The R66T Academy
The R66T Academy is a Sheffield-based cricket training company that sells proprietary bowling machines and training aids online, runs coaching camps and international tours, delivers online coach education courses, and operates a paid membership community, all under the endorsement of England cricketers Billy and Joe Root.
- Company typePrivate
- Founded2018
- HeadquartersSheffield, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The R66T Academy does
The R66T Academy (also trading as The Root Academy) is a Sheffield, UK-based cricket training company founded in 2018 that operates an integrated ecosystem across equipment, coaching services, and coach education. Its proprietary product line includes the Ball Feeder 2.0, Launcher, and Reactor automatic bowling machines, alongside batting, bowling, and fielding training aids, cricket balls, and branded apparel (including the 2026 Training Kit), sold through its own Shopify-based DTC e-commerce storefront. Services span UK and international coaching camps, international cricket tours to Dubai, Spain, South Africa, the UK, and the USA, and a High Performance Program delivered in Adelaide, Australia in partnership with Adelaide University Sport under High Performance Director Shaun Seigert. The education vertical delivers online coaching courses via the Circle.so platform, including a Level 3 Diploma (£450), the R66T to Coaching course (£66), and specialist workshops in Strength & Conditioning (with CricFit), Fast Bowling, and Wicket Keeping.
The company monetises through one-time equipment sales, camp and tour fees, and education course fees, supplemented by a subscription-based membership community offering exclusive masterclass footage from Joe Root, Ben Duckett, and Tammy Beaumont plus member rewards and prizes. Its customer base spans individual cricketers of all abilities, schools and cricket clubs, and aspiring or current cricket coaches. Distribution combines direct e-commerce with physical event delivery, supported by partnerships with Sky Sports, Oxford International, Australian Sports Camps, UNIPRO Sports Academy, Sheffield Hallam University, Cricket Jobs, Cricket Finder, and Cricket Coach 365. The brand is officially endorsed by England cricketers Billy and Joe Root, with Joe Root serving as the community figurehead, providing the company's central brand asset and primary differentiator in the niche cricket training market.
The R66T Academy firmographics
Firmographics- Name
- The R66T Academy
- Legal name
- The R66T Academy
- Website
- https://therootacademy.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The R66T Academy is a Sheffield-based cricket training company that sells proprietary bowling machines and training aids online, runs coaching camps and international tours, delivers online coach education courses, and operates a paid membership community, all under the endorsement of England cricketers Billy and Joe Root.
- Ownership category
- akta.pro rank
The R66T Academy industry classification
Industry- Product category
- Cricket Training Equipment
- NAICS
- Sporting Goods Retailers (45911), Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949), Services-Educational Services (8200), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Cricket Equipment Retail (CRAMAEAH)
- akta.pro secondary industries
- Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL), Single-Sport Skill Academies (Soccer, Basketball, Tennis, etc.) (MPAKAJAB), Referee, Umpire & Coach Education/Certification Academies (MPAKAJAN)
Keywords
Where The R66T Academy is headquartered
LocationHeadquarters
- HQ city
- Sheffield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The R66T Academy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Cricket Training Products: Sale of cricket bowling machines (Feeder, Launcher, Reactor), training aids (batting, bowling, fielding), cricket balls, and branded clothing and accessories through the e-commerce storefront. Revenue is generated through one-time product sales with a range of price points across equipment categories.
- Coaching Camps: Revenue generated from coaching camps held in the UK and internationally, offering cricket training for players of all abilities. Camps include UK camps and international camps.
- Cricket Tours: International and UK-based cricket tours for schools, academies, and cricket clubs to destinations including Dubai, Spain, South Africa, and the UK. The company manages all logistics for touring parties.
- Education Courses: Online cricket coaching education courses including the Level 3 Diploma (£450), R66T to Coaching (£66), Strength & Conditioning (£99.99), Fast Bowling, and Wicket Keeping courses. Revenue from course fees.
- High Performance Program: The High Performance Program in Adelaide, Australia provides intensive cricket training for cricketers from around the world. Revenue generated from program fees.
