What The Maydays does

The Maydays Ltd. is a privately held, Brighton- and London-based improvised comedy and theatre company founded in 2001, operating as one of the UK's top improv schools. The company delivers a multi-channel portfolio organised around four pillars: live performance shows (including 'Tonight's Top Story', 'Happily Never After', and 'Confessions') performed at venues such as The Komedia Brighton, Wagner Hall, and the Brighton Fringe Festival; public improv education through weekly/monthly drop-in classes, 6- and 10-week structured courses, and advanced musical improv curricula (e.g., Song Genre Rollercoaster, Musical Narrative); a CPD-accredited corporate training division offering team building, executive development, leadership training, conference energisers, and bespoke shows for multinational clients; and an annual multi-day residential retreat at Ashorne Hill (running for at least 15 years), complemented by the Jason Chin Scholarship and broader diversity scholarship programme.

The underlying 'technology' is a proprietary experiential learning methodology built on approximately 150 improvisation exercises with up to ten permutations each, delivered in-person and via Zoom, with formats scaled from small classes (max 12 participants) up to conference energisers handling 1,000+ delegates. Infrastructure is standard small-business tooling (WordPress, Mailchimp, Brown Paper Tickets/Ticket Tailor, Zoom). Revenue comes from per-seat class fees (£20–25 for open drop-ins, £180 for 6-week courses), high-margin residential retreats (£800–854 per participant including accommodation and meals), per-seat online corporate drop-ins (£75–£95), bespoke onsite corporate engagements, live show ticket sales, and gift vouchers (£15–£100). Customer segments span individual learners and entertainment consumers, corporate organisations of all sizes (named logos include Deloitte, PwC, Airbus, GSK, Friends of the Earth, Rainbow Trust, and Clore), and educational institutions integrating improv into MBA programmes. Geographic reach is anchored in Brighton and London with confirmed corporate delivery across Europe and into the United States.

Name

The Maydays

Legal name

The Maydays Ltd.

Website

https://themaydays.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

The Maydays is a Brighton- and London-based improvised comedy and theatre company founded in 2001, delivering live shows, public improv classes and courses, CPD-accredited corporate training, and an annual residential retreat to individual learners, corporate clients, and educational institutions across the UK, Europe, and the US.

Ownership category

akta.pro rank

Product category

Improv Comedy Training & Performance

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (71119), Independent Artists, Writers, and Performers (711510)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Training, Workshops & Certification Events (MPAGAGAJ)

akta.pro secondary industries

Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), Party Games, Activities & Interactive Entertainment (HSACACAJ)

Keywords

• Improv comedy shows
• Corporate improv training
• Business improv workshops
• Improv comedy classes
• Experiential learning training

Headquarters

HQ city

Brighton, East Sussex

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Performance Tickets: The Maydays generates revenue from ticket sales for their live improv shows including 'Happily Never After', 'Confessions', and 'Tonight's Top Story'. Shows are performed at venues in Brighton and at festivals.
2. Individual Drop-in Classes: Weekly and monthly drop-in improv classes for individuals covering musical improv, comedy improv, and business improv. Classes range from £20-£25 per session for open drop-ins.
3. Structured Improv Courses: Multi-week structured courses (6-week courses, 10-week courses) teaching various aspects of improv from beginner to advanced levels. Course fees range from £180 for 6-week courses.
4. Corporate Improv Training: Bespoke business improv training delivered to organisations including conferences, team building, leadership development, and executive training. They work with multinational corporations across various industry sectors.
5. Residential Retreats: Annual improv retreats at venues like Ashorne Hill, typically costing £800-£854 per participant, including accommodation, meals, classes and shows.
6. Gift Vouchers: Gift vouchers sold in denominations of £15, £25, £50 and £100 for classes, courses and retreats.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Maydays is an award-winning improvised comedy and theatre company that sells live improv performance tickets, public improv education (drop-in classes and multi-week courses), CPD-accredited corporate improv training, conference entertainment and energisers, and an annual residential improv retreat. They serve both individual consumers seeking live entertainment and improv learning, and corporate clients seeking team-building, leadership development, and conference formats.

