CRUZ SPORTS COACHING LIMITED

What CRUZ SPORTS COACHING LIMITED does

Cruz Sports Coaching Limited is a London-based youth sports coaching company founded in 2018 by Fernando Davy, operating across North London, Essex and Hertfordshire. The company delivers structured basketball coaching as its core programme through the Cruz Basketball Club, supplemented by Football Academy sessions in Wood Green, Street Dance classes in Enfield and Tottenham, junior Cricket in East London and Essex, multi-sports and basketball-specific holiday camps, school provisions partnerships with 10+ nurseries, primary and secondary schools, kids' parties and soft play hire under the CruzMania brand, and a developmental basketball league (Cruz Venue League). Sessions serve children aged 3-18 across approximately seven to nine training venues using the proprietary STEP Framework (Social, Thinking, Emotional, Physical development) and a structured four-level Basketball Curriculum Pathway that culminates in National League entry planned for the 2026-27 season.

Revenue is generated through a diversified mix including termly registration fees (bundling reversible Cruz kit, player insurance, administration and a performance tracker with each subscription), transactional holiday camp bookings via the Class4Kids platform, B2B school provision contracts, kids' party and soft play hire bookings, branded merchandise sales through the Cruz Shop (basketballs at £25, reversible jerseys at £50), and donations/sponsorship supporting tournaments and scholarships. Pricing follows a subscription/termly model for core coaching and a pay-as-you-go model for camps, parties and merchandise, with a 10% family discount on bulk kit purchases over £70.

The underlying technology stack is intentionally lightweight: bookings and payments run on Class4Kids (a third-party platform with parent reviews and ratings), while the Cruz Player Hub provides separate parent and coach portals for tracking player progress. Distribution combines direct-to-consumer self-serve booking, e-commerce for merchandise and field sales for school partnerships. There is no disclosed parent company, no institutional or venture funding, and no public listing; ownership and operational leadership sit with founder Fernando Davy alongside a small core team, a Designated Safeguarding Officer (Erica Chance) and a 20+ coach network that includes Level 2 Basketball England-certified coaches and former professional players.

Name

CRUZ SPORTS COACHING LIMITED

Legal name

Cruz Sports Coaching Limited

Website

https://cruzsportscoaching.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Cruz Sports Coaching is a London-based youth sports coaching company founded in 2018 by Fernando Davy, delivering basketball, football, street dance and cricket programmes, holiday camps and school provisions to children aged 3-18 across North London, Essex and Hertfordshire.

Ownership category

akta.pro rank

Product category

Youth Sports Coaching Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

akta.pro secondary industries

Club Sports Programs (EDALAIAB), Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA), Team & Club Coaching (seasonal team coaching) (HSADAEAF)

Keywords

• Youth sports coaching
• Basketball coaching
• Holiday camps
• School sports programmes
• Multi-sports training

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Termly Sports Coaching Sessions: Recurring term-based fees for basketball, football, street dance and multi-sports programmes. Includes kit (reversible basketball jersey), insurance, admin, and performance tracker with the registration fee.
2. Holiday Camps: School holiday programmes including Easter, May half-term and Summer camps for basketball and multi-sports. Booked through Class4Kids platform.
3. Merchandise Sales: Online shop sales including Cruz-branded basketballs (£25) and premium reversible training jerseys (£50). Family discount available for bulk kit purchases.
4. School Provisions: B2B service providing sports programmes to nurseries, primary and secondary schools including before-school, lunch-time and after-school clubs.
5. Kids' Parties & Soft Play Hire: Event services including sports parties (basketball, football, multi-sports) and soft play equipment hire with non-refundable deposits.
6. Donations & Sponsorship: Donations support tournament funding, sports events, enrichment programmes, international competition sponsorship, and scholarships for children from less fortunate backgrounds.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Cruz Sports Coaching delivers youth sports coaching, holiday camps, and school provisions across North London, Essex, and Hertfordshire. Its core programme is the Cruz Basketball Club, which provides structured, termly basketball coaching for children aged 3-18 across 10+ venues, using a proprietary STEP (Social, Thinking, Emotional, Physical) development framework, with a clear progression pathway from development sessions to in-house, local, and National League competition. The company also offers football, street dance, and cricket coaching, school partnership programmes, kids' parties, and branded merchandise.

Product overview

Cruz Sports Coaching is a youth sports coaching organization offering a diverse portfolio of sports programs and services. The core offering is the Cruz Basketball Club, which operates across nine London locations (Muswell Hill, Chigwell, Chingford, Waltham Cross, North Finchley, Loughton, Enfield, Barnet, Tottenham) with a structured Basketball Curriculum Pathway progressing from Development Sessions through In-House League to Local and National League competition. Additional sports programs include the Football Academy, Street Dance North London, Cricket East London & Essex, and Multi-Sports Camps. The company operates holiday camps (Basketball Camps, Tottenham Holiday Camp, Multi-Sports Camps) and events including the Cruz Venue League (CVL) developmental basketball league. Supporting services include School Provisions partnerships with multiple London schools, CruzMania kids' party and soft play hire, and Adult Fitness classes through an Unruly Fitness partnership. The Cruz Player Hub provides an online portal for parents and coaches to manage player development and track progress. Merchandise includes Cruz Branded Basketballs (Size 6 and 7) and Cruz Premium Reversible Training Jerseys. The organization was founded in 2018 and serves over 400 members.

Differentiator

Problem solved

Functional benefit

Brands

• Cruz Basketball Club: Basketball coaching program for children aged 3-18, featuring development sessions, in-house league, local league competition, and plans for National League entry in 2026-2027.
• Cruz Football Academy
• CruzMania
• Cruz Venue League (CVL)
• Cruz Street Dance Club
• Cruz Cricket Club

Products and services

• Cruz Basketball Club Structured basketball coaching programme for children aged 3-18, delivered across multiple London venues (Muswell Hill, Chigwell, Chingford, Waltham Cross, North Finchley, Loughton, Enfield, Barnet, Tottenham). Features the Basketball Curriculum Pathway progressing from Development Sessions to In-House League, Local League Competition, and planned National League entry in 2026-27. Includes registration kit, player insurance, performance tracking, and 6-12 month progress reviews.
• Football Academy Skills-based football coaching for boys and girls aged 5-11 delivered at Heartlands High School, Wood Green, North London on Mondays 6-7:30pm. Focused on individual skill development, teamwork, and life skills alongside football technique.
• Street Dance North London Street dance classes covering hip-hop and contemporary styles for children aged 5-14 at Wren Academy (Enfield) and Hyland House (Tottenham) in North London. Free trial class available for new participants.
• Cricket East London & Essex Junior cricket coaching programme for boys and girls aged 5-14 covering batting, bowling, fielding, and teamwork. Operating across Chingford, Woodford, Walthamstow, and Redbridge areas in East London and Essex.
• School Provisions B2B sports provision service delivering before-school, lunch-time, and after-school clubs for nurseries, primary, and secondary schools. Full operational management including parent interactions, registrations and payments. Partner schools include The Square School, Bishop Stopford's, Kingsmead School, JCoss School, Rhodes Avenue Primary, Bounds Green Primary, St. Martin Porres, St. Michael's School, The Willow Primary, and Hyland House School.
• CruzMania (Kids' Parties & Soft Play Hire) Event service offering basketball, football, and multi-sports kids' party packages and soft play equipment hire. Non-refundable deposit required to secure booking, with final payment due 48 hours before the event.
• Cruz Venue League (CVL) Developmental basketball league for players aged 8-16 featuring 5v5 games, qualified referees, league tables, and pre-game skills clinics. Venues include Chingford Foundation School and Wren Academy Enfield.
• Adult Fitness (Unruly Fitness Partnership) Adult fitness classes including Basketball Fit, Body Pump, Boxercise, 1-to-1 Training, and Small Group Training, provided through partnership with Unruly Fitness (founded by Cruz Sports CEO Fernando Davy). Targets Cruz parents who want their own fitness programmes.
• Basketball Camps Basketball-specific holiday camps for children aged 5-16 in Muswell Hill, Waltham Cross, and Loughton, including May Half-Term and Summer programmes.
• Multi-Sports Camps Holiday camps offering basketball, football, fitness games, and team activities across Barnet, Enfield, Tottenham, and Waltham Cross locations.
• Tottenham Holiday Camp Multi-sports holiday camp at Hyland House School, Tottenham for boys and girls aged 5-11 featuring action-packed sports, team competitions, and confidence-building activities.
• Cruz Branded Basketballs Official Cruz Sports branded basketballs available in Size 6 (Youth/Women) and Size 7 (Men's official). Premium composite leather construction in Black and Orange Cruz design, all-surface versatility. Priced at £25 per ball.
• Cruz Premium Reversible Training Jersey Official reversible training jersey with breathable performance fabric, sweat-wicking properties, and reversible home/away design. Available in youth through Adult M sizes. Priced at £50, with 10% family discount when buying 2 or more kits (spend over £70).

Quantifiable outcome

• 1000+ athletes trained across all programmes
• +5 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• London Basketball Association (LBA)coreStrategic or Co-development PartnerKey strategic partner providing essential resources, coach qualification support, referee certification training, and table official training. Partnership ensures programmes are delivered by highly qualified professionals adhering to highest standards of basketball.
• Hyland House SchoolcoreStrategic or Co-development PartnerLong-standing partnership with independent Christian school in Tottenham. Hyland House provides facilities for basketball and multi-sport programmes at the heart of Tottenham. Shared goal of providing safe space for young people to develop physical and life skills through Cruz STEP Framework.
• Unruly FitnessminorStrategic or Co-development PartnerPartner company founded by Cruz Sports Coaching CEO Fernando Davy. Offers adult fitness classes including Basketball Fit, Body Pump, Boxercise, 1-to-1 Training, and Small Group Training. Targets Cruz parents who want their own fitness programmes.
• Outdoor BrillianceminorOthersPremier specialist cleaning service partner. Provides professional window cleaning (Reach and Wash systems), high-pressure patio/driveway cleaning, and hygienic bin cleaning services. Mirrors Cruz values of attention to detail and professional reliability.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kings Camps: UK-wide operator of multi-sport holiday camps for children aged 5-17, directly comparable to Cruz's Basketball Camps, Multi-Sports Camps and Easter/Summer programmes.
• Premier Education Group: Largest UK provider of school sport and physical activity programmes, directly overlapping with Cruz's B2B school provisions and term-time coaching model across primary and secondary schools.
• Active Sports Academies: Provider of holiday sports camps and term-time coaching across multiple sports for school-aged children in the UK, comparable to Cruz's multi-sport camp and academy mix.
• SportsCool: UK provider of multi-sport coaching in primary schools and holiday camps, with comparable age range (4-11), curriculum-based sessions, and termly/holiday scheduling.
• Hotshots Basketball: UK basketball coaching provider running termly sessions, holiday camps and leagues for children - a close format match to Cruz Basketball Club's sessions, in-house league and CVL structure.
• Greenhouse Basketball: London-based youth basketball club offering termly coaching, leagues and holiday camps - the closest direct competitor to Cruz Basketball Club in the London grassroots basketball space.

Broad incumbents

• London Lions Basketball: Professional basketball club in London whose academy and community programmes target the same youth basketball development pathway; Cruz alumni (Remy) have progressed into London Lions, evidencing the developmental link.

Others

• Class4Kids: UK booking and parent-review platform used by Cruz for session registration and payments; serves as both a channel and an indirect peer benchmarking source for parent-rated coaching providers.

Emerging players

• Hoopsfix: UK grassroots basketball media and community platform covering leagues, clubs and player development - adjacent peer that surfaces Cruz-relevant competitive intelligence on London clubs and pathways.

Regional players

• London Basketball Association (LBA): Governing body for community basketball in London providing leagues, coach certification and referee training - a key strategic partner of Cruz and a competitor for community league participation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CruzBasketballAcademy
• Instagraminstagram.com/cruzsportscoaching
• LinkedInlinkedin.com/company/cruz-sports-coaching-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 CRUZ SPORTS COACHING LIMITED