What Bee Active does

Bee Active (legal entity: Learn And Move Ltd, Companies House No. 08406453) is a Stoke-on-Trent-based provider of Ofsted-registered physical activity and childcare services, operating across Staffordshire and Cheshire since its founding in 2013 by brothers Ben and Bobby Mills. The company runs a hybrid B2B/B2C model: schools contract via Service Level Agreements (SLAs) for full PE curriculum delivery, PPA cover, extra-curricular clubs, enrichment events, and teacher CPD — typically funded by the government's PE & Sport Premium — while parents book holiday sports clubs, wrap-around (before/after school) care, and Sports Leaders UK Level 1 qualifications directly through the proprietary HiveLink online booking platform. Bee Active also delivers the government-commissioned Holiday Activities & Food (HAF) programme on behalf of Staffordshire County Council and Stoke-on-Trent City Council (via The Hubb Foundation), serving children in receipt of Benefits-related Free School Meals.

The company's product surface spans early years (BumbleBees programme, 70+ session themes for ages 0–5), primary-age services (School Holiday Sports Clubs, Wrap Around Sports Clubs, PE delivery, Extra Curricular Clubs, Enrichment Events, Sports Leaders qualifications), and senior wellness (Gentle Exercise for care home residents). Its sole proprietary technology asset is Honeycomb (honeycomb.pe), an online platform connecting PE teaching, learning, and assessment for school partners, with unlimited teacher accounts and attainment data sharing. No AI/ML, API, SDK, or app-layer technology is described.

Revenue is generated across six streams — holiday club sessions, wrap-around care, school SLAs, Sports Leaders courses, branded merchandise (Young Leaders uniform, hoodies), and HAF local authority commissions — predominantly on a unit-pricing or per-contract basis in GBP, exclusive of VAT. The Bee Active Savers Club introduces a recurring monthly-contribution payment mechanism. Distribution combines self-serve online booking, a dedicated field sales function for school SLA acquisition, and formal commissioning pipelines with local authorities. The company employs approximately 30 staff across coaching, operations, sales/recruitment, compliance, education/training, and office management functions, all DBS-checked with safeguarding and paediatric first-aid certifications. The company remains privately held by the Mills family with no external investment or institutional funding disclosed.

Name

Bee Active

Legal name

Learn And Move Ltd

Website

https://beeactive.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Bee Active (Learn And Move Ltd) is a Stoke-on-Trent-based, Ofsted-registered provider of physical activity and childcare services, delivering school PE SLAs, holiday sports clubs, wrap-around care, HAF programmes, and early years and senior wellness activities across Staffordshire and Cheshire.

Ownership category

akta.pro rank

Headquarters

HQ city

Stoke-on-Trent

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Holiday Club Session Bookings: Parents book individual sessions (AM only, PM only, full day) or multi-session bundles for holiday sports clubs. Sessions are priced per child per time slot and paid in advance online or at the venue. Additional fees apply for wrap-around care and certain activity feature days.
2. Wrap-around / Before & After School Care: Parents pay for before-school (AM) and after-school (PM) wrap-around sports club sessions at host primary schools. Breakfast and snacks are included. Sessions are bookable per child per week via the online booking system.
3. School PE & Sport SLAs: Bee Active enters into Service Level Agreements (SLAs) with primary schools to deliver PE lessons, extra-curricular clubs, and enrichment events. Schools use PE & Sport Premium funding to pay for these services. Levels include L2/L3 Support Coach, PPA, PPA+, and Mentoring (CPD). Pricing is determined per SLA contract.
4. Sports Leaders Courses & Qualifications: Bee Active delivers Sports Leaders UK Level 1 qualification programmes for young people (aged 13+). Learners pay to attend a 3-day (5-hour sessions) programme leading to a nationally accredited qualification.
5. Clothing & Merchandise Sales: Bee Active sells branded merchandise including Young Leaders Uniform bundles, hoodies, and t-shirts to parents and children, both online and directly at venues.
6. HAF Programme (Local Authority Commission): Bee Active delivers the Holiday Activities & Food (HAF) programme on behalf of Staffordshire County Council and Stoke-on-Trent City Council (via The Hubb Foundation). Sessions are free to eligible children in receipt of Benefits-related Free School Meals, with funding paid by the commissioning local authority.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bee Active provides Ofsted-registered school holiday sports clubs, primary school PE and extra-curricular delivery under Service Level Agreements, wrap-around before/after school care, Sports Leaders UK Level 1 qualifications, early years BumbleBees sessions, gentle exercise programmes for older adults, and HAF programme delivery on behalf of local authorities across Staffordshire and Cheshire. Its proprietary Honeycomb platform supports school PE planning, delivery, and assessment, while HiveLink handles parent bookings.

