Amy Winehouse Foundation

What Amy Winehouse Foundation does

The Amy Winehouse Foundation is a UK registered charity (No. 1143740), founded in 2011 and headquartered at 5a Bear Lane, London SE1 0UH, focused on preventing substance misuse among children and young people and supporting those affected by addiction. Its core programmes are the Resilience Programme for Schools (drug and alcohol prevention education delivered across 628 UK schools, reaching 460,000+ young people since 2013), the Recovery Pathways Programme for under-30s, Amy's Place (a 16-bed recovery house for young women), Music Therapy for Children delivered through partner hospices, and international music projects in St Lucia and Jamaica. Programme delivery is grounded in a lived-experience model, with over 90% of staff and volunteers reporting personal experience of addiction, recovery, or related adversity.

The Foundation does not operate a technology platform; its "products" are curriculum content, residential recovery services, music therapy sessions, and licensed consumer merchandise. There is no proprietary software, no AI/ML component, and no data flywheel beyond an annual beneficiary outcomes survey (2,609 respondents in 2025).

Its revenue model is a hybrid of charitable fundraising streams: individual donations, mass-participation entry fees from a portfolio of 14+ Ultra Challenge events (anchored by the Peak District Challenge at 3,000+ participants annually), brand-licensing royalties (notably the Fred Perry collaboration), direct e-commerce merchandise sales, and likely statutory or local-authority commissioning for the Amy's Place residential service. The charity has no parent company and operates as an independent registered entity.

Name

Amy Winehouse Foundation

Legal name

Amy Winehouse Foundation

Website

https://amywinehousefoundation.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

The Amy Winehouse Foundation is a UK registered charity that delivers drug and alcohol prevention education in schools, residential recovery housing, music therapy, and international music projects for children and young people affected by addiction.

Ownership category

akta.pro rank

Product category

Youth charity and social services

NAICS

Child and Youth Services (62411), Residential Mental Health and Substance Abuse Facilities (62322), Educational Support Services (611710), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Substance Use Disorder Prevention & Recovery Services (BPAGACAE)

akta.pro secondary industries

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Substance Use Prevention & Student Assistance Programs (School-Based) (EDAKAMAJ), Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

Keywords

• Youth resilience education
• Substance misuse prevention
• Recovery housing services
• Music therapy programmes
• Charity fundraising events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Donations and charitable contributions: The foundation raises funds through individual donations in GBP, USD, and EUR, gift aid reclaim, and general charitable contributions from supporters. This is the primary revenue stream enabling all charitable programmes.
2. Merchandise and e-commerce sales: The foundation operates a Big Cartel-powered online shop selling merchandise including art prints, posters, cards, notebooks, pin badges, and accessories. Products carry varying donation percentages to the foundation (e.g., 85% of Mr Bingo print proceeds, 50% of Horace Panter print proceeds). All proceeds from the Mitch Winehouse 'Rush of Love' CD go to the foundation.
3. Fred Perry licensing / royalty arrangement: A dedicated Amy Winehouse Foundation clothing collection is sold via Fred Perry, with 20% of net revenue received by Fred Perry going to the Amy Winehouse Foundation (Reg. Charity No. 1143740).
4. Fundraising event participation fees: Revenue is generated through participants registering for and completing Ultra Challenge events (walking, trekking, running challenges) which raise funds for the foundation. Registrations are handled through the Ultra Challenge platform with the foundation as the beneficiary charity.
5. Recovery Pathways programme — funded placements: The Recovery Pathways programme provides funded 12-week residential placements for young people aged under 30, working in partnership with treatment charities Phoenix Futures and Kairos Community Trust. Funded placements are financed through donations and charitable grants.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Amy Winehouse Foundation delivers youth support services that build emotional resilience and address substance misuse, life-limiting conditions, and disadvantage. Core offerings include school-based drug and alcohol education (the Resilience Programme), recovery housing for young women aged 18-30 (Amy's Place), funded residential treatment pathways for under-30s (Recovery Pathways), music therapy for children with complex needs, and international music education projects in St Lucia and Jamaica. Activities are funded by public donations, merchandise sales, a Fred Perry licensing royalty, and fundraising challenge events.

Product overview

The Amy Winehouse Foundation operates as a charity organisation offering multiple support programmes for young people rather than a single product. The core programmes include the Resilience Programme for Schools (delivering drug and alcohol awareness education in secondary schools), Amy's Place (recovery housing for young women aged 18-30), the Recovery Pathways Programme for Young People (providing support for under-30s with substance issues), Music Therapy for Children (offering therapeutic sessions at partner hospices and hospitals), and Music Projects Outside the UK (international music education in St Lucia and Jamaica). The foundation also operates an e-commerce merchandise shop selling art prints, stationery, accessories, and music products including collaborative items with Fred Perry.

Differentiator

Problem solved

Functional benefit

Brands

• Amy's Place: Award-winning recovery housing project for young women aged 18-30, providing safe accommodation and support after addiction treatment.