- Membership Platform: Subscription-based cricket community platform offering exclusive rewards, discounts, masterclass footage from professional cricketers (Joe Root, Ben Duckett, Tammy Beaumont), and once-in-a-lifetime prizes. Includes tickets to England cricket matches.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Level 3 Diploma in the Principles of Cricket Coaching - £450 |
| One time/ perpetual license | Pay-as-you-go | R66T to Coaching Course - £66 |
| One time/ perpetual license | Pay-as-you-go | Strength & Conditioning (R66T Academy x CricFit) - £99.99 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
The R66T Academy product offering
Product offeringCore offering
The R66T Academy designs, sells and distributes cricket training equipment (proprietary bowling machines — Ball Feeder 2.0, Launcher, Reactor — plus training aids, balls and branded clothing) through its own e-commerce storefront. It also runs UK and international cricket coaching camps, international cricket tours, an Adelaide-based High Performance Program, and an online coach education platform offering the Level 3 Diploma, R66T to Coaching, Strength & Conditioning, Fast Bowling and Wicket Keeping courses. A subscription community membership with exclusive masterclass content from professional cricketers complements these offerings.
Product overview
The R66T Academy offers a comprehensive cricket training ecosystem comprising three core pillars: (1) Training Equipment - proprietary bowling machines (Ball Feeder 2.0, Launcher, Reactor) and training aids (batting, bowling, fielding, balls) along with branded apparel; (2) Coaching Services - coaching camps in UK and international locations, cricket tours to destinations like Dubai and Spain, and an Adelaide-based High Performance Program; and (3) Education - online coach education courses including a Level 3 Diploma (£450), R66T to Coaching (£66), and specialist workshops on strength & conditioning, fast bowling, and wicket keeping. The company also operates a membership community offering exclusive content and rewards. Products are sold through direct-to-consumer e-commerce with endorsed branding from England cricketers Billy and Joe Root.
Differentiator
Problem solved
Functional benefit
Products and services
- Ball Feeder 2.0 (automatic bowling machine) Automatic cricket bowling machine that feeds balls for batting practice and pre-season cricket training; sold to individual cricketers, coaches, schools and clubs.
- Launcher (cricket ball launching machine)
Companies that use The R66T Academy
Customer profileSegments3 records
Ideal customer profiles3 records
The R66T Academy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The R66T Academy partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Sky SportscoreSky Sports is listed as a partner that The R66T Academy is 'proud to officially work with'. The partnership appears to be a brand and marketing collaboration leveraging Sky Sports' cricket media presence and reach.
- Cricket JobsminorCricket Jobs is listed as a partner, suggesting a recruitment and talent placement collaboration within the cricket ecosystem.
- CricFitcoreCricFit is a co-development partner collaborating on the Strength & Conditioning course (£99.99). The partnership combines CricFit's sports conditioning expertise with The R66T Academy's cricket coaching platform. CricFit is also part of the 'proud to officially work with' roster.
- Australian Sports CampscoreAustralian Sports Camps (ASC) is listed as a partner. Given the Academy's High Performance Program in Adelaide, this partnership likely supports the delivery of cricket camps and training programs in Australia.
- Oxford InternationalcoreOxford International has formally partnered with The R66T Academy, as evidenced by a dedicated page on the website. Oxford International is an education organisation that likely collaborates on coach education programs and international student pathways.
- Adelaide University SportcoreAdelaide University Sport is a key partner supporting the High Performance Program in Adelaide, Australia. The partnership provides the venue and institutional backing for the Academy's flagship international training program. Also listed as a link from Adelaide University's international students page.
- Sheffield Hallam UniversityminorSheffield Hallam University is listed as a partner, suggesting collaboration in the sports education or research space.
- UNIPRO Sports AcademycoreUNIPRO Sports Academy is listed as an affiliate academy partner of The R66T Academy, with a dedicated page on the website. This indicates UNIPRO serves as a channel partner delivering R66T Academy programs and brand presence under the academy affiliation model.
- Cricket FinderminorCricket Finder is listed as a partner and is referenced as a platform for players to find cricket opportunities, suggesting a marketing and referral partnership.
- Cricket Coach 365minorCricket Coach 365 is a partner listed in the brands section, indicating a product or content collaboration within the cricket coaching ecosystem. The brand is also available through the R66T Academy store.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
The R66T Academy competitors and assessment
Company assessmentEmerging players
- CricHeroes: Cricket community and tournament platform connecting players, scorers, and organizers. Adjacent to R66T's community/membership offering, addressing the broader cricket engagement ecosystem.
