Active Sports Group

What Active Sports Group does

Active Sports Group is a privately-held UK sports coaching service that delivers multi-sport clubs and classes to children (and to a lesser extent adults) across South East London and Kent. The company's core offering consists of in-school sports clubs in gymnastics, football, dance, martial arts, and netball, delivered during and after school hours to partner schools; pre-school classes from 18 months+; and weekend classes run from its own academy facility at Fossebank Independent School in Hildenborough, Kent. Beyond core sports coaching, the company operates a portfolio of complementary revenue streams including breakfast and after-school clubs, holiday workshops during school breaks, sports-themed birthday parties (Standard/Premium/Ultimate tiers), one-to-one private tuition with personalised goal-setting and nutrition plans, branded merchandise (T-shirts, tracksuits, accessories), and a 'Meet a Sports Star' school fundraising programme that has reportedly raised over £200,000 for schools. Coaches are described as fully trained with Enhanced CRB (DBS) disclosures and relevant qualifications — a regulatory prerequisite for working with children in the UK.

The business monetises through a mix of recurring school and academy club fees (subscription-style, typically billed termly or pay-as-you-go), one-time workshop and birthday party fees, private tuition hourly rates, and merchandise sales. Pricing on disclosed items is low-ticket — e.g., breakfast club at £3–4 per day — with most premium services requiring direct contact for quotes. The go-to-market is a community-led motion: B2B partnerships with schools provide embedded distribution and recurring participants, while B2C direct enrolment (via phone, email, website, Facebook and Twitter) drives weekend classes, holiday workshops, and private tuition bookings. The customer base comprises approximately 600+ active members across 30–65+ partner schools (figures from different vintages of the company's own marketing), with the underlying website (activesportsgroup.org.uk) functioning as the primary digital front door.

The company is operationally very small — firmographics indicate roughly 5 employees — and privately held with no disclosed funding, parent company, or institutional investors. The underlying technology is minimal: no proprietary platform, no API, no app, and no integrations disclosed. Operations appear to run on manual phone and email booking workflows, with no AI, automation, or data flywheel components identified. Strategic priorities evidenced in the source material are regional expansion within South East England, deepening of the gymnastics and dance product lines via dedicated academy venues, and continued school-network growth rather than technology investment.

Name

Active Sports Group

Legal name

Active Sports Group

Website

https://activesportsgroup.org.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Active Sports Group is a UK-based sports coaching service delivering multi-sport clubs (gymnastics, football, dance, martial arts, netball) to children in 65+ partner schools across South East London and Kent, alongside weekend classes, holiday workshops, birthday parties, and private tuition.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Intramural & Recreational Sports Programs (EDAJAJAB)

akta.pro secondary industries

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Recreational & Intramural Sports Programs (MPAKACAG)

Keywords

• Youth sports coaching
• School sports programs
• After-school childcare clubs
• Children's gymnastics training
• Holiday sports camps

Headquarters

HQ city

Hildenborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. School and Academy Club Fees: Recurring fees for sports clubs run in schools and academies, including pre-school classes, school clubs, and weekend classes for gymnastics, football, dance, martial arts, and netball.
2. Birthday Party Packages: One-time fees for birthday party packages in Standard, Premium, and Ultimate tiers, including sports activities, invitations, decorations, and optional participation packs with awards and birthday cake.
3. Holiday Workshop Sessions: Fees for holiday club workshops during Summer, Christmas, Easter, and Half-term breaks with multi-sport activities across South East London and Kent.
4. Private Tuition Sessions: One-to-one personal coaching sessions with personalized goal setting, weekly summaries, nutrition plans, and home fitness regimes available.
5. Merchandise Sales: Sale of branded merchandise including T-shirts, tracksuits, beanie hats, wristbands, satchel bags, and water bottles in various colours and sizes.
6. Meet a Sports Star School Events: Fundraising events where sports stars visit schools for fitness circuits, assemblies, and professional photographs, generating funds for schools.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Active Sports Group provides coached multi-sport activities (Football, Gymnastics, Dance, Martial Arts, Netball) to children aged 18 months to 16+ years, delivered through school clubs, weekend academy classes, pre-school classes, and a dedicated gymnastics academy in Hildenborough, Kent. Complementary offerings include holiday workshop sessions, private one-to-one tuition with nutrition planning, sports-themed birthday parties, before/after-school clubs, and a "Meet a Sports Star" school fundraising program that has raised over £200,000 for schools.

