Active Away
Active Away is a privately-held UK company that curates hosted tennis, padel, pickleball and ski holidays across 51 European locations in 7 countries, serving 10,000+ travellers with Jamie Murray and Louie Harris-designed coaching programmes via a proprietary booking platform.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What Active Away does
Active Away is a UK-based, privately-held company founded in 2006 and headquartered in London that specialises in hosted racket sport holidays, predominantly tennis, with adjacent lines in padel, pickleball and ski. The company curates multi-day trips that bundle coaching, accommodation at premium European resorts (Ikos, Liberty Lykia, Royal Mare, Aphrodite Hills, Nana Golden Beach, Daphnila Bay, Fergus Club), full-board dining and a host-led social experience into per-person packages priced from £499 to £2,669. Adult Tennis Holidays — featuring a 22.5-hour programme co-designed by six-time Grand Slam champion Jamie Murray (Tennis Ambassador since 2024) — is the flagship, complemented by Louie Harris-curated padel holidays, pickleball holidays, ski holidays, UK one-day/weekend clinics at David Lloyd and Parkside venues, junior tennis camps, family tennis holidays and ATOL-protected School Tennis Tours.
The underlying operating asset is a proprietary, in-house booking platform designed for complex multi-leg tennis holidays, supporting trip setup, live availability and event management with a 35% deposit / 100% balance payment structure. Active Away also operates a Tennis Facility Management service and a network of managed tennis academies at five Ikos resorts and Liberty Lykia in Turkey (18 tennis courts, 2 padel courts), generating ancillary court-rental, private-lesson and cardio-tennis revenue.
The business runs direct-to-consumer via activeaway.com with no intermediary resellers. Revenue is essentially per-trip with a programme-like repeat cadence (85% rebook rate, 9.76/10 recommendation, 99% five-star Trustpilot, 10,000+ lifetime customers). Customer segments span adults aged 45–65 (primary), families, juniors, and UK-based racket sport enthusiasts, served across 51 locations in 7 European countries with 258 departures planned across 33 venues for 2027. Strategic partnerships with Jamie Murray, Louie Harris, Ikos Resorts, Liberty Lykia, David Lloyd Clubs, Game4Padel, HEAD, PDH Sports, British Summer School and HVS-Tennis (Finland, June 2026) anchor both product credibility and distribution. Compliance posture includes ATOL 12809, Travel Trust Association membership (£11,000 passenger guarantee), Package Travel Regulations adherence, and a formal safeguarding regime for junior products.
Active Away firmographics
Firmographics- Name
- Active Away
- Legal name
- Active Away
- Website
- https://activeaway.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Short description
- Active Away is a privately-held UK company that curates hosted tennis, padel, pickleball and ski holidays across 51 European locations in 7 countries, serving 10,000+ travellers with Jamie Murray and Louie Harris-designed coaching programmes via a proprietary booking platform.
- Ownership category
- akta.pro rank
Active Away industry classification
Industry- Product category
- Racket Sports Holidays
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ)
Keywords
Where Active Away is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Active Away business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Hosted Tennis Holidays: Full package holidays including accommodation, tennis coaching (Jamie Murray-curated programme), hosting, meals, and activities at luxury resorts across Europe. Customers pay per person (pp) with single occupancy supplements available. Pricing from £1249 to £2669 per person depending on destination and accommodation level.
- Tennis/Padel/Pickleball Clinics: UK-based 1-day or weekend indoor tennis, padel, and pickleball clinics at David Lloyd venues and other partner clubs. Includes 5 hours of intensive coaching per day. Pricing from £109 per person.
- Play & Watch Events: Combined experience of watching professional tennis events (e.g., Barcelona Open) and playing tennis. Pricing from £1389 per person.
- School Tennis Tours: Organised tennis tours for school groups with coaching, accommodation, and activities. ATOL protected packages.
- Junior Tennis Camps: Tennis camps for children and young people during school holidays, held at prestigious schools in the UK.
- Tennis Academy Services: Court rentals, private lessons, cardio tennis sessions, and racket rentals at managed tennis academies (Liberty Lykia, Ikos resorts). Revenue from additional services at partnered venues.
- Ski Holidays: Adult ski holidays combining skiing with professional hosting. Expert guides leading the way with tailored support.
