Girlguiding Cymru

What Girlguiding Cymru does

Girlguiding Cymru is a registered charity (No. 521209) founded in 1918, operating as the Welsh arm of Girlguiding UK and the leading organisation exclusively dedicated to girls and young women aged 4-25 across Wales. It delivers a structured programme through four age-tiered sections — Rainbows (4-7), Brownies (7-10), Guides (10-14), and Rangers (14-18) — supplemented by Young Leaders and the Dyfodol y Ddraig youth forum (31 representatives aged 16-25). The core offering consists of badge programmes with Bronze/Silver/Gold tiers, themed challenge packs co-developed with partners, peer education sessions (mental wellbeing, body confidence, gender stereotypes, personal safety), and formal awards including the Queen's Guide Award and Duke of Edinburgh's Award. As of 2024-2025, the organisation reports 15,200 members across almost 1,000 units operating in all 13 Welsh counties.

The organisation is volunteer-delivered, powered by 3,000-4,000 volunteers running over 1,100 weekly community groups, with a small paid headquarters staff of approximately 4 employees based in Newtown, Powys. Its technology footprint consists of a Squarespace-hosted website (girlguidingcymru.org.uk) with e-commerce shop functionality, online training resources, and a member management login (GO), with no public API or mobile app. The shop sells badges (£0.40-£1.75, with Cymru member subsidies at 50p), certificates, challenge packs, uniforms (£4-£27), and merchandise, with international shipping to USA, Canada, Australia, New Zealand, and Ireland.

The revenue model combines three streams: e-commerce shop sales of badges, uniforms, and merchandise; recurring membership contributions; and donations and grants from partnerships and supporters. Distribution is omnichannel via the direct-to-consumer e-commerce site, physical local trading depots for leaders, and international shipping. The organisation maintains an extensive partnership ecosystem with sports bodies (Sport Wales, Cricket Wales, FAW Trust, Welsh Rugby Union, Welsh Fencing), civic and educational institutions (Cadw, Cardiff University, ICE, Children's Commissioner for Wales, Social Care Wales), and corporate partners (Dwr Cymru Welsh Water, RNLI, Flow & Grow Yoga), each producing themed challenge packs and badges that extend the core programme. Leadership consists of volunteer Chief Commissioner Kathy Gunner (appointed 2024, succeeding Bev Martin), Deputy Chief Commissioner Caryn Parker, Assistant Chief Commissioner Tirion Williams, and President Tori James.

Name

Girlguiding Cymru

Legal name

Girlguiding Cymru

Website

https://girlguidingcymru.org.uk

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

11–50 employees

Short description

Girlguiding Cymru is a registered Welsh charity (founded 1918) and the Welsh arm of Girlguiding UK, delivering badge programmes, themed challenge packs, peer education, and awards to approximately 15,200 girls aged 4-25 across 13 Welsh counties through 1,000+ volunteer-led weekly groups.

Ownership category

akta.pro rank

Headquarters

HQ city

Newtown

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Shop sales: E-commerce sales of badges, uniforms, challenge packs, greeting cards, resources, and merchandise. Ships internationally to USA, Canada, Australia, New Zealand, and Ireland.
2. Membership contributions: Revenue from membership fees supporting the charity's operations
3. Donations and grants: Funding from partnerships and supporters to deliver programmes and activities

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Girlguiding Cymru is the Welsh branch of Girlguiding UK, delivering structured youth development programmes for girls and young women aged 4-18 across Wales. Its core offering consists of age-segmented unit programmes (Rainbows, Brownies, Guides, Rangers) with a tiered badge system, supplemented by themed challenge packs co-developed with partner organisations, peer education programmes on mental wellbeing and body confidence, and the Duke of Edinburgh's Award and Queen's Guide Award pathways. The charity also operates an e-commerce shop selling badges, uniforms, challenge packs, and merchandise with international shipping, supported by 1,100+ weekly groups across all 13 Welsh counties.

Product overview

Girlguiding Cymru is a youth charity providing a comprehensive programme of activities, awards, and events for girls and young women aged 4-25 across Wales. The core offering consists of the badge programme (with Bronze, Silver, and Gold tiers across Rainbow, Brownie, Guide, and Ranger sections), supplemented by themed challenge packs, peer education sessions, and youth leadership opportunities. The portfolio includes the Queen's Guide Award (the highest honour), Duke of Edinburgh's Award partnership, and Dyfodol y Ddraig youth forum. Additional services encompass an online shop selling badges and merchandise, residential camps and international trips, and formal representation in the Welsh Youth Parliament. The organisation operates through over 1,100 local groups supported by 3,000+ volunteers across 13 Welsh counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Badge Programme (Rainbows, Brownies, Guides, Rangers) Age-segmented badge programme for girls aged 4-18 with structured Bronze, Silver, and Gold award tiers rewarding completion of themed activities, challenges, and skill development across Rainbows (4-7), Brownies (7-10), Guides (10-14), and Rangers (14-18) sections.
• Themed Challenge Packs Partner-co-developed themed activity packs covering water conservation (Make Every Drop Count), yoga (Flow & Grow), cricket, football, fencing, active adventures, civil engineering (ICE), street dance (UDO), water safety (RNLI Mayday), mental wellbeing, social care careers (WeCare Wales), and Welsh heritage (Castell Cariad), each with associated badge rewards.
• Duke of Edinburgh's Award

