What Crossbar Coaching does

Crossbar Coaching is a privately held UK sports coaching and education services company headquartered at Lilleshall National Sports & Conference Centre in Shropshire. It delivers PE and School Sport Curriculum to primary schools across Shropshire and Telford & Wrekin, running from early years foundation stage through to upper key stages with a focus on physical literacy, long-term athlete development, and life-skills coaching. The portfolio spans four programme lines: direct school PE delivery (with branded extensions Maths on the Move and English on the Move that integrate physical activity with maths and literacy curriculum); Ofsted-registered Holiday Clubs for children aged 4-11 hosting over 1,000 children per holiday week; the Crossbar College of Sport, a further education arm at Lilleshall offering Level 2/3 traineeships, study programmes, and 15-month apprenticeships; and Crossbar Alternative Provision (CAP), a bespoke education service with three premises (Lilleshall, Shrewsbury, Broseley) for students with complex barriers to education, including those at risk of exclusion, with SEMH needs or SEN.

The company operates a professional-services revenue model with quote-based pricing to schools and government partners, holiday-club fees payable via childcare vouchers, and apprenticeship/traineeship fees linked to publicly funded qualification pathways. GTM is sales-led and relationship-driven: direct outreach to primary schools, partnerships with Shropshire Virtual School and Telford & Wrekin Virtual Schools, and collaborative working arrangements with CAMHS, BSAT, Kickstart, and a network of community organisations (National Trust, Greenhous, Shervill Golf, JUMP-IN Shrewsbury, Love2Stay). The business is run by a 19-person team led by Luke Hughes (Head of Education in Sport, 15+ years tenure) and Josh Green (Head of Education and Training, since 2015), supported by an in-house apprenticeship pipeline. The underlying technology is minimal: a WordPress-based marketing site, iPal Bookings for holiday-club registration, Google Forms for trainee applications, and no proprietary software, API, or AI components. Revenue and ownership are not publicly disclosed, and the company has no disclosed funding rounds or institutional investors in the source material.

Name

Crossbar Coaching

Legal name

Crossbar Coaching

Website

https://crossbarcoaching.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Crossbar Coaching is a privately held UK sports coaching and education company based in Shropshire that delivers PE curriculum to primary schools, Ofsted-registered holiday clubs for ages 4-11, further education traineeships and apprenticeships through the Crossbar College of Sport, and alternative education provision for students with complex needs via the CAP programme.

Ownership category

akta.pro rank

Product category

Sports Coaching & Education Services

NAICS

Sports and Recreation Instruction (61162), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industries

Sports Boarding Schools & Residential Academies (MPAKAJAL), Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL)

Keywords

• Sports coaching services
• Physical education programs
• Alternative education provision
• Holiday childcare clubs
• Sports apprenticeships training

Headquarters

HQ city

Lilleshall

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, Others

Revenue model

1. Sports Coaching Services: Direct provision of sports coaching to primary schools, delivering PE & School Sport Curriculum, acting as PE coordinator, and supporting school competition organisation.
2. Education & Training Programmes: Further education courses including Sports Coaching Traineeships (12-16 weeks, Level 2 qualification), Future Skills Study Programme (full academic year, Level 2/3), Employability Traineeship, and Apprenticeships (15 months).
3. Holiday Clubs: Holiday childcare clubs offering fun and engaging sports activities to children ages 4-11 during school holidays. Hosts over 1000 children across the course of a week.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Crossbar Coaching delivers sports coaching and PE curriculum services directly into primary schools across Shropshire, from early years foundation stage through upper key stages. The company also operates Ofsted-registered Holiday Clubs for children aged 4-11, runs further-education qualifications and apprenticeships under the Crossbar College of Sport brand, and provides alternative provision (CAP and 1nsp1re) for students with complex barriers to education.