Product overview

Bee Active is a trading name of Learn And Move Ltd, established in 2013 by brothers Ben and Bobby Mills, offering a diversified portfolio of physical activity and childcare services primarily in Staffordshire and Cheshire. The company operates as a single unified service brand rather than a platform-plus-modules architecture, providing: (1) Childcare services including Ofsted-registered School Holiday Sports Clubs, HAF programme sessions, and Wrap Around Sports Clubs; (2) Educational services including Physical Education delivery, Extra Curricular Sports Clubs, Early Years BumbleBees programme, Sports Leaders qualifications, and school Enrichment Events; (3) Community wellness services including Gentle Exercise programmes for older adults; and (4) The Honeycomb online platform for PE management. The company accepts various payment methods including childcare vouchers and Tax Free Childcare, and offers a Bee Active Savers Club for flexible payment planning. All coaches are DBS checked, first aid trained, and safeguarding certified.

Differentiator

Problem solved

Functional benefit

Products and services

• School Holiday Sports Clubs Ofsted-registered holiday sports clubs for children aged 4-12, offering flexible booking options including AM wrap-around (8:00-9:30), morning only (9:30-12:30), full day (9:30-15:30), afternoon only (12:30-15:30), and PM wrap-around (15:30-17:00) sessions with various sports, games, and physical activities. For parents in Staffordshire and Cheshire.
• Holiday Activities & Food (HAF) Programme Free holiday activity programme commissioned by local authorities (Staffordshire County Council, Stoke-on-Trent City Council via The Hubb Foundation) providing sports, games, nutritious food, and activities for children in receipt of Benefits-related Free School Meals during school holidays. Delivered at venues including Alsagers Bank Primary Academy, Meir Heath Academy, Ormiston Sir Stanley Matthews Academy, and others.
• Wrap Around Sports Clubs Before and after school sports clubs providing extended care at host primary schools, with healthy snacks, sports activities, and craft activities. AM sessions include breakfast (toast and cereals); PM sessions include child-led activities and snacks, with optional extended PM wrap-around to 17:30.
• Sports Leaders Course Nationally accredited Sports Leaders UK Level 1 Qualification delivered over 3 day sessions (5 hours each). Young people aged 13+ learn to plan, lead, and evaluate sports/physical activity sessions within the community as part of their assessment.
• Extra Curricular Sports Clubs Before school, lunch, and after school sports clubs for primary schools offering activities such as Multi Sports, Multi Skills, Sports Explorers, Invasion Games, Net and Wall, Striking and Fielding, Team Games, American sports, disability and inclusive sports, and Olympic sports.
• Physical Education (PE) Services Full PE curriculum delivery for primary schools meeting National Curriculum objectives. Includes Invasion Games, Inclusive Sports, Target Games, Striking & Fielding, Net & Wall, Combat Sports, Health & Wellbeing, Alternative Sports, Athletic Disciplines, Dance & Performance, and Cross Curricular & Topic Based activities. Service levels include L2/L3 Support Coach, PPA, PPA+, and Mentoring (CPD). Delivered under Service Level Agreements funded by PE & Sport Premium.
• BumbleBees Programme Early years physical activity programme for children aged 4 and under, offering over 70 session themes designed to get young children energised through fun learning and moving activities. Sessions take place inside or outside for walkers. Includes certificates and hand stamps for every child, and is aimed at nurseries, preschools, and early years settings.
• Enrichment Events School enrichment event packages covering logistics, equipment, staffing, promotional materials, certificates, and prizes. Package deals include 3 Half Day Events (1 Coach, 1 class at a time) and 3 Full Day Events (2 Coaches, 2 classes at a time) with 20% savings for autumn, spring, and summer term events.
• Gentle Exercise Specialist gentle exercise sessions for older adults and care home residents, tailored to individual needs. Activities include seated volleyball, tennis, bowls, curling, golf, dancing, boxercise, zumba, yoga, and more, with benefits including improved mobility, balance, coordination, and emotional wellbeing.
• Honeycomb Online platform connecting teaching, learning, and assessment in Physical Education for Bee Active's partner schools. Features include lesson planning, delivery, and assessment tools, with partner schools receiving unlimited teacher and staff accounts.
• Young Leaders Uniform Branded Young Leaders uniform bundles including hoodies and t-shirts available for purchase through the website or at venues. Designed for young people participating in the Sports Leaders programme.
• Bee Active Savers Club Monthly savings programme allowing parents to spread childcare costs throughout the year. Users choose a monthly savings amount, accumulate credits for bookings, and can pause, reduce, or increase contributions at any time.

