Dame Kelly Holmes Trust

What Dame Kelly Holmes Trust does

Dame Kelly Holmes Trust is a UK-registered charity (number 1128529) and private limited company (06531532) founded in 2008 by Olympic champion Dame Kelly Holmes and headquartered in Bath, England. The organisation runs a youth development model in which world-class athletes, trained through the More than Medals Athlete Transition Programme (launched January 2020), are deployed as mentors to young people facing adversity. The Trust's core products are its One-to-One Mentoring programme, Education Programmes delivered in secondary schools, Health Programmes delivered in partnership with three NHS children's hospitals (Great Ormond Street, Sheffield Children's and Alder Hey), and Corporate Partnership Programmes that use athlete mentors to deliver workforce engagement.

The Trust serves three principal customer cohorts: young people aged 11–19 facing challenges including health conditions and disadvantage; institutional partners in education, healthcare and community settings; and corporate partners seeking employee engagement and CSR outcomes. Its underlying technology stack is non-proprietary, relying on standard charity management systems and digital marketing tools rather than a platform or productised technology layer; the delivery medium is in-person mentoring sessions led by trained athlete mentors across the UK.

The business model is grant- and donation-funded rather than transactional. Revenue streams are individual donations channelled through JustGiving and Virgin Money Giving, corporate partnerships for employee engagement, and trust and foundation grants secured by a dedicated Trusts and Grants Manager. Programme participants are not charged; corporate and hospital partners receive delivery services in exchange for funding or in-kind support. The Trust is governed by a Board of Trustees, holds Cyber Essentials and Fundraising Regulator certifications, and is the recipient of the Queen's Award for Voluntary Service.

Name

Dame Kelly Holmes Trust

Legal name

Dame Kelly Holmes Trust

Website

https://damekellyholmestrust.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Dame Kelly Holmes Trust is a UK youth-development charity founded in 2008 that trains elite athletes as mentors and deploys them to deliver wellbeing programmes for disadvantaged young people in schools, NHS children's hospitals and corporate partner settings across the United Kingdom.

Ownership category

akta.pro rank

Product category

Youth Development Charity Services

NAICS

Child and Youth Services (62411), Educational Support Services (611710), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industries

Trust Funds & Multi-Donor Pooled Funds (BPADAOAE), Philanthropic & Charitable Trust Services (FSAAANAI), Scholarship & Fellowship Foundations and Trusts (EDADAHAC)

Keywords

• Youth mentoring programmes
• Athlete transition support
• Charity wellbeing services
• Education mentoring
• Health programme delivery

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: The Trust receives donations from individual supporters, facilitated through platforms like JustGiving and Virgin Money Giving. They organize fundraising events and campaigns to generate voluntary contributions.
2. Corporate Partnerships: Partnerships with corporate organisations for employee engagement, volunteer opportunities, and community-based work with Trust mentees. These partnerships provide both funding and in-kind support.
3. Trust and Foundation Grants: Funding from charitable trusts and foundations to support programme delivery. The Trusts and Grants Manager secures vital funding for programmes with young people.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Dame Kelly Holmes Trust is a UK youth development charity that trains former elite athletes to deliver in-person mentoring and wellbeing programmes to young people facing adversity. Programmes are delivered in secondary schools, children's hospitals, and community settings across the UK at no cost to participants, with funding sourced from donations, corporate partnerships, and trust/foundation grants.

Product overview

Dame Kelly Holmes Trust is a youth development charity offering transformational wellbeing programmes centered on world-class athlete mentors. The organization operates several interconnected programmes: the More than Medals Athlete Transition Programme (which trains retiring elite athletes to become mentors), One-to-One Mentoring for young people facing adversity, Education Programmes delivered in secondary schools, Health Programmes partnered with UK children's hospitals, and Corporate Partnership Programmes. These programmes work together to equip young people with winning mindsets while providing athletes with meaningful post-sport careers.

