AndAlso Improv
AndAlso Improv is a Brighton-based UK company that delivers improv courses (in-person and online), live improv shows, and corporate workplace training for individuals and enterprise clients across multiple industries.
- Company typePrivate
- Founded2006
- HeadquartersBrighton, England, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What AndAlso Improv does
AndAlso Improv Ltd is a privately held UK company (registered in Burgess Hill, operationally based in Brighton) that delivers improvisation-based education, live performance, and corporate training. The company was founded approximately two decades ago by Jules Munns and Heather Urquhart, described as 'two of the most experienced and prolific improvisers in the UK,' and operates a sister brand, The Maydays, an Olivier Award-winning monthly improv show. Its core offerings are structured across three lines: improv courses (beginner through advanced, in-person in Brighton and online, plus teen-specific tracks), corporate workplace training (team building, communication, leadership, conference management, away days), and ticketed live improv shows (including Shore Thing and student showcases) at Brighton venues such as Werks Central, Komedia, and Wagner Hall. Supplementary revenue comes from retreats and intensives and a branded merchandise storefront. Business model is direct-to-consumer (courses, show tickets, merchandise via own website, with Stripe/PayPal/Klarna payments) and B2B professional services (bespoke corporate workshops), distributed primarily through community-led, content-driven, and word-of-mouth channels including a podcast, newsletter, and active social presence. No proprietary technology platform is disclosed; the integrations on file are standard commerce and analytics tooling (Stripe, PayPal, Klarna, EmailOctopus, Google Analytics). Customer base spans a long tail of Brighton and online individual students alongside 30+ named enterprise clients (NHS, Google, Johnson & Johnson, BP, Meta/Facebook, MSD, Fortress, Brunswick, LVMH, King's College London, National Lottery Community Fund, among others). The company experienced a setback in 2023 when a planned new headquarters ('The Ampersand') fell through after the prospective landlord went bust, and is in 2026 executing a venue expansion with a season of Friday shows at Werks Central in Brighton.
AndAlso Improv firmographics
Firmographics- Name
- AndAlso Improv
- Legal name
- AndAlso Improv Ltd
- Website
- https://andalsoimprov.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AndAlso Improv is a Brighton-based UK company that delivers improv courses (in-person and online), live improv shows, and corporate workplace training for individuals and enterprise clients across multiple industries.
- Ownership category
- akta.pro rank
AndAlso Improv industry classification
Industry- Product category
- Performing Arts Education and Training
- NAICS
- Independent Artists, Writers, and Performers (711510), Professional and Management Development Training (611430)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Improv Comedy Performances (MPAGACAB)
- akta.pro secondary industries
- Leadership & People Skills (Influence, Managing Up, Supervisory Readiness) (EDAAAKAI), Collaboration, Teamwork & Conflict Resolution (EDAAAKAF), Improvisational Theatre (MPAGABAJ), Event Strategy & Experience Design (BPAFAGAA)
Keywords
Where AndAlso Improv is headquartered
LocationHeadquarters
- HQ city
- Brighton, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
AndAlso Improv business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Improv Courses and Classes: Revenue from teaching structured improv courses to individuals, including beginners, intermediate, and advanced levels, offered both online and in-person in Brighton. Courses include teen-specific offerings.
- Corporate Workplace Training: Revenue from delivering bespoke improv-based workshops and training programmes for corporate teams, covering communication, teamwork, resilience, and leadership skills.
- Improv Show Tickets: Revenue from ticket sales for AndAlso-produced improv shows and performances in Brighton, including 'Shore Thing' and other formats.
- Retreats and Intensives: Revenue from immersive retreat and intensive programmes combining improv education with experiential learning.
- Merchandise: Revenue from branded merchandise including t-shirts, hoodies, and gift cards sold through the company's e-commerce store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard show tickets at £12 with £10 concession/discounted rate |
| Unit Pricing | Pay-as-you-go | Student discount available on show tickets and courses |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
AndAlso Improv product offering
Product offeringCore offering
AndAlso Improv delivers live improv performances, structured improv courses for individuals (beginner through advanced, in-person in Brighton and online globally), and bespoke corporate workplace training focused on communication, teamwork, leadership, and resilience. The company also runs immersive retreats and intensives and sells branded merchandise through its own e-commerce store. Revenue is generated across consumer-facing classes/shows, corporate workshops, retreats, and merchandise.
