Surf Life Saving GB

What Surf Life Saving GB does

Surf Life Saving GB (SLSGB) is a UK-registered charity founded in 1955 by Allan Kennedy that operates as the only nationally recognised surf lifesaving organisation in Great Britain. Its core mission is drowning prevention, delivered through volunteer beach patrols, lifeguard training, water safety education, and competitive surf lifesaving sport. The organisation serves a long tail of approximately 11,800 individual members and 70+ volunteer-run Surf Life Saving Clubs from Aberdeen to St Ives, supported by 10,000 volunteers; it trains over 1,000 new lifeguards each year and operates under an official agreement with HM Coastguard. SLSGB also delivers accredited training through Approved Education Hubs (AEHs) and Accredited Training Centres (ATCs), and provides bespoke water safety training to enterprise and public-sector clients including British Rowing and Devon Police.

The product surface spans individual and club membership tiers (Individual Membership, Taster Sessions, club affiliation), structured training qualifications (Level 1 Assistant Coach, Role and Responsibilities, Personal Safety and PPE, lifeguard certifications), competitive sport events (National Surf Lifesaving Championships, Surf Series, World Ocean Series), youth pathways (Nippers programme for ages 7-13), and an annual National Summit combining CPD with the Heroes of the Surf Awards. The technology backbone comprises a Member Management System and Learning Management System (delivered via the justgo.com platform), WordPress-based web infrastructure, and online course delivery for blended learning.

The business model is diversified across five revenue streams: individual membership subscriptions, club affiliation fees, training course delivery (including commercial ATC/AEH programmes and bespoke enterprise training), event registration fees for national championships and Surf Series, and donations/grants from charitable foundations (e.g., Fisher Foundation) and government partners (Department for Culture, Media and Sport). Distribution is hybrid: direct digital via justgo.com and the website, plus a network of 70+ volunteer clubs, ATCs, and AEHs operating as resellers across the UK.

Name

Surf Life Saving GB

Legal name

Surf Life Saving GB

Website

https://slsgb.org.uk

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

SLSGB is a UK charity founded in 1955 that delivers volunteer beach patrols, lifeguard training, water safety education, and competitive surf lifesaving across 70+ clubs, serving 11,800 members and training 1,000+ new lifeguards annually.

Ownership category

akta.pro rank

Product category

Water Safety and Lifeguard Services

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Lifeguard, Water Rescue & Aquatic Safety Training (EDAOAMAJ)

akta.pro secondary industry

Sailing & Water Sports Teams/Clubs (Sailing, Rowing, Surfing) (MPAKABAH)

Keywords

• Water safety education
• Lifeguard training courses
• Volunteer lifesaving services
• Drowning prevention programmes
• Surf lifesaving membership

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Fees: SLSGB generates revenue through individual membership subscriptions that provide access to training, events, competitions, and member benefits including insurance, discounts, and exclusive resources.
2. Training Course Delivery: Revenue from delivering training courses including lifeguard qualifications, coaching certifications, first aid training, and bespoke training programmes for partner organisations. Online courses are available for free while professional qualifications generate fees.
3. Club Affiliation Fees: Surf Life Saving Clubs and other affiliated organisations pay affiliation fees to be part of the SLSGB network, gaining access to training resources, competition entry, and national support.
4. Event Registration Fees: Revenue from national championships and competitions including Masters, Youth, Nipper, and Open National Championships, plus Surfboat Championships and IRB Championships.
5. Event Add-on Sales: Sales of event merchandise such as championship t-shirts and additional services like Nipper Clinics at £10 per participant as fundraisers for the GBR Lifesaving Team.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Surf Life Saving GB is a UK registered charity that delivers volunteer-led water safety, lifeguard training, and competitive surf lifesaving programmes through a national network of 70+ clubs and accredited training partners. Its core offering comprises individual and club membership, structured training qualifications (e.g., Level 1 Assistant Coach, Role and Responsibilities, Personal Safety and PPE), bespoke water safety training for organisations, and a GBR Lifesaving Team that competes internationally. The organisation also runs national competitions, the SLSGB Surf Series, the Nippers youth programme, and the annual National Summit with Heroes of the Surf Awards.

