Primary school franchisor acquires Sweaty Mama

Premier Education announces its takeover of popular fitness network.

Primary school franchisor acquires Sweaty Mama

The leading provider of sport and physical activity for many of the country’s primary schools, Premier Education, has announced its acquisition of Sweaty Mama. With headquarters in the Norfolk village of Shropham, Premier Education has taken over one of the fastest-growing fitness franchises in the UK.

Sweaty Mama, which was established in 2016 to provide group exercise sessions for mums and their babies, has a UK network of over 100 franchisees. They offer fitness classes in 285 locations and, with the backing of Premier Education, it is hoped the company will grow even quicker.

The chief executive of Premier Education, David Batch, said in a statement: “As an experienced franchisor with full British Franchise Association (BFA) membership, we continue our growth but without compromising our ethos of inspiring activity and creating futures. 

“By having Sweaty Mama as part of our group is a fantastic addition and fits perfectly with our strategic objectives. We love the values that Sweaty Mama and its franchisees stand for, and we will further support the brand as it grows. We also offer mums, or anyone else looking to make a career change, the opportunity to develop a flexible and rewarding career on their own terms.”

Premier Education is a leading provider of sport and physical activity to primary schools.  Founded in 1999, the company is dedicated to improving the health and wellbeing of children through active learning.

Partnering with over 2,500 of the UK’s schools, Premier Education delivers stimulating and engaging physical activity classes and well-being sessions. They have a network of over 1,000 coaches who run PE lessons, holiday camps and much, much more. 

They provide sports, arts and well-being courses to around 240,000 of the country’s primary school children every year. Starting out 24 years ago as a company offering only football camps, they have evolved to bring much-needed sports and physical activities to children.

Premier Education boss, David Batch, added: “We believe that physical activity builds confidence, improves physical and mental well-being, and enhances motivation. It creates positivity, develops independent learning, while also nurturing teamwork and co-operation. 

“Premier Education is a partner of national governing bodies that include British Gymnastics, England Hockey and Table Tennis England. And our franchise model allows us to offer a local, personalised service to schools and parents, backed by a nationwide network of qualified coaches.”

For more information about Premier Education, its physical activity and well-being courses, please click here.

Andy Swales
Andy Swales