Reframe Coaching
Reframe Coaching is a UK registered charity founded in 2020 that provides free, remote Recovery Coaching to individuals and families affected by gambling harm, delivered by coaches with lived experience and supported by an online recovery portal and structured programmes.
- Company typePrivate
- Founded2020
- HeadquartersWest End, England, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Reframe Coaching does
Reframe Coaching is a UK registered charity (No. 1200290) founded in 2020 by Steve and Rashael Girling that delivers free, remote Recovery Coaching to individuals affected by gambling harm and to their families and affected others. Its core product is one-to-one coaching delivered by Recovery Coaches who all have personal lived experience of gambling addiction or its impact, applying active listening, open questioning and multiple-pathways recovery methodology. Services are structured around three themes — Pre-Support, Aftercare, and Workplace — and include the 10-session Life After Gambling programme, a Women's Programme, group sessions (Recovery Coaching 4 All, Mindfulness, EFT), and the LGBTQ+ affirming "Recover with Pride" service delivered with Switchboard. Supporting the coaching layer is an Online Recovery Portal that hosts self-guided digital courses, mindfulness practices, journaling and breathwork.
The technology footprint is modest: a WordPress-based marketing site, a self-service portal (support.reframecoaching.org.uk) providing courses and events, and standard social/CRM channels (Facebook, X, Instagram, LinkedIn, YouTube, newsletter, blog, webinars). There is no proprietary AI, app, or disclosed API surface; the digital platform functions primarily as content delivery rather than intelligent personalisation. Operations are remote-first, with registered offices in London (Great Portland Street) and Norwich (Riverside Road), and national UK coverage across England, Scotland and Wales.
Reframe operates a non-revenue, grant-and-donation-funded model. All beneficiary services are free. Income sources include JustGiving charitable donations, commissioning via GambleAware's National Gambling Support Network (joined June 2025), and NHS England funding through the Gambling Harms Treatment VCSE Grant Fund (effective 1 April 2026). Customer-facing distribution runs through self-referral and inbound organisational referrals, with no B2C pricing model and no disclosed paying enterprise customers beyond emerging Workplace Services engagements.
Reframe Coaching firmographics
Firmographics- Name
- Reframe Coaching
- Legal name
- Reframe Coaching
- Website
- https://reframecoaching.org.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Reframe Coaching is a UK registered charity founded in 2020 that provides free, remote Recovery Coaching to individuals and families affected by gambling harm, delivered by coaches with lived experience and supported by an online recovery portal and structured programmes.
- Ownership category
- akta.pro rank
Reframe Coaching industry classification
Industry- Product category
- Gambling Harm Recovery Services
- NAICS
- Other Individual and Family Services (624190), Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)
- akta.pro secondary industries
- Behavior Change & Motivational Coaching (HSADAGAF), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)
Keywords
Where Reframe Coaching is headquartered
LocationHeadquarters
- HQ city
- West End, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Reframe Coaching business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Charitable Donations: Reframe Coaching accepts donations through JustGiving platform to support operations.
- NHS England Funding: Secured NHS England funding via the Gambling Harms Treatment VCSE Grant Fund to deliver specialist Recovery Coaching services from 1 April 2026. This represents a significant funding milestone enabling service expansion.
- Free Service Delivery: As a registered charity, all support services are provided free of charge to individuals affected by gambling harm. No revenue is generated from service fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free 1-2-1 Recovery Coaching - Available to anyone affected by gambling harm |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Reframe Coaching product offering
Product offeringCore offering
Reframe Coaching is a UK registered charity that delivers free Recovery Coaching services to individuals affected by gambling harm, delivered remotely by Recovery Coaches who all have personal lived experience of gambling addiction or being affected by someone else's gambling. Core services include one-2-one Recovery Coaching, a structured 10-session Life After Gambling Programme (Self Care, Mindset, Beliefs, Values, Emotions, Fear & Goal Setting), the Women's Programme, group sessions (Recovery Coaching 4 All, Mindfulness, EFT), the Recover with Pride LGBTQ+ service, Workplace Services, and the Online Recovery Portal providing digital self-guided courses.
