People in Action

What People in Action does

People in Action is a UK-registered not-for-profit charity (Charity No. 702885, Company No. 02486564) founded in 1985 in Nuneaton, Warwickshire, providing person-centred support to adults with learning disabilities, autism, mental health needs, and acquired brain injuries across Warwickshire and Worcestershire. The organisation supports more than 200 individuals through a portfolio spanning specialist residential care, domiciliary (home) care, day opportunities programmes, and horticultural therapy, operating from a three-story Head Office at Bermuda Park, Nuneaton (relocated in 2023) and a regional office in Worcester. It is regulated by the Care Quality Commission and employs over 350 staff, having grown from 9 employees at founding.

The business model is anchored in government-funded social care contracts with local authorities (managed services revenue stream), supplemented by a diversified set of smaller commercial and philanthropic streams. Commercial revenue is generated through The Mayor's Cafe (a vegetarian cafe operating in Miners' Welfare Park, Bedworth, since May 2014), two garden nurseries (Bedworth Community Gardens and Leasowes Garden Nursery in Coventry), external training courses (including Oliver McGowan Training, Safeguarding, Moving and Handling), and rooms-for-hire at the Head Office. Charitable income is supplemented through JustGiving donations, corporate CSR partnerships (Coventry Building Society, Pavers Foundation, National Grid, JLR, McDonald's, Wincanton), National Lottery Community Fund grants, and community fundraising events.

Operationally, the organisation combines high-touch human service delivery with community-facing assets (cafe, gardens, carnival workshops, sensory and games rooms) that function as therapeutic environments and referral funnels. Technology is limited to a standard content-managed website (people-in-action.com) with Microsoft Forms for enquiries and JustGiving for donations; no proprietary digital platform or AI capability is in evidence. Leadership comprises a board of trustees chaired by Jeff Hunt, with Executive Directors Danielle and Raj Odedra overseeing operations. Strategic priorities evident in the 2022-2025 period have been facility consolidation (Head Office relocation), regulatory rating recovery (CQC upgrade from Inadequate to Requires Improvement at one site in January 2024), and incremental service-line diversification.

Name

People in Action

Legal name

People in Action

Website

https://people-in-action.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

People in Action is a UK not-for-profit charity founded in 1985 providing person-centred residential, domiciliary, day, and horticultural support to over 200 adults with learning disabilities, autism, mental health needs, and acquired brain injuries across Warwickshire and Worcestershire, employing 350+ staff and operating through local authority contracts, a cafe, two garden nurseries, training, and room hire.

Ownership category

akta.pro rank

Product category

Adult Social Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (62419)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro primary industry

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA)

akta.pro secondary industries

Recreational Outings, Community Participation & Mobility Support (Non-Clinical) (HSABAAAI), Adult Day Rehabilitation & Therapy Programs (PT/OT/SLP) (HLADAIAD)

Keywords

• Adult social care
• Learning disability support
• Supported living services
• Domiciliary care
• Horticultural therapy

Headquarters

HQ city

Bedworth

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, Supply Chain

Revenue model

1. Social Care Contracts: Government-funded care contracts through local authorities for providing residential care, domiciliary care, and supported living services to adults with learning disabilities, autism, mental health needs, and acquired brain injuries.
2. Day Opportunities Sessions: Fees charged for day opportunity activities including arts & crafts, fitness, carnival workshops, sensory room sessions, and other recreational programs.
3. The Mayor's Cafe Revenue: Cafe operations generating revenue from vegetarian meals, hot drinks, and desserts. Opened in May 2014 as part of Mayor's Appeal fundraising.
4. Garden Centre Sales: Revenue from sale of plants, flowers, vegetables, herbs, hanging baskets, Christmas trees, and gardening accessories at Leasowes Garden Nursery and Bedworth Community Gardens.
5. Training Courses: Revenue from providing training courses to external organisations and individuals including Oliver McGowan Training, Safeguarding, Moving and Handling, Health and Safety, and First Aid courses.
6. Rooms for Hire: Revenue from renting meeting rooms, training rooms, and event spaces at Head Office in Nuneaton to external organisations.
7. Charitable Donations and Fundraising: Donations from individuals, corporate partners, and foundations; fundraising events; and National Lottery funding for specific projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

People in Action is a not-for-profit charity that provides person-centred adult social care and support services across Warwickshire and Worcestershire. Core services include Residential Care, Domiciliary Care, Autism Support, Acquired Brain Injury Support, Mental Health Services, and Horticultural Therapy, complemented by Day Opportunities programmes, a vegetarian cafe, two garden nurseries, external training courses, and rooms for hire at its Head Office.