Product overview

Active Sports Group is a sports coaching service providing a wide range of sporting activities for children and adults across South East London and Kent. Their core offering consists of sports clubs in Football, Gymnastics, Dance, Martial Arts, and Netball, delivered through schools, academies, weekend classes, and pre-school programs (from 18 months+). The company complements these with Holiday Fun workshops, Private Tuition sessions, Birthday Parties, Breakfast/After-School Clubs, and a 'Meet a Sports Star' school fundraising program. Additional services include Nutrition planning and a Colour Scheme Awards system. The company also offers branded merchandise including T-shirts, Tracksuits, and accessories. Their coaches are fully trained with Enhanced CRB disclosures and qualifications in relevant fields.

Differentiator

Problem solved

Functional benefit

Products and services

• Football Clubs Football coaching clubs for pre-school children from 18 months+, school clubs, and weekend classes offered across South East London and Kent, with free trial sessions available.
• Gymnastics Clubs Gymnastics coaching clubs for children aged 3-16 years, including school clubs, weekend classes, and pre-school classes, with a dedicated gymnastics club based at Fossebank School, Hildenborough, Tonbridge.
• Dance Clubs Dance coaching clubs offered in schools and academies across South East London and Kent, including pre-school classes from 18 months+, school clubs, and weekend classes.
• Martial Arts Clubs Mixed martial arts coaching clubs for children, available as pre-school classes from 18 months+, school clubs, and weekend classes across South East London and Kent.
• Netball Clubs Netball coaching clubs offered in schools across South East London and Kent, including pre-school classes from 18 months+, school classes, and weekend classes.
• Holiday Fun Workshops Sports workshops run during Summer, Christmas, Easter holidays and Half-term breaks across South East London and Kent, offering action-packed fun in a variety of sports for children, with sibling and multi-booking discounts available.
• Private Tuition One-on-one personal coaching sessions for children and adults across South East London and Kent, offering dedicated tuition in gymnastics, dance, free running, and other sports with personal goal setting, weekly summaries, and nutrition plans.
• Birthday Parties Sports-themed birthday parties for children including Gymnastics, Football, and Dance options, with Standard, Premium, and Ultimate packages featuring invitations, decorations, awards, birthday cake options, and a 20% discount on participation packs using code party16.
• Breakfast and After-School Clubs Before and after-school sports clubs for children, with breakfast clubs available from 7:30-8:45 (with breakfast at £4/day from 7:30-8:45 including breakfast) or without breakfast (£3/day from 8:00-8:45), and after-school clubs offering fun-filled exercises.
• Meet a Sports Star School event program where international and rising sports stars visit schools to help children with fun-filled exercises while raising funds, including professional photographs and assemblies; nearly 100,000 pupils have participated and over £200,000 has been raised for schools across the UK.
• Nutrition Services At-home daily nutrition packs with a 1-hour initial consultation, personalized nutritional programs, ongoing support, and 3-month progress reviews designed to complement fitness goals for private tuition customers.

Quantifiable outcome

• Nearly 100,000 pupils have participated in fundraising exercises
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SuperCamps: UK provider of multi-activity holiday camps for children with strong sport content — comparable on holiday workshop offering and parent-direct enrolment.
• Fit For Sport: UK children's activity provider combining in-school sport coaching with holiday camps and party services — mirrors Active Sports Group's multi-channel mix of clubs, camps, and parties.
• Rugby Tots: UK children's rugby coaching programme delivered in schools, nurseries, and at weekend venues — closely comparable multi-channel children's sport instruction model.
• SportsCool: UK children's multi-sport coaching provider running in-school and after-school programmes plus holiday activities — close match to Active Sports Group's product mix.
• Premier Education Group: UK provider of sports coaching, wellbeing, and active programmes delivered through primary and secondary schools — directly comparable in-school delivery model and school-partnership GTM.
• Sport4Kids: UK children's multi-sport coaching provider running classes in schools, nurseries, and leisure venues — directly comparable multi-sport delivery model and target audience.
• Little Kickers: UK franchise delivering children's football classes to pre-school and primary-age children via nurseries, schools, and weekend venues — directly overlaps Active Sports Group's football pre-school and weekend offerings.
• Stagecoach Performing Arts: UK children's performing arts and dance school franchise with weekend classes and in-school delivery — comparable to Active Sports Group's dance clubs and weekend classes.
• Total Sport: UK children's sports coaching company delivering multi-sport programmes in primary schools and holiday settings — directly comparable in-school delivery and coaching portfolio.
• Jigsaw Arts: UK children's performing arts (including dance) school delivering weekend classes and in-school workshops — comparable to Active Sports Group's dance club offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/A_S_Group
• Facebookfacebook.com/Active-Sports-Group
• LinkedInlinkedin.com/company/active-sports-group

Revenue estimate

Valuation estimate

Number of profiles

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 Active Sports Group