Products and services

• Resilience Programme for Schools A school-based programme delivered in UK secondary schools, colleges and community settings where staff and volunteers share personal stories to explain risks associated with substance misuse, helping young people learn coping skills and build emotional resilience.
• Amy's Place Recovery housing project providing homes for up to 16 young women aged 18-30 at a time in self-contained apartments with a co-production support model to help residents re-adapt into everyday life and maintain recovery after addiction treatment.
• Recovery Pathways Programme for Young People A programme providing tailored advice, care and support for young people aged under 30 struggling with drug or alcohol problems, including signposting, referrals, and funded 12-week residential placements in partnership with treatment charities Phoenix Futures and Kairos Community Trust.
• Music Therapy for Children Music therapy programme for children and young people with life-limiting conditions or movement disorders, providing sessions at Haven House children's hospice, Whipps Cross Special Care Baby Unit, and CPotential to address developmental needs and enhance communication and wellbeing.
• Music Projects Outside the UK International music programmes supporting Dunnottar School and Boys Training Centre in St Lucia with instruments and music teacher funding, and South Starz Academy in Jamaica providing music education and instrument provision to disadvantaged children.
• Horace Panter Giclee Print 40x30cm giclee print on 285gsm Ultrachrome HDR light fast paper by Horace Panter of The Specials, made exclusively for the foundation. 50% of proceeds go to the Amy Winehouse Foundation.
• Mr Bingo 'Amy' Foil Edition Print Metallic Bronze Foil blocked art print on 250gsm Conqueror High White Wove, edition of 125, hand signed and numbered by Mr Bingo, measuring 350mm x 500mm.
• Mr Bingo 'Amy' Black Edition Silkscreen Print Hand silkscreened print on 250gsm Matrisse, edition of 250, all hand signed and numbered by Mr Bingo, measuring 297mm x 420mm. 85% of proceeds go to the foundation.
• 'Never Clip My Wings' Poster Official A3-sized poster designed by them.co.uk featuring the Amy Winehouse Foundation branding, sold to raise funds.
• Amy Self Portrait Greetings Card and Postcard Pack Limited edition greetings card and postcard pack commemorating the 5th anniversary of the foundation, featuring a self-portrait that Amy drew with her signature.
• Limited Edition Paperblanks Notebook Ultra (Large) Exclusive 180mm x 230mm x 22mm lined notebook with smythe-sewn binding, acid-free sustainable forest paper, and memento pouch.
• 'When I Walk In Your Shoes' Exhibition Brochure Limited edition collectors' brochure from the September 2014 exhibition at Westbank Gallery curated by Henry Hate, sold to raise funds for the foundation.
• Amy Winehouse Foundation Pin Badge Official 2cm diameter pin badge featuring the Amy Winehouse Foundation logo, sold to raise funds.
• Mitch Winehouse 'Rush of Love' CD Mitch Winehouse's first album released in 2010, available as signed copy for £20 or unsigned for £10. All proceeds go to the foundation.
• Fred Perry Amy Winehouse Foundation Collection Collaborative clothing collection with Fred Perry where 20% of net revenue goes to the Amy Winehouse Foundation (Reg. Charity No. 1143740), sold via Fred Perry's retail channels.

Quantifiable outcome

• 460,000+ young people engaged with drug and alcohol awareness sessions in 628 schools since 2013
• +6 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