Product overview

People in Action is a not-for-profit charity established in 1985 offering a comprehensive portfolio of adult social care services across Warwickshire and Worcestershire. The core service platform consists of Residential Care, Domiciliary Care, Autism Support, Acquired Brain Injury Support, and Mental Health Services. These are complemented by Day Opportunities programmes featuring specialised rooms (Sensory Room, Games Room, Animal Corner, Harry Potter Corner, Carnival Workshop). Community engagement is facilitated through Garden Projects (Bedworth Community Gardens, Leasowes Garden Nursery) offering Horticultural Therapy, and The Mayor's Cafe providing vegetarian meals using on-site produce. The organisation also offers commercial services including Training Courses to external organisations and Rooms for Hire at its Head Office. The organisation supports over 200 individuals and is regulated by the Care Quality Commission.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Care Specialist residential care across multiple locations in Warwickshire for adults with learning disabilities, autism, mental health needs, and acquired brain injuries. Provides a home-from-home environment with support for household chores, shopping, personal care, and medication management, with allocated care managers and person-centred plans.
• Domiciliary Care Home-based care and support enabling individuals to remain in their own homes. Offers help with everyday tasks, social activities, and personal care, ranging from a few hours per week to 24/7 availability from a dedicated support team.
• Autism Support Tailored support services for individuals with autism spectrum disorder, delivered collaboratively with the person, their significant others, and professionals to provide individualised care that maintains independence and helps achieve personal goals.
• Acquired Brain Injury Support Support for individuals with acquired brain injuries resulting in physical, cognitive, and behavioural impairments, delivered in residential or home settings using person-centred, flexible approaches tailored to individual needs.
• Mental Health Services Customised support for individuals with mental health needs, focusing on early identification of signs and symptoms, proactive access to appropriate professionals, and support during times of crisis to help individuals regain control over their lives.
• Horticultural Therapy Day placements and structured learning environments at garden centres where trainees develop practical and theoretical horticultural skills. Provided as a leading horticultural therapy programme for over 20 years at Leasowes Garden Nursery and Bedworth Community Gardens.
• Day Opportunities Activity programmes operating five days a week at Head Office and community locations for adults with learning difficulties, featuring a sensory room, games room, carnival workshop, animal corner, Harry Potter corner, fitness sessions, arts & crafts, and other activities designed to build social skills, confidence, and self-worth.
• The Mayor's Cafe Vegetarian cafe within Miners' Welfare Park, Bedworth, serving meals prepared with ingredients grown on-site at Bedworth Community Gardens. Open daily 9am-4pm with daily 'Meal of the Day' specials 11:30am-2:30pm. Recipient of TripAdvisor Certificate of Excellence 2017 and Travellers' Choice Awards.
• Bedworth Community Gardens Garden nursery and community garden in Bedworth offering horticultural therapy, seasonal plants, vegetables, herbs, Christmas trees, and hanging baskets. Features a purpose-built cafe (The Mayor's Cafe) and training centre with sensory garden areas.
• Leasowes Garden Nursery Garden nursery in Finham, Coventry, offering year-round plants, flowers, summer/winter bedding, houseplants, gardening accessories, and horticultural therapy placements in polytunnel facilities.
• Training Courses Expert-led training programmes for external organisations and individuals, including Health and Safety Awareness, Oliver McGowan Training (Tier 2 F2F and Webinar), Safeguarding Awareness, Moving and Handling (Theory and Practical), and Safe Handling of Medication.
• Rooms for Hire Meeting, training, and interview rooms available for hire at the Head Office in Nuneaton. Five rooms available (Lima, Bogota, Tokyo, Training Room 1, Training Room 2) equipped with projectors, flip boards, air conditioning, and free parking at competitive pricing.

