What The Mintridge Foundation does

The Mintridge Foundation is a UK registered charity (Charity Number 1177831), founded in 2015 by Alex Wallace (née Paske) DL, that delivers sports mentorship programmes to young people through a network of volunteer ambassadors comprising Olympians, Paralympians, and professional athletes from over 20 sports. The foundation operates from registered offices in Corby, England, with a small dedicated team of approximately 24 staff. Its core product is the Ambassador Programme, structured into tiers: a Bronze tier of in-school assemblies and coaching clinics, and a Silver tier that extends to one-on-one remote mentoring delivered via third-party platforms FitSwarm and Playwaze. Sub-brands include Minty's Shop (an e-commerce storefront selling books, branded merchandise, meet-and-greet video calls priced £75-£250, and a £500 six-month online mentoring programme), and 28 Not Out - The Max Hunter Fund, a mental-health-focused giving vehicle.

The foundation's business model blends donations (one-time giving via Charity Checkout and a recurring Mintridge Members programme), retail sales through Minty's Shop, and revenue from paid programme delivery (meet-and-greet experiences and extended mentoring). Distribution is event-driven: ambassadors are deployed directly into schools, clubs, and colleges across the UK, supplemented by digital channels (website, Instagram, Facebook, X, LinkedIn, YouTube, Pinterest, email newsletter) for top-of-funnel awareness and donor conversion. Strategic partnerships with Limitless, Sport 4 Life UK, Johnny Reynolds Foundation, and East Midlands Academy Trust (the latter delivering the 2025 Torch Relay to 2,297 children) institutionalise reach. Cumulative impact metrics cited by the foundation include 120,485 young people inspired since 2015, 536 communities served, and 700+ programmes delivered.

The organisation operates exclusively in the United Kingdom, is governed by a Board of Trustees, and is championed by patrons Clare Balding CBE and Alice Arnold. It holds no patents, has no proprietary AI/ML technology, and discloses no revenue figures. Notable awards include the 2017 Women of the Future Sport Award, 2018 Associate Fellowship of the Royal Commonwealth Society, and 2018 Sunday Times Sportswomen of the Year (grassroots category).

Name

The Mintridge Foundation

Legal name

The Mintridge Foundation

Website

https://mintridgefoundation.org.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mintridge Foundation is a UK registered charity that uses a network of Olympians, Paralympians and professional athletes as volunteer ambassadors to deliver tiered sports mentorship programmes to young people in schools, clubs and colleges across the United Kingdom.

Ownership category

akta.pro rank

Product category

Youth Sports Mentorship Services

NAICS

Sports and Recreation Instruction (61162), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Youth sports mentorship
• Athlete ambassador programmes
• School sports programmes
• Sports education charity
• Elite athlete mentoring

Headquarters

HQ city

Corby

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Giving: The foundation relies on donations from supporters, including monthly membership donations through their Mintridge Members programme. One-time donations are accepted via their charity checkout page.
2. Retail Sales (Minty's Shop): Sale of merchandise, books authored by ambassadors and patrons (Clare Balding), branded items, and fundraising spots. Products include books, clothing, and novelty items ranging from £1 to £500.
3. Programme Delivery: The foundation delivers sporting programmes to schools, clubs, and community organisations. While specific pricing for programmes is not publicly disclosed, the delivery model implies a service-based revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

The Mintridge Foundation delivers sports mentorship programmes in schools, clubs, and colleges across the UK through a network of Olympians, Paralympians, and professional athletes spanning over 20 sports. Programmes include assemblies, coaching clinics, classroom sessions, and follow-on one-on-one remote mentoring. The Foundation also operates Minty's Shop, an online retail storefront selling books, branded merchandise, meet-and-greet video calls, and 6-month online mentoring programmes.

Product overview

The Mintridge Foundation is a registered UK charity (Number 1177831) that provides sports mentorship programmes for young people through a network of Olympians, Paralympians, and professional athletes spanning over 20 sports. The core offering consists of Ambassador Programmes delivered in schools, clubs, and colleges, featuring tiered options from Bronze (assemblies and coaching sessions) to Silver (extended one-on-one remote mentoring via FitSwarm and Playwaze). The Foundation also operates Minty's Shop, a retail platform selling books, merchandise, meet-and-greet experiences, and extended mentoring programmes, alongside special initiatives like the Max Hunter Fund for mental health awareness.