Quantifiable outcome

• 36% of children in Stoke-on-Trent and surrounding areas are overweight or obese (above the national average of 33%), with 22% starting primary school overweight. Only 7% of adults over 75 meet recommended physical activity levels. 4 in 5 children are not meeting the recommended daily physical activity level of 60 minutes of moderate activity.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Staffordshire County CouncilcoreStrategic or Co-development PartnerStaffordshire County Council commissions Bee Active as a provider for the Holiday Activities & Food (HAF) programme. Bee Active delivers free sports activities and nutritious meals at multiple venues across Staffordshire during school holidays for children in receipt of Benefits-related Free School Meals. Sessions run from 21st July through 29th August with venues including Alsagers Bank Primary Academy, Meir Heath Academy, Newcastle-Under-Lyme College, Newcastle-Under-Lyme School, St Lukes Primary School, Tillington Manor Primary School, Tittinson First School, and Veritas Primary School.
• Stoke-on-Trent City Council / The Hubb FoundationcoreChannel Partner/ Reseller/ DistributorThe Hubb Foundation (managing agent for Stoke-on-Trent City Council's HAF programme) commissions Bee Active as a sports provider. Bee Active delivers HAF sessions at Ormiston Sir Stanley Matthews Academy in Blurton during school holidays. Bookings for these sessions are managed directly by The Hubb Foundation or via the child's school, not through Bee Active's own booking system.
• Port Vale (Football Club)minorStrategic or Co-development PartnerPort Vale FC is featured in Bee Active's partner logos section on the About page. Founder Ben Mills previously worked in a coaching capacity for Port Vale's community programme, and multiple current coaches (e.g., Ethan Walker) have backgrounds with the Port Vale Foundation. The relationship appears informal, rooted in shared community sport development in the Stoke-on-Trent area.
• Stoke City (Football Club)minorStrategic or Co-development PartnerStoke City FC is featured in Bee Active's partner logos section on the About page. Founder Ben Mills previously worked in a coaching capacity for Stoke City, and multiple coaches (e.g., Avron Franklin, Liam Degg, Ethan Rosson) have backgrounds at Stoke City. The relationship appears informal and community-focused, rooted in shared sports development in the area.
• Schools in Staffordshire and CheshirecoreChannel Partner/ Reseller/ DistributorBee Active enters into Service Level Agreements (SLAs) with primary schools across Staffordshire and Cheshire to deliver PE lessons, extra-curricular clubs, enrichment events, and before/after school care. Schools use PE & Sport Premium funding to pay for these services. Bee Active handles online bookings, payments, registration, and parent queries on behalf of the school. Partner schools receive access to the Honeycomb PE management platform with unlimited teacher and staff accounts.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Premier Education: Premier Education is the UK's largest provider of PE, sport, and physical activity to primary schools, offering curriculum PE, extra-curricular clubs, and holiday courses through a network of regional delivery partners. It is the closest like-for-like competitor to Bee Active's PE & Sport Premium SLA and holiday-club model, operating at substantially greater scale and geographic reach.
• Total Sports Ltd: Total Sports is a UK-based primary-school PE and sport coaching provider delivering curriculum PE, extra-curricular clubs, and teacher CPD. It is a comparable regional competitor to Bee Active's PE & Sport Premium-funded SLA business.
• Camp Beaumont: Camp Beaumont operates day camps for children aged 3–15 at school and university venues across the UK. Although broader in activity scope than Bee Active, it competes for the same holiday-childcare wallet and is often a comparator for parents booking school-holiday clubs.
• Fit For Sport: Fit For Sport operates Ofsted-registered activity camps during school holidays and provides curriculum PE and extra-curricular sports clubs to primary schools across the UK. Its service mix, target audience (4–12 year-olds), and HAF participation closely mirror Bee Active's combined offering.
• Energy Kidz: Energy Kidz delivers Ofsted-registered holiday clubs and before/after-school wrap-around care at primary schools across England. Its wrap-around and holiday-club model overlaps directly with Bee Active's service lines, including HAF participation.
• Let Me Play (formerly Let Me Sport): Let Me Play is a UK provider of primary-school PE coaching, extra-curricular clubs, and holiday activity programmes. Its school-SLA and holiday-club delivery model and government-funded revenue mix are directly comparable to Bee Active's.
• Kings Camps: Kings Camps runs multi-sport holiday activity camps for children across the UK during school holidays, including HAF-eligible free places. It competes for the same parent-driven holiday-club demand as Bee Active's Ofsted-registered sports clubs.

Emerging players

• Little Kickers: Little Kickers runs pre-school football classes for children aged 18 months to 7 years across a UK franchise network. It competes for the same parent-child activity wallet as Bee Active's BumbleBees early-years programme and broader under-5s physical activity demand.

Broad incumbents

• Junior Adventures Group (JAG): Junior Adventures Group runs a portfolio of well-known UK holiday-club and wrap-around-care brands (e.g., Energy Kidz, Supreme, Fit For Sport prior to consolidation). It is a national-scale incumbent that competes directly with Bee Active for HAF commissions, school wrap-around contracts, and parent holiday-club bookings.

Others

• Sport England (school sport funding administrator): Sport England administers the PE & Sport Premium fund that pays for a large share of Bee Active's school SLA revenue. As a policy and funding body, it is not a competitor but is a critical upstream enabler of Bee Active's school-side demand.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bee-active

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles28 records

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 Bee Active