Active Away
Active Away is a London-based, privately held racket sport holiday company founded in 2006 that organises hosted tennis, padel, and pickleball packages across 49 European destinations, serving 10,000+ travellers with an 85% return rate through Jamie Murray-designed coaching programmes.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Active Away does
Active Away is a UK-domiciled, privately held racket sport holiday company founded in 2006 and headquartered in London, operating a direct-to-consumer hosted-holiday model across 49 destinations in Turkey, Greece, Cyprus, Portugal, Spain, Italy, and the United Kingdom. The company organises multi-component tennis, padel, and pickleball holiday packages — combining accommodation at 4- and 5-star partner resorts, expert coaching (anchored by a proprietary doubles curriculum designed by brand ambassador Jamie Murray), airport transfers, and an "Active Away Hosting" service in which dedicated team members accompany each trip. Pricing is per-person based on double occupancy, ranging from £499 for UK breaks to £2,499 for premium Greek resort packages, with a 35% deposit required for bookings more than 84 days out.
Beyond package holidays, Active Away operates three additional revenue streams: managed tennis facilities at partner resorts (including an exclusive relationship at Liberty Lykia in Turkey with 18 tennis courts and 2 padel courts, and academies at five Ikos properties in Greece); UK-based indoor tennis, padel, and pickleball clinics at David Lloyd venues (priced at £109 per day and £218 per weekend); and school tennis tours to European destinations with ATOL protection for flight-inclusive packages. The company sells entirely direct through its website, supported by a custom-built in-house booking platform and the TripAround widget for academy-level court and lesson reservations, with marketing driven by SEO, email, Instagram, Trustpilot reputation, and word-of-mouth within a community of 10,000+ travelers that delivers an 85% guest return rate. The firm holds 26 employees and regulatory memberships including ATOL License 12809, Travel Trust Association membership, and a Package Travel Regulations-compliant safeguarding framework for junior events.
Active Away firmographics
Firmographics- Name
- Active Away
- Legal name
- Active Away
- Website
- https://activeaway.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Active Away is a London-based, privately held racket sport holiday company founded in 2006 that organises hosted tennis, padel, and pickleball packages across 49 European destinations, serving 10,000+ travellers with an 85% return rate through Jamie Murray-designed coaching programmes.
- Ownership category
- akta.pro rank
Active Away industry classification
Industry- Product category
- Sports Tourism / Hosted Racket Sports Holidays
- NAICS
- Tour Operators (561520), Tour Operators (56152), Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ)
- akta.pro secondary industries
- Adventure & Active Travel Agencies (THAKABAD), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)
Keywords
Where Active Away is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Active Away business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Others
Revenue model
- Hosted Holiday Packages: Full-service package holidays combining accommodation at partner resorts, tennis/padel/pickleball coaching programs, hosted experiences, and airport transfers. Customers pay inclusive package prices ranging from £499 to £2,499+ per person. The company acts as tour operator managing the full guest experience.
- UK-Based Tennis Clinics: Day and weekend indoor tennis coaching sessions at UK venues (David Lloyd clubs). Priced at £109 for single day and £218 for weekend packages. Instant confirmation for UK clinic bookings.
- Tennis Facility Management: Active Away manages tennis facilities at partner resorts (Liberty Lykia Tennis Academy with 18 tennis courts and 2 padel courts), providing court rentals, private lessons, racket rentals, and cardio tennis sessions.
- School Tennis Tours: Organized tennis tours for school groups, with specific ATOL protection for flight-inclusive packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Adult Tennis Holiday - Economy/UK |
| Unit Pricing | Multi-year contract | Adult Tennis Holiday - Mid-Range (4-star) |
| Unit Pricing | Multi-year contract | Adult Tennis Holiday - Premium (5-star) |
| Unit Pricing | Pay-as-you-go | UK Indoor Tennis Clinics |
| Unit Pricing | Pay-as-you-go | Liberty Lykia Tennis Academy Add-Ons |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Active Away product offering
Product offeringCore offering
Active Away is a hosted racket sports holiday tour operator that designs and sells multi-component package holidays (tennis, padel, pickleball, and ski) at 4–5 star European resorts and UK venues. Packages typically include accommodation, expert coaching, on-site Active Away hosts, and airport transfers, with per-person pricing from £499 (UK breaks) to £2,499+ (premium 5-star resorts). The company also operates UK-based indoor tennis/padel/pickleball clinics, junior tennis camps, school tennis tours, and manages tennis facilities (e.g., 18 courts at Liberty Lykia and academies at Ikos resorts) in partnership with resort groups.