- Airport Transfers: Airport transfer services arranged as add-on to holiday packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | 5-star luxury tennis holidays (e.g., Ikos Aria, Liberty Lykia, Royal Mare) |
| Subscription | Multi-year contract | 4-star tennis holidays (e.g., Daphnila Bay, The Lensbury) |
| Unit Pricing | Pay-as-you-go | Adult 1-day tennis/padel clinics |
| Unit Pricing | Pay-as-you-go | Adult weekend tennis clinics |
| Subscription | Multi-year contract | Padel holidays at luxury resorts |
| Subscription | Multi-year contract | Pickleball holidays |
| Unit Pricing | Multi-year contract | Single occupancy supplement |
| Unit Pricing | Pay-as-you-go | Tennis academy services at Liberty Lykia |
| Unit Pricing | Pay-as-you-go | Tennis academy services at Ikos resorts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Active Away product offering
Product offeringCore offering
Active Away sells hosted tennis, padel, pickleball, and ski holidays that combine sports coaching and play with accommodation, hosting, meals, activities, and destination events. It also provides one-day and weekend clinics, junior camps, family holidays, school tours, tennis-facility management, and resort academy services.
Product overview
Active Away is a racket sports holiday company offering a portfolio of hosted experiences across multiple sports and formats. The core offerings include Adult Tennis Holidays (flagship product featuring the Jamie Murray Tennis Programme), Adult Padel Holidays (with the Louie Harris Padel Programme), Adult Pickleball Holidays, Adult Ski Holidays, and UK-based Adult Indoor Tennis Clinics. Supporting products include Junior Tennis Camps, Family Tennis Holidays, School Tennis Tours, and Tennis Facility Management services. The company also operates a network of Tennis Academies at luxury Ikos resorts (Ikos Aria, Ikos Oceania, Ikos Olivia, Ikos Odisia, Ikos Dassia) and Liberty Lykia in Turkey, providing court bookings, private lessons, and cardio tennis sessions. All products are connected through a unified booking platform with dedicated hosting at each destination.
Differentiator
Problem solved
Functional benefit
Products and services
- Adult Tennis Holidays Hosted tennis holidays for adults featuring a 22.5-hour doubles programme designed by Jamie Murray, accommodation at European luxury resorts, full hosting, and dining options.
- Adult Padel Holidays Hosted padel holidays featuring the Louie Harris Padel Programme, expert coaching, friendly competition, and social activities at destinations across Europe.
- Adult Pickleball Holidays
- Adult Indoor Tennis Clinics
- Adult Padel Clinics
- Adult Play & Watch Events
- Adult Ski Holidays
- Junior Tennis Camps
- Family Tennis Holidays
- School Tennis Tours
- Tennis Facility Management
- Adult UK Weekend Tennis Breaks
- Liberty Lykia Tennis Academy Active Away-managed tennis facility at Liberty Lykia in Turkey with 18 astro-turf tennis courts and 2 padel courts, offering private lessons, cardio tennis, and court rentals.
- Ikos Aria Tennis Academy Tennis academy at Ikos Aria in Kos, Greece, offering four astro-turf courts, cardio tennis, and private lessons with coach Filippos Batsalias.
- Ikos Oceania Tennis Academy Tennis academy at Ikos Oceania in Halkidiki, Greece, with two astro-turf courts, cardio-tennis sessions, and private lessons with coach Ana Kostic.
- Ikos Olivia Tennis Academy Tennis academy at Ikos Olivia in Halkidiki, Greece, featuring three red-clay courts, cardio tennis, and private lessons with coach Martin Georgiev.
- Ikos Odisia Tennis Academy Tennis academy at Ikos Odisia in Corfu, Greece, offering two clay courts, cardio tennis, and private lessons with coach Alkinoos Kastamonitis.
- Ikos Dassia Tennis Academy Tennis academy at Ikos Dassia in Corfu, Greece, part of the Active Away tennis academy network and providing coaching for different ages and abilities.
Quantifiable outcome
- 99% 5/5 star reviews on Trustpilot from thousands of reviews
- +3 more outcomes
Companies that use Active Away
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles6 records
Active Away technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Active Away partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- Jamie Murrayflagship6-time Grand Slam champion Jamie Murray serves as Tennis Ambassador since 2024. He designed the tennis programme used on all Active Away tennis events and works with the coaching team to push standards. He coaches in person on selected trips annually. Partnership extended through 2027/28.
- Louie HarrisflagshipBritish No. 2 and 2025 National Champion Louie Harris serves as Padel Ambassador. He designed the padel programme used on all Active Away Padel Holidays and coaches in person on two selected trips annually.
- David Lloyd ClubscorePartnership with David Lloyd for hosting tennis and padel clinics at their UK venues including Edinburgh, Finchley, West Bridgford, Woking, and Southampton. Provides access to indoor facilities for weekend and 1-day clinics.
