Active Minds

What Active Minds does

Active Minds is a UK-based physically active learning educational programme operated by AJB Sports in Education Limited, a private limited company founded by Andy Beeston (registered in Bromsgrove, Worcestershire). The company delivers health and wellbeing curriculum to UK primary schools (Year 1 to Year 6) across three core topic areas — Mental Health and Building Emotional Resilience, Diabetes Awareness, and Nutrition and Healthy Eating — plus a fourth Creative Movement in School programme co-developed with Creative Minds. Content is co-authored with named healthcare partners: About Mental Health Limited contributed the Mental Health curriculum, and The Diabetes Football Community (founded by Chris Bright) co-developed the Diabetes Awareness programme. Programmes are designed to align with UK Ofsted personal development and welfare guidance, RHE and Health Education guidelines, and the government's 30-minute daily physical activity target for schools.

The product is delivered through a proprietary online learning portal that gives educators access to lesson plans, activity cards, worksheets, pre-lesson guidance videos, lesson videos, pre/post questionnaires, and a data analysis tool that uploads pupil scores and generates individual impact reports. The underlying technology is a content-delivery platform rather than an adaptive or AI-driven system; no AI or ML capabilities are evidenced.

The business model is a tiered SKU structure: Bronze (£180) and Silver (£250) are one-time purchases granting perpetual access to one or three programmes respectively, while Gold (£399/year) and Platinum (£540/year) are annual subscriptions with automatic renewal, dedicated account managers, pupil assessments, and (at Platinum) staff training. The go-to-market is hybrid: a self-serve product-led growth motion for direct school purchases through the website, layered with a channel-partner motion through UK sports foundations and community trusts (Brentford Community Sports Trust, Bath Rugby Foundation, Everton in the Community) and, since June 2025, the European Football Coaching partnership delivering into New Jersey, USA. Revenue is not publicly disclosed and no external institutional investment is evidenced; ownership remains with founder Andy Beeston and partner James Prentice.

Name

Active Minds

Legal name

AJB Sports in Education Limited

Website

https://ajbactiveminds.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Minds is a UK private educational programme that delivers physically active health and wellbeing curriculum (mental health, diabetes, nutrition, creative movement) to primary schools through a digital portal, sold via tiered packages and a network of sports foundation channel partners.

Ownership category

akta.pro rank

Product category

Primary Education Health Programmes

NAICS

Educational Support Services (611710), All Other Schools and Instruction (61169), Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Physical Education & Health Instruction (EDAJAFAL)

akta.pro secondary industries

Mindfulness, Stress Management & Resilience Training (EDAMAIAD), Mental Wellness & Resilience Education (Non-clinical) (EDAAAHAK), Chronic Condition Lifestyle Education (Diabetes, Heart Health, Pain Management) (EDAAAHAJ)

Keywords

• Health education programmes
• Physical education curriculum
• School wellness programs
• Physically active learning
• Primary school resources

Headquarters

HQ city

Bromsgrove

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Program Licensing - One-Time Purchase: Bronze and Silver packages provide perpetual access to program materials with no recurring fees. One-time payment for lifetime access to current program version.
2. Program Subscription - Annual: Gold and Platinum packages provide annual subscription with automatic renewal. Subscribers receive new lessons, resources and sessions added over time, with updated program features.
3. Professional Services - Staff Training: Platinum package includes staff training for school leads, delivered by the company's qualified team.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Active Minds develops and delivers physically active learning educational programmes for UK primary schools covering mental health and emotional resilience, diabetes awareness, nutrition and healthy eating, and creative movement. Programmes are sold as one-time licences (Bronze/Silver) or annual subscriptions (Gold/Platinum) and delivered through a proprietary online portal providing lesson plans, activity cards, worksheets, videos, pre/post questionnaires, and a pupil impact data analysis tool.

Product overview

Active Minds is a physically active learning educational programme consisting of four core programme modules (Diabetes Awareness, Mental Health & Building Emotional Resilience, Nutrition & Healthy Eating, and Creative Movement in School) delivered through a proprietary online learning portal. The programmes combine physical activity with traditional classroom learning through videos, worksheets, circle time discussions, and physically active games. The company operates a tiered subscription model with four packages (Bronze, Silver, Gold, Platinum) ranging from one-time programme access purchases to annual subscriptions with comprehensive support including dedicated account managers and staff training.

Differentiator

Problem solved

Functional benefit

Products and services

• Diabetes Awareness Programme A physically active learning programme that educates primary school children about diabetes, covering the two main types, dietary considerations, mental health connections, lifestyle risk factors for Type 2 diabetes prevention, invisible illness awareness, and the benefits of exercise. Developed with The Diabetes Football Community.
• Mental Health & Building Emotional Resilience Programme A physically active learning programme developed in partnership with About Mental Health Limited, designed to follow the 5Cs of positive youth development, helping children build emotional resilience through movement-based activities aimed at Key Stage 1 and 2 pupils.
• Nutrition & Healthy Eating Programme A physically active learning programme developed with a nutrition and fitness company, teaching students about food groups, portion sizes, healthy habits, food labelling interpretation, and designing healthy lifestyle models. Content built using sports nutrition expertise.
• Creative Movement in School A physically active learning programme developed in partnership with Creative Minds, using dance and movement as pedagogical tools to teach emotional literacy, positive reactions, and resilience building through creative activities in the classroom.