Product overview
Reframe Coaching is a registered charity and Lived Experience Recovery Organisation (LERO) offering a portfolio of recovery coaching services primarily focused on gambling harm support. The core offering consists of one-to-one Recovery Coaching delivered by coaches with lived experience, supported by structured programmes including the Life After Gambling Programme (10 sessions with 6 modules) and Women's Programme. These are complemented by the Online Recovery Portal providing digital self-service resources including courses, mindfulness practices, journaling, and breathwork. Additional services include group sessions (Recovery Coaching 4 All, Mindfulness, EFT), the LGBTQ+-affirming Recover with Pride programme, Workplace Services for employers, and the Coffee with a Coach peer support initiative. Services are organized across three themes: Pre-Support (for those exploring their gambling relationship), Aftercare (post-treatment support), and Workplace support.
Differentiator
Problem solved
Functional benefit
Brands
- Recover with Pride: An LGBTQ+ affirming gambling harm support service developed in partnership with Switchboard, providing specialist support for LGBTQ+ individuals affected by gambling harms.
Products and services
- Recovery Coaching (1-2-1) Free personalised one-to-one Recovery Coaching delivered remotely (online or telephone) by Recovery Coaches with personal lived experience of gambling harm. Built on Recovery Coaching principles (Active Listening, Asking good open questions, Promoting multiple pathways to recovery, and Managing beliefs and biases) to support goal achievement and resilience for people affected by gambling harm.
- Online Recovery Portal
Quantifiable outcome
- 17.2% average improvement in Wellbeing Evaluation scores
- +1 more outcomes
Companies that use Reframe Coaching
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Reframe Coaching technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Reframe Coaching partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- NHS EnglandcoreReceived NHS England funding via the Gambling Harms Treatment VCSE Grant Fund to deliver specialist Recovery Coaching services for individuals affected by gambling-related harm from 1 April 2026.
- National Gambling Support Network (NGSN)coreJoined the GambleAware commissioned National Gambling Support Network in June 2025. The NGSN comprises 13 providers offering free treatment, advice and support across Great Britain. Reframe Coaching's lived experience services complement existing aftercare offerings.
- SwitchboardcorePartnership with Switchboard to develop and deliver 'Recover with Pride' - an LGBTQ+ affirming gambling harm support service. This specialist service is built on dignity, autonomy, and lived experience, created by and for LGBTQ+ people.
- Recovery Coach AcademycoreTraining partner for Recovery Coach training programmes. Provides comprehensive training including Recovery Coach training, Suicide Awareness, Safeguarding, and Internal Programme training for coaches.
- GambleAwarecoreGambleAware commissions the National Gambling Support Network of which Reframe Coaching is now a part. GambleAware revealed that almost 11,000 individuals were supported between April 2023 and March 2024 through the NGSN.
- Treatment ProvidersminorDirect referral pathways to and from most treatment providers in the gambling harms space, enabling seamless transitions between treatment and recovery coaching support.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Reframe Coaching competitors and assessment
Company assessmentEmerging players
- BigDeal (Young People's Gambling Harm Prevention): GambleAware-commissioned service offering free, confidential support to young people aged 13-25 affected by their own or someone else's gambling. Overlapping mission (gambling harm support, free service, remote delivery) but with a narrower youth focus.
- YGAM (Young Gamers & Gamblers Education Trust): UK charity focused on prevention and education around youth and young-adult gambling harm. Adjacent to Reframe (also part of the wider UK gambling harm ecosystem) but focused upstream on prevention rather than recovery coaching.
Direct peers
- Beacon Counselling Trust (formerly Beacon): Gambling harm counselling and support provider offering 1-2-1 therapy, group support and lived-experience recovery programmes. Directly comparable in service category and customer base, and Reframe's David Quinti is an alliance member for Beacon.
- GamFam: UK charity providing specialist support for families and 'affected others' of people with gambling addiction, including peer support and counselling. Comparable to Reframe's Affected Others service line and overlapping customer segment, though with a narrower family-focused remit.
