway for Mote Sports Federation to jointly manage shared facilities at The Mote. Goal is to provide better environment for sport.
• Amazon PrimeminorGTM or Marketing PartnerPartnership allowing club to receive £3 donation per person signing up via club link for Autumn International games.
• Vivid AssociatescoreGTM or Marketing PartnerDigital partner responsible for website design and hosting. Listed as Digital Partner on sponsor page.
• Partner SchoolscoreStrategic or Co-development PartnerCornwallis Academy, Invicta GS, MGS, OakwoodGS, St Simon Stock, Tiger Primary, Valley Park, Mid Kent College - school partnerships for youth recruitment.
• TUIminorGTM or Marketing PartnerHoliday provider partnered with club for Holiday Draw - chance to win up to £1,000 towards a holiday.
• SaracensminorStrategic or Co-development PartnerPremiership Rugby club providing coaching session for U15s through QBE Rugby Pro competition win. Players and coaches attended.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• RFU (Rugby Football Union): The Rugby Football Union is the national governing body that accredits Maidstone and operates the league pyramid and cup competitions (e.g., the RFU Intermediate Cup Maidstone won in 2015). It shapes the rules, funding access, and competitive structure that determine Maidstone's commercial ceiling.

Others

• Welcome Gym: Welcome Gym is Maidstone's fitness partner offering discounted state-of-the-art fitness access to members (20% off). It is an ecosystem partner comparable in role to other grassroots-sport fitness sponsorships and adjacent to the club's own sports-therapy upsell.
• Shepherd Neame: Shepherd Neame is Kent's oldest brewer and the flagship sponsor of Maidstone's Spitfire Gold Veterans Competition for six consecutive years; as a long-tenured sponsor ecosystem partner, its commercial decisions materially shape Maidstone's sponsorship revenue base.

Direct peers

• Tonbridge Juddians RFC: Tonbridge Juddians RFC is a community amateur rugby union club in West Kent playing at a comparable level in the London & SE Division pyramid, making it the closest geographic and tier competitor to Maidstone Rugby Club. Both clubs target similar players, sponsors, and schools in Kent.
• Rosslyn Park FC: Rosslyn Park FC is a London-based community rugby union club with a similar multi-team senior and youth setup and clubhouse-based revenue model to Maidstone, although operating in a more urban catchment and historically at a higher national tier.
• Tunbridge Wells RFC: Tunbridge Wells RFC is another Kent community rugby club with multiple senior teams and a large mini/youth section, directly comparable to Maidstone on catchment, league tier, and volunteer-driven operating model.
• Canterbury RFC: Canterbury RFC is a Kent-based community rugby union club with multiple senior sides and a youth section, competing in the same Kent RFU and London & SE Division structure as Maidstone. Highly comparable on community-led GTM, sponsorship mix, and amateur operating model.
• Blackheath FC (rugby): Blackheath FC is a historic amateur rugby union club in South East London with a four-senior-side and youth structure similar to Maidstone's, sharing community-led GTM, member subscriptions, clubhouse hire, and tiered sponsorship as primary revenue streams.
• Sidcup RFC: Sidcup RFC is a Kent/South East London amateur rugby club with multiple senior sides and a youth programme that competes in the same London & SE Division pyramid and draws from a similar suburban catchment profile as Maidstone.
• Old Elthamians RFC: Old Elthamians RFC is a South East England amateur rugby club fielding multiple senior sides and a youth section in the London & SE pyramid, broadly matching Maidstone's structure, scale, and grassroots commercial model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MaidstoneRugby
• YouTubeyoutube.com/channel/UC8yAz5frxLEiVVc2PRcyOJw/videos?live_view=500&flow=list&sort=dd&view=0
• Facebookfacebook.com/MaidstoneRugby
• LinkedInlinkedin.com/company/maidstone-rugby-club

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Maidstone Rugby Club