- Shrey Cricket: Indian-origin cricket protective equipment brand expanding globally with athlete endorsements. Comparable to R66T's training aids and apparel, and competes in the same digitally distributed cricket gear market.
Direct peers
- MRF Cricket: Cricket equipment manufacturer with strong ties to elite cricketers, producing bats, gloves, pads, and training gear. Overlaps with R66T's product line and competes in cricket-specific training equipment.
- Kookaburra Sport: Major cricket equipment manufacturer producing balls, bats, and training gear distributed globally. Overlaps with R66T's product range and shares the cricket-specific retail customer base.
- Gray-Nicolls: One of the most established cricket equipment brands globally, manufacturing bats, balls, protective gear, and training equipment. Directly comparable to The R66T Academy's equipment line and competes for the same cricketer customer base.
- Gunn & Moore (GM): Heritage cricket bat and equipment brand with strong endorsement relationships with professional cricketers. Comparable on the equipment side and competes for the premium cricketer segment that R66T also targets.
- Australian Sports Camps (ASC): Partner of The R66T Academy and a leading provider of multi-sport and cricket coaching camps in Australia. Direct competitor and partner in the cricket coaching camp market.
Broad incumbents
- New Balance Cricket: Global sports brand with a dedicated cricket line (bats, shoes, apparel) endorsed by international players. Competes in the branded cricket apparel and footwear segment adjacent to R66T's Training Kit 2026 line.
- Cricket NSW / State Cricket Associations: State-level cricket bodies running academies, high performance programs, and coaching pathways. Comparable to R66T's High Performance Program structure but operate as subsidized institutional offerings rather than commercial programs.
- ECB (England and Wales Cricket Board) Coach Education: National governing body offering accredited cricket coaching qualifications and education pathways. Competes with R66T's Level 3 Diploma and coach education courses, particularly through subsidized ECB-accredited programs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The R66T Academy social profiles
Digital presenceThe R66T Academy financial estimates
Financial estimateRevenue estimate
Valuation estimate
The R66T Academy leadership team
Management profileNumber of profiles
Profiles1 record
The R66T Academy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The R66T Academy 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 The R66T Academy
What does The R66T Academy do?
The R66T Academy designs, sells and distributes cricket training equipment (proprietary bowling machines — Ball Feeder 2.0, Launcher, Reactor — plus training aids, balls and branded clothing) through its own e-commerce storefront. It also runs UK and international cricket coaching camps, international cricket tours, an Adelaide-based High Performance Program, and an online coach education platform offering the Level 3 Diploma, R66T to Coaching, Strength & Conditioning, Fast Bowling and Wicket Keeping courses. A subscription community membership with exclusive masterclass content from professional cricketers complements these offerings.
Is The R66T Academy a public or private company?
The R66T Academy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The R66T Academy founded?
The R66T Academy was founded in 2018. It employs 1 to 10 people.
Where is The R66T Academy based?
The R66T Academy is headquartered in Sheffield, United Kingdom, in the Europe region.
How does The R66T Academy make money?
Six revenue lines are on record. Cricket Training Products are the primary driver. The others are coaching Camps, cricket Tours, education Courses, high Performance Program and membership Platform.
Who are The R66T Academy's main competitors?
Emerging players on record are CricHeroes and Shrey Cricket. Direct peers are MRF Cricket, Kookaburra Sport, Gray-Nicolls, Gunn & Moore (GM) and Australian Sports Camps (ASC). Broad incumbents are New Balance Cricket, Cricket NSW / State Cricket Associations and ECB (England and Wales Cricket Board) Coach Education.
Does The R66T Academy have an API?
No public API is recorded for The R66T Academy.
What industry is The R66T Academy in?
The R66T Academy's product category is Cricket Training Equipment. Its primary akta.pro industry code is CRAMAEAH, Cricket Equipment Retail, with a secondary code of CRAMAEAL, Team Sports Training Aids & Coaching Equipment Retail. Its NAICS code is 45911 and its SIC code is 3949.