JA Sports Coaching

What JA Sports Coaching does

JA Sports Coaching is a private, founder-led children's sports coaching provider founded in 2014 and based in Hampton in the Greater London area. It delivers after-school extracurricular sports clubs, multi-activity and football-specific holiday camps, and contracted physical education (PE) cover services to primary schools, alongside short-term and emergency supply cover, three-tier birthday party packages, and government-funded HAF/FUEL programmes for children on benefits-related free school meals. The customer base is dual-sided: primary schools requiring qualified PE delivery and emergency staffing (B2B), and parents of children aged 4-12 seeking structured sports activities and active childcare (B2C).

The core technology stack is minimal and dependent on third-party providers: parent bookings are processed through the ClassForKids platform at jasportscoaching.classforkids.io, HAF/FUEL bookings flow through holidayactivities.com and Eequ, and the company website is built on Squarespace. There is no proprietary software, no AI/ML integration, and no mobile application. Operational scaling relies on a coach pipeline drawn primarily from St Mary's University Twickenham's sports-related degree programmes, with all coaches holding DBS checks, level 2 safeguarding certification, and first-aid training.

Revenue is generated across six streams: recurring after-school club subscriptions, one-time holiday camp fees, tiered birthday party packages (Silver £175, Gold £250, Platinum £325, all +VAT), professional services PE cover contracts, ad-hoc emergency supply cover, and managed HAF/FUEL programme delivery. Distribution is hybrid: direct B2B sales into primary schools for PE and supply cover, and direct-to-consumer self-serve online booking via ClassForKids for parent-facing clubs, camps, and parties, with school newsletters serving as a referral channel. The company is independently owned, with no disclosed external investors, funding rounds, or parent company.

Name

JA Sports Coaching

Legal name

JA Sports

Website

https://jasports.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

JA Sports Coaching is a founder-led Greater London sports coaching provider delivering after-school clubs, holiday camps, PE cover, and birthday parties to children aged 4-12 across schools and parents in the Richmond and Hampton area.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

akta.pro secondary industries

Team & Club Coaching (seasonal team coaching) (HSADAEAF), Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Children's sports coaching
• After-school sports clubs
• Holiday activity camps
• School PE cover
• Youth football coaching

Headquarters

HQ city

Richmond

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, Infrastructure

Revenue model

1. After-School Sports Clubs: Fees for extracurricular sports clubs held at schools, typically running from 3:30pm to 4:30pm
2. Holiday Camps: Day camps during school holidays offering multi-activity and football-specific programs at various school venues
3. Birthday Party Packages: Three-tier party packages (Silver, Gold, Platinum) offering sports party experiences with varying durations and inclusions
4. PE Cover for Schools: Contracted PE lesson delivery to schools, including curriculum activities and SEN group sessions
5. Emergency Supply Cover: Short-term and emergency staffing support for schools including teaching assistants and school trip coverage
6. HAF/FUEL Camps: Government-funded holiday activities and food programs for children receiving benefits-related free school meals

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

JA Sports Coaching delivers in-person sports coaching for children aged 4-12 across the Greater London area, providing after-school sports clubs, multi-activity and football-specific holiday day camps, contracted PE curriculum delivery for primary schools, and short-term supply cover for schools. The company also offers sports-themed birthday party packages and the JA Elite advanced coaching sub-brand, complemented by government-funded HAF/FUEL holiday programmes for eligible lower-income families.

Product overview

JA Sports Coaching is a sports coaching provider offering a portfolio of services for children aged 4-12 years old in Richmond and surrounding areas. The core offering consists of School Clubs (after-school extracurricular activities), Holiday Camps (multi-activity day camps during school breaks), and PE Cover (physical education services for schools). These are supplemented by Short-Term & Emergency Support Cover for schools requiring interim staffing, Birthday Parties (three-tiered sports party packages), JA Elite (advanced/specialized coaching sub-brand for football development), and government-funded HAF/FUEL programmes providing free meals and activities for eligible children. The company operates online booking through ClassForKids and partners with local schools including Gumley House Convent School, Hampton High, Norwood Green Junior School, Matthew Arnold Sports Centre, and Newland House School.

