uPlay Sports

What uPlay Sports does

uPlay Sports is a UK Community Interest Company (operating as uPlay Sports Management Ltd.) that delivers tennis, netball and multi-sport coaching, camps, parties and physically active learning programmes to children aged 4–16 across the South of England, anchored in Hertfordshire with venues in Hemel Hempstead, Ware (Wodson Park, Allenburys' GSK Sports Centre) and Hitchin (Hitchin Girls School, HGS sports centre). The portfolio comprises consumer-facing multi-sport, tennis and netball camps plus split-day courses delivered during school holidays, alongside in-school services for primary schools including School Tennis, School Netball, School Multi-Sports, PE/PPA cover, and breakfast, lunchtime and after-school clubs. The company's flagship educational product is Maths on the Move (MOTM), a physically active learning programme integrating KS1 and KS2 maths curriculum with movement, delivered in 12-week term blocks and validated by an independent Leeds Beckett University study.

The technology footprint is intentionally lean. Consumer bookings are processed through the third-party ClassForKids platform, while the MOTM programme is supported by an online portal for personalised lesson planning, lesson delivery and progress tracking, supplemented by half-termly and end-of-year impact reports covering attainment scores, confidence scores and per-pupil trends. Supporting integrations include MailChimp and Mailigen for email, Google Analytics for site analytics, and YouTube for embedded coach content. The MOTM curriculum consists of 36 lessons per year group across KS1 and KS2 with bespoke pupil work booklets, and an extension—English on the Move—was launched in January 2022 to replicate the model for the English curriculum. uPlay Sports CIC is Ofsted registered (RP900245) and all staff are DBS Enhanced-cleared with Safeguarding, Child Protection and First Aid training refreshed every three years.

Commercially, uPlay operates a dual go-to-market motion: direct-to-consumer online booking of camps and courses via ClassForKids, and a sales-led approach targeting primary schools for the MOTM programme, PE/PPA cover and in-school clubs, with free school trials, school-specific timetabling and risk assessments, and guidance on funding via PE/Sport Premium, Pupil Premium, Catch-up Premium or core budget. Revenue is generated through one-time camp/course bookings (with a 10% sibling discount and £10 admin fees), recurring termly school subscriptions, and professional services fees for in-school delivery. The company is privately held with no disclosed funding, no parent company, and no M&A activity in the available record.

Name

uPlay Sports

Legal name

uPlay Sports Management Ltd.

Website

https://uplaysports.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

uPlay Sports is a UK Community Interest Company delivering tennis, netball, and multi-sport coaching camps plus its Maths on the Move physically active learning programme for children aged 4-16 in the South of England through DTC bookings and school contracts.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

akta.pro secondary industries

Sports & Recreation Lessons (Surfing, Skiing, Golf, Tennis) (THAJAKAN), Intramural & Recreational Sports Programs (EDAJAJAB), Physical Education (PE) & Fitness Programs (EDAJAJAC)

Keywords

• Youth sports coaching
• Multi-sports camps
• Physically active learning
• School sports programmes
• Tennis netball coaching

Headquarters

HQ city

Hemel Hempstead

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Sports Camps and Courses: Revenue generated from multi-sports, tennis, and netball camps and courses offered during school holidays and term-time. Bookings are made online in advance with payment required to confirm. Sibling discounts of 10% are offered on additional children.
2. Maths on the Move School Programme: Schools pay for the MOTM physically active learning programme which can be funded through PE & Sport premium, Pupil premium, Catch-up premium, or core budget. Programme is delivered in 12-week term blocks.
3. In-School and After-School Clubs: Revenue from delivering breakfast, lunchtime, and after-school sports clubs at partner schools as part of their PE and extracurricular offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

uPlay Sports delivers tennis, netball, and multi-sports coaching camps during school holidays and term-time across the South of England for children aged 4–16, booked online by parents via ClassForKids. The company also provides in-school sports programmes for primary schools, including the flagship Maths on the Move (MOTM) physically active learning curriculum programme, PE/PPA cover, and breakfast/lunchtime/after-school sports clubs delivered by qualified coaches.

Product overview

uPlay Sports is a community-focused sports coaching organisation offering a portfolio of sports programmes for children aged 4-16. The core offering consists of Multi-Sports Camps, Tennis Camps, Netball Camps, and Split Day Courses delivered during school holidays, alongside in-school programmes including School Tennis, School Netball, and School Multi-Sports. The flagship educational product is Maths on the Move (MOTM), a physically active learning programme that combines maths curriculum delivery with physical activity for primary school pupils. Additional school services include PE and PPA Cover, breakfast clubs, lunchtime clubs, and after-school clubs. The company operates across venues in the South of England including Wodson Park, Allenburys' GSK Sports Centre in Ware, Hitchin Girls School, and HGS sports centre in Hitchin.

