Action For Sport
Action For Sport is a UK registered charity running a free School Partnership Programme that provides subsidised sports kit, student leadership opportunities, and recycling schemes to schools and clubs, funded by donations, grants, and commercial retail partnerships.
- Company typePrivate
- Founded-
- HeadquartersYorkshire, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Action For Sport does
Action For Sport is a registered charity (Charity Commission Number 1188957) and not-for-profit company (Company Number 11883782) domiciled in England and Wales, headquartered in Yorkshire and operating nationally across the UK with a 6-person team. The organisation runs a single core programme — the School Partnership Programme — through which it offers UK schools, clubs, and educational establishments free access to subsidised sports kit and equipment, student leadership opportunities, volunteering and recycling schemes, educational resources, and a pathway to national recognition via awards. Its stated mission addresses three intertwined problems: child poverty as a barrier to sport participation, the lack of leadership opportunities for students in educational settings, and the environmental impact of discarded sporting footwear and equipment (citing that 2.8 million pairs of sporting footwear are sent to UK landfill each week).
The underlying operating model is a community-led, freemium non-profit: beneficiary schools pay nothing, while supply is sourced through a network of commercial retail partners (NetWorld, Sports Shoes, ASICS, Pendle, Whittakers Schoolwear, APXLogos, NetWorld Sports Forza) that provide discounted or donated kit, supplemented by grants and donations from strategic supporters including Sport England, Leeds City Council's Active Leeds initiative, West Riding County FA, Nuffield Health, the Jason Robinson Foundation, Street Games, Keith Howard Foundation, and the Youth Endowment Fund. Individual donations are processed through a People's Fundraising platform, and parent/guardian referrals act as a grassroots channel into schools not yet in the network. The technology stack is minimal — a website, a School Partnership Portal login, contact forms, and standard social channels (Facebook, Instagram, X, LinkedIn) — with no disclosed AI, app, API, or proprietary platform.
Go-to-market relies on community-led, school-by-school enrollment through website enquiry forms and word-of-mouth advocacy from existing schools and parents. The marketing mix is heavily weighted toward organic social and referral/partnership channels rather than paid acquisition. Revenue mechanics are donation- and grant-driven, with no pricing model applied to beneficiary schools and no disclosed commercial revenue, ARR, or funding-round history. The combination of a small staff, a single free programme, and a distributed beneficiary base makes Action For Sport a high-impact, low-throughput charity whose growth depends on expanding the partner and supporter ecosystem rather than on scaling a transactional product.
Action For Sport firmographics
Firmographics- Name
- Action For Sport
- Legal name
- Action For Sport
- Website
- https://actionforsport.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Action For Sport is a UK registered charity running a free School Partnership Programme that provides subsidised sports kit, student leadership opportunities, and recycling schemes to schools and clubs, funded by donations, grants, and commercial retail partnerships.
- Ownership category
- akta.pro rank
Action For Sport industry classification
Industry- Product category
- Charitable Youth Sports Programmes
- NAICS
- Sports and Recreation Instruction (611620), Sports Teams and Clubs (711211)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Educational Services (8200)
- akta.pro primary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
- akta.pro secondary industries
- Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Club Sports Programs (EDALAIAB), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)
Keywords
Where Action For Sport is headquartered
LocationHeadquarters
- HQ city
- Yorkshire
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Action For Sport business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Donations: The charity receives donations from individuals and organisations who wish to support their mission of removing barriers to sport for children in poverty while protecting the environment through sports footwear and equipment recycling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free School Partnership Programme |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Action For Sport product offering
Product offeringCore offering
Action For Sport is a registered UK charity that runs a free School Partnership Programme, connecting schools and sports clubs with discounted sports kit and equipment sourced through commercial retail partners (including ASICS, NetWorld Sports, Pendle, and Whittakers Schoolwear). The programme also delivers student leadership opportunities, volunteering and recycling schemes, educational resources, and national awards recognition for participating schools.
Product overview
Action For Sport is a national charity (not a technology product company) offering a single core programme: the School Partnership Programme. This free initiative connects schools and sports clubs with discounted sports equipment and kit from commercial retail partners (including ASICS, NetWorld Sports, Pendle, and Whittakers Schoolwear), provides student leadership opportunities, volunteering and recycling schemes, and offers national awards recognition. The programme's stated mission is to remove financial barriers to sport participation and promote environmental sustainability through sporting footwear and equipment recycling.
Differentiator
Problem solved
Functional benefit
Products and services
- School Partnership Programme A free national programme that enables UK schools, clubs, and educational establishments to access subsidised sports kit and equipment through commercial retail partners (ASICS, NetWorld Sports, Sports Shoes, Pendle, Whittakers Schoolwear, APXLogos, NetWorld Sports Forza). Participating schools also gain student leadership opportunities, volunteering programmes, recycling schemes, educational resources, and the chance for national awards recognition. The programme targets schools supporting pupils who cannot afford sports kit.
Quantifiable outcome
- 2.8 million pairs of sporting footwear diverted from UK landfill per week through recycling initiatives
Companies that use Action For Sport
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Action For Sport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Action For Sport partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and flagship.
- NetWorldcoreCommercial partner providing discounted sports kit and equipment for schools through the School Partnership Programme. NetWorld is a sports equipment supplier offering preferential pricing to Action For Sport's network of schools.
