What Cricket Coaching does

Wicket 2 Wicket is a privately-held indoor cricket facility and coaching business operating from a single three-lane centre in Cwmcarn, Newport, South East Wales. Founded in September 2022 by Richard Jones and Oliver Mason, the facility deploys cricket nets, bowling machines, and specialised astro turf flooring to support year-round indoor practice in a region where such infrastructure is scarce. The company pursues a direct-to-consumer and community-led go-to-market, combining self-serve online booking via Acuity Scheduling with grassroots engagement through women's softball leagues, junior academy programs, and local club partnerships.

The core product set is layered: usage-based lane hire priced from £25, ECB-qualified 1:1 and group coaching, a Summer Pass subscription tier (10–20 bundled sessions, £180–£280), the W2W NextGen Academy for U16 cricketers outside the Glamorgan pathway, the 'Jones The Bat' refurbishment service (£30–£70 per bat via drop-off or mail-in), and a growing own-brand W2W Pro equipment line launched in 2025 (£35–£70 per item). Advertising and sponsorship packages (£50–£1,500) and meeting room hire (up to 25 people) round out the revenue mix. The Women's Softball Indoor Cricket League, hosting 18 teams and 150+ players, functions as both a community anchor and a recurring revenue spine.

The business model is a hybrid of facility rental, recurring coaching subscriptions, ancillary services, and direct e-commerce. Distribution is single-site physical plus a UK-wide e-commerce and mail-in service for bat refurbishment. Technologically the business relies on commodity stack components (Stripe, Acuity Scheduling, Play Cricket, Squarespace) with no proprietary platform or AI/ML capabilities. The company is focused, founder-led, and operationally self-funded with no disclosed institutional investors, acquisitions, or geographic expansion beyond South East Wales.

Name

Cricket Coaching

Legal name

Wicket 2 Wicket Limited

Website

https://wicket2wicket.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Wicket 2 Wicket is a private indoor cricket facility and coaching centre in South East Wales operating three ECB-supported lanes, offering lane hire, 1:1/group coaching, the W2W NextGen Academy, the Jones The Bat refurbishment service, and a W2W Pro equipment line to individual cricketers, local clubs, women's softball teams, and U16 pathway players.

Ownership category

akta.pro rank

Product category

Indoor Cricket Training Facility & Coaching Services

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cricket Leagues (MPAKAAAF)

akta.pro secondary industry

Cricket Equipment Retail (CRAMAEAH)

Keywords

• Indoor cricket coaching
• Cricket lane hire
• Cricket bat refurbishment
• Women's cricket league
• Junior cricket academy

Headquarters

HQ city

Cwmcarn

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lane Hire: Hourly rental of cricket lanes for individual practice or group sessions. Customers book time slots through the website booking system.
2. Coaching Services: 1:2:1 and group coaching sessions delivered by ECB-qualified coaches. Summer Pass programs offering bundled sessions at different price points.
3. Equipment Sales: E-commerce sales of cricket equipment including bats, gloves, pads, balls, and accessories. Own branded W2W Pro line of batting and wicket-keeping gear.
4. Bat Refurbishment: Cricket bat restoration services including full refurbishment, knocking in, re-weighting, and re-handle services. Drop-off or mail-in service available.
5. Sponsorship & Advertising: Sponsorship packages for women's softball cricket league and advertising board placements at the facility reaching hundreds of visitors.
6. Room Hire: Meeting room rental for up to 25 people, suitable for team discussions, presentations, and corporate events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Wicket 2 Wicket operates a three-lane indoor cricket training facility in Cwmcarn, South East Wales, offering ECB-qualified 1:1 and group coaching, lane hire with nets and bowling machines, the W2W NextGen Academy for U16 cricketers, bat refurbishment services under the Jones The Bat brand, and the SE Wales Women's Indoor Cricket League. The business also sells W2W Pro branded cricket equipment and accessories through an online store with UK delivery.

Product overview

Wicket 2 Wicket is a cricket coaching and indoor training facility offering a comprehensive suite of services. The core offering includes coaching programs (1:1 and group sessions with ECB-qualified coaches), three-lane net facility hire, and the W2W NextGen Academy for U16 cricketers. The business also hosts women's softball cricket leagues and provides bat refurbishment services under the 'Jones The Bat' brand. Supporting the main services is an e-commerce store featuring W2W-branded cricket equipment (bats, gloves, pads, guards) and personalized mini bats, plus advertising/sponsorship packages and room hire. The Summer Pass provides flexible multi-session coaching packages.

Differentiator

Problem solved

Functional benefit

Brands

• Jones The Bat: Cricket bat refurbishment service offering full restoration, knocking in, re weighting, and re handle services starting at £30 per bat
• W2W NextGen Academy
• Jones The Bat