Product overview
Active Away is a racket sport holiday company that operates a multi-product portfolio of hosted sports holidays. The core offering centers on adult tennis holidays (the flagship product), supplemented by padel holidays, pickleball holidays, family tennis holidays, junior tennis camps, indoor tennis clinics, weekend breaks, school tennis tours, and ski holidays. The company also manages tennis academies at partner resorts (Liberty Lykia and Ikos resorts) through its Tennis Facility Management service. The Jamie Murray Tennis Programme, a branded coaching methodology designed by the Grand Slam champion, underpins all tennis-related products. Services are offered through a hosted model where Active Away team members accompany guests throughout their stay.
Differentiator
Problem solved
Functional benefit
Products and services
- Adult Tennis Holidays Flagship hosted tennis holidays at luxury 4–5 star resorts across Europe, featuring a 22.5-hour weekly tennis programme designed by Jamie Murray, with accommodation, expert coaching, transfers, and a dedicated Active Away host.
- Adult Padel Holidays Hosted padel holidays at premium European destinations combining expert coaching, friendly competition, and a social atmosphere; created in partnership with Game4Padel.
- Adult Pickleball Holidays Hosted pickleball holidays at sun-drenched destinations with lively games, friendly faces, and energetic pickleball experiences for adult players.
- Family Tennis Holidays Family-focused tennis holidays with tailored programmes offering something for every age and skill level, enabling multi-generational tennis bonding at European resorts.
- Junior Tennis Camps Intensive training sessions combined with fun games and social activities for young tennis players aged 6–17, held at UK schools (Royal Russell School, Churcher's College) and partner resorts.
- Adult Indoor Tennis Clinics (UK) Day or weekend tennis coaching programmes at prestigious UK venues including David Lloyd clubs, with intensive expert coaching scheduled for short windows.
- Adult Weekend Tennis Breaks (UK) Weekend tennis getaways at prestigious UK locations combining coaching, friendly matches, and relaxation; priced at £218pp for weekend packages.
- School Tennis Tours Organized tennis tours for school groups to European destinations with expert coaching staff and exclusive resort relationships, designed to develop life skills alongside tennis; covered by ATOL protection.
- Adult Ski Holidays Adult ski holidays combining stunning destinations with professional hosting, expert guides, and tailored support for all skill levels, extending the hosted holiday model beyond racket sports.
- Play & Watch Events Combined play-and-watch tennis experiences pairing coaching and match play with attendance at professional tournaments, such as the Barcelona Tennis Play & Watch event.
- Liberty Lykia Tennis Academy Active Away-managed tennis facility at Liberty Lykia resort with 18 astro turf tennis courts and 2 padel courts, offering private lessons, court rentals, racket rentals, and cardio tennis sessions.
- Ikos Resorts Tennis Academies (Ikos Aria, Olivia, Oceania, Dassia, Odisia) Tennis academies at Ikos Resorts properties (Ikos Aria, Ikos Olivia, Ikos Oceania, Ikos Dassia, Ikos Odisia), offering cardio tennis, private lessons, junior coaching, and court rentals via TripAround integration.
- Tennis Facility Management Services White-label management services for tennis venues including professional coaching, tailored programmes, event planning, and daily operations, currently delivered at Liberty Lykia and Ikos Resorts.
- Jamie Murray Tennis Programme Signature tennis coaching programme designed by 6-time Grand Slam doubles champion Jamie Murray, focusing on doubles strategy and technique improvement; embedded across all tennis holidays and clinics.
- Active Away Clothing Branded Active Away clothing merchandise available for purchase through the booking flow for eligible event bookings.
Quantifiable outcome
- 99% 5/5 Star Reviews (thousands of Trustpilot reviews)
- +3 more outcomes
Companies that use Active Away
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles6 records
Active Away technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Active Away partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- Jamie MurraycoreJamie Murray serves as Active Away's brand ambassador since 2024, designing the tennis coaching programs for all events and working with coaches to elevate standards. The partnership was extended through 2027/2028. As a 6-time Grand Slam doubles champion, his involvement provides credibility and a proprietary coaching curriculum.
- David Lloyd ClubscoreUK venue partnership hosting Active Away indoor tennis, padel, and pickleball clinics at David Lloyd facilities across the UK including Bristol, Finchley, Southampton, Edinburgh, and Northwood locations.
- Game4PadelmajorActive Away partnered with Game4Padel, described as the UK's market leader in padel, to create combined padel experiences and padel holidays.
- HEADminorHEAD is listed as a partner brand, likely providing tennis equipment and rackets for use or retail at Active Away events.
- PDH SportsminorPDH Sports is listed as a partner, providing equipment or sports gear for Active Away holidays.