- Game4PadelcoreUK's market leader in padel partnered to create the ultimate padel experience. Game4Padel venues host padel clinics and holidays for Active Away customers.
- HEADminorTennis brand providing equipment and brand partnership. Listed as a partner alongside Jamie Murray and David Lloyd.
- PDH SportsminorSports equipment partner with tagline 'Play Like a Champion'. Listed as partner providing equipment support.
- Ikos ResortscorePartnership with Ikos for hosting tennis holidays and operating tennis academies at 5 Ikos properties: Ikos Dassia (Corfu), Ikos Oceania (Halkidiki), Ikos Olivia (Halkidiki), Ikos Odisia (Corfu), and Ikos Aria (Kos). Features exclusive court access, free cardio tennis, and premium coaching programmes.
- Liberty LykiacoreActive Away manages 18 tennis courts and 2 padel courts at Liberty Lykia resort in Turkey. Hosts adult-only tennis holidays and family tennis holidays. Free court access within 24 hours; paid pre-booking available. Site of Liberty Lykia Tennis Academy.
- Liberty Sentidocore5-star adult-only Liberty Sentido resort hosting tennis holidays as part of the Liberty portfolio. Premium accommodation with tennis programme.
- British Summer SchoolminorPartnership with British Summer School (BSS) for language camps combined with tennis training. First three weeks reported as fantastic success across Worth, Uppingham, and Oundle locations.
- HVS-Tennis (Finland)minorPartnership announced June 2026 to bring hosted tennis holidays to Finnish players, with 2027 trips planned to Mallorca, Crete, and Cyprus.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Active Away competitors and assessment
Company assessmentOthers
- Scott Dunn: Luxury family-focused tour operator with curated experiential holidays. Comparable on premium family-travel demographic, though not sports-specialist.
- Inghams: UK ski and active holiday tour operator. Comparable on ski distribution and customer base, but lower service intensity than Active Away's hosted model.
Direct peers
- Powder Byrne: Luxury UK ski holiday specialist with hosted service at premium resorts. Overlaps directly with Active Away's ski product on target customer, price band, and hosted-service model.
- Neilson Holidays: UK-based active holidays operator (beachclubs, ski, sailing) offering hosted sport-and-activity holidays across the Mediterranean. Closely comparable operating model, customer profile, and price band to Active Away.
- Mark Warner: Premium UK family-focused active holidays brand with tennis, sailing, and watersports coaching at Mediterranean resorts. Directly comparable in product, customer demographic (active families), and pricing tier.
- Riviera Tennis Holidays: UK-based specialist tennis holiday company focused on Mediterranean resorts. Closely comparable niche product offering hosted tennis coaching trips to a similar adult enthusiast demographic.
Broad incumbents
- Club Med: Global premium all-inclusive resort operator with deep tennis and sport programming at its villages. Competes for the same luxury active-holidayer but at much larger scale and broader portfolio.
- TUI: Europe's largest tour operator offering sport-themed packages and active holidays. Overlaps with Active Away on tennis and ski packaged holidays but at a broader, lower-touch service level.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Active Away social profiles
Digital presenceActive Away compliance and trust
Trust signalCompliance5 records
Active Away financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Away leadership team
Management profileNumber of profiles
Profiles3 records
Active Away funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Away 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 Active Away
What does Active Away do?
Active Away sells hosted tennis, padel, pickleball, and ski holidays that combine sports coaching and play with accommodation, hosting, meals, activities, and destination events. It also provides one-day and weekend clinics, junior camps, family holidays, school tours, tennis-facility management, and resort academy services.
Is Active Away a public or private company?
Active Away is a private company. It is classified as unknown and is currently operating.
When was Active Away founded?
Active Away was founded in 2006.
Where is Active Away based?
Active Away is headquartered in London, United Kingdom, in the Europe region.
How does Active Away make money?
Eight revenue lines are on record. Hosted Tennis Holidays are the primary driver. The others are tennis/Padel/Pickleball Clinics, play & Watch Events, school Tennis Tours, junior Tennis Camps, tennis Academy Services, ski Holidays and airport Transfers.
Who are Active Away's main competitors?
Others on record are Scott Dunn and Inghams. Direct peers are Powder Byrne, Neilson Holidays, Mark Warner and Riviera Tennis Holidays. Broad incumbents are Club Med and TUI.
Does Active Away have an API?
No public API is recorded for Active Away.
What industry is Active Away in?
Active Away's product category is Racket Sports Holidays. Its primary akta.pro industry code is THAKAFAJ, Sports & Active Travel Agencies (e.g., ski, golf, dive). Its NAICS code is 71394 and its SIC code is 7990.