GAME-ON COACHING LIMITED

What GAME-ON COACHING LIMITED does

GAME-ON Coaching Ltd is a privately held UK sports coaching and childcare company founded in 2013 by Luke Wilson and Arron Cheshire, headquartered in Coventry. The company delivers physical education and sports services to primary schools in the Coventry area, including PPA cover, lunchtime clubs and playground zoning, after-school multi-sport clubs, and Ofsted-registered wraparound childcare. Direct-to-consumer offerings include Saturday football sessions for children aged 18 months to 11 years, holiday camps, and birthday parties, with bookings handled through the PEBBLE third-party platform. The business also runs a community football programme in partnership with The GO Foundation, providing free Thursday night sessions for teenagers as part of an anti-knife-crime initiative.

The product surface is intentionally broad and service-led rather than technology-led: there is no proprietary software, no app, and no API, and the underlying 'technology' is essentially a qualified coaching workforce backed by a booking integration. In 2025 the company launched two sub-brands — GAME-ON FC and a Girls Football Scheme — both targeting youth football development with plans to enter competitive leagues in 2026. The same year, the company secured Ofsted registration and signed its first formal wraparound childcare partnerships, taking over WOOSH at Dunchurch Boughton C of E Junior School from November 2025 and partnering with Kingsbury Kid's Club for 2026.

Revenue is generated through contracted school services, per-participant community sessions, recurring holiday camp bookings, and one-off birthday party fees. Pricing is not publicly disclosed and is negotiated directly with schools, while consumer bookings flow through PEBBLE. The go-to-market is sales-led and relationship-driven, with school referrals, social media (Facebook, YouTube, Instagram), and the company website as supporting channels. There are no disclosed funding rounds, no investors, and no parent company; the founders remain Managing Directors and the company appears to be bootstrapped.

Name

GAME-ON COACHING LIMITED

Legal name

GAME-ON Coaching LTD

Website

https://gameoncoaching.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

GAME-ON Coaching Ltd is a Coventry-based sports coaching and childcare provider founded in 2013, delivering PE, lunchtime, after-school, and wraparound care services to primary schools, plus Saturday football, holiday camps, and community programmes for children.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162), Child Care Services (6244)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYHSADAEAF

Team & Club Coaching (seasonal team coaching)

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

SECONDARYEDAJAJAA

Interscholastic Athletics (Varsity/JV Teams)

Education/K–12 / Primary & Secondary Education/K–12 Extracurriculars & Athletics (School-Run)

SECONDARYMPAKAJAL

Sports Boarding Schools & Residential Academies

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

SECONDARYMPAGAMAF

Youth & Amateur Sports Tournaments

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

Keywords

• School sports coaching
• PE PPA cover
• Wraparound childcare
• Youth football sessions
• After school clubs

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. School Services Contracts: Contracted services to schools including PPA cover, PE lessons, lunchtime clubs, after-school clubs, and sports wraparound care. These are recurring service contracts with educational institutions providing stable revenue.
2. Community Football Sessions: Saturday morning football sessions for children aged 18 months to 12 years, with booking through the PEBBLE platform. Session fees are charged per participant.
3. Holiday Camps: School holiday camp programs offering sports activities for children during breaks from school.
4. Birthday Parties: Sports-themed birthday party services for children.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

GAME-ON Coaching provides contracted sports coaching and Ofsted-registered childcare services to primary schools in the Coventry area, including PE PPA cover, PE lessons, lunchtime supervision, after-school sports clubs, and wraparound childcare. The company also delivers direct-to-consumer youth football programs — Saturday football sessions for children aged 18 months to 11 years, school holiday camps, birthday parties, and community football initiatives including anti-knife crime engagement via The GO Foundation. Two sub-brands (GAME-ON FC and Girls Football Scheme) were launched in 2025 to support structured youth football development and competitive league participation.

