AMP COACHING LTD

Executive Summary

AMP Coaching Ltd operates as a micro player within the UK sports coaching and recreation education sector, characterized by small-scale, owner-managed businesses. Financially, the company displays ongoing liquidity and solvency challenges with negative net assets and minimal cash reserves, underperforming relative to typical sector benchmarks. Market trends favoring digital adaptation and diversified service offerings present growth opportunities, but AMP Coaching’s current financial and operational position constrains its competitive strength in a fragmented, evolving industry.

AMP COACHING LTD - Analysis Report

Company Number: 12589736

Analysis Date: 2025-07-20 16:07 UTC

1. Industry Classification
   AMP Coaching Ltd operates primarily within the "Other sports activities" (SIC 93199) and "Sports and recreation education" (SIC 85510) sectors. These niches encompass businesses providing coaching, training, and educational services related to sports and physical recreation. Characteristics of this sector typically include reliance on skilled personnel, seasonal demand fluctuations, and sensitivity to consumer discretionary spending. The sector is fragmented, with many small and micro enterprises operating locally, competing on quality, reputation, and specialization.

2. Relative Performance
   From a financial standpoint, AMP Coaching Ltd is a micro entity with minimal share capital (£1) and consistently negative net assets over the last five years, showing a shareholder deficit widening from approximately -£4,374 in 2020 to -£5,213 in 2024. The company maintains a very low cash balance (down to £88 in 2024) and negative net current assets, indicating liquidity constraints. Compared to typical metrics in the UK sports coaching sector, which often features