BUMP AND BABY CLUB LTD.

What BUMP AND BABY CLUB LTD. does

Bump and Baby Club Ltd. is a UK-based antenatal education company founded in 2013 by Alex Kohansky and headquartered in Mill Hill, London. The company delivers in-person antenatal classes to expectant parents across more than 140 UK locations, with over 20,000 parents participating annually, and complements this core offering with digital products including a Hypnobirthing course and The Bumplet sub-brand.

The operating model centers on a distributed network of qualified midwives and specialist instructors delivering curriculum-based in-person education, supplemented by co-branded event partnerships with Marks & Spencer, Storksak, Royal Court, and Detox Kitchen. The business has cultivated clinical credibility through an NHS Clinical Entrepreneur Programme partnership focused on Black maternal health, and has built consumer brand visibility via features on Netflix and ITV1.

Revenue is generated primarily through one-time course fees paid by individual consumer customers, with no external funding or institutional investors disclosed; the company operates as a founder-owned SME with approximately 17 employees. The technology stack is modest, centered on marketing web properties and GDPR-compliant data handling rather than proprietary platform infrastructure, and there is no evidence of AI/ML capabilities, embedded software products, or data flywheel mechanics.

Name

BUMP AND BABY CLUB LTD.

Legal name

Bump and Baby Club Ltd.

Website

https://bumpandbabyclub.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Bump and Baby Club Ltd. is a UK-based provider of in-person antenatal classes at 140+ locations, serving 20,000+ expectant parents annually since 2013, complemented by digital hypnobirthing content and event partnerships.

Ownership category

akta.pro rank

Product category

Antenatal Education Services

NAICS

Child Care Services (62441), Child Care Services (6244)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Infant-Focused Childcare Centers (EDACAAAF)

Keywords

• Antenatal education services
• Hypnobirthing courses
• Prenatal parenting classes
• Baby first aid training
• Pregnancy community events

Headquarters

HQ city

London (Mill Hill)

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Antenatal Class Course Fees: One-time course fees for in-person antenatal classes. The course fee covers up to two people (expectant parent and partner/birth partner). Pricing varies by location and is not publicly disclosed on the website.
2. Hypnobirthing Course: Included at no extra cost within the price of antenatal classes - serves as a value-add rather than separate revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Bump and Baby Club delivers evidence-based, in-person antenatal classes for expectant parents at more than 140 locations across the UK, covering labour, birth, baby care, breastfeeding, and baby first aid. The classes are led by qualified practising midwives and trained antenatal instructors and are bundled with digital supplementary resources including a pre-recorded Hypnobirthing Course and The Bumplet mobile-friendly guide. Group cohorts are organised so members' due dates fall within roughly four weeks of one another, creating ongoing parent communities.

Product overview

Bump & Baby Club is a service-based business providing in-person antenatal classes across 140+ UK locations. The core offering combines Antenatal Classes (covering labour, birth, baby-care, breastfeeding, and first aid) with integrated digital components including the Hypnobirthing Course and The Bumplet guide. Additional offerings include Baby First Aid Training and Special Events for members. The company has been featured on Netflix and ITV1, and serves over 20,000 expectant parents annually since 2013.

Differentiator

Problem solved

Functional benefit

Brands

• The Bumplet: A carefully written digital guide to having a baby, provided as part of the antenatal course package.
• Hypnobirthing Course

Products and services

• Antenatal Classes In-person antenatal classes across 140+ UK locations covering labour, birth, baby care, breastfeeding, and baby first aid. Evidence-based and interactive, designed to prepare expectant parents for parenthood while facilitating social connections with peers due around the same time.
• Hypnobirthing Course Pre-recorded online Hypnobirthing course bundled with antenatal class enrolment, providing techniques for calm, comfortable and empowering birth experiences and including a digital Hypno Handbook.
• The Bumplet Mobile-friendly digital guide to having a baby that addresses essential topics including labour preparation, practical baby care, and early parenthood guidance for expectant and new parents.
• Baby First Aid Training In-person infant first aid component of the antenatal programme covering infant resuscitation, choking response, and emergency procedures, with hands-on practice using resuscitation mannequins for expectant parents.
• Special Events for Members Exclusive social events for Bump and Baby Club members, including pregnancy yoga sessions, sunset rooftop gatherings, supper clubs, and partner events at unique venues across the UK.

Quantifiable outcome

• Maximum class size of 20 people (10 pairs) ensures personal attention and group bonding

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor.

• Marks & SpencerminorGTM or Marketing PartnerCrouch End club members were featured on the Marks & Spencer blog, sharing their experience of early motherhood and how their antenatal group provided support.
• Royal Court TheatreminorStrategic or Co-development PartnerPartnership to host the first 'Babes-in-Arms' theatre performance - a showing of the play 'More Life'. Exclusive event for local club members.
• Rockwater (Hove)minorStrategic or Co-development PartnerVenue partner for sunset pregnancy yoga popup and postnatal yoga & brunch events for club members in Hove.
• StorksakminorGTM or Marketing PartnerLuxury maternity brand collaboration creating trio of sunset popup events for expectant parents.
• Detox KitchenminorGTM or Marketing PartnerCollaboration to celebrate the launch of Detox Kitchen's food delivery service for new mums, with a special event in Shoreditch.
• Tommy’s CharityminorStrategic or Co-development PartnerInstructor Tori works with Tommy’s researching maternal and fetal health. The charity also provides support resources for postnatal mental health referenced by the company.
• White City HouseminorStrategic or Co-development PartnerPregnancy popup event at White City House that raised £570 for the charity Team Mum.
• NHS Clinical Entrepreneur ProgrammeminorStrategic or Co-development PartnerInstructor Ros is part of this NHS programme, working on a digital 'Pregnancy Wellness Hub' for black and mixed heritage women to address Black Maternal Health inequalities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bumpandbabyclub
• Instagraminstagram.com/bumpandbabyclub
• LinkedInlinkedin.com/company/bump-and-baby-club-ltd-

Compliance1 record

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 BUMP AND BABY CLUB LTD.