diddikicks
Diddikicks is a UK-based private franchise that runs structured football classes for toddlers aged 18 months to 5 years across more than 100 stadium venues in the North of England, serving individual families on a £33.99/month subscription model through licensed franchisees.
- Company typePrivate
- Founded-
- HeadquartersBolton, United Kingdom
- Headcount—
- GTM typeB2C
- Offering—
What diddikicks does
Diddikicks Group Services Limited is a UK-incorporated private company headquartered at The Cube, Coe Street, Bolton, that operates a parent-and-toddler football class franchise for children aged 18 months to 5 years. Classes are delivered through a network of more than 100 stadium venues across the North of England, including locations in Manchester, Liverpool, Leeds, Sheffield, Newcastle, Nottingham, York, Durham, and surrounding cities, with sessions run on Saturday and Sunday mornings between 08:45 and 12:45 across 47 weeks per year. The product is organised into three age-tiered class formats: Dids (18 months to 2.5 years, with parental participation), Mids (2.5 to 3.5 years, with parents progressively retreating), and Bigs (3.5 to 5 years, independent participation), supported by nine annual themed sessions (Birthday, Easter, Pirates, Knights, Beach, Diddi-Games, Space, Halloween, Remembrance, Christmas) and a sticker-chart reward system that culminates in the Development Beyond Football (DBF) Award — a personalised Diddikicks football kit.
The technology layer is intentionally light and consumer-facing rather than proprietary. It comprises a public-facing website with a postcode-based Class Finder (filtering by child date of birth, Saturday/Sunday availability, and travel distance up to 20 miles), a Parent Portal for managing enrolment, attendance, transfers, and cancellations (subject to four weeks' notice), a Coach Portal for session materials and DBF Award ordering, and a separate e-commerce site (diddishop.co.uk) for merchandise and replacement sticker charts. No mobile app is offered. The company distributes via owned social channels (Facebook, Instagram, TikTok, YouTube), reviews.co.uk (2,508 reviews at 4.84/5), and a Stadium Stories blog.
The business model is a franchise structure under Diddikicks Group Services Limited, with licensed franchisees operating individual stadiums under direct parent agreements. The primary revenue stream is recurring monthly subscription at £33.99 per child (£16.99 for the second sibling onward), billed continuously and non-refundable regardless of attendance; a secondary revenue stream is merchandise via Diddishop. The company is privately held, founder-led based on absence of disclosed institutional investment, and has no disclosed funding rounds, M&A activity, or public listing.
diddikicks firmographics
Firmographics- Name
- diddikicks
- Legal name
- Diddikicks Group Services Limited
- Website
- https://diddikicks.co.uk
- Company type
- Private
- Operating status
- Operating
- Short description
- Diddikicks is a UK-based private franchise that runs structured football classes for toddlers aged 18 months to 5 years across more than 100 stadium venues in the North of England, serving individual families on a £33.99/month subscription model through licensed franchisees.
- Ownership category
- akta.pro rank
Where diddikicks is headquartered
LocationHeadquarters
- HQ city
- Bolton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
diddikicks business model
Business model- GTM type
- B2C
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Monthly Class Subscription: Recurring monthly subscription at £33.99 per calendar month per child. Fee is non-refundable and charged via recurring card payment. Classes run year-round with 47 weeks of sessions.
- Online Shop (Diddishop): Merchandise sales through diddishop.co.uk including sticker charts, football kits, and branded items. Purchases subject to separate terms and conditions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Full Price - £33.99/month per child |
| Subscription | Monthly | Sibling Discount - £16.99/month for 2nd child onwards |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
diddikicks product offering
Product offeringCore offering
Diddikicks provides structured, play-based football classes for toddlers aged 18 months to 5 years, delivered in-person at 100+ stadium locations across the North of England. The service is organised into three age-specific tiers (Dids, Mids, Bigs), supplemented by nine themed sessions per year and a sticker chart reward system that culminates in a personalised 'Development Beyond Football' (DBF) football kit. Customers access the classes via a recurring monthly subscription (£33.99 per child).