Differentiator

Problem solved

Functional benefit

Brands

• Maths on the Move: A physically active learning programme that integrates movement into maths learning for KS1 and KS2, designed to boost children's confidence and attainment in mathematics.
• uPlay Tennis
• uPlay Multi-Sports
• uPlay Netball
• uPlay Venues
• Active Learning

Products and services

• Multi-Sports Camp Adventure Programme Full-day and half-day multi-sports camps for children aged 5-14, offering trampolining, gymnastics, badminton, table tennis, cricket, football, basketball, dodgeball, and arts and crafts during school holidays.
• Tennis Camps Tennis coaching camps for children held at HGS sports centre in Hitchin, available as full-day (9am-4pm) or half-day sessions during school holidays.
• Netball Camps Netball coaching camps for children aged 8-14, operating across various locations in the South of England during school holidays.
• Maths on the Move (MOTM) A physically active learning programme that integrates maths curriculum content with physical activities for KS1 and KS2 pupils, including 36 lessons per year group, bespoke work booklets for each pupil, and an online platform for planning and progress monitoring. Designed to improve both maths attainment and physical activity levels in primary school children.
• Split Day Courses Combined courses offering tennis in the morning and multi-sports in the afternoon, providing children with exposure to multiple activities in a single day.
• School Tennis In-school and after-school tennis clubs delivered at primary schools as part of uPlay Sports' school programmes.
• School Netball In-school and after-school netball clubs delivered at primary schools as part of uPlay Sports' school programmes.
• School Multi-Sports In-school and after-school multi-sports clubs delivered at primary schools as part of uPlay Sports' school programmes.
• PE and PPA Cover Professional cover for Physical Education and Planning, Preparation and Assessment (PPA) time, delivered by qualified sports coaches in primary schools.
• Breakfast, Lunchtime, and After School Clubs Extracurricular sports clubs offered during breakfast, lunchtime, and after school hours at primary schools.

Quantifiable outcome

• 28% more children achieved recommended physical activity levels on days with MOTM sessions
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Leeds Beckett UniversitycoreStrategic or Co-development PartnerAcademic partnership for independent evaluation of the Maths on the Move (MOTM) programme. Leeds Beckett University academics conducted a six-week study comparing outcomes for children on the MOTM programme against control groups, providing evidence-based validation of the programme's effectiveness in improving both physical activity levels and maths attainment.
• Aspire Sports (MOTM Programme Creators)coreStrategic or Co-development PartneruPlay Sports delivers the Maths on the Move programme which was originally created by Aspire Sports. Aspire has been delivering physically active learning programmes since 2010 and MOTM for five years. uPlay Sports also references their content including podcasts featuring Dr Andy Daly-Smith and resources developed by Aspire.
• Lawn Tennis Association (LTA)minorGTM or Marketing PartnerReferenced partner for tennis at home resources. The LTA has created home tennis exercises, activity cards, and challenges that uPlay Sports recommends to customers during lockdown periods.
• The Body Coach (Joe Wicks)minorGTM or Marketing PartnerReferenced partner for home fitness resources. Joe Wicks' PE with Joe series and YouTube channel workouts are recommended as resources to keep active during lockdown.
• Team GB and Paralympics GBminorGTM or Marketing PartnerReferenced partner for Olympic-themed home learning. Team GB and Paralympics GB created Tokyo themed home learning packs with activities that uPlay Sports uses in their Multi-Sports Camp programmes.
• OfstedcoreOthersRegulatory body registration. uPlay Sports CIC is Ofsted registered (RP900245) and complies with all welfare and learning development requirements. Provides parents assurance that staff are vetted and standards are maintained.
• Youth Sport TrustminorOthersReferenced for evidence data on children's physical activity levels. Youth Sport Trust published evidence on the impact of COVID-19 restrictions on children and young people, showing activity levels dropped from 47% to 19% during lockdown.
• Sport EnglandminorOthersReferenced for physical activity survey data and statistics. Sport England's Active Lives Survey provides data on children's activity levels that uPlay Sports uses to contextualize the need for their programmes.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Fit For Sport: UK holiday activity and multi-sport camp provider running Ofsted-registered camps during school holidays. Closely comparable on the camp side of uPlay Sports' business (multi-sport camps, Ofsted registration, parent D2C booking).
• Kings Camps: UK operator of holiday multi-sport and activity camps for children during school breaks. Comparable on the holiday-camp product and parent direct-to-consumer booking model, though at a larger national scale.
• Aspire Sports: Creator of the Maths on the Move programme and a UK provider of physically active learning and school sport delivery. Directly comparable because uPlay Sports delivers MOTM under Aspire's programme and operates the same school-club and active-learning model.
• Premier Sport: One of the UK's largest school sport and PE delivery providers, running PPA cover, after-school clubs, and holiday multi-sport camps. Comparable on target customer (UK primary schools), service mix, and reliance on Sport Premium funding.
• Fun Fest: UK Ofsted-registered provider of children's holiday activity camps during school breaks. Comparable to uPlay Sports on camp product, age range (primary-age children), and regulatory positioning.
• Total Sport: UK provider of school sport coaching, PPA cover, and holiday multi-sport camps. Directly comparable on product mix (multi-sport camps + in-school delivery) and primary customer (primary schools using Sport Premium).

Broad incumbents

• SSP (Schools Sport Partnership): Network-based UK organisation coordinating school sport competitions, festivals, and PE support across multiple schools and regions. Comparable as a broader incumbent in the same primary-school sport delivery ecosystem.

Emerging players

• Loughborough Sport (School Programmes): University-affiliated provider of evidence-based school sport and physical literacy programmes. Comparable as an emerging/credible player building evidence-backed school sport products that could compete with MOTM.

Regional players

• Simply Sports: UK-based children's multi-sport coaching and holiday camp provider. Comparable on multi-sport camp content, primary-age target, and parent D2C booking motion, though at a smaller regional scale.
• Active Sport UK: UK regional school sport and multi-sports coaching provider. Comparable on the in-school coaching and holiday camp services, though typically operating in different UK regions than uPlay Sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/uplaysportsuk
• YouTubeyoutube.com/channel/UCOfRyUdIHT95mpiVaRyvULw/playlists
• Facebookfacebook.com/uplaysportsUK
• Instagraminstagram.com/uplaysportsuk
• LinkedInlinkedin.com/company/uplay-sports-management-ltd-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 uPlay Sports