Product overview
AndAlso Improv offers a unified portfolio of improvisation-based services centered around live performance, education, and corporate training. The core offerings include Improv Shows (live performance events at Brighton venues), Improv Courses (structured learning programs for beginners through advanced, available in-person in Brighton and online), and Improv in the Workplace (corporate training and team building). Supplementary offerings include AndAlso Merchandise (branded apparel and gift items) and the AndAlso Improv Podcast. The company was founded by two experienced UK improvisers and maintains a global network of teachers and performers with a two-decade track record.
Differentiator
Problem solved
Functional benefit
Brands
- The Maydays: Sister company and monthly improv show presenter at Komedia and Brighton Fringe
Companies that use AndAlso Improv
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
AndAlso Improv technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AndAlso Improv partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
AndAlso Improv competitors and assessment
Company assessmentBroad incumbents
- The Second City: Chicago-rooted global improv training and theatre brand offering courses, shows, and corporate communications training. Comparable applied-improv methodology and curriculum structure, though at much larger scale.
- Upright Citizens Brigade (UCB): US improv training institution offering structured improv curricula and shows, plus a long-running corporate training arm. Comparable teaching methodology and global brand recognition.
- iO Theater: Chicago improv school and theatre offering long-form improv training, shows, and corporate workshops. Comparable applied-improv methodology with significantly broader US/global reach.
- Toastmasters International: Global organisation teaching public speaking, communication, and leadership skills — adjacent to AndAlso's individual learner offerings (confidence, public speaking, communication) but operating at vastly larger scale via a membership/club model.
Others
- Applied Improvisation Network: Global network promoting applied improvisation in organisational, educational, and therapeutic contexts. Comparable ecosystem context for AndAlso's corporate training practice and methodology.
Direct peers
- Spontaneity Shop: UK-based improvisation training company offering workshops and courses for individuals and corporate teams. Comparable applied-improv approach to corporate and consumer training.
- The Nursery Training Centre: Brighton-based improv school offering courses and shows in the same city as AndAlso. Operates a near-identical teaching and performance model, making it a direct local competitor.
- Second Beat: UK improv school running improv courses, performances, and corporate training across multiple UK cities. Closely comparable course catalogue and corporate workshop offering.
- The Maydays: AndAlso's sister company and monthly improv show presenter at Komedia and Brighton Fringe; Olivier Award-winning. Operates the same UK improv education, performance, and corporate training model with overlapping teachers.
- Hoopla Improv: London-based UK improv school offering beginner-to-advanced classes, shows, and corporate workshops. Closely comparable in product mix (courses + corporate training + shows) though geographically focused on London rather than Brighton.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AndAlso Improv social profiles
Digital presenceAndAlso Improv financial estimates
Financial estimateRevenue estimate
Valuation estimate
AndAlso Improv leadership team
Management profileNumber of profiles
Profiles3 records
AndAlso Improv funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AndAlso Improv 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 AndAlso Improv
What does AndAlso Improv do?
AndAlso Improv delivers live improv performances, structured improv courses for individuals (beginner through advanced, in-person in Brighton and online globally), and bespoke corporate workplace training focused on communication, teamwork, leadership, and resilience. The company also runs immersive retreats and intensives and sells branded merchandise through its own e-commerce store. Revenue is generated across consumer-facing classes/shows, corporate workshops, retreats, and merchandise.
Is AndAlso Improv a public or private company?
AndAlso Improv is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AndAlso Improv founded?
AndAlso Improv was founded in 2006. It employs 11 to 50 people.
Where is AndAlso Improv based?
AndAlso Improv is headquartered in Brighton, England, United Kingdom, in the Europe region.
How does AndAlso Improv make money?
Five revenue lines are on record. Improv Courses and Classes are the primary driver. The others are corporate Workplace Training, improv Show Tickets, retreats and Intensives and merchandise.
Who are AndAlso Improv's main competitors?
Broad incumbents on record are The Second City, Upright Citizens Brigade (UCB), iO Theater and Toastmasters International. Applied Improvisation Network is listed as an others. Direct peers are Spontaneity Shop, The Nursery Training Centre, Second Beat, The Maydays and Hoopla Improv.
Does AndAlso Improv have an API?
No public API is recorded for AndAlso Improv.
What industry is AndAlso Improv in?
AndAlso Improv's product category is Performing Arts Education and Training. Its primary akta.pro industry code is MPAGACAB, Improv Comedy Performances, with a secondary code of EDAAAKAI, Leadership & People Skills (Influence, Managing Up, Supervisory Readiness). Its NAICS code is 711510 and its SIC code is 7900.