Product overview

Crossbar Coaching is a sports coaching and education service provider offering a portfolio of programmes primarily focused on using sport and physical activity to support child development. The core offering includes Sports Coaching delivered directly in primary schools, with sub-products like Maths on the Move and English on the Move that integrate physically active learning approaches into academic subjects. The Holiday Clubs provide childcare during school breaks. Under the Crossbar College of Sport and CAP (Crossbar Alternative Provision) banners, the company offers further education programmes including traineeships, apprenticeships, and bespoke alternative provision for students with complex educational needs. The programmes are delivered across multiple locations in Shropshire including Lilleshall National Sports Centre.

Differentiator

Problem solved

Functional benefit

Brands

• Maths on the Move: A unique and innovative programme using physically active learning to enhance children's confidence and attainment in maths, aligned with the national curriculum. Suitable for KS1 & KS2 pupils.
• Crossbar College of Sport
• CAP (Crossbar Alternative Provision)
• 1nsp1re

Products and services

• Sports Coaching in Primary Schools Direct delivery of the PE & School Sport Curriculum into primary schools across Shropshire, from early years foundation stage through upper key stages, including acting as or assisting with the PE coordinator role (planning, assessing and organising competition). Supported by PE and school sport apprentices, focusing on physical literacy, long-term athlete development and life skills such as attitude, teamwork, confidence, health and social interaction.
• Maths on the Move A bespoke physically active learning programme that uses movement to enhance children's confidence and attainment in mathematics, aligned with the national curriculum and tailored to individual pupil requirements. Designed for primary schools to address PE and Sport Premium indicators and raise the profile of PE and sport as a tool for whole-school improvement.
• English on the Move A literacy programme using physically active learning approaches to support English language development in primary school children, sitting within Crossbar's active learning portfolio for primary schools.
• Holiday Clubs Ofsted-registered childcare during school holidays offering fun and engaging sports activities to children aged 4-11. Bookable via the iPal online booking system, with acceptance of childcare voucher payments and a loyalty card programme for repeat customers.
• Sports Coaching Traineeship Part-time further-education course of 12-16 weeks providing a Level 2 qualification in Coaching Sport and Physical Activity, combined with work experience in Crossbar-partnered primary schools across Shropshire. Delivered at Lilleshall National Sports & Conference Centre.
• Future Skills Study Programme Full academic year study programme offering Level 2 and/or Level 3 1st4Sport Coaching Qualifications in PE, Multi-skills and Coaching Sport, delivered by Crossbar College of Sport at Lilleshall National Sports & Conference Centre.
• Apprenticeship Scheme 15-month apprenticeship programme combining a full-time work placement in Crossbar-partnered primary schools with study towards a Level 3 Sports Coaching Qualification. Provides a pathway to employment in PE and school sport in the Shropshire region.
• CAP (Crossbar Alternative Provision) Bespoke alternative education programme offering both full-time and part-time provision for primary, secondary and post-16 students with complex barriers to education, including those at risk of exclusion, with social, emotional and mental health needs or SEN. Delivers functional skills in Maths and English alongside tailored certificates, at three premises across Shropshire and in partnership with Shropshire Virtual School, Telford & Wrekin Virtual Schools, CAMHS, BSAT and family support services.
• 1nsp1re Programme One-to-one bespoke educational programme tailored around primary and secondary school students with complex barriers to education, providing individualised support outside of group CAP provision.

Quantifiable outcome

• Maths on the Move programme shows boosted pupil confidence post-programme, whatever the pre-programme confidence level
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

16 partnerships are on record, tiered minor and core.

