What Be Confident Group does

Be Confident Group is a UK-based active travel and behaviour change partner that designs, delivers, and evaluates programmes aimed at encouraging walking, cycling and active lifestyles as everyday choices. The Group serves public sector clients — including local authorities, trusts, national bodies, and schools — and operates a partnership-led, sales-driven go-to-market model in which engagement begins at programme design and continues through delivery, monitoring, evaluation and legacy support. Pricing and contract terms are not publicly disclosed and are negotiated through bespoke partnership arrangements with commissioning bodies.

The Group is structured as an integrated holding of three operating units. Cycle Confident and BikeRight! are long-established wholly-owned delivery subsidiaries providing high-quality, on-the-ground active travel delivery across schools, communities and public spaces throughout the UK; these provide the operational backbone and national reach. Radzi is the Group's proprietary digital engagement platform, designed to extend programme impact beyond structured sessions by encouraging everyday active travel and capturing behavioural insight to inform future design. The Group itself provides overarching strategy, programme design, monitoring and evaluation, and workforce development services, positioning itself as a 'delivery partner' rather than a transactional vendor.

The business model is professional services revenue generated through programme contracts with UK public sector buyers. There is no public listing, no disclosed parent company or external investors, and no quantitative disclosure of revenue, headcount, funding, or specific end-customer contracts. The Group's geographic footprint is the United Kingdom only, with no global operations or stated international expansion plans. The operating model is explicitly designed to convert delivery experience into programme design influence, and to use real-time monitoring and evaluation to enable iterative improvement across the programme lifecycle.

Name

Be Confident Group

Legal name

Be Confident Group

Website

https://beconfidentgroup.com

Company type

Private

Operating status

Operating

Short description

Be Confident Group is a UK-based active travel and behaviour change partner that designs, delivers and evaluates walking and cycling programmes for local authorities, trusts, schools and national public bodies. It operates through delivery subsidiaries Cycle Confident and BikeRight! and the Radzi digital engagement platform.

Ownership category

akta.pro rank

Product category

Active Travel Programme Services

NAICS

Scenic and Sightseeing Transportation, Land (48711)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Services-Management Consulting Services (8742)

akta.pro primary industry

Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)

akta.pro secondary industry

Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG)

Keywords

• Active travel programmes
• Behaviour change services
• Cycling training delivery
• Public sector transport
• Digital engagement platform

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Programme Services: Be Confident Group generates revenue through providing integrated programme services to public sector clients including programme design, delivery, monitoring, evaluation, digital engagement, and workforce development. Services are delivered in partnership with local authorities, trusts, national bodies and schools across the UK.

Go-to-market motion1 record

Distribution channels2 records

Core offering

Be Confident Group designs, delivers and evaluates active travel and behaviour change programmes for public sector clients across the UK. Its work combines programme design, national-scale delivery through subsidiaries Cycle Confident and BikeRight!, monitoring and evaluation, and the Radzi digital engagement platform to support long-term walking and cycling behaviour change.

Product overview

Be Confident Group is an active travel and behaviour change partner operating as an integrated group structure. The portfolio consists of two subsidiary delivery brands — Cycle Confident and BikeRight! — which provide national on-the-ground delivery across schools, communities, and local authorities. The group's digital platform, Radzi, extends programme impact beyond formal sessions into everyday active travel. Be Confident Group itself provides overall strategy, programme design, insight, innovation, and workforce development services. These elements work as a connected system rather than separate services, enabling programmes that are practical, scalable, and focused on long term behaviour change.

Differentiator

Problem solved

Functional benefit

Brands

• Cycle Confident: Trusted delivery organisation providing high quality, on the ground delivery at national scale across schools, communities and public spaces throughout the UK
• BikeRight!
• Radzi

Products and services

• Cycle Confident Trusted delivery organisation providing high quality, on-the-ground active travel programme delivery across UK schools, communities and public spaces on behalf of the Be Confident Group.
• BikeRight! Long established delivery organisation with a strong track record and deep operational experience delivering active travel programmes across the UK on behalf of the Be Confident Group.
• Radzi Digital engagement platform designed to support walking and cycling behaviour change beyond formal sessions, encouraging everyday active travel and generating insight to inform future programme design and investment.
• Programme design and planning Early-stage programme design and planning service that shapes delivery models, targets the right audiences and locations, and aligns programmes with transport, health, climate and social value objectives for public sector clients.
• Monitoring, evaluation and insight Robust monitoring and evaluation service focused on outcomes rather than outputs, providing real-time monitoring of delivery, insight into confidence, progression and behaviour change, and evidence to support value for money and accountability.
• Workforce development and qualifications Training and development service for instructors and delivery staff, delivering nationally recognised qualifications and supporting professional development to maintain consistent standards across active travel programmes and regions.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Modeshift: UK active travel social enterprise focused on school travel programmes (STARS) - a near-direct competitor for the same schools-focused active travel commissioning market.
• Walk to School: School-focused walking promotion initiative operated by Living Streets; directly comparable in target segment and use case to BCG's schools engagement work.
• Cycling UK: Long-established UK cycling organisation providing cycle training and behaviour change programmes to schools and adults, overlapping directly with BikeRight! and Cycle Confident's training portfolio.
• Sustrans: UK charity that designs and delivers active travel programmes with schools, communities and local authorities - the closest functional peer to Be Confident Group in scope, customer base and programme design/delivery model.
• Living Streets: UK charity focused on walking promotion via schools and communities; competes for similar active travel and behaviour change programme funding from local authorities and trusts.
• Bikeability Trust: National body responsible for the Bikeability cycle training standard in England, working with local authority delivery partners - functionally adjacent and competes for the same public sector training spend.

Broad incumbents

• CoMoUK: UK charity supporting shared mobility and active travel innovation; operates as a broader sector convener but competes for related transport and active travel programme funding.
• British Cycling: National governing body for cycling in the UK; overlaps on cycling training and skills but operates across a much broader remit including racing and elite performance rather than pure behaviour change delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Be Confident Group