What SuperCamps does

SuperCamps Ltd is a UK-based provider of Ofsted-registered holiday day camps for children aged 4 to 14, operating 36 or more venue locations across the United Kingdom. The company was founded in 2001 and operates as a subsidiary within Active Learning Group, which is in turn owned by Cognita Schools, providing institutional backing and access to shared operational services. SuperCamps serves more than 10,000 families every school holiday period through a direct-to-consumer model, with revenue generated primarily through camp bookings and supplementary streams from specialist course premiums, partner school hosting, and add-on services.

The core product is the Multi-Activity Camp, priced at £38-£68 per day or £190-£320 per week, delivered across the company's UK venue network. The product portfolio has expanded to include specialist courses such as RISE Cookery, Chelsea FC Football Camps, Mad Science, Bushcraft, Take the Stage performing arts, LEGO Play, Rock Band, and Netball courses, which command premium pricing and differentiate the offering from generic multi-activity competitors. Adjacent products include SuperClubs wraparound care (term-time childcare), SuperFlex optional protection at £4 per child per day, Extended Care add-ons, and Camp Wilderness, a residential sister offering that extends the proposition into overnight experiences.

The business operates a capital-light Host School partnership model that enables venue expansion through schools' existing facilities during holiday periods, alongside dedicated venues such as the Active Learning Centre at Cuffley. The company employs 501-1,000 staff, predominantly seasonal, and integrates payment options such as PonchoPay for childcare voucher-funded parents. Revenue mechanics are transactional and seasonal, concentrated around the UK school holiday calendar with peak demand in summer, and the company has no disclosed AI/ML capabilities or proprietary technology platform beyond standard web analytics.

Name

SuperCamps

Legal name

SuperCamps Ltd

Website

https://supercamps.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SuperCamps Ltd operates Ofsted-registered holiday day camps for children aged 4-14 across 36+ UK venues, serving over 10,000 families per school holiday period under the Active Learning Group/Cognita Schools umbrella.

Ownership category

akta.pro rank

Product category

Children's Holiday Day Camps

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Child Day Care Services (8351), Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA)

akta.pro secondary industries

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), STEM & Science Camps (Biology, Chemistry, Space, Lab Science) (EDAMALAC), Music Camps (Band, Choir, Instrument Intensive) (EDAMALAJ)

Keywords

• School holiday camps
• Children's activity programmes
• Ofsted-registered childcare
• Multi-activity day camps
• Specialist kids courses

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Holiday Camp Bookings: Primary revenue from booking fees for Multi-Activity camps and Specialist Courses during school holidays (Half Term, Easter, Summer). Parents pay per day or per week, with discounted weekly rates. Additional revenue streams include extended care hours (8-9am and 5-6pm) and SuperFlex cancellation protection add-on.
2. SuperFlex Protection: Optional £4 per child per day add-on allowing full flexibility to change or cancel bookings up until the day of camp. Provides credit on account for cancelled days minus the SuperFlex fee.
3. Extended Care: Additional hourly/daily charges for early drop-off (8am) and late pick-up (up to 6pm) beyond standard 9am-5pm hours.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

SuperCamps provides Ofsted-registered Multi-Activity school holiday day camps and Specialist Courses (sports, cookery, science, bushcraft, drama, LEGO, music) for children aged 4-14 across 36+ UK venue locations. Services are bookable by the day or week with optional Extended Care hours and SuperFlex cancellation protection, operating during Half Term, Easter, Summer, February, May, October, and Winter breaks.

Product overview

SuperCamps is an Ofsted-registered provider of holiday camps and school holiday childcare across 35+ UK locations. The core offering is Multi-Activity Camps providing flexible childcare during all UK school holidays for children aged 4-14 (3 at selected venues). The portfolio also includes Specialist Courses (RISE Cookery, Chelsea FC Camps, Mad Science, Bushcraft, Take the Stage, LEGO Play, Rock Band, Netball Courses) delivered as 5-day intensive programs during Easter and Summer. The sister company Camp Wilderness offers residential overnight camps, while SuperClubs provides wraparound care at partner schools. Additional services include SuperFlex booking protection and Extended Care options.

Differentiator

Problem solved

Functional benefit

Brands

• SuperClubs: Wraparound care service offered at specific school venues including Kensington Prep School, Northwood College for Girls, and Oxford High Prep School.