- Sports ShoescoreCommercial partner supplying discounted sports footwear and equipment to Action For Sport's School Partnership Programme network.
- APXLogoscoreCommercial partner supplying sports equipment through the charity's partnership programme for schools.
- PendlecoreCommercial partner supplying sports clothing and equipment to Action For Sport's school network at discounted rates.
- ASICScoreGlobal sports brand partner providing subsidised athletic footwear and sportswear to Action For Sport's School Partnership Programme.
- Whittakers SchoolwearcoreCommercial partner supplying schoolwear and sports equipment to schools in the Action For Sport network.
- NetWorld Sports ForzacoreCommercial partner supplying discounted sports equipment to the charity's school partnership network.
- Falcon SportminorSportswear company providing support to the charity as a proud supporter. Falcon Sport is a UK-based sports apparel brand.
- Leeds City CouncilcoreProudly supported by Leeds City Council's Active Leeds initiative, indicating local government backing and potential strategic alignment with community sport programmes.
- West Riding County FAcoreCounty Football Association partner supporting the charity's mission to promote sport participation in West Yorkshire and surrounding areas.
- Weaving WebsminorDigital agency supporter providing website and marketing support services to the charity.
- Jason Robinson FoundationcoreCharitable foundation named after former England rugby player Jason Robinson, providing support and endorsement for Action For Sport's mission to remove barriers to youth sport participation.
- Sport EnglandflagshipNational statutory body responsible for growing and developing grassroots sport in England, providing strategic endorsement and support for Action For Sport's charitable mission.
- Nuffield HealthcoreHealthcare charity providing support aligned with Action For Sport's mission to improve physical and mental health through sport participation.
- Street GamescoreNational charity partnering with Action For Sport to use sport to change lives and bring communities together, particularly targeting disadvantaged areas.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Action For Sport competitors and assessment
Company assessmentBroad incumbents
- Laureus Sport for Good: Global sport-for-development foundation backed by major sports brands. Comparable in using sport to address social inclusion and partner-driven funding model, but operates at international scale with much larger endowment.
- Youth Sport Trust: Larger, established UK charity focused on PE and sport in schools. Comparable in target audience (UK schools) and sport-equity mission, but operates at significantly greater scale with broader programmatic remit.
Direct peers
- Sported: UK charity supporting community sport groups serving under-served young people. Comparable in supporting community sport delivery organisations, donor-funded model, and UK geographic focus on youth sport inclusion.
- Greenhouse Sports: UK charity delivering sport-based programmes to young people in disadvantaged communities. Comparable beneficiary profile (under-served youth), UK focus, and school-based delivery model.
- Street Games: National UK charity using sport to change lives in disadvantaged communities. Direct peer—both organisations target youth sport access for under-served populations, and Action For Sport lists Street Games as a strategic partner, signalling overlapping mission and beneficiary base.
- Sport in Mind: UK charity using sport to improve mental health. Comparable as a small UK sport-focused charity delivering programmes through schools and community organisations, with similar funding model (grants and donations).
- Access Sport: UK charity focused on opening up access to community sport for disadvantaged young people. Closely comparable in mission (removing barriers to youth sport), geography (UK-centric), and beneficiary profile (schools and community clubs).
- Kids Out: UK charity providing opportunities to disadvantaged children. Comparable in mission (removing barriers for under-served youth) and small-charity donation-based model, though not exclusively sport-focused.
Others
- Sport England: UK statutory body for grassroots sport and Action For Sport's flagship strategic partner. Comparable as a stakeholder in the same ecosystem, though not a direct competitor—Sport England is a potential funder and ecosystem convenor rather than a programme operator.
Emerging players
- Alliance for Sports Equity: A coalition of organisations focused on equity in sport. Comparable as a thematic peer addressing under-served youth access to sport, though the organisational structure differs from Action For Sport's single-charity model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Action For Sport social profiles
Digital presenceAction For Sport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Action For Sport leadership team
Management profileNumber of profiles
Action For Sport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Action For Sport 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 Action For Sport
What does Action For Sport do?
Action For Sport is a registered UK charity that runs a free School Partnership Programme, connecting schools and sports clubs with discounted sports kit and equipment sourced through commercial retail partners (including ASICS, NetWorld Sports, Pendle, and Whittakers Schoolwear). The programme also delivers student leadership opportunities, volunteering and recycling schemes, educational resources, and national awards recognition for participating schools.
Is Action For Sport a public or private company?
Action For Sport is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Action For Sport founded?
Action For Sport was founded in -1. It employs 1 to 10 people.
Where is Action For Sport based?
Action For Sport is headquartered in Yorkshire, United Kingdom, in the Europe region.
How does Action For Sport make money?
One revenue line is on record: donations.
Who are Action For Sport's main competitors?
Broad incumbents on record are Laureus Sport for Good and Youth Sport Trust. Direct peers are Sported, Greenhouse Sports, Street Games, Sport in Mind, Access Sport and Kids Out. Sport England is listed as an others. Alliance for Sports Equity is listed as an emerging player.
Does Action For Sport have an API?
No public API is recorded for Action For Sport.
What industry is Action For Sport in?
Action For Sport's product category is Charitable Youth Sports Programmes. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support), with a secondary code of MPAKALAJ, Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs). Its NAICS code is 611620 and its SIC code is 7990.