Product overview

GAME-ON Coaching Ltd is a sports coaching and childcare services provider founded in 2013, offering a portfolio of services primarily focused on children's physical education and sports development. The core offering consists of school-based services (lunchtime clubs, PPA cover for PE, after-school clubs, and sports wrap-around care) and community football programs (Saturday Football, Holiday Camps, Community Work). The company operates two sub-brands launched in 2025: GAME-ON FC and a Girls Football Scheme, both targeting youth football development with plans for competitive league participation. Additional services include wraparound childcare partnerships at local schools and birthday party entertainment. All coaching staff hold minimum Level 3 qualifications in Physical Education Support Sport or Sports Development.

Differentiator

Problem solved

Functional benefit

Brands

• GAME-ON FC: A football brand launched in 2025 to provide sessions to young children across Coventry and surrounding areas, helping develop football skills and enabling teams to compete in local leagues.
• Girls Football

Quantifiable outcome

• 10+ year relationships with schools demonstrated
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Kingsbury Kid's ClubcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Partnership with Kingsbury Kid's Club based at Kingsbury Primary School, providing wraparound care services before and after school as of 2026.
• Dunchurch Boughton C of E Junior School (WOOSH)coreChannel Partner/ Reseller/ Distributor · 1 November 2025Since November 2025, Game-On has been responsible for the WOOSH wrap-around care at Dunchurch Boughton C of E Junior School, providing before and after school care with nutritious snacks and structured activities.
• The GO FoundationcoreStrategic or Co-development Partner · 1 January 2016Community interest company (CIC) that delivers community sports sessions for young people. Since 2016, GAME-ON has partnered with The GO Foundation to engage Coventry teenagers in sports, particularly football, as part of anti-knife crime campaign. Free Thursday night football sessions for ages 11-18.
• Alan Higgs CentreminorStrategic or Co-development PartnerLocal sports facility that facilitates the free Thursday night football sessions as part of the anti-knife crime campaign partnership with The GO Foundation.
• Stoke Primary SchoolminorStrategic or Co-development PartnerSchool facility used for Saturday morning football sessions, providing venue access for community youth football programs.
• Power League CoventryminorStrategic or Co-development PartnerFootball facility provider used for Saturday football sessions, supporting the development of young footballers through venue access.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fit For Sport: UK provider of school sports coaching and Ofsted-registered holiday clubs for primary-aged children. Directly comparable service mix to GAME-ON's wraparound care, holiday camps, and PE provision.
• Premier Education Group: Largest UK provider of school sport coaching, wraparound care, and holiday activity clubs. Direct competitor for GAME-ON's school PE, after-school, and wraparound childcare contracts across the UK.
• Sport Stars UK: UK school sports coaching franchise delivering PE lessons, after-school clubs, and competitive leagues. Comparable to GAME-ON across school coaching and emerging GAME-ON FC competitive football.
• SportsCool: UK children's multi-sport coaching provider delivering curriculum PE, after-school clubs, and holiday camps in primary schools. Direct overlap with GAME-ON's full school services portfolio.
• SSP (School Sport Partnership): UK provider of primary school PE coaching, CPD, and curriculum support. Direct competitor for GAME-ON's PPA cover, PE lessons, and lunchtime coaching contracts.
• S4K (Sports for Kids): UK children's multi-sport coaching provider operating in schools and community venues. Compares to GAME-ON's Saturday football, after-school clubs, and structured coaching curriculum.
• KOOSA Kids: UK provider of Ofsted-registered holiday clubs and wraparound childcare in schools. Overlaps directly with GAME-ON's WOOSH and Kingsbury Kid's Club wraparound and holiday camp offerings.
• Active Superstars: UK children's sports coaching provider delivering PE, after-school clubs, and holiday camps in schools. Direct service overlap with GAME-ON's school and community offerings.

Regional players

• Flamingo Sports Coaching: UK children's sports coaching provider running school PE, after-school, and holiday programmes. Comparable service model to GAME-ON, often operating in different regional territories.

Broad incumbents

• Junior Adventures Group (JAG): Major UK operator of before/after-school clubs and holiday programmes across hundreds of sites. A scaled incumbent in the same wraparound and holiday childcare segment GAME-ON is entering.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCmblJuqA66NXI4Cp02MH9LQ
• Facebookfacebook.com/gameoncoaching2013
• Instagraminstagram.com/gameon_coaching
• LinkedInlinkedin.com/company/game-on-coaching-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 GAME-ON COACHING LIMITED