Products and services

• Multi-Activity Camps
• RISE Cookery
• Chelsea FC Camps
• Mad Science
• Bushcraft
• Take the Stage
• LEGO Play
• Camp Wilderness
• Cuffley Bushcraft
• Rock Band
• SuperClubs
• SuperFlex
• Extended Care
• Netball Courses

Quantifiable outcome

• Serving over 10,000 families every school holiday period

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PonchoPaycoreTechnology or IntegrationPonchoPay is SuperCamps' payment processing partner for childcare voucher payments. Parents can pay using all childcare voucher providers through this integration. A valid credit/debit card is required to secure voucher bookings, with the card charged only if voucher funds are not received within 14 days.
• Active Learning Centre (Cuffley)coreStrategic or Co-development PartnerThe Cuffley Explorers programme is delivered in partnership with sister company Active Learning Centre's. Set at the Cuffley activity centre in Hertfordshire countryside, the programme offers outdoor adventure courses for children aged 7-13 with zip wire, climbing, laser tag, archery tag, and bushcraft activities.
• Camp WildernesscoreStrategic or Co-development PartnerSister company offering residential summer camps. SuperCamps promotes Camp Wilderness residential programmes (ages 6-16) at 6 UK locations including woodland bushcraft and mountain adventures. Referrals flow from SuperCamps to Camp Wilderness.
• Chelsea Football ClubcoreStrategic or Co-development PartnerSuperCamps runs official Chelsea FC Camps as specialist 5-day football courses for children aged 6-11. Branding partnership provides credibility and appeal for sports-focused families.
• Mad ScienceminorStrategic or Co-development PartnerMad Science is a specialist course offered at SuperCamps venues, providing science-themed activities and experiments for children during school holidays.
• RISE CookeryminorStrategic or Co-development PartnerRISE Cookery is a SuperCamps specialist cooking course for children aged 8-14, teaching culinary skills and kitchen safety during holiday camps.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fit For Sport: UK provider of multi-activity and sport-focused holiday camps for primary-aged children, with HAF programme participation. Comparable on target demographic, sport-and-activity curriculum, and school-holiday operating model.
• Ultimate Activity Camps: UK multi-activity and specialist holiday camp operator for children aged 4-14, with Ofsted-registered venues at independent schools. Closely comparable product mix, target customer, and venue model.
• Camp Beaumont: One of the UK's largest multi-activity school holiday day-camp operators, running Ofsted-registered camps for children aged 3-14 across a similar geographic footprint to SuperCamps. Directly comparable on product, customer, and venue model.
• Kingswood Camps: UK activity-camp operator with day and residential offerings for children of school age. Overlaps with SuperCamps on the activity/day-camp format and the residential side that SuperCamps addresses via sister company Camp Wilderness.
• Camp Wilderness: Sister company under Active Learning Group running residential overnight summer camps for ages 6-16 across 6 UK locations. Comparable as the residential extension of SuperCamps' day-camp offering, with overlapping customer base and referral flow.
• Jigsaw Arts: UK provider of performing-arts and multi-activity holiday courses for children aged 3-16, with a comparable school-based venue model and direct-to-consumer parent booking. Comparable on specialist performing-arts/creative course format that overlaps with SuperCamps' Take the Stage offering.
• Barracudas Activity Day Camps: Established UK multi-activity holiday camp provider for children aged 3-14, with similar school-based venue model, Ofsted registration, and parent-facing booking flow. Directly comparable on offering, customer base, and operating geography.

Emerging players

• The Bushcraft Company: Sister brand within the Active Learning Group focused on outdoor/bushcraft residential experiences for children. Comparable on the UK outdoor-education category and as an immediate group-level peer within the same parent ecosystem as SuperCamps.
• Mother Nature Science: UK provider of science-themed holiday activity courses for children, including after-school and holiday programmes. Comparable on the STEM specialist-course category that SuperCamps addresses via its Mad Science partnership.

Others

• Ardmore Language Programmes: Sister brand under Active Learning Group offering language-learning experiences for young students in the UK and overseas. Comparable as a portfolio peer within the same parent group, targeting an adjacent enrichment-learning category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/supercamps

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 SuperCamps