What Swings & Smiles does

Swings & Smiles is a UK registered charity (charity number 1120598) operating from a single centre in Thatcham, West Berkshire, with a team of 21 staff and volunteers. It delivers inclusive play, respite care, and emotional support services for children with special educational needs and disabilities (SEND) and their families, including non-verbal children and those with complex medical needs such as epilepsy and autism. The organization's service portfolio includes Family Play and Therapeutic Family Play sessions, Minis (under 5s), SIBSupport for siblings, Respite Sessions, Youth Club and After School Club, age-grouped sessions (Mini Spec, Spectrum, Oasis), Accessible Climbing, Home Education Group, and Outreach Services delivered in schools.

The underlying service technology is primarily physical: sensory rooms, adapted bicycles and outdoor equipment, accessible climbing facilities with chair hoists, and quiet therapeutic spaces designed for children with sensory processing differences. Sessions are facilitated by specialist staff, including Play Leaders, a SIBSupport Worker, and an Advanced Skills Teacher. Digital infrastructure is limited to a Wix-hosted website with booking, donation, and e-commerce functionality, plus social channels and a newly launched podcast. There is no proprietary software platform or AI component; the 'Famlyapp' is referenced for family communications.

The business model combines donations (one-time, monthly, Gift Aid), low-fee session income (Therapeutic Family Play £5, Respite £35-£45, youth and climbing sessions £10), merchandise sales (Purple Socks, mugs, sensory tools), and community fundraising events such as challenge-based giving and event tickets. SIBSupport is provided free of charge. Go-to-market is community-led, relying on word-of-mouth, school partnerships, healthcare provider referrals, and event-driven visibility (Parallel Windsor, Music Quiz nights). The charity is led by CEO Rhonda and holds Cyber Essentials certification; no funding rounds, parent entities, or commercial investors are disclosed.

Name

Swings & Smiles

Legal name

Swings & Smiles

Website

https://swingsandsmiles.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Swings & Smiles is a UK registered charity operating a single centre in Thatcham, West Berkshire, that provides inclusive play, respite, and sibling support services for children with SEND and their families, funded through donations, low-fee sessions, and fundraising events.

Ownership category

akta.pro rank

Product category

Disability Support Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Respite Care for Families of Children with Disabilities (HSAAAIAL)

akta.pro secondary industry

Family Caregiver Relief & Coaching (Respite-Integrated) (HSABAGAJ)

Keywords

• Inclusive play sessions
• Respite care services
• Disability support charity
• Sibling support programs
• Special educational needs

Headquarters

HQ city

Thatcham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: One-time and monthly donations from individuals and supporters. Gift Aid scheme available for UK taxpayers. Fundraising events and challenges (e.g., Fox's 250km Gobi Desert ultramarathon raising £22,067).
2. Session Fees: Paid sessions including Therapeutic Family Play (£5 per family), Respite sessions (Morning £45, Afternoon £35), youth groups and clubs (£10 per session), and accessible climbing (£10 per child).
3. Merchandise Sales: Online shop selling sensory-friendly products including purple socks (£7), Christmas mugs (£5), and adaptive equipment accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Swings & Smiles is a UK registered charity (charity number 1120598) that operates a centre in Thatcham, West Berkshire, providing inclusive play sessions, respite care, and emotional support services for children with disabilities and special educational needs (SEND) and their families. Offerings include Family Play, Therapeutic Family Play, Minis, Respite Sessions, Youth Club, After School Club, SIBSupport sibling programs, Accessible Climbing, Home Education Group, and Outreach Services in schools.

Product overview

Swings & Smiles is a single-location charity providing a portfolio of inclusive play, respite, and support services for disabled children and their families. The core offerings include Family Play sessions (standard and Therapeutic variants), Minis (under-5s), Respite Sessions, SIBSupport, Youth Club, After School Club, Accessible Climbing, Open Play Wednesdays, Community Play, Home Education Group, age-grouped youth sessions (Mini Spec, Spectrum, Oasis), and Outreach Services. These are complemented by a Shop selling merchandise (Purple Socks, mugs, sensory tools) and a Podcast series sharing lived experiences. All services are delivered at the centre in Thatcham, West Berkshire, with outreach delivered in schools and the community.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Play Inclusive play sessions for children with SEND and their families, offered on weekdays, weekends, and during school holidays. Sessions provide opportunities for meaningful play, confidence building, and social connection.
• Therapeutic Family Play A gentle, sensory-friendly environment ideal for members who benefit from a quieter space. Provides a soothing setting where families can spend meaningful time together through calming, guided activities that support emotional wellbeing and connection. Costs £5 per family.
• Minis Under 5's group for children with special educational needs and disabilities and their families. A welcoming space for little ones to play and explore while parents connect with others who understand.
• SIBSupport Sibling support sessions providing children who have brothers or sisters with disabilities an opportunity to meet other siblings who understand their situation, share experiences, and build friendships. Sessions include activities and support from staff and volunteers. Free to attend.
• Respite Sessions Fun respite sessions for children aged 5+ with activities like music, cooking and creative play led by Play Leaders. Sessions run twice monthly on Saturdays and during school holidays. Morning sessions (9:30am-1:00pm) are £45 and afternoons (1:45pm-4:30pm) are £35.
• Youth Club Group for children who attend special needs schools or resource units and can communicate their needs independently. A chance to meet peers, discover shared interests, build friendships and have fun in a supportive environment.
• After School Club Sessions for children aged 5+ with SEND running every Monday, Wednesday and Thursday from 3:30-5:30pm. Children can relax after school, spend time with friends and enjoy activities like music, cooking and creative play.
• Accessible Climbing Inclusive climbing sessions in partnership with Berkshire Youth, allowing participants with disabilities the opportunity to experience climbing with assistance including motor skills support and chair hoist for wheelchair users. Held at the Waterside Centre in Newbury. £10 per child, children must be 10+.
• Open Play Wednesdays Relaxed, family-style session for children with SEND aged 5-19, running every Wednesday during term time, 11:30am-1pm. Includes playful activities, social time, and supportive community.
• Community Play Sessions held on the first Wednesday of each month for children up to age 6 and their families to enjoy relaxed, engaging activities and discover what happens at Swings & Smiles.
• Mini Spec, Spectrum, and Oasis