Quantifiable outcome

• 66-75% of pupils showed improvement in overall wellbeing after Mental Health programme
• +5 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor, major and core.

• European Football Coaching (EFC)minorChannel Partner/ Reseller/ Distributor · 1 June 2025European Football Coaching (EFC) became a partner in June 2025 and will be implementing the Mental Health and Building Emotional Resilience programme across their youth soccer work in New Jersey, USA, as part of a bigger partnership between EFC, AJB Active Minds and AJB Sports in Education.
• Bath Rugby FoundationmajorChannel Partner/ Reseller/ Distributor · 1 January 2025Bath Rugby Foundation became a partner in 2025 and will be delivering the Mental Health and Emotional Resilience programme to schools in the Bath areas for the 2025-2026 academic year. Alignment with foundation's mission to build confidence and develop life skills in children.
• Brentford Community Sports TrustmajorChannel Partner/ Reseller/ Distributor · 1 January 2024Brentford Community Sports Trust became a partner in 2024 and have been delivering the Mental Health and Emotional Resilience programme to schools in the Hounslow areas of London. They have delivered to a variety of cohorts and continue into the 2025-2026 academic year.
• Everton in the CommunitymajorChannel Partner/ Reseller/ Distributor · 1 January 2021Everton in the Community's Diabetes prevention team uses Active Minds' Diabetes Awareness programme to support and educate local school children in Liverpool on the dangers of Diabetes and prevention of Type 2 Diabetes.
• The Diabetes Football CommunitycoreStrategic or Co-development PartnerThe Diabetes Football Community, a not-for-profit organisation founded by Chris Bright (first person with Type 1 Diabetes to represent Wales National Futsal team), developed the Diabetes Awareness programme in partnership with Active Minds. Chris Bright contributes expertise on living with diabetes and delivers lectures at universities to raise awareness.
• About Mental Health LimitedcoreStrategic or Co-development PartnerGemma-Jayne Morgan from About Mental Health Limited served as a consultant on the Mental Health and Emotional Resilience programme. She holds Youth Mental Health First Aid qualifications and provided invaluable knowledge, feedback, and helped create the programme's pre and post questionnaire and Theory of Change.
• Creative MindscoreStrategic or Co-development PartnerCreative Minds (founded by Elle McHugh and Rebecca Evers) developed the Creative Movement in School programme. Both founders have teaching experience and qualifications in dance and drama education, providing expertise in embedding creativity into learning through movement.
• AJB Sports in EducationcoreOthersAJB Sports in Education is the parent company of Active Minds, founded by Andy Beeston. The company is a Multi Sport Coaching organisation working with primary schools to advance and develop skills in physical education. Andy has 17 years experience in youth sport and education.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Place2Be: Place2Be is a UK children's mental health charity providing in-school counselling and mental health support services. While not a curriculum provider, it overlaps with the Mental Health & Emotional Resilience programme Active Minds delivers to primary schools.
• British Nutrition Foundation: The British Nutrition Foundation provides food and nutrition education resources for UK primary schools, including curriculum-linked lesson plans and training. It is a thematically adjacent content provider in the nutrition education space where Active Minds' Nutrition & Healthy Eating programme operates.

Broad incumbents

• PSHE Association: The PSHE Association is the UK's national body for Personal, Social, Health and Economic education, providing curriculum guidance, lesson plans, and quality-assured resources to primary schools. It is a broader incumbent in the PSHE/health education space where Active Minds operates.
• Twinkl: Twinkl is the UK's largest subscription educational resource marketplace, including health, wellbeing, and PE resources for primary schools. It is a broad incumbent with overlapping content categories but does not specialise in physically active learning.
• Premier League Primary Stars: Premier League Primary Stars is a free-to-schools programme run by the Premier League and football club charitable trusts, covering PSHE, physical activity, and wellbeing in primary schools. It uses the same 'football club foundation + school' distribution model that Active Minds partners with.

Emerging players

• ClassDojo: ClassDojo is a widely-used classroom management and wellbeing platform in UK primary schools, with growing emphasis on SEL and wellbeing content. Its digital-first school model and expanding wellness content overlap with Active Minds' wellbeing and mental health curriculum.

Direct peers

• Jump Start Jonny: Jump Start Jonny provides movement breaks and physically active video resources for UK primary schools, often supporting 30-minute daily activity targets. It is a direct competitor in the same school-based, movement-led learning space.
• Imoves: Imoves is a UK-based provider of physically active learning resources for primary schools, combining movement with curriculum subjects including PSHE and wellbeing. It directly competes with Active Minds' core premise of integrating physical activity into lesson delivery for Year 1-6.
• TeachActive: TeachActive is a UK provider of active learning lesson plans across primary curriculum subjects, including literacy, maths, and PSHE. Like Active Minds, it builds movement into standard school lessons and targets KS1-KS2 with similar pricing-modelled digital resources.
• Jumping Jaxx: Jumping Jaxx offers physically active learning workshops and resources for primary schools, with a similar movement-meets-curriculum proposition. Its focus on energy expenditure and engagement in lessons overlaps directly with Active Minds' methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights2 records

Customer concentration

• LinkedInlinkedin.com/company/ajbactive-minds

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Minds