Products and services

• Coaching Services ECB-qualified coaching for players of all standards, including 1:1 and group sessions, led by Richard Jones (ECB Advanced Coach Level 3), Oliver Mason (Level 2), and Geraint Leach (Regional Pathway Lead). Designed for cricketers of all abilities from beginners to pathway players.
• Lane Hire Three-lane indoor cricket net facility available for individual practice or group sessions. Prices start at £25.00 per session. Designed for cricketers who need indoor practice facilities.
• SE Wales Women's Indoor Cricket League Saturday league featuring 18 teams with promotion and relegation, hosting the SE Wales Women's Indoor Cricket League. The largest women's indoor cricket league in South East Wales.
• W2W NextGen Academy U16 cricket academy for talented young cricketers not on the Glamorgan pathway, offering high-quality coaching and competitive fixtures. Designed for junior players needing continued cricket development outside the formal pathway.
• Jones The Bat - Bat Refurbishments Cricket bat refurbishment service including full refurbishment (£45), knocking in (£35), re-weighting (£40), re-handle service (£70), starting at £30 per bat. Drop-off or mail-in service available.
• Women's Softball Cricket Bat Carbon fibre softball cricket bat available in sizes 4, 5, 6, Harrow, and Short Handle. Suitable for softballs, incrediballs, and tennis balls.
• W2W Pro Batting Gloves High quality batting gloves available in adults, youth and junior sizes, right and left hand, in multiple colors. Price from £55.
• W2W Pro Batting Pads Professional batting pads available in 3 colors (White, Navy, Black), in 3 sizes (junior, youth, adult), right and left handed. Price from £70.
• W2W Pro Wicket Keeping Gloves Wicket keeping gloves available in 2 colors and 3 sizes. Price from £55.
• W2W Pro Thigh Pad High quality thigh guard available in left or right hand and three sizes. Price from £35.
• Personalized Mini Bats Customizable mini bats for milestones, awards, gifts, or special occasions. Available in various designs including My First Bat, Marriage Bat, and Awards Bat. Price from £9.95.
• Room Hire Versatile meeting room available for booking, perfect for meetings and events, seating up to 25 people. Suitable for team discussions, presentations, and corporate events.
• Advertising & Sponsorship Packages Advertising and sponsorship opportunities including Women's League Sponsorship (£1500), Team of the Week (£50), and wall advertising boards (£270 + VAT per year). Designed for brands seeking exposure to the local cricket community.
• Summer Pass Multi-session coaching pass with options: Test Pass (20 sessions at £14/session), County Pass (15 sessions at £17/session), Club Pass (10 sessions at £18/session). Designed for frequent cricketers wanting maximum practice value.

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ECB (England and Wales Cricket Board)coreStrategic or Co-development PartnerWicket 2 Wicket hosts ECB coaching days and plans to run ECB courses at the center. The coaches hold ECB qualifications including Level 2 and Level 3 Advanced Coach certifications. The facility supports ECB's grassroots cricket development mission.
• Glamorgan County Cricket ClubminorStrategic or Co-development PartnerThe NextGen Academy specifically targets players NOT on the Glamorgan pathway, providing an alternative development route. However, some coaches have professional experience with Glamorgan, having worked as part of Glamorgan Academy as coaches.
• Cricket WalesminorStrategic or Co-development PartnerCricket Wales Regional Pathway Lead coaches use the facility. The company addresses gaps in the Cricket Wales pathway by offering the NextGen Academy for U16 players who fall outside the formal pathway after U14.
• StripecoreTechnology or IntegrationStripe is used as the payment processing platform for all online transactions including e-commerce purchases, coaching session bookings, and facility reservations.

Scale indicators3 records

Recent moves7 records

Expansion highlights8 records

Broad incumbents

• Kookaburra Sport: Major Australian cricket equipment brand with UK retail presence. Competes with W2W Pro on bats, balls, gloves and pads, particularly in the women's softball segment where Kookaburra has established product lines.
• Gunn & Moore (GM): Heritage cricket bat and equipment manufacturer with global distribution. Competes with W2W Pro across gloves, pads and wicket-keeping gear and sets the brand benchmark W2W must differentiate against.
• Slazenger: British sports heritage brand with cricket equipment lines (bats, balls, gloves, pads). Competes with W2W Pro across price points and uses broader sporting-brand distribution to reach UK cricketers.
• Gray-Nicolls: Long-established British cricket equipment brand (bats, gloves, pads, accessories). Most directly comparable to W2W Pro on the equipment-retail side, and a likely competitor for any consumer looking to purchase branded cricket gear in the UK.
• Middlesex Cricket (Lord's): Historic county club operating the Lord's indoor cricket school, coaching and pathway programmes. Comparable service stack (facility + coaching + women's and junior programmes) but operates within a far larger institutional structure and a London catchment.
• Warwickshire CCC (Edgbaston): First-class county club operating indoor cricket schools, women's softball leagues and academy pathways in the West Midlands. Comparable operating model to W2W's women-and-junior-led indoor cricket ecosystem, but at county-club scale.
• Glamorgan Cricket: Welsh first-class county club and an existing partner of W2W (coaches have Glamorgan Academy experience). Runs indoor cricket facilities, junior pathway and women's programmes in the same South Wales market, making it both a competitor for talent and a partner for academy overflow.
• Surrey Cricket (The Kia Oval): First-class county club operating an indoor cricket centre, coaching programmes, and league competitions at The Oval. Overlaps with W2W across indoor cricket facility operations, ECB-qualified coaching, and grassroots pathway programmes — but at much larger scale and as part of a wider portfolio.

Others

• England and Wales Cricket Board (ECB): Governing body for recreational and professional cricket in England and Wales. Not a commercial competitor, but sets coaching qualification standards, funds grassroots development, and is a key partner/customer relationship for W2W's coaching and women's-league activities.

Direct peers

• Cricket Direct: UK-based cricket equipment retailer operating online across bats, gloves, pads and accessories. The closest pure-play retail peer to W2W's e-commerce store, competing for the same cricketer-equipment purchase occasions nationwide.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cricket-coaching

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 Cricket Coaching