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

• Addaction (now known as With You)majorStrategic or Co-development Partner · 1 January 2014Addaction (now With You) was the foundation's treatment charity delivery partner for the Amy Winehouse Foundation Resilience Programme from 2014 to March 2019. This pioneering partnership delivered school-based alcohol and drug education across England, reaching over 80,000 young people as part of the independently evaluated programme.
• Haven House Children's HospicecoreStrategic or Co-development Partner · 1 January 2014Haven House is a children's hospice in Woodford, London that hosts the Amy Winehouse Foundation Music Room. The foundation funds music therapy sessions for babies, young children with life-limiting conditions, their siblings, and parents. The foundation has also supported neonatal music therapy at Whipps Cross Special Care Baby Unit and hospice-at-home sessions at Royal London and Whipps Cross Hospitals.
• Dunnottar School (St Lucia)minorStrategic or Co-development Partner · 1 January 2014Dunnottar School is a special needs school for children aged 5-25 in St Lucia. Since 2014, the foundation has supported the 'Amy's Gift to St Lucia' project, providing musical instruments (including native steel pans) and funding a music teacher who provides weekly sessions for students.
• Boys Training Centre (St Lucia)minorStrategic or Co-development Partner · 1 January 2014The Boys Training Centre in St Lucia provides residential and specialist treatment services for young juveniles in need of care and protection. As part of the 'Amy's Gift to St Lucia' project, the foundation has kitted out the centre with instruments and funds music sessions for the junior band, with some older boys progressing to higher-level music study. The centre also received a 10-session Drug Awareness and Internet Abuse Programme.
• South Starz Academy (Jamaica)minorStrategic or Co-development Partner · 1 January 2014South Starz Academy is a non-profit organisation based in St Elizabeth, Jamaica — the only institution working with disadvantaged children and young people in the area. Since 2014, the foundation has funded music room refurbishment, recruited a music teacher, updated equipment, and expanded the music programme, benefiting over 300 students through daily music lessons.
• CPotentialcoreStrategic or Co-development Partner · 1 January 2013CPotential is a North London children's charity providing services to children with movement disorders (e.g., cerebral palsy, global development delay, acquired brain injury). The foundation funds the Amy Winehouse Music Therapy Room, where specialist clinicians deliver music therapy to children aged 0-18, supporting their behaviour, confidence, self-esteem, and wellbeing.
• Phoenix FuturescoreStrategic or Co-development PartnerPhoenix Futures is a treatment charity providing residential and community-based drug and alcohol treatment. They are a core delivery partner in the Recovery Pathways programme, providing the funded 12-week residential placements that are a central component of the foundation's end-to-end care pathway for young people aged under 30.
• Kairos Community TrustcoreStrategic or Co-development PartnerKairos Community Trust is a treatment charity providing residential rehab programmes as part of the Recovery Pathways end-to-end care pathway. They work alongside Phoenix Futures to provide placement options for young people under 30 struggling with drug or alcohol problems.
• Clarion HousingcoreStrategic or Co-development PartnerClarion Housing is the foundation's housing partner for Amy's Place, the award-winning recovery housing project for young women. Clarion Housing provides the physical housing stock — homes for up to 16 young women at a time — while the foundation delivers the recovery support programme using a co-production model.
• Ultra ChallengecoreGTM or Marketing PartnerUltra Challenge is the foundation's official events partner for its challenge fundraising programme. The partnership enables the foundation to offer 14+ walking, trekking, and running challenge events across the UK annually, with participants fundraising for the foundation. Events include the Peak District Challenge, Thames Path Challenge, South Coast Challenge, and others through to 2027.
• Fred PerrycoreOEM/ Whitelabel/ Licensing PartnerFred Perry manufactures and sells a dedicated Amy Winehouse Foundation clothing collection. 20% of net revenue received by Fred Perry from the collection is donated to the foundation. The collection is available via Fred Perry's own retail channels (online and physical stores) and prominently features the foundation's branding.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YoungMinds: UK charity focused on children and young people's mental health. Overlaps with AWF on emotional resilience, wellbeing education in schools, and youth mental health advocacy; comparable as a school-based programme provider for similar beneficiary age groups.
• Action on Addiction: UK charity delivering addiction treatment, recovery support, and family services. Directly comparable to AWF's Recovery Pathways and Amy's Place, operating residential rehab programmes for adults and families affected by substance use.
• Place2Be: UK children's mental health charity providing counselling and emotional support directly inside schools. Closely comparable to AWF's Resilience Programme in terms of in-school delivery model, beneficiary age range, and DfE-aligned wellbeing mandate.
• With You (formerly Addaction): Major UK substance use treatment charity and former AWF delivery partner (2014–2019). Directly comparable as a provider of drug and alcohol education and treatment services to the same beneficiary population, and a benchmark for AWF's in-house Resilience Programme delivery.
• The Diana Award: A UK youth development charity established in memory of Princess Diana. Closely comparable to AWF as a celebrity-legacy youth charity that channels brand equity into youth programmes and awards; both compete for the same donor and partner mindshare.

Broad incumbents

• The Children's Society: National UK charity supporting disadvantaged children and young people through direct services, advocacy, and research. Comparable as a major youth-facing delivery charity, with overlapping programmes around vulnerable young people (including those at risk of exploitation or substance misuse).
• Prince's Trust: One of the largest UK youth charities, founded by King Charles III. Comparable as a high-profile, donor-funded youth organisation, but operates at much larger scale and across broader themes (employment, education, enterprise) rather than AWF's substance-misuse and recovery focus.
• Mind: The UK's largest mental health charity. Comparable as a major mental health and wellbeing funder and service provider, but operates across all age groups and the full spectrum of mental health conditions rather than AWF's youth-focused substance-misuse niche.
• NSPCC: The UK's leading children's charity focused on child welfare and protection. Comparable as a high-recognition, donation-driven charity serving children and young people, but with a much broader safeguarding remit than AWF's substance-use and recovery focus.

Emerging players

• DrugFAM: UK charity providing support to families and friends affected by someone else's drug or alcohol use. Comparable to AWF's Recovery Pathways in its focus on the wider support ecosystem around substance misuse, though smaller in scale and focused on the family/carer side rather than direct service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AmysFoundation
• Facebookfacebook.com/amywinehousefoundation
• Instagraminstagram.com/amysfoundation
• LinkedInlinkedin.com/company/amy-winehouse-foundation

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

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Frequently asked questions about Amy Winehouse Foundation