Differentiator

Problem solved

Functional benefit

Brands

• Minty's Shop: The organization's merchandise shop selling books, fundraising items, clothing, and experience packages.

Products and services

• Ambassador Programmes

Quantifiable outcome

• 120,485 young people positively impacted since 2015
• +3 more outcomes

Named customers9 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

Integration2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• LimitlesscoreStrategic or Co-development PartnerLimitless is listed as an official partner of the Mintridge Foundation. The partnership likely involves mentoring support through their Limitless Mentoring Programme, with specific Silver Mentoring Programme collaborations mentioned.
• LaceezeminorGTM or Marketing PartnerLaceeze is listed as a partner supporter of the foundation. Nature of partnership appears to be promotional or marketing support.
• Sport 4 Life UKcoreStrategic or Co-development PartnerMintridge Foundation and Sport 4 Life UK joined forces to empower young people through sport. This partnership combines both organisations' expertise in youth sports development and mentorship.
• Johnny Reynolds FoundationcoreStrategic or Co-development PartnerJoint programmes delivered with the Johnny Reynolds Foundation, including sporting inspiration days at Kettering Buccleuch Academy and rugby events at Oundle Rugby Club.
• East Midlands Academy Trust (EMAT)coreStrategic or Co-development PartnerOngoing partnership delivering Torch Relay events and Ability Games for EMAT schools. The 2025 Torch Relay inspired 2,297 children across the trust's schools.
• Smith ShieldminorOthersSmith Shield is a named award/recognition programme under the Mintridge Awards umbrella, likely sponsored by Smith Shield.
• S4L (Sport 4 Life UK)coreStrategic or Co-development PartnerListed as an Official Impact Partner of the foundation, providing joint support for youth sports programmes.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sport 4 Life UK: UK charity using sport to empower disadvantaged 11-29 year olds into education and employment; already a Mintridge strategic partner with overlapping youth-sport-mission focus.
• Access Sport: UK charity providing inclusive sport opportunities for disadvantaged and disabled young people; overlapping focus on under-served youth, inclusion and inclusive-of-abilities delivery.
• Greenhouse Sports: UK charity using sport to engage and improve outcomes for young people from disadvantaged backgrounds in schools; comparable school-based, youth-development sports delivery model.
• StreetGames: UK charity using sport to change the lives of disadvantaged young people through doorstep sport programmes; comparable target audience (disadvantaged youth) and community-delivery model.
• Youth Sport Trust: UK charity focused on improving children's lives through PE, school sport, and physical activity; directly comparable to Mintridge's school-delivered, ambassador-led model and target school audience.

Others

• The Prince's Trust: Major UK youth-development charity supporting 11-30 year olds into education, training and employment; adjacent rather than directly comparable, but competes for the same youth-development funding and CSR pool.
• Sport England: Statutory body distributing National Lottery and government funding for grassroots sport; not a direct competitor but a major grantmaker whose funding decisions materially shape Mintridge's addressable funding environment.

Broad incumbents

• Beyond Sport: Global organisation supporting and convening sport-based social impact initiatives; comparable mission space (sport for social change) but operates at a portfolio/funders level rather than direct delivery.
• Laureus Sport for Good Foundation: Global foundation using sport to improve young people's lives through grantmaking and ambassador support; broader geographic scope and significantly larger funding base than Mintridge.
• Right To Play: Global organisation using sport and play to educate and empower children facing adversity; comparable mission but international scope with established country programmes.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MintridgeF
• YouTubeyoutube.com/channel/UC9Zb9J3b6N3X3X3X3X3X3X
• Facebookfacebook.com/themintridgefoundation
• LinkedInlinkedin.com/company/mintridge-events-limited
• Instagraminstagram.com/mintridgefoundation
• Pinterestpinterest.com/mintridgefoundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Mintridge Foundation