- Ikos ResortscoreActive Away operates Tennis Academies at multiple Ikos properties: Ikos Dassia (Corfu), Ikos Oceania (Halkidiki), Ikos Olivia (Halkidiki), Ikos Odisia (Corfu), and Ikos Aria (Kos). Active Away manages the tennis facilities and offers hosted holiday packages at these premium 5-star Greek resorts.
- Liberty Lykia ResortcoreActive Away manages 18 tennis courts and 2 padel courts at Liberty Lykia and Liberty Lykia Adult Only resorts in Turkey, operating the Liberty Lykia Tennis Academy. Exclusive relationship for hosting tennis holidays.
- HVS-Tennis (Finland)minorPartnership announced June 2026 to bring hosted tennis holidays to Finnish players, with 2027 trips planned to Mallorca, Crete, and Cyprus.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Active Away competitors and assessment
Company assessmentBroad incumbents
- TUI Group: Europe's largest tour operator with broad package holidays including sport and activity options. Competes indirectly for the same premium resort holiday wallet, but lacks Active Away's specialist tennis/padel/pickleball focus.
- GetYourGuide: Global experiences marketplace where travel agents and operators list activity-based experiences. Competes indirectly for discovery and booking of sport-led holiday add-ons and short experiences.
- Club Med: Global all-inclusive resort operator with a strong tennis and sport proposition (including partnerships with elite coaches). Competes with Active Away for the premium family/adult tennis holiday at resort destinations and is a much larger incumbent.
- Pierre & Vacances / Center Parcs: European resort operator with sports-inclusive holiday offerings across France, Spain and beyond. Competes for Active Away's family tennis and active-resort customer, particularly in southern Europe.
- Intrepid Travel: Globally recognised small-group active travel operator with an active/adventure focus. Comparable on adult experiential travel targeting UK/European customers, though less specialised on racket sports.
Direct peers
- Tennis Escapes: UK specialist operator of hosted tennis holidays at European resorts. Closest like-for-like niche competitor on the adult tennis enthusiast persona and similar package structure.
- Mark Warner Holidays: UK tour operator focused on family-friendly beach and activity holidays including tennis coaching programmes at Mediterranean resorts. Overlaps directly on tennis-holiday packages and the adult/family tennis enthusiast segment.
- Neilson Holidays: UK-based hosted active-sport holidays (tennis, sailing, ski, fitness) at premium resorts. Closest direct competitor to Active Away's hosted tennis/padel/ski model with a similar UK-to-Mediterranean customer base.
- Topnotch Tennis: Specialist tennis holiday and tennis camp operator offering coached breaks at UK and European venues. Direct competitor on the adult tennis clinic/holiday offering with a similar hosted coaching model.
Emerging players
- Game4Padel: UK padel specialist described as the UK's market leader in padel and an active Active Away partner. Highly comparable on padel audience and could evolve into a direct competitor in padel-led holidays.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Active Away social profiles
Digital presenceActive Away compliance and trust
Trust signalCompliance3 records
Active Away financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Away leadership team
Management profileNumber of profiles
Profiles4 records
Active Away funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Away M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Away
What does Active Away do?
Active Away is a hosted racket sports holiday tour operator that designs and sells multi-component package holidays (tennis, padel, pickleball, and ski) at 4–5 star European resorts and UK venues. Packages typically include accommodation, expert coaching, on-site Active Away hosts, and airport transfers, with per-person pricing from £499 (UK breaks) to £2,499+ (premium 5-star resorts). The company also operates UK-based indoor tennis/padel/pickleball clinics, junior tennis camps, school tennis tours, and manages tennis facilities (e.g., 18 courts at Liberty Lykia and academies at Ikos resorts) in partnership with resort groups.
Is Active Away a public or private company?
Active Away is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Active Away founded?
Active Away was founded in 2006. It employs 11 to 50 people.
Where is Active Away based?
Active Away is headquartered in London, United Kingdom, in the Europe region.
How does Active Away make money?
Four revenue lines are on record. Hosted Holiday Packages are the primary driver. The others are UK-Based Tennis Clinics, tennis Facility Management and school Tennis Tours.
Who are Active Away's main competitors?
Broad incumbents on record are TUI Group, GetYourGuide, Club Med, Pierre & Vacances / Center Parcs and Intrepid Travel. Direct peers are Tennis Escapes, Mark Warner Holidays, Neilson Holidays and Topnotch Tennis. Game4Padel is listed as an emerging player.
Does Active Away have an API?
No public API is recorded for Active Away.
What industry is Active Away in?
Active Away's product category is Sports Tourism / Hosted Racket Sports Holidays. Its primary akta.pro industry code is THAKAFAJ, Sports & Active Travel Agencies (e.g., ski, golf, dive), with a secondary code of THAKABAD, Adventure & Active Travel Agencies. Its NAICS code is 561520 and its SIC code is 7900.