Product overview

Surf Life Saving GB is a volunteer-led charitable organisation operating as a unified platform of membership, training, sport, and community programmes. The core offering comprises individual and club membership (Individual Membership, Taster Sessions, Surf Life Saving Clubs, Accredited Training Centres, and Approved Education Hubs), supported by structured training qualifications (Level 1 Assistant Coach, Role and Responsibilities, Personal Safety and PPE) and bespoke training services. Competitive sport is delivered through national championships and the SLSGB Surf Series, while community engagement includes the Nippers Programme for children, youth development pathways, and adult volunteering opportunities. The Heroes of the Surf Awards and National Summit provide recognition and professional development. The GBR Lifesaving Team represents the organisation internationally at events like the Lifesaving World Championships.

Differentiator

Problem solved

Functional benefit

Products and services

• Surf Life Saving GB Membership Individual membership programme connecting members to the national surf lifesaving community, offering training access, event participation eligibility, water safety guidance, member benefits including insurance, discounts, and progression pathways for Nippers, Youth, and Adults.
• Taster Session Membership Introductory membership allowing prospective members to attend up to three sessions at affiliated clubs to experience lifesaving activities before committing to full membership.
• Surf Life Saving Club (SLSC) Affiliation Community-based club affiliation providing structured programmes for all ages from beginner Nippers through to advanced lifesaving, lifeguarding, and competitive sport, along with water safety education and patrol activity.
• Accredited Training Centre (ATC) Organisation-approved delivery of recognised training in lifesaving, lifeguarding, and first aid, meeting national standards for quality and safety using approved training materials and assessment processes.
• Approved Education Hub (AEH) Recognised delivery partner providing structured lifesaving and water safety training aligned to national standards with age-appropriate pathways and resources for groups and student progression.
• Level 1 Assistant Coach Training Entry-level coaching qualification covering duty of care, roles and responsibilities, dynamic risk assessment, and coaching games for aspiring coaches in surf lifesaving.
• Role and Responsibilities Training Lifeguard role training covering responsibilities, the OODA Model, drowning chain, and primary roles of prevention and emergency care provision.
• Personal Safety and PPE Training Free training covering personal protective equipment, infection control, and safe handling of needles and sharps for patrol volunteers.
• Bespoke Training Customised training programmes designed for public, charity, and private sector partners covering event water safety, community resilience, coastal patrolling, flood rescue, first aid, and water safety education.
• Nippers Programme Structured surf lifesaving activities for children aged 7-13 introducing surf and beach sports, swimming, board paddling, teamwork, and early lifesaving skills in a fun, safe environment.