Differentiator

Problem solved

Functional benefit

Brands

• JA Elite: Advanced football development programme delivered by most experienced coaches, focused on small-group development, attention to detail, and character growth for ages 4-12.

Products and services

• School Clubs After-school extracurricular sports clubs for children aged 4-12, typically running 3:30pm to 4:30pm on school premises, featuring fun-based activities followed by technical skill-based exercises and match situations. Fully inclusive clubs delivered to primary schools.
• Holiday Camps Multi-activity holiday day camps during school holidays for children aged 4-12, hosted at partner school venues including Gumley House Convent School, Matthew Arnold Sports Centre, Hampton High, Norwood Green Junior School, and Newland House School. Includes both multi-activity and football-specific programmes.
• PE Cover High-quality physical education lesson delivery for primary schools, including structured PE lessons aligned with the National Curriculum, curriculum activities, SEN group sessions, and full-day or half-day cover options. Delivered for over ten years to schools in the Greater London area.
• Short-Term & Emergency Support Cover

Quantifiable outcome

• 10+ years delivering PE to schools
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Gumley House Convent SchoolcoreStrategic or Co-development PartnerHost venue for holiday activity camps and HAF (Holiday Activities and Food) program bookings. Schools partner with JA Sports to provide extracurricular sports activities on their premises.
• Norwood Green Junior SchoolcoreStrategic or Co-development PartnerHost venue for holiday activity camps and HAF program bookings, providing facilities for sports coaching services.
• Hampton HighcoreStrategic or Co-development PartnerHost venue for holiday activity camps including FUEL program for children receiving benefits-related free school meals.
• Matthew Arnold Sports CentreminorStrategic or Co-development PartnerSports facility venue for football camps, providing indoor/outdoor space for coaching activities.
• Newland House SchoolminorStrategic or Co-development PartnerHost venue for holiday activity camps, providing facilities for sports coaching activities.
• St Mary's University, TwickenhamcoreStrategic or Co-development PartnerUniversity partnership providing student coaches who study sports-related degrees. Enables flexible scheduling and access to trained coaching talent for the company.
• Ofsted-registered LocationsminorChannel Partner/ Reseller/ DistributorOfsted-registered venues that accept childcare vouchers, enabling parents to use government-supported childcare payments for JA Sports services.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fit For Sport: UK provider of HAF holiday camps, after-school activity clubs, and school sports coaching for primary-aged children — directly overlapping JA Sports' camps, HAF, and clubs offerings.
• SportsCool: UK children's multi-sport coaching provider running after-school clubs, holiday camps, and PE cover in primary schools — a near-identical service mix to JA Sports.
• Sport4Kids: UK multi-sport coaching provider for primary-aged children offering after-school clubs, holiday camps, and birthday parties — overlapping JA Sports' multi-activity clubs, camps, and party packages.
• Premier Education Group: UK-wide primary school PE, sport, and physical activity provider offering curriculum PE cover, after-school clubs, and holiday camps directly comparable to JA Sports' core service portfolio.
• Little Kickers: UK football coaching franchise for pre-school and primary-age children delivered via classes at venues and after-school clubs — comparable to JA Sports' football-specific JA Elite and school club offerings.
• Rugbytots: UK children's rugby coaching programme for ages 2–7 delivered through nurseries, schools, and weekend classes — shares JA Sports' parent-D2C, school-club, and structured-coaching model for young children.
• Teachsport: UK school sports coaching provider delivering curricular PE, after-school clubs, and inter-school tournaments to primary schools, mirroring JA Sports' B2B school-channel product.

Broad incumbents

• ClassForKids: UK-wide booking and management SaaS platform for children's activity providers; JA Sports runs its entire parent-facing booking flow on ClassForKids, making it both a critical technology partner and a horizontal incumbent in the same end market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ja-sports-coaching-limited

Compliance4 records

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 JA Sports Coaching