Head In The Game Charity
Head In The Game is a UK registered charity founded in 2021 that uses sport-based group sessions, led by lived-experience and clinically-informed coaches, to deliver mental health and suicide prevention support primarily to men across 18 UK areas in partnership with football clubs.
- Company typePrivate
- Founded2021
- HeadquartersCanterbury, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Head In The Game Charity does
Head In The Game (HITG) is a UK registered charity (Charity Number 1204792) founded in 2021 and headquartered in Canterbury, Kent. The organisation uses sport — primarily football but also netball, tennis, walking, yoga, and other activities — as the entry point for mental health support and suicide prevention, with a primary beneficiary base of men aged 18–65. Its flagship intervention is the structured 6- and 12-week Football For Thought programme, in which facilitated sports sessions are combined with mental health discussions led by coaches with lived experience and clinical input from talking therapy leads. Complementary programmes target defined cohorts: Off The Bench for construction workers, Best Of Living for cost-of-living-affected communities (delivered with West Ham United Foundation), MindFuel Bexley across six London Borough of Bexley towns, Sport For Thought for 14–18 year olds, and Game On Herne Bay in collaboration with the Herne Bay Primary Care Network.
The underlying 'technology' is a human-delivered methodology rather than a software platform: a curriculum of weekly themed sessions, safeguarding protocols (iTrust accredited October 2025), and a network of professional football club partnerships that provide venues, branding, and participant reach. Distribution is primarily physical via community venues and football club sites across 18 UK areas, with digital channels limited to website, social media (@HITGCIO across Facebook, Instagram, YouTube, X), JustGiving donation integration, and a text-to-donate service.
The revenue model combines individual donations (91p of every pound directed to programmes), grant funding from local councils (Kent County Council, London Borough of Bexley), trusts (National Lottery, The Fore, Ebbsfleet Garden City Trust), and a newer corporate membership channel — the 'No Substitute For Support' workplace programme with annual subscriptions and named clients including Kimberly Clark and Royal Opera House. Pricing to participants is largely free via funded programmes, with a suggested £5 donation per Community Hour session. The charity is volunteer-heavy, governed by a board of trustees spanning finance, fundraising, inclusion, and clinical expertise, and supported by a large roster of volunteer coaches and high-profile ambassadors (actor Jason Flemyng, footballers Matt Jarvis, Steven Reid, and Reghan Tumilty).
Head In The Game Charity firmographics
Firmographics- Name
- Head In The Game Charity
- Legal name
- Head In The Game
- Website
- https://headinthegame.co.uk
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Head In The Game is a UK registered charity founded in 2021 that uses sport-based group sessions, led by lived-experience and clinically-informed coaches, to deliver mental health and suicide prevention support primarily to men across 18 UK areas in partnership with football clubs.
- Ownership category
- akta.pro rank
Head In The Game Charity industry classification
Industry- Product category
- Mental Health Charity Services
- NAICS
- Sports and Recreation Instruction (611620)
- SIC
- Services-Misc Health & Allied Services, Nec (8090), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
- akta.pro secondary industries
- General Health Coaching (HSADAGAA), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
Keywords
Where Head In The Game Charity is headquartered
LocationHeadquarters
- HQ city
- Canterbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Head In The Game Charity business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Fundraising: Individual donations via JustGiving platform, direct bank transfers, text-to-donate service, and legacy gifts in wills. 91p in every pound donated goes directly to running programmes.
- Grant Funding: Funding from local councils, national lottery, and charitable trusts including Kent County Council, The Fore, National Lottery, and various community foundations.
- Corporate Memberships and Workplace Programmes: No Substitute For Support membership programme for organisations and football clubs, providing mental health training, talks, focus groups and mentor support.
- Community Hour Donations: Suggested donations of £5 per session for Community Hour programmes, with donations going directly to running and sustainability of local sessions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free funded programmes with optional donations |
| Subscription | Annual | Corporate membership plans |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Head In The Game Charity product offering
Product offeringCore offering
Head In The Game is a UK registered charity that delivers sport-based mental health programmes combining physical activity with mental health coaching, talking therapy, and facilitated group discussions. It offers structured 6 and 12-week programmes, drop-in community sessions, workplace memberships, and youth initiatives through partnerships with football clubs, community trusts, schools, councils, and corporate organisations, with a primary focus on suicide prevention and reducing mental health stigma.
Product overview
Head In The Game is a UK registered charity offering a portfolio of mental wellbeing sports programmes. The core offering includes Football For Thought (flagship 12-week programme), supplemented by targeted initiatives: Off The Bench for construction workers, Best Of Living for cost of living support, and MindFuel Bexley for London borough activities. The Community Hour provides a local donation-based model, while Game On Herne Bay and Mental Fitness Centres offer location-specific support. No Substitute For Support extends these services into workplace settings. All programmes combine physical activity with mental health discussions and talking therapy support.
