What Go Well Community does

Go Well Community CIC is a UK-based Community Interest Company founded in 2012 and headquartered in Chilton, County Durham, that designs, creates, and delivers educational programmes focused on physical education, school sport, and physical activity for primary schools (EYFS through Key Stage 2). The company operates a portfolio of five flagship products — Fit for Life (digital fitness resource with workouts and brain breaks), Move with Max (EYFS movement programme linked to storybooks), Team Up Kids (physical activity combined with mental wellbeing techniques), Active Ted Pack (physical activity tracking resource), and Explore (digital QR code activity trail platform) — alongside service offerings including PE Apprenticeships (Levels 2-4), the 1st4Sport Level 2 Multi-Skills qualification, Smile Days activity experiences, and CPD training for teachers.

The company's underlying technology combines digital content platforms (video workout libraries, QR code trail systems, online CPD portals) with in-person coaching delivery. Its proprietary SMILES framework provides a methodological foundation encompassing Session quality, Movement throughout the day, Inclusion, Leadership, Engagement, and seeing a Healthy Active Future. Products are protected by registered trademarks, and the apprenticeship programme is Ofsted Outstanding.

Go Well's business model is diversified across subscription revenue (Fit for Life annual subscriptions), one-time programme licensing (Team Up Kids), hardware sales (Active Ted), and professional services (CPD, Multi-Skills qualification, Smile Days, apprenticeships). Distribution combines direct-to-school delivery in South West Durham, Darlington, North Tees Valley, and North Yorkshire for in-person programmes with UK-wide self-serve digital product availability. In September 2025, the company secured £249,689 in Innovate UK grant funding to develop Explore 2.0, a national-scale expansion of its digital QR code trail platform, supported by partnerships with Durham University Business School and Opencast.

Name

Go Well Community

Legal name

The Go Well Community CIC

Website

https://go-well.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Go Well Community CIC designs and delivers PE, sport, and physical activity programmes for UK primary schools, offering a portfolio of digital platforms (Fit for Life, Move with Max, Explore), resource packs, apprenticeships, and CPD training organised around its proprietary SMILES framework.

Ownership category

akta.pro rank

Product category

Physical Education Services

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Health Promotion, Prevention & Wellness Education (EDALAFAF)

akta.pro secondary industries

Health, Wellness & Lifestyle Noncredit Programs (EDAAAEAH), Life Skills & SEL Camps (Confidence, Executive Function, Social Skills) (EDAMALAO)

Keywords

• Physical education programmes
• School sport services
• Digital fitness platforms
• PE apprenticeship training
• Primary school wellness

Headquarters

HQ city

Ferryhill, Co Durham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Subscriptions - Fit for Life: Annual subscription model for Fit for Life digital fitness resource at £544 + VAT per year, providing schools access to workouts, movement videos, brain breaks, and online CPD.
2. Programme Licensing - Team Up Kids: One-time programme purchase at £1,357.50 including CPD course, 6 weeks of delivery, resources for children, and paper materials left with school.
3. Product Sales - Active Ted Pack: Physical product sale at £82.22 for Active Ted Pack including bag, teddy, diary, 30 passports, and reward stickers to support schools achieve Active 30:30.
4. Qualification Training: Level 2 Multi-Skills coaching qualification at £392.70 + VAT, and apprenticeship programme partnerships with schools and sports clubs.
5. SMILE Day Experiences: One-off activity day experiences priced per day, providing taster sessions in various sports and activities delivered by expert coaches.
6. CPD Training Sessions: Continuous professional development courses charged at £150 + VAT per session for teachers and school staff.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Go Well Community CIC designs, creates and delivers educational programmes that maximise the power of movement to improve wellness in primary schools. Its offerings combine in-person PE coaching and activity experiences with digital platforms (Fit for Life fitness resource, Explore QR code trail system) and structured programmes (Move with Max, Team Up Kids, Active Ted) underpinned by the proprietary SMILES framework. Complementary services include PE apprenticeships at Levels 2-4, the 1st4Sport Level 2 Multi-Skills qualification, CPD training, and one-off Smile Days activity experiences.