Quantifiable outcome

• Children develop new skills and reach milestones previously inaccessible to them, such as riding a specialized bike for the first time.
• +2 more outcomes

Named customers4 records

Segments3 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

Six partnerships are on record, tiered core and minor.

• AP&CcoreGTM or Marketing PartnerCharity partner AP&C provided recording and production support for Swings & Smiles' first podcast, helping share lived experiences of children with disabilities and their families. AP&C is credited as 'fabulous support' for the podcast initiative.
• Berkshire YouthcoreStrategic or Co-development PartnerPartnership to deliver inclusive climbing sessions at the Waterside Centre in Newbury. Sessions allow participants with disabilities to experience climbing with assistance, including motor skills support and chair hoist for wheelchair users.
• Parallel Windsor / Parallel LifestylecoreStrategic or Co-development PartnerSwings & Smiles is a proud supporter of the Parallel Windsor event, hosting a sensory space and supporting families attending. Parallel Windsor celebrates inclusion for families of children and adults with additional needs.
• Clare Beynon (Advanced Skills Teacher)minorStrategic or Co-development PartnerQualified Advanced Skills Teacher leading fun, project-based learning for small groups of home-educated students with SEND. Sessions use creative, hands-on projects to build confidence and develop skills.
• Berkshire Birds of PreyminorStrategic or Co-development PartnerVisited Swings & Smiles for a special Family Play session, bringing birds of prey to delight children and families at the centre.
• The Rotary ClubminorGTM or Marketing PartnerSwings & Smiles is the beneficiary charity for The Rotary Club's annual Great Thatcham Duck Race event, a charity event on the River Kennet.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mencap: Largest UK charity for people with learning disabilities, including children. Comparable in providing direct support services and family-facing programmes for disabled children, though operates at a much larger national scale with advocacy focus.
• Together for Short Lives: UK charity for children with life-limiting conditions and their families, providing respite, helpline and hospice support. Comparable in delivering respite and family support services for children with complex medical needs, but with a more clinical end-of-life focus.
• Sense: Major UK charity supporting people with complex disabilities, including children, through a wide portfolio of services. Comparable in serving the SEND community with tailored activities and family support, but operates nationally across multiple disability types and age groups.
• Contact: UK charity supporting families with disabled children through advice, helplines and peer networks. Comparable family-focused mission and similar donor-dependent charity model, although Contact delivers support remotely rather than through a physical centre.

Direct peers

• Whizz-Kidz: UK charity providing mobility equipment and wheelchair services to disabled children and young people. Highly comparable as both are UK nonprofits serving disabled children with specialised support services, although Whizz-Kidz focuses specifically on wheelchairs.
• Ambitious about Autism: UK charity focused on autism education and support for children and young people, operating schools and services. Comparable in serving SEND children with specialist staff and inclusive programmes, with similar revenue mix of fees, donations and grants.
• Rainbow Trust Children's Charity: UK charity providing emotional and practical support to families with seriously ill children including those with disabilities. Comparable family support model with regional delivery teams and similar funding reliance on donations and corporate partners.

Regional players

• Whittington Park Charity (Disability Adventures): Smaller UK regional charities offering inclusive play and outdoor activities for disabled children. Comparable niche SEND play and respite service delivery model, though serving different UK geographies without direct overlap in West Berkshire.

Others

• Parallel Lifestyle: UK events organisation hosting Parallel Windsor for families of children and adults with additional needs, in partnership with Swings & Smiles. Comparable inclusion-focused mission and shared audience, but operates as an events platform rather than a direct service provider.
• Berkshire Youth: UK youth charity partnering with Swings & Smiles on accessible climbing at Waterside Centre. Comparable regional youth-focused delivery model and overlapping target audience of children and young people, though not disability-specific.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SwingsandSmiles
• Facebookfacebook.com/events
• LinkedInlinkedin.com/company/swings-&-smiles
• Instagraminstagram.com/swingsandsmiles

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Swings & Smiles