Differentiator
Problem solved
Functional benefit
Brands
- Football For Thought: Flagship 12-week mental health sports programme combining physical activity with in-depth discussions on mental health topics, delivered in partnership with football clubs and community trusts.
- Off The Bench
- Best Of Living
- The Community Hour
- MindFuel Bexley
- Game On Herne Bay
- No Substitute For Support
Products and services
- Football For Thought Flagship 12-week mental health football programme combining physical activity with facilitated discussions on mental health topics. Delivered in collaboration with Brentford FC Community Sports Trust, Millwall Community Trust, and Charlton Athletic Community Trust for men seeking mental health support.
- Off The Bench Pioneering programme providing mental health support to construction industry workers using football as a catalyst for positive change and community engagement. Funded by the National Lottery.
- Best Of Living Initiative tackling the cost of living crisis through 6 or 12-week weekly football sessions delivered in partnership with West Ham United Foundation, Dartford FC, and Herne Bay FC to provide support in deprived areas.
- The Community Hour Local donation-based model where support stays local and donations go directly to running and sustainability of local sessions. Offers flexible drop-in participation with no long-term commitment.
- MindFuel Bexley Mental wellbeing programme in partnership with London Borough of Bexley delivering free, accessible sports and wellbeing activities across Bexley towns including Bexleyheath, Sidcup, Erith, Crayford, Welling, and Thamesmead.
- Game On Herne Bay Year-long mental fitness project in collaboration with Herne Bay Primary Care Network offering free sports activities including walks, football, tennis, netball, table tennis, and badminton at venues across Herne Bay.
- No Substitute For Support Workplace mental health membership programme helping organisations create healthier, more connected workplaces. Includes Mental Fitness Sports Days, corporate mental health training, talks, focus groups, and mentor support.
- Mental Fitness Centres Community-based approach bringing people together through connection, activity and wellbeing in welcoming local spaces. Free daytime sessions with activities including table tennis, darts, and pool, designed for those unable to attend evening sessions.
- Sport For Thought - Youth Free six-week programme for 14 to 18-year-olds using sport as a tool to improve mental health and wellbeing. Partnership with Active Life Canterbury delivers sessions at their facilities in Canterbury, Whitstable, and Herne Bay.
Quantifiable outcome
- 588 men supported since 2021
- +2 more outcomes
Companies that use Head In The Game Charity
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Head In The Game Charity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Head In The Game Charity partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Tonbridge AngelscoreCollaborative partnership with Vanarama League South side focused on promoting positive mental health practices in West Kent through football themed mental health programmes.
- Dartford F.C.corePartnership with Vanarama League South side to deliver Best Of Living programme. Collaborative approach enabling Dartford residents to engage in weekly football sessions starting 2024.
- Wealdstone F.C.corePartnership with Vanarama National League side to promote positive mental health in North West London. Founding members of No Substitute For Support mental fitness membership movement.
- Brentford FC Community Sports TrustcorePartnership with Brentford FC's charity arm to offer mental health and wellbeing support for men of Hounslow and West London through tailored football programmes. Also delivers Football For Thought legacy sessions.
- West Ham United FoundationcorePartnership focused on tackling cost of living crisis in UK. Best Of Living programme delivered in London Borough of Newham, combining mental health help and advice with trademark football sessions.
- Chelsea FC FoundationcoreCollaborative partnership with Chelsea FC Foundation to focus on mental fitness support for men in West London's geographical catchment area.
- Charlton Athletic Community TrustcorePartnership with CACT to support mental health and wellbeing of men in North Kent and South London through range of HITG football programmes.
- Millwall Community TrustcorePartnership with Lions Centre in Southwark and Lewisham. Hosts Max Ramsden Memorial Cup at The Den, Millwall FC home ground.
- Maidstone United - Stones Community TrustcoreWorking with Maidstone United FC to provide mental health supportive football projects. MindStones is weekly mental health football group in Maidstone county town.
- Margate F.C.minorPartnership on expansive projects aimed at improving mental health through football across community of Thanet, Kent.
- Herne Bay F.C.corePartnership to raise awareness of suicide prevention and improve mental health of local community through football support programmes at MBS stadium.
- Herne Bay Sports HubcorePioneer partner for Mental Fitness Centres launching June 2026. Partnership to bring people together through connection, activity and wellbeing in welcoming local spaces.
- Active Life CanterburycorePartner for Sport For Thought youth programme (14-18 year olds), using Active Life's facilities in Canterbury.