Product overview

Go Well Community CIC offers a comprehensive portfolio of educational programmes and services focused on physical education, school sport, and physical activity for primary schools. The core offerings include five flagship products: Fit for Life (digital fitness platform), Move with Max (EYFS movement programme), Team Up Kids (wellbeing intervention), Active Ted Pack (activity tracking resource), and Explore (digital QR code trail platform). These are complemented by services including PE Apprenticeships (Levels 2-4), multi-skills coaching qualifications, Smile Days activity experiences, and CPD training. The company's programmes are designed around its proprietary SMILES framework, which provides a structured approach to PE, sport, and physical activity that integrates wellness across physical, emotional, social, intellectual, spiritual, and occupational dimensions.

Differentiator

Problem solved

Functional benefit

Brands

• Fit for Life: A digital fitness resource to support schools to deliver high quality functional fitness workouts to children in their school, including 70 workouts, 18 movement skills, 20 classroom workouts and 12 brain breaks.
• Move with Max
• Team Up Kids
• Active Ted
• Explore
• Smile Days

Products and services

• Fit for Life A digital fitness resource supporting schools to deliver high-quality functional fitness workouts to children, featuring 10-minute high-intensity sessions with muscle and bone strengthening exercises, 18 movement skills, 70 workouts, 20 classroom workouts, and 12 brain breaks, plus online CPD for teachers and KS2 PE lesson plans. Sold to primary schools on an annual subscription.
• Move with Max An evidence-based movement programme for EYFS (Early Years Foundation Stage) that teaches fundamental movement skills through readily available children's storybooks (including Aliens Love Underpants, The Gruffalo, Tiny Whale a Fishy Tale, Jack and The Incredibly Mean Stalk), featuring 40 physical activity cards linked to story content. Designed for nurseries and Reception classes.
• Team Up Kids An early intervention programme for children that blends physical activity and mental wellbeing techniques through the 'Brainy Bunch' brain education framework, featuring 6x1-hour lessons, CPD for teachers, and resource packs. Sold as a one-time licensed programme at £1,357.50 including a CPD course, 6 weeks of delivery, resources for children, and paper materials.
• Active Ted Pack A physical resource pack priced at £82.22 supporting schools and parents to achieve Active 30:30, including an Active Ted Bag, Active Ted teddy, Active Ted Diary, 30 Active Ted Passports, and Reward Stickers to track and encourage physical activity participation.
• Explore A digital QR code activity trail platform allowing schools to create interactive trails around their sites, with 20 QR code signs, multiple simultaneous trail capabilities, leaderboards, and differentiated content for multiple classes. Children scan QR codes to access questions and activities, integrating physical activity with curriculum learning. Already in use across 17 schools with pilots in community and workplace settings.
• PE Apprenticeships Apprenticeship programmes at Level 2 (Community Activator Coach), Level 3 (Teaching Assistant with PE), and Level 4 (Sports Coach) Standards. Apprentices spend 4 days on-site at host schools or sports clubs and 1 day in training weekly. The programme has earned Ofsted Outstanding recognition.
• Level 2 Multi-Skills Course 1st4Sport Level 2 Certificate in Coaching Multi-Skills Development in Sport, a nationally recognised qualification covering 12 mandatory units for aspiring sports coaches and teaching assistants. Priced at £392.70+VAT (or £374+VAT for Go Well PE Apprentices). Includes practical tasks, classroom learning, and independent study.
• Smile Days Activity days delivered on school sites by expert coaches, providing taster sessions in various sports and activities including Colour Run, Gladiators, Blaze Pods, Explore Day, Silent Disco, Quidditch, Pickleball, Dragonball, PE Escape Room, Skipping Schools days, Hoopstarz, and Little Sticks golf. Priced per day as one-off experiences often used as entry points to broader programme relationships.
• Go Well CPD Courses Continuing professional development courses for teachers, coaches, and school staff covering PE and physical activity topics, priced at £150+VAT per session. Supports teacher confidence and skills development in delivering PE.