- Betknowmore UK: UK charity delivering peer-led gambling harm support services including Peer Aid programmes and lived-experience recovery support. Highly comparable to Reframe Coaching in operating model (lived-experience-led, free, remote) and target customers (people affected by gambling harm), and one of Reframe's Recovery Coaches also supports Betknowmore's Peer Aid service.
- GamCare: The UK's largest gambling harm charity, operating the National Gambling Helpline and a broad portfolio of treatment, aftercare and peer support services including a Women's Programme. Directly comparable to Reframe Coaching in customer base (people affected by gambling harm) and service model (free, remote-delivered support), but operates at significantly larger scale and has been in the space for decades.
- Gordon Moody Association: UK charity providing residential treatment programmes (specifically the only one in the UK for women), online support and aftercare for people with gambling addiction. Directly comparable to Reframe as a gambling-harm charity; Reframe's aftercare positioning complements rather than overlaps Gordon Moody's residential treatment, and former Gordon Moody staff now work as Reframe Recovery Coaches.
- Gamblers Anonymous UK: Fellowship-based mutual aid organisation providing peer-led recovery meetings for people with gambling problems. Comparable in its lived-experience-led, free philosophy but operates via in-person meetings rather than remote coaching; represents an alternative recovery pathway that Reframe explicitly promotes alongside its own.
- Breakeven: UK charity delivering gambling-harm treatment, education and recovery support programmes nationally. Directly comparable to Reframe in operating model and customer segment; co-founder Steve Girling previously worked at Breakeven, illustrating the close ecosystem.
Others
- Switchboard LGBT+ Helpline: LGBTQ+ support charity that partnered with Reframe to co-develop the Recover with Pride gambling harm service. Not a gambling peer per se, but a strategic partner with overlapping reach into the LGBTQ+ community and shared lived-experience-led ethos.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Reframe Coaching social profiles
Digital presenceReframe Coaching financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reframe Coaching leadership team
Management profileNumber of profiles
Profiles10 records
Reframe Coaching funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reframe Coaching 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 Reframe Coaching
What does Reframe Coaching do?
Reframe Coaching is a UK registered charity that delivers free Recovery Coaching services to individuals affected by gambling harm, delivered remotely by Recovery Coaches who all have personal lived experience of gambling addiction or being affected by someone else's gambling. Core services include one-2-one Recovery Coaching, a structured 10-session Life After Gambling Programme (Self Care, Mindset, Beliefs, Values, Emotions, Fear & Goal Setting), the Women's Programme, group sessions (Recovery Coaching 4 All, Mindfulness, EFT), the Recover with Pride LGBTQ+ service, Workplace Services, and the Online Recovery Portal providing digital self-guided courses.
Is Reframe Coaching a public or private company?
Reframe Coaching is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Reframe Coaching founded?
Reframe Coaching was founded in 2020. It employs 1 to 10 people.
Where is Reframe Coaching based?
Reframe Coaching is headquartered in West End, England, United Kingdom, in the Europe region.
How does Reframe Coaching make money?
Three revenue lines are on record. Charitable Donations are the primary driver. The others are NHS England Funding and free Service Delivery.
Who are Reframe Coaching's main competitors?
Emerging players on record are BigDeal (Young People's Gambling Harm Prevention) and YGAM (Young Gamers & Gamblers Education Trust). Direct peers are Beacon Counselling Trust (formerly Beacon), GamFam, Betknowmore UK, GamCare, Gordon Moody Association, Gamblers Anonymous UK and Breakeven. Switchboard LGBT+ Helpline is listed as an others.
Does Reframe Coaching have an API?
No public API is recorded for Reframe Coaching.
What industry is Reframe Coaching in?
Reframe Coaching's product category is Gambling Harm Recovery Services. Its primary akta.pro industry code is HLAFACAN, Peer Support, Recovery Coaching & Sober Living Services, with a secondary code of HSADAGAF, Behavior Change & Motivational Coaching. Its NAICS code is 624190 and its SIC code is 8200.