- Herne Bay Primary Care NetworkcoreCollaboration with PCN on behalf of Park Surgery and Heron Medical Practice for Game On Herne Bay project, also working with Keep Talking Services and Red Zebra.
- Kimberly ClarkminorCorporate partnership delivering Mental Fitness Sports Days as part of No Substitute for Support workplace programme at Ebbsfleet facility.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Head In The Game Charity competitors and assessment
Company assessmentDirect peers
- State of Mind Sport: UK charity focused on mental health awareness and support within the sport community. Comparable in sport-meets-mental-health positioning and partnership-led delivery, particularly around rugby league and other sports — overlapping HITG's football-centric focus.
- Andy's Man Club: UK men's mental health charity providing free peer-to-peer support groups for men. Directly comparable in target demographic (men's mental health), group-based community delivery model, and UK regional footprint — the main differentiator is HITG's use of sport as the engagement mechanism.
- Sporting Chance Clinic: UK charity providing mental health support for current and former professional athletes. Directly comparable in sport-mental health mission, though its focus is professional/elite athletes while HITG targets community-based men more broadly.
- Sport in Mind: UK charity that uses sport and physical activity to aid mental health recovery. Directly comparable to Head In The Game in mission (sport-based mental health intervention) and model (sport sessions combined with mental health support), serving similar beneficiaries across regional UK locations.
- Tackle (mental health): Mental health charity using sport, particularly football, to engage men in conversations about wellbeing. Very directly comparable in sport-plus-mental-health model and football club partnership approach, serving the same male demographic across UK regions.
Broad incumbents
- Mind (the mental health charity): UK's largest mental health charity. Comparable in mental health mission and UK national footprint but vastly larger and broader in scope; competes with HITG for donations and grant funding but does not specialise in sport-based delivery.
- CALM (Campaign Against Living Miserably): One of the UK's leading male suicide prevention charities. Operates in the same men's mental health / suicide prevention space as HITG but at much larger scale and without the sport-based delivery mechanism — represents both a competitor for donor funding and a potential referral partner.
- Samaritans: UK-wide suicide prevention charity. Comparable in suicide prevention mission but operates a helpline-led model rather than community sport-based delivery. A large incumbent for both donor funding and policy attention in the suicide prevention space.
Regional players
- Scottish Association for Mental Health (SAMH): Scotland-focused mental health charity operating community programmes comparable in model to HITG. Overlaps in mission and community delivery approach but is regionally limited to Scotland while HITG operates in England.
Others
- Brentford FC Community Sports Trust: Football club community foundation that is both a strategic partner of HITG and a comparable operating model. Delivers community-facing sport, education, and health programmes through football — partially overlapping with HITG's flagship Football For Thought delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Head In The Game Charity social profiles
Digital presenceHead In The Game Charity compliance and trust
Trust signalCompliance2 records
Head In The Game Charity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Head In The Game Charity leadership team
Management profileNumber of profiles
Profiles12 records
Head In The Game Charity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Head In The Game Charity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Head In The Game Charity
What does Head In The Game Charity do?
Head In The Game is a UK registered charity that delivers sport-based mental health programmes combining physical activity with mental health coaching, talking therapy, and facilitated group discussions. It offers structured 6 and 12-week programmes, drop-in community sessions, workplace memberships, and youth initiatives through partnerships with football clubs, community trusts, schools, councils, and corporate organisations, with a primary focus on suicide prevention and reducing mental health stigma.
Is Head In The Game Charity a public or private company?
Head In The Game Charity is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Head In The Game Charity founded?
Head In The Game Charity was founded in 2021. It employs 1 to 10 people.
Where is Head In The Game Charity based?
Head In The Game Charity is headquartered in Canterbury, United Kingdom, in the Europe region.
How does Head In The Game Charity make money?
Four revenue lines are on record. Donations and Fundraising is the primary driver. The others are grant Funding, corporate Memberships and Workplace Programmes and community Hour Donations.
Who are Head In The Game Charity's main competitors?
Direct peers on record are State of Mind Sport, Andy's Man Club, Sporting Chance Clinic, Sport in Mind and Tackle (mental health). Broad incumbents are Mind (the mental health charity), CALM (Campaign Against Living Miserably) and Samaritans. Scottish Association for Mental Health (SAMH) is listed as a regional player. Brentford FC Community Sports Trust is listed as an others.
Does Head In The Game Charity have an API?
No public API is recorded for Head In The Game Charity.
What industry is Head In The Game Charity in?
Head In The Game Charity's product category is Mental Health Charity Services. Its primary akta.pro industry code is MPAKACAE, Local Amateur Clubs & Community Sports Organizations, with a secondary code of HSADAGAA, General Health Coaching. Its NAICS code is 611620 and its SIC code is 8090.