Quantifiable outcome

• From Fit for Life impact study: Children felt happier, fitter, more energetic, and more alert in class following regular participation
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Durham UniversitycoreStrategic or Co-development Partner · 15 September 2025Collaboration with Durham University Business School on Innovate UK project for Explore 2.0 development. Prof. Jonathan Kimmitt serves as Visiting Fellow on Smart & Scale programme and collaborator on the project delivery.
• OpencastcoreStrategic or Co-development Partner · 15 September 2025Support partner in developing Innovate UK funding bid for Explore 2.0 digital platform expansion.
• 1st4sportminorChannel Partner/ Reseller/ Distributor1st4sport develops and accredits the Level 2 Certificate in Coaching Multi-Skills Development in Sport qualification delivered by Go Well.
• Skipping SchoolsminorChannel Partner/ Reseller/ DistributorPartner delivering skipping day experiences as part of SMILE Days programme offering.
• KidzrfitminorChannel Partner/ Reseller/ DistributorPartner delivering Hoopstarz day experiences using weighted hula hoops as part of SMILE Days.
• Hannah Bell ClaritycoreStrategic or Co-development PartnerHannah Bell Clarity collaborated with Go Well to design and develop the Team Up Kids programme that combines physical activity with mental wellbeing techniques.
• Little Sticks Programme (Majesticks GC)minorChannel Partner/ Reseller/ DistributorGolf day activities use the Little Sticks programme featuring Majesticks GC players embedded in the programme to develop Resilience, Teamwork and Respect alongside golf skills.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Sport England: Sport England is the national body distributing public funding for grassroots sport and physical activity. While not a direct vendor, it is a key influencer and potential funder shaping the demand environment Go Well operates in.
• Place2Be: Place2Be is a large UK children's mental health charity delivering school-based counselling and wellbeing programmes. It overlaps with Go Well's Team Up Kids programme, which combines physical activity with mental wellbeing techniques.
• UK Coaching: UK Coaching is the national body for sports coaching qualifications and CPD in the UK. It overlaps with Go Well's Level 2 Multi-Skills qualification, apprenticeship training, and teacher CPD offerings.
• Youth Sport Trust: Youth Sport Trust is a large UK charity working with schools on PE and physical activity, including programmes, CPD, and policy advocacy. It operates more broadly than Go Well but addresses the same primary school PE/wellbeing buyer.

Direct peers

• Complete PE: Complete PE provides full PE curriculum packages, lesson plans, and assessment tools for primary schools. It overlaps directly with Go Well's Fit for Life and Move with Max offerings for KS1/KS2 PE delivery.
• Create Development: Create Development delivers primary school PE, sport, and personal development programmes across the UK, including Real PE and Real Gym curricula. It competes with Go Well for the same primary school PE curriculum and teacher training budget.
• iMoves: iMoves provides dance, movement, and physical activity programmes for primary schools in the UK, including digital resources and teacher CPD. It directly competes with Go Well in delivering movement and PE content to EYFS and KS1/KS2 classrooms.
• Primary PE Passport: Primary PE Passport is a digital PE planning, assessment, and tracking platform for primary schools. It competes with Go Well's Fit for Life and Move with Max on digital PE resource delivery and school reporting.
• Teach Active: Teach Active produces maths and English active-learning resources that combine curriculum with physical activity, similar to Go Well's Explore platform's curriculum-linked QR trails.

Emerging players

• Skipping Schools: Skipping Schools is a UK provider of skipping workshops and activity days for primary schools. It is currently a delivery partner of Go Well's Smile Days but also operates as an independent competitor in the activity-day niche.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/go_well
• Facebookfacebook.com/gowellUK
• LinkedInlinkedin.com/company/go-well-community

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Go Well Community