Quantifiable outcome

• Nearly 12,000 young members actively participating
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Flow & Grow YogacoreStrategic or Co-development Partner · 1 January 2025Developed Flow & Grow Yoga Challenge Badge with Katie Mogford, launched at South Wales 2025 event at National Botanic Garden of Wales
• RNLIcoreStrategic or Co-development Partner · 1 January 2024Water safety partnership for RNLI's 200th anniversary creating Mayday challenge about water safety for Rainbows, Brownies, Guides & Rangers
• Dwr Cymru Welsh WatercoreStrategic or Co-development PartnerPartnership to create the 'Make Every Drop Count' challenge pack and badge teaching water conservation. Launched at 2025 North Wales Event at Xplore! in Wrexham. Badge costs 50p for Cymru members.
• Walk, Wheel, Cycle TrustminorStrategic or Co-development PartnerPartnership offering exciting opportunities for membership
• Welsh Rugby UnioncoreStrategic or Co-development PartnerRugby union partnership providing sporting opportunities for girls
• Institution of Civil Engineers (ICE)coreStrategic or Co-development PartnerProduced the ICE Civil Engineering challenge pack for Guides and Rangers to learn about civil engineering
• Cardiff UniversityminorStrategic or Co-development PartnerPartnership offering educational opportunities for members
• Welsh Youth ParliamentcoreStrategic or Co-development PartnerGirlguiding Cymru has a representative (Eve) in the Welsh Youth Parliament, advocating for young people's mental health, education, and environment
• Glamorgan CricketcoreStrategic or Co-development PartnerCricket partnership encouraging more girls to play cricket
• Cricket WalescoreStrategic or Co-development PartnerPartnership producing cricket challenge packs and providing coaching sessions across Wales
• FAW TrustcoreStrategic or Co-development PartnerFootball partnership with Football Association of Wales Trust creating Football Challenge Pack for all sections
• Welsh FencingcoreStrategic or Co-development PartnerProduced the Welsh Fencing challenge pack introducing girls to the sport
• UDO IT DancecoreStrategic or Co-development PartnerStreet dance challenge partnership encouraging girls to explore street dancing and its history
• Sport WalescoreStrategic or Co-development PartnerNational sports body partnership expanding opportunities and encouraging healthy, active lifestyles
• CadwcoreStrategic or Co-development PartnerProduced the Castell Cariad challenge encouraging exploration of Welsh castles and historic sites
• Sustrans WalescoreStrategic or Co-development PartnerProduced Active Adventures challenge pack teaching about active travel (walking, cycling, scooting)
• YoungMindscoreStrategic or Co-development PartnerExpert partner for Think Resilient peer education programme on mental wellbeing
• WAGGGS and Dove Self-Esteem ProjectcoreStrategic or Co-development PartnerDeveloped Free Being Me programme growing girls' body confidence and self-esteem
• Children's Commissioner for WalescoreStrategic or Co-development PartnerPartnership with the Children's Commissioner for Wales and Scouts Cymru for refreshed Rights Challenge Badge
• Social Care WalescoreStrategic or Co-development PartnerPartnership creating WeCare Wales challenge pack for Guides and Rangers exploring social care careers

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Girlguiding UK: The UK-wide parent organisation of which Girlguiding Cymru is a Country/Region. Operates the same badge programmes, peer education, and Duke of Edinburgh framework across England and other UK nations, but at significantly larger scale (~300,000+ members) and broader geographic remit.
• The Scout Association: The UK-wide co-ed youth organisation delivering adventure, skills, and community programmes. Comparable to Girlguiding in mission and structure (sections by age, volunteer-led units, badge/award framework), but larger scale, co-ed, and UK-wide.

Direct peers

• Boys' Brigade: A UK Christian youth organisation offering badge-based programmes, weekly meetings, and camps for children and young people (typically aged 5-18). Comparable to Girlguiding Cymru in volunteer-driven unit structure, badge/award framework, and Christian-heritage roots, though gender-segregated in the opposite direction.
• Scouts Cymru: The Welsh arm of the Scout Association, offering co-ed youth adventure and skills programmes (Beavers, Cubs, Scouts, Explorers) across Wales. Directly comparable to Girlguiding Cymru in mission, age segments, volunteer model, and Welsh geographic focus, but serves all genders and follows a parallel (rather than competing) heritage.
• Woodcraft Folk: A UK-wide co-operative youth organisation running weekly group nights, camps, and social-action activities for children and young people. Comparable to Girlguiding Cymru in volunteer-led weekly-meeting model, badge/award-style progression, and youth-development mission, though with a smaller scale and distinct ideological heritage.
• Sea Cadets: A UK uniformed youth organisation (aged 10-18) delivering nautical training, badges, and water-based adventure. Comparable to Girlguiding Cymru in volunteer-led unit structure, age-segmented progression, and badge-driven engagement model, but with a maritime specialism.

Others

• Broneirion (Girlguiding Cymru Activity Centre): Girlguiding Cymru's own dedicated residential activity centre in Powys, Wales, offering accommodation and adventure activities. While internally operated, it functions as a peer to other youth residential providers (e.g., PGL, outward-bound centres) for comparable youth-trip programming.
• National Youth Agency: The UK umbrella body for youth services, supporting youth work standards, training, and policy. Not a direct competitor but adjacent to Girlguiding Cymru's sector, providing strategic context, workforce development resources, and policy advocacy for the wider youth-sector ecosystem.

Emerging players

• St John Ambulance Cadets: A UK youth programme (aged 10-17) providing first-aid training, badges, and community-service opportunities. Comparable to Girlguiding Cymru in volunteer-supported youth structure and badge-driven progression, but with a strong first-aid/healthcare specialism rather than broad youth-development focus.

Regional players

• Girlguiding Scotland: The Scottish Country/Region of Girlguiding UK, providing the same badge programme, peer education, and awards framework as Girlguiding Cymru but operating in Scotland. Comparable in mission and product offering, but geographically distinct and serving a different national context.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/girlguidingcymru
• Instagraminstagram.com/girlguidingcymru
• LinkedInlinkedin.com/company/girlguiding-cymru

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Girlguiding Cymru