1. GET ACTIVE
Live MICA Case Study Challenge Spring
2013
http://www.getactivesports.com/>

2. Tuesday, 26 March 13 2
Background
• Company formed 2012
• Formed by the the merger of Get Active Sport and Sherwood
Sports
• Get Active was a sole trader in existence for 9 years
• Sherwood Sports held a franchise from Premier Sport for the five
years ended 31st August 2012
• Trading
• Four full time employees/directors
• Over 50 part time coaches engaged on a self employed basis (6
will be moving to contracts)
• Provides sports coaching, activity clubs and holiday clubs to infant
and junior children – 5-12 years old
• Also provides substitute PE teachers to junior and infant schools

3. Tuesday, 26 March 13 3
Products
• School clubs
• These are a variety of before, during and after school time activities
where children are coached in a number of different sports and physical
activities. Class sizes are from 6-20 children plus one coach
• Numerically, these are the largest part of Get Active’s portfolio
• PPA
• A coach is supplied to a school for either a full day of half a day and acts
like a a full time PE teacher; running PE sessions and other sessions on
an agreed timetable.
• Holiday camps
• As their name implies, these are multiday sessions run in the school
holidays on school facilities or Leisure Centres whereby Get Active offer
structured sessions to entertain children. Camp sizes can vary from 30-
90 children and they are held on 8 locations; they are the most profitable
element of the business.
• Training courses
• These are in the course of development but will be targeted at providing
suitably qualified coaches to football clubs and schools.

4. Tuesday, 26 March 13 4
Marketing
• Promotion
• Significant promotional activity, primarily through brochures and
newsletters takes place at both the school and club level
• Social media and regular email/text shots
• No public activity takes place but these is planned to start from
September 2013
• Website
• A fully enabled web site has been built that allows parents to see:
• Holiday Camp Timetable
• Register and pay for children for holiday camps
• All bookings will be online from September 2012
• Forth coming events
• The web site is being further upgrade to give parents a fuller view
of all activities and the new party specific equipment that is being
purchased in the next six months

5. Tuesday, 26 March 13 5
Barriers to entry and competition
• Barriers to entry
• Low barriers to entry as no formal qualifications actually needed
• All Get Active coaches have necessary qualifications as it provides
reassurance
• Set up costs not high as very little property or assets needs to be
purchased
• Building marketing database and reputation required to scale a
business is more difficult and needs time and, possibly, a brand
• Competition
• Some significant national, mainly franchised, competitors
• Premier Sports
• Goal
• Significant local competitors but they do not have scale

6. Tuesday, 26 March 13 6
Trading area - Berkshire
Districts
1. West Berkshire (Unitary) - small presence
2. Reading (Unitary) – Good Presence
3. Wokingham (Unitary) – Good presence
4. Bracknell Forest (Unitary) – small presence
5. Windsor and Maidenhead (Unitary) – poor presence
6. Slough (Unitary) – strong presence

7. Tuesday, 26 March 13 7
Issues and areas for discussion
• How to expand the business
• Extended geographical reach
• Franchise?
• Acquisition of local competitors?
• Area to expand into
• Extend into Thames Valley of a wider area?
• Expand the product portfolio
• Acquire coaching business for football
• Move into developing academies for clubs and schools?
• Develop alternative sports such as futsal?
• Build a significant brand
• Develop web marketing and website linked to social media