Differentiator

Problem solved

Functional benefit

Products and services

• More than Medals Athlete Transition Programme A paid transition programme for retiring or recently retired elite athletes that provides specialist training, recognised qualifications, and opportunities to mentor young people facing adversity, helping athletes craft new identities while giving back to communities.
• One-to-One Mentoring Programme Individual mentoring sessions delivered by world-class athlete mentors for young people facing challenges, supporting them with building relationship skills, improving self-esteem, and learning to stay focused.
• Education Programmes Transformational wellbeing programmes delivered in secondary school settings, managed by programme managers working with students who are not fulfilling their full potential to inspire them to become better versions of themselves.
• Health Programmes Programmes delivered in partnership with hospitals (Sheffield Children's Hospital, Great Ormond Street Hospital, Alder Hey Children's Hospital) offering one-to-one mentoring to patients with health conditions that have limited their physical activity.
• Corporate Partnership Programmes Partnership programmes led by world-class athlete mentors offering engaging challenges, interactive sessions, and community-based work with Trust mentees, designed to empower workforces and enrich local communities.

Quantifiable outcome

• 600+ athletes successfully transitioned from sporting careers since 2008
• +2 more outcomes

Named customers5 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

Partnerships

Five partnerships are on record, tiered core and minor.

• AQAcoreStrategic or Co-development PartnerEducational examination board partnership for the Unlocking Potential programme delivered in schools, providing academic and career support to students through athlete mentors.
• Great Ormond Street Hospital NHS Foundation TrustcoreStrategic or Co-development PartnerDelivery partnership for a programme supporting young patients through 1-2-1 mentoring with matched Athlete Mentors, with programme coordinator support.
• Westfield HealthminorStrategic or Co-development PartnerCorporate health partner supporting the Trust's health programmes and employee wellbeing initiatives.
• Sanctuary Supported LivingminorStrategic or Co-development PartnerHousing and support charity partnership providing community-based support services to young people.
• CognizantminorStrategic or Co-development PartnerTechnology company partnership supporting the Trust's digital operations and community programmes.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Barnardo's: One of the UK's largest children's charities, working across child welfare, mental health, and education. Comparable as a broad incumbent in the same beneficiary and programme space, though operating at significantly larger scale.
• Mind: Major UK mental health charity supporting young people and adults. Comparable as a broad incumbent addressing overlapping mental health and wellbeing needs in the same youth cohort, but with a wider service portfolio.
• Sport Relief: Major UK charity fundraising campaign (part of Comic Relief) using sport to raise money for disadvantaged people. Comparable as a high-profile sport-for-change brand, but operating at fundraising-campaign rather than direct-delivery scale.

Direct peers

• Place2Be: UK children's mental health charity providing counselling and emotional support in schools. Comparable as a school-based wellbeing charity addressing overlapping pain points (low confidence, self-esteem, mental health) in the same beneficiary cohort.
• Catch22: UK social business delivering services for young people facing disadvantage, including education and wellbeing programmes. Comparable beneficiary focus and multi-sector delivery model, though with broader service portfolio.
• Youth Sport Trust: UK charity using sport to improve the lives of young people through school- and community-based programmes. Closely comparable mission (sport for youth wellbeing), beneficiary overlap (school-aged young people), and delivery setting (education partnerships).
• Sported: UK charity supporting community sport organisations to use sport for social change among young people. Comparable as a sport-for-development charity serving similar beneficiaries and partnering with similar corporates and funders.
• Prince's Trust: UK youth development charity founded by a high-profile royal (King Charles III) that supports disadvantaged young people through training and personal development programmes. Comparable as a major UK charity built on a founder's personal brand with multi-sector programme delivery.

Emerging players

• Greenhouse Sports: UK charity using sport to mentor and coach young people from disadvantaged backgrounds in London schools. Comparable as a smaller sport-for-development charity with a similar mentoring-plus-education model.

Others

• Charity: Water (UK): International non-profit using storytelling and athlete/celebrity partnerships for fundraising. Comparable as a non-profit leveraging high-profile supporters and digital fundraising, though operating in a different cause vertical.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dame-kelly-holmes-trust

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Dame Kelly Holmes Trust