Product overview

The Maydays is an award-winning improvised comedy and theatre company based in Brighton and London, operating as one of the UK's top improv schools. The company offers a multi-channel portfolio comprising live performance shows (including 'Tonight's Top Story', 'Happily Never After', and 'Confessions'), a comprehensive corporate training division (Maydays Corporate Training Experiences) providing CPD-accredited courses for team building, executive development, and conference services, public education programs including drop-in classes and multi-week courses in standard and musical improv formats, and an annual residential retreat at Ashorne Hill. The company also operates diversity scholarship initiatives to improve accessibility. Their service locations include Brighton, London, and international destinations.

Differentiator

Problem solved

Functional benefit

Products and services

• Happily Never After (Live Show)

Quantifiable outcome

• 100% interactive improv learning with no down time or padding
• +3 more outcomes

Named customers7 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AndAlso ImprovcoreChannel Partner/ Reseller/ DistributorAndAlso Improv runs The Maydays online business improv drop-ins as open group programmes, allowing individuals to book places without forming groups within their own companies. This partnership extends The Maydays' reach for corporate training into the online space.
• Ashorne HillminorOthersAshorne Hill is the venue for The Maydays annual Improv Retreat. The residential takes place at Ashorne Hill with en-suite accommodation, meals, and all classes and shows included in the retreat cost.
• Komedia BrightonminorOthersRegular monthly performance venue for The Maydays in Brighton, where they still perform every month. Komedia is a key venue partner for their live show schedule.
• Open Space Studios (Hove)minorOthersVenue partner for in-person monthly musical improv comedy drop-in classes in Brighton. Located at Unit 7, Rear of 64 Davigdor Road, Hove.
• Wagner Hall (Brighton)minorOthersPerformance venue for Brighton Fringe shows including 'Happily Never After'. Located at 2 Regency Road, Brighton, East Sussex.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Big House Theatre Company: UK improv theatre company running shows, classes, and workshops. Peer in the UK improv scene with overlapping offerings in live performance and training, with some geographical overlap.

Direct peers

• The Nursery Theatre: London improv theatre and training school offering shows, courses, and corporate workshops. Direct peer in the UK improv scene, operating shows and training for both consumers and businesses.
• Second City: Iconic Chicago-based improv comedy theatre and training school that has trained performers worldwide and runs corporate training programs. Both are improv comedy schools with corporate training arms, though Second City has a larger international footprint.
• Hoopla Impro: London-based improv school running drop-in classes, courses, and corporate workshops. Most direct UK competitor in the improv training space, serving both consumer learners and corporate clients.
• Showstopper! The Improvised Musical: UK-based improvised musical theatre company performing live shows and workshops. Comparable to The Maydays' musical improv product line including 'Happily Never After' and the Song Genre Rollercoaster course.
• The Comedy Store Players: Long-running London improv comedy troupe performing regular shows. Direct peer in the UK improv comedy performance space with similar audience and show format.

Broad incumbents

• iO Theater: Chicago improv institution and training centre with international reputation. The Maydays team includes performers trained at iO Chicago. Comparable training methodology and corporate workshop delivery.
• City Academy: London-based performing arts training school offering improv classes, corporate training, and corporate entertainment. Comparable on the corporate training and team-building side, with broader performing arts portfolio.
• Upright Citizens Brigade (UCB): Major US improv comedy and training institution with theatres and training centres. The Maydays' team includes performers trained at UCB New York, indicating direct lineage. Comparable delivery of improv shows and training.
• Mischief Theatre: Award-winning UK comedy theatre company producing genre-blending shows with improv elements. A peer in the UK comedy theatre space, though Mischief's productions are more scripted and packaged.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/maydaysimprov
• LinkedInlinkedin.com/company/the-maydays

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Maydays