Quantifiable outcome

• Trains over 1,000 new lifeguards annually
• +2 more outcomes

Named customers14 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• UK YouthcoreStrategic or Co-development PartnerNational youth organisation partnership focused on outdoor learning and Adventures Away from Home programme. Supports youth development through water safety education and community engagement.
• BoardmasterscoreGTM or Marketing PartnerAnnual surf and beach sports event partnership. Boardmasters is a major surf event in Cornwall that aligns with SLSGB's beach safety mission.
• The Crown EstatecoreStrategic or Co-development PartnerStrategic partnership with The Crown Estate (custodian of the UK seabed and much of the coastline). Supports coastal community safety initiatives and water safety education programmes.
• British RowingcoreStrategic or Co-development PartnerPartnership with British Rowing for bespoke training delivery including water safety and emergency response training. Also exhibited sponsor at National Summit.
• Department for Culture, Media and SportcoreStrategic or Co-development PartnerGovernment department partnership for water safety policy and drowning prevention strategy. SLSGB contributes to national water safety forums and multi-agency working groups.
• Royal National Lifeboat Institution (RNLI)coreStrategic or Co-development PartnerCollaborative relationship with RNLI in beach safety and rescue operations. SLSGB volunteers work alongside RNLI coverage and coordinate emergency response during incidents.
• Active CornwallminorGTM or Marketing PartnerRegional sports partnership organisation for Cornwall. Supports water safety and surf lifesaving development in the Cornwall region.
• Active DevonminorGTM or Marketing PartnerRegional sports partnership organisation for Devon. Supports water safety and surf lifesaving development in the Devon region.
• Cornwall CouncilminorStrategic or Co-development PartnerLocal authority partnership with Cornwall Council supporting water safety and community programmes in Cornwall.
• Surfing EnglandcoreGTM or Marketing PartnerPartnership with Surfing England for surf safety and water sports development. Aligns beach safety education with surfing community engagement.
• British KitesportsminorGTM or Marketing PartnerPartnership with British Kitesports for water safety in kite sports. Supports safe participation in kitesports.
• Surfers Against SewageminorStrategic or Co-development PartnerEnvironmental and water safety partnership with Surfers Against Sewage focusing on ocean safety and community protection.
• Devon PolicecoreStrategic or Co-development PartnerDevon Police received bespoke flood rescue awareness and water safety training from SLSGB. Example of SLSGB's custom training programme for emergency services.
• HM CoastguardcoreStrategic or Co-development PartnerOperating agreement with HM Coastguard for volunteer patrol framework. SLSGB operates under this agreement for coordinated coastal safety operations.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• HM Coastguard: HM Coastguard is the UK government agency coordinating coastal emergency response. SLSGB operates under an agreement with HM Coastguard to mobilize volunteer search-and-rescue resources, making it a key institutional counterpart and partner rather than a competitor.
• British Rowing: British Rowing is a national governing body and a bespoke training client of SLSGB. It is comparable as a partner organization requiring water-safety education and emergency-response training for its inland-waterway community.

Emerging players

• British Red Cross: British Red Cross delivers first-aid training and community resilience education alongside other safety topics. It competes with SLSGB in the broader first-aid and emergency-response training market accessed by schools, employers, and event organizers.
• St John Ambulance: St John Ambulance provides first-aid training, event medical cover, and youth programmes across the UK, competing with SLSGB's first-aid and bespoke training offerings for schools, charities, and event organizers.

Direct peers

• Surf Life Saving Australia: Surf Life Saving Australia is SLSGB's closest international peer, delivering the same volunteer patrol, nipper programme, competitive surf sport, and professional lifeguard training model. SLSGB was explicitly founded based on the Australian framework brought to the UK by Allan Kennedy.
• Royal Life Saving Society UK (RLSS UK): RLSS UK is the UK's other major drowning-prevention charity, delivering lifeguard training, water safety education, and IQL-qualification programmes. It competes directly with SLSGB in lifeguard certification and works alongside RNLI and HM Coastguard on national drowning-prevention strategy.

Regional players

• Water Safety Ireland: Water Safety Ireland coordinates drowning prevention across Ireland with a similar volunteer, education, and training mandate to SLSGB. Operates in a different jurisdiction but provides a benchmark for how an equivalent organization structures its member-club and lifeguard qualification model.
• Surfing England: Surfing England is the national governing body for surfing in England and a strategic partner of SLSGB on surf safety education. It shares the coastal surf-sport audience and overlaps with SLSGB on youth development and competitive pathways.

Broad incumbents

• Royal National Lifeboat Institution (RNLI): RNLI is the UK's largest water-rescue charity, operating lifeboat stations, lifeguard services on beaches, and water safety education. It is both a strategic partner and a broader incumbent that delivers lifeguard coverage on many of the same UK beaches where SLSGB volunteers patrol.
• International Life Saving Federation (ILSF): ILSF is the global body coordinating national lifesaving organizations including SLSGB (member since 1971) and SLSA. It sets international competition standards, lifeguard qualification frameworks, and drowning-prevention policy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/surflifesaving
• YouTubeyoutube.com/@SLSGB
• Facebookfacebook.com/SLSGB
• LinkedInlinkedin.com/company/surf-life-saving-gb
• Instagraminstagram.com/surflifesavinggb

Revenue estimate

Valuation estimate

Number of profiles

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 Surf Life Saving GB