Quantifiable outcome

• Supporting over 200 individuals
• +2 more outcomes

Named customers6 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

Integration3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Pavers FoundationminorOthers · 1 January 2025Pavers Atherstone, located inside Dobbies, donated £500 through their foundation to The Mayor's Cafe and Bedworth Community Gardens. Staff member Lucy applied for the grant supporting the charity.
• Unipart LogisticsminorGTM or Marketing Partner · 12 March 2024Unipart Logistics team at Bermuda Park held a cake sale raising £520 for People in Action Day Opportunities.
• Wincanton NuneatonminorGTM or Marketing Partner · 1 January 2023Wincanton Nuneaton employees took time from work to assist at Bedworth Community Gardens with tasks including reskimming poly tunnels and maintenance work.
• Lovell MidlandsminorGTM or Marketing Partner · 26 May 2022Lovell Midlands staff visited Bedworth Community Gardens to build custom benches for the site, lending their knowledge and skills.
• Jaguar Land Rover (JLR)minorGTM or Marketing Partner · 1 January 2022JLR volunteers assisted at Leasowes Garden Nursery with tasks including netting pergola, renovating rooms, and horticultural work.
• Coventry Building Society (CBS) BulkingtoncoreGTM or Marketing PartnerCBS Bulkington branch selected People in Action as their Charity Partner for the year, raising £2000 through various fundraising activities including staff participation in Day Opportunities sessions and cheque presentation.
• National GridminorGTM or Marketing PartnerNational Grid volunteers assisted at Leasowes Garden Nursery with maintenance tasks including trimming lawns, tending polytunnels and glasshouse, and cleaning handrails.
• McDonald's Bermuda ParkminorGTM or Marketing PartnerMcDonald's Bermuda Park staff helped redecorate The Mayor's Cafe, demonstrating community spirit.
• Wickes NuneatonminorGTM or Marketing PartnerWickes Nuneaton supplied paint and items for the cafe redecoration project.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• SeeAbility: UK charity providing specialist support for people with learning disabilities, autism, and sight loss. Comparable charitable model with person-centred residential and community services, particularly strong in supported living.
• Certitude: London-based charity supporting people with learning disabilities, autism, and mental health needs. Comparable charitable model with personalisation focus and similar mix of residential, supported living, and community services.
• Dimensions UK: One of the UK's largest not-for-profit providers of support for people with learning disabilities, autism, and complex needs. Directly comparable service portfolio across residential, supported living, and community engagement.
• Lifeways: Major UK provider of supported living and residential care for adults with learning disabilities, autism, and acquired brain injuries. Closely comparable in service offering though operating as a larger for-profit-backed entity with broader geographic reach.
• MacIntyre: UK charity providing lifelong learning, support, and care for people with learning disabilities and autism. Charitable peer with similar regulated services and person-centred philosophy, competing in the same commissioning market.
• United Response: National UK charity providing person-centred support for people with learning disabilities, autism, and mental health needs. Highly comparable service mix including residential, domiciliary, and community-based support across multiple UK regions.
• Stay Independence UK (formerly Avenues Group): UK social care provider supporting people with learning disabilities, autism, and complex needs through supported living and community-based services. Comparable service portfolio with overlap in personalisation-focused care delivery.
• Hft (Home Farm Trust): UK charity supporting adults with learning disabilities through residential care, supported living, and day opportunities. Directly comparable as a charity-sector peer competing for similar local authority contracts and offering overlapping service portfolios.

Broad incumbents

• Community Integrated Care: One of the UK's largest social care charities supporting people with learning disabilities, mental health needs, and older people. Comparable service categories but operates at significantly larger scale and broader geographic footprint.
• National Autistic Society: UK charity providing autism-specific services including residential care, day services, and advocacy. Comparable in supporting adults with autism as one of several specialisms, operating at significantly larger national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/peoplein_action
• Facebookfacebook.com/PeopleinActionPIA
• Instagraminstagram.com/mayorscafeandbcg
• LinkedInlinkedin.com/company/people-in-action-charity

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 People in Action