• The National TrustminorStrategic or Co-development PartnerCommunity partnership providing work experience, educational and enrichment opportunities for students. Listed as part of Crossbar's efforts to establish working partnerships with local organisations.
• Lilleshall National Sports CentrecoreStrategic or Co-development PartnerPrimary venue for Crossbar College of Sport programmes and company headquarters. Provides state-of-the-art sports facilities for education and training delivery.
• Shervill GolfminorStrategic or Co-development PartnerLocal organisation partnership providing work experience, educational and enrichment opportunities for students.
• JUMP-IN ShrewsburyminorStrategic or Co-development PartnerLocal organisation partnership providing work experience, educational and enrichment opportunities for students.
• GreenhousminorStrategic or Co-development PartnerLocal organisation partnership providing work experience, educational and enrichment opportunities for students.
• Love2StayminorStrategic or Co-development PartnerLocal organisation partnership providing work experience, educational and enrichment opportunities for students.
• Shropshire Virtual SchoolcoreStrategic or Co-development PartnerProudly working with partnership for alternative education provision to young people in care.
• Telford & Wrekin Virtual SchoolscoreStrategic or Co-development PartnerProudly working with partnership for alternative education provision to young people in care.
• CAMHS (Children and Adolescent Mental Health Services)coreStrategic or Co-development PartnerCollaborative working with mental health services to meet holistic needs of every pupil engaged with alternative provision.
• The Crossbar FoundationcoreStrategic or Co-development PartnerAffiliated foundation organisation working collaboratively to support pupils and families to access brighter futures through partnership and collaboration.
• KickstartminorStrategic or Co-development PartnerGovernment programme partnership providing pathways to employment for young people through the Crossbar apprenticeship scheme.
• STARS (Supporting young people affected by drugs & alcohol)minorStrategic or Co-development PartnerSupport service partnership for students with complex needs requiring substance abuse support.
• Strengthening FamiliesminorStrategic or Co-development PartnerFamily support programme partnership providing support and guidance for pupils and their families.
• Family SolutionsminorStrategic or Co-development PartnerFamily support service partnership providing support and guidance for pupils and their families to access brighter futures.
• BSAT (Behaviour Support Advisory Team)coreStrategic or Co-development PartnerProfessional agency collaboration to meet holistic needs of pupils with behavioural support requirements.
• PEGS (Parental Education Growth Support)minorStrategic or Co-development PartnerParent education support partnership providing guidance for families of students in alternative provision.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PH Sports: UK sports coaching provider delivering PE curriculum support, school sport and holiday activities to primary schools. Closely comparable offering, GTM and customer type to Crossbar's core line.
• SSP (School Sport Partnerships): School Sport Partnership network coordinating competitive school sport and PE support. Comparable mission and audience (primary schools) to Crossbar, though typically local-authority-led rather than private.
• Total Sport: School-sport coaching and curriculum delivery provider working with primary schools. Directly comparable on customer (primary schools), service (PE curriculum delivery) and revenue model (B2B coaching contracts).
• Premier Education Group: Largest UK provider of primary-school sports coaching, wraparound care and holiday clubs. Direct competitor for Crossbar's core PE & School Sport Curriculum delivery contracts and Holiday Club consumer line across the Midlands.
• Fit4Sport: Sports coaching and coach-education provider delivering school sport, qualifications and apprenticeships. Comparable to Crossbar across both its coaching and College of Sport / apprenticeship lines.
• Aspire Active Education: Midlands-based sports coaching and PE delivery provider for primary schools, with associated holiday activities. Geographic and product overlap with Crossbar's Shropshire footprint.
• Top Sports / SSP Education: Provider of sports coaching in primary schools with associated teacher training and curriculum support. Closely comparable GTM and customer profile to Crossbar.
• Aspire Sports Camps: Multi-activity holiday sports camps for primary-age children during UK school holidays. Closest direct comparable to Crossbar's Holiday Club line on customer, use case and pricing model.
• Kam Sports / KamKidz: UK provider of in-school PE coaching plus holiday multi-sport clubs for children. Direct overlap with both Crossbar's primary-school coaching line and its Holiday Club business.

Broad incumbents

• Alternative Provision Service (APS) providers: Broader set of SEMH / alternative-provision providers operating across the UK on local-authority commissioned contracts. Comparable to Crossbar Alternative Provision (CAP) on referral pathways and SEMH/SEN cohort.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/CrossbarC
• YouTubeyoutube.com/user/CrossbarCoaching
• Facebookfacebook.com/CrossbarCoaching
• Instagraminstagram.com/crossbarcoaching
• LinkedInlinkedin.com/company/crossbar-coaching-education-in-sport

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Crossbar Coaching