Product overview
Diddikicks is a parent & toddler football class franchise for children aged 18 months to 5 years, operating across the North of England with over 2000 5-star reviews. The company offers three age-specific class tiers (Dids for 18m-2.5y, Mids for 2.5y-3.5y, and Bigs for 3.5y-5y), supplemented by nine themed sessions per year. The service uses a sticker chart reward system tied to a Development Beyond Football Award programme, accessible through Parent and Coach Portal platforms. The company also operates a separate online store (Diddishop) for merchandise sales. Classes run year-round for 47 weeks at various stadium locations, with a monthly subscription fee of £33.99.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 4.84 rating from 2508 reviews on reviews.co.uk
Companies that use diddikicks
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
diddikicks technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
diddikicks partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
diddikicks competitors and assessment
Company assessmentDirect peers
- Babyballet: Babyballet offers weekly pre-school dance classes in age-banded groups on a similar subscription model to Diddikicks, targeting the same pre-school parent demographic and competing for the same weekend venue slots.
- Little Kickers: Little Kickers is the closest direct competitor to Diddikicks, offering age-banded football classes for toddlers and pre-schoolers across the UK and internationally on a similar subscription-based venue model.
- Tumble Tots: Tumble Tots is a long-established UK franchise providing structured pre-school physical activity classes by age band, with an almost identical parent-attended subscription model in venues nationwide.
- Rugbytots: Rugbytots runs structured, age-banded rugby classes for toddlers and pre-schoolers across the UK on a subscription basis, with the same parent-attended weekend venue format that defines Diddikicks.
- The Little Gym: The Little Gym provides age-tiered, subscription-based motor-skills classes for toddlers and pre-schoolers in dedicated UK venues, competing for the same parent-attended weekend activity wallet share.
- Soccer Stars (UK): Soccer Stars delivers weekend football coaching programmes for young children in the UK, sharing the same core demographic, parent-led attendance model, and franchise/club venue distribution as Diddikicks.
Broad incumbents
- Premier League Primary Stars: Premier League Primary Stars is a school-delivered football participation programme that absorbs part of the early-years football demand Diddikicks targets, particularly as children approach school age.
- FA Tesco Skills Programme (England Football): The FA's grassroots participation programmes are a broad incumbent alternative for parents introducing children to football, sitting alongside rather than directly replicating Diddikicks' fee-paying toddler model.
Regional players
- My Sports Club: My Sports Club is a UK children's multi-sport coaching provider running weekend classes at community venues, an emerging adjacent player competing for the same toddler/parent activity slots as Diddikicks.
Others
- The Hive (Children's Activity) Network: The Hive Network is a UK-based children's activity platform that aggregates and markets toddler classes and events to parents — a channel partner/thematically related company rather than a direct competitor to Diddikicks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
diddikicks social profiles
Digital presencediddikicks financial estimates
Financial estimateRevenue estimate
Valuation estimate
diddikicks leadership team
Management profileNumber of profiles
diddikicks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
diddikicks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about diddikicks
What does diddikicks do?
Diddikicks provides structured, play-based football classes for toddlers aged 18 months to 5 years, delivered in-person at 100+ stadium locations across the North of England. The service is organised into three age-specific tiers (Dids, Mids, Bigs), supplemented by nine themed sessions per year and a sticker chart reward system that culminates in a personalised 'Development Beyond Football' (DBF) football kit. Customers access the classes via a recurring monthly subscription (£33.99 per child).
Is diddikicks a public or private company?
diddikicks is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was diddikicks founded?
diddikicks was founded in -1.
Where is diddikicks based?
diddikicks is headquartered in Bolton, United Kingdom, in the Europe region.
How does diddikicks make money?
Two revenue lines are on record. Monthly Class Subscription is the primary driver. The others are online Shop (Diddishop).
Who are diddikicks's main competitors?
Direct peers on record are Babyballet, Little Kickers, Tumble Tots, Rugbytots, The Little Gym and Soccer Stars (UK). Broad incumbents are Premier League Primary Stars and FA Tesco Skills Programme (England Football). My Sports Club is listed as a regional player. The Hive (Children's Activity) Network is listed as an others.
Does diddikicks have an API?
No public API is recorded for diddikicks.