Performance Wellbeing and Safeguarding Ltd

What Performance Wellbeing and Safeguarding Ltd does

Performance Wellbeing and Safeguarding Ltd is a UK-based specialist consultancy founded in 2021 that delivers wellbeing, player care and safeguarding support, training and consultancy to elite sports environments. Its work is anchored on the proprietary playWELL Model — a trauma-informed, person-centred framework structured around five pillars (Person, Trust, Understanding, Support, Safety) and delivered through a three-step approach: WELL CHECK (on-site assessment by specialists), KNOWLEDGE (bespoke learning experiences covering trauma, ACEs, safeguarding and healthy relationships), and SYSTEMS (development of processes and structures), with an ongoing SUPPORT layer spanning ad-hoc advice to embedded advisory. The company also operates the playWELL Learning Academy, an online and hybrid learning platform hosting core programmes and bespoke staff learning experiences, and sells the Understanding Journal via Amazon UK as a consumer-facing extension of the methodology.

The service menu extends beyond safeguarding into performance science — including a High Performance Decision Making Model for National Olympic Programmes, Elite Coach Training, Young Athlete Safeguarding Programmes, Performance Parent Programmes, Athlete Care Assessment Models, and Young Person's Voice Programmes — indicating a broadening from pure safeguarding compliance into broader culture and performance work.

Commercial model is bespoke professional services: quote-based, multi-year contracts with elite sports clients including football clubs (Arsenal FC, Premier League Academies), esports organisations (Guild Esports), and World and National Governing Bodies. The company is founder/team-led with 1–10 employees, no external funding disclosed, and distribution relies on direct consulting engagement complemented by digital delivery through the playWELL Learning Academy and Amazon retail for the consumer product. No AI capabilities, acquisitions, partnerships, or geographic offices are evidenced.

Name

Performance Wellbeing and Safeguarding Ltd

Legal name

Performance Wellbeing and Safeguarding Ltd

Website

https://performancesafeguarding.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Performance Wellbeing and Safeguarding Ltd is a UK-based consultancy providing trauma-informed wellbeing, player care, and safeguarding advisory, training, and policy services to elite sports organisations, football clubs, esports organisations, and world and national governing bodies.

Ownership category

akta.pro rank

Product category

Sports Wellbeing and Safeguarding Consulting

NAICS

Spectator Sports (71121), Sports and Recreation Instruction (611620)

SIC

Services-Management Consulting Services (8742), Services-Educational Services (8200)

akta.pro primary industry

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

akta.pro secondary industries

Health Promotion, Prevention & Wellness Education (EDALAFAF), Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE)

Keywords

• Elite sports wellbeing
• Safeguarding consultancy
• Player care training
• Trauma-informed coaching
• Sports performance advisory

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: Bespoke consulting services including Cultural Well Checks, policy design, training redesign and delivery, programme design and implementation for elite sports environments, governing bodies, and clubs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Performance Wellbeing and Safeguarding Ltd provides bespoke wellbeing, player care, and safeguarding consultancy, assessment, and training services to elite sports environments, including football clubs, National Olympic Programmes, National and World Governing Bodies, and esports organisations. Its core methodology is the proprietary playWELL Model — a trauma-informed, person-centred framework covering Well Check assessments, Knowledge (learning), Systems (process design), and ongoing Support. The playWELL Learning Academy hosts online and hybrid training programmes, and a consumer Understanding Journal is sold on Amazon.

Product overview

Performance Wellbeing and Safeguarding Ltd offers a consultancy and training service centred on its proprietary playWELL Model—a trauma-informed, person-centred framework for elite sports environments. The playWELL Model consists of four interconnected pillars (Person, Trust, Understanding, Support, Safety) delivered through a three-step approach: WELL CHECK (assessment), KNOWLEDGE (bespoke learning experiences), and SYSTEMS (process and structure development), with ongoing SUPPORT. The playWELL Learning Academy serves as the primary digital delivery platform for online and hybrid learning programmes. Beyond the core model, the company provides specialized services including High Performance Decision Making training, Safeguarding Policy redesign and delivery, Young Athlete Safeguarding programmes, Performance Parent programmes, Elite Coach Training, Athlete Care Assessment, and Young Person's Voice programmes. The company also sells a consumer product—the Understanding Journal—through Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• playWELL Model The core performance wellbeing framework built on four pillars (Person, Trust, Understanding, Support, Safety) that helps elite sports environments develop safer, more trusted, and higher-performing cultures through a trauma-informed, person-centred approach. Delivered through a three-step approach: Well Check, Knowledge, and Systems, with ongoing Support.
• Well Check (Cultural Well Check Assessment) Assessment service where performance wellbeing specialists visit organisations, meet key stakeholders, and deliver a report evaluating current levels of understanding, support, trust, and safety against aspirations, with specific recommendations and tools.
• Knowledge (Bespoke Learning Experiences) Bespoke learning experiences designed to create lasting change based on the four pillars of the playWELL model, including trauma, ACEs, safeguarding, and healthy relationships programmes.
• Systems (Process and Structure Design) Development of processes, structures, and systems aligned with organisational values to achieve performance wellbeing goals and influence culture that creates trust and safety for high-performance relationships.
• Support (Ongoing Advisory) Ongoing advisory and embedded support services, ranging from ad-hoc advice to regular integration within performance wellbeing teams.
• playWELL Learning Academy Online and hybrid learning platform hosting the company's core programmes, enabling delivery of bespoke staff learning experiences, athlete voice programmes, and trauma-informed training.
• High Performance Decision Making Model Design and training programme for elite sports environments including National Olympic Programmes and World Governing Bodies, focused on enhancing decision-making capabilities within performance contexts.
• Safeguarding Policy Training Comprehensive redesign and delivery of safeguarding policy and training programmes for National Governing Bodies, Football Clubs, and Esports Organisations.
• Young Athlete Safeguarding Programme Design of online safeguarding programmes specifically tailored for young athletes in high-performance environments.
• Performance Parent Programme Design and implementation of programmes to support parents of athletes in performance environments.
• Elite Coach Training Programme Performance Safeguarding and Performance Wellbeing training programmes specifically designed for elite coaches in clubs, national, and Olympic programmes.
• Athlete Care Assessment Model Design and implementation of bespoke assessment models to evaluate and improve athlete care within sports organisations.
• Young Person's Voice Programme Programmes designed to ensure meaningful representation and voice of young athletes in organisational decision-making.
• Athlete Wellbeing Expert Training Specialised training programmes for athlete wellbeing experts working within elite sports environments.
• Understanding Journal A physical journal available for purchase on Amazon (£25) designed to support individuals in understanding and processing trauma-informed concepts.

Quantifiable outcome

• Cultural Well Check provides specific recommendations and useful tools for improvement

Named customers5 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

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Place2Be: Place2Be provides mental health and wellbeing support in schools and youth settings — overlapping with PWS's youth wellbeing and trauma-informed approach, though anchored in education rather than elite sport.
• Athlete Assessments: Athlete Assessments provides DISC-based athlete profiling, team building, and coach education to sporting organisations — overlapping on the people-development and coach training dimension of PWS's offering.

Direct peers

• Ann Craft Trust: Ann Craft Trust is a UK charity focused on safeguarding in sport and activity settings, offering training, consultancy, and policy support to clubs and governing bodies — closely comparable in scope and customer base.
• Youth Sport Trust: Youth Sport Trust works with schools and sport organisations on young people's wellbeing and development through sport, providing programmes, training, and consultancy that overlap with PWS's youth development focus.
• Sport Psychologist Consultancies (PEAK Performance / Performance in Mind): PEAK Performance and similar sports psychology consultancies deliver performance, wellbeing, and mental skills support to elite athletes and coaches — directly comparable in customer type and service category, though without the safeguarding specialism.
• NSPCC Child Protection in Sport Unit (CPSU): The CPSU is the UK body dedicated to safeguarding children in sport, providing training, policy guidance, and consultancy to sports organisations — directly overlapping with Performance Wellbeing and Safeguarding's safeguarding and wellbeing offering.

Regional players

• Sport Wales: Sport Wales is the Welsh national body for sport, commissioning wellbeing, safeguarding, and coach development programmes — a comparable institutional buyer-shaped player serving a different UK region.

Broad incumbents

• Sport Integrity Global Alliance (SIGA): SIGA promotes integrity standards across sport globally, including safeguarding and governance — comparable as a governing-level integrity and governance services peer with international reach.
• Sport England: Sport England is the national body for grassroots sport, funding wellbeing and safeguarding initiatives across the sector; it is a buyer and shaper of standards in the same domain, though with a much broader remit than PWS.
• UK Anti-Doping (UKAD): UKAD oversees integrity and clean sport in the UK, working with governing bodies on education and policy — an adjacent integrity-services player that operates with similar institutional customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/performancesafe
• YouTubeyoutube.com/@performancesafeguarding
• Facebookfacebook.com/performancesafeguarding
• LinkedInlinkedin.com/company/performance-wellbeing-and-safeguarding-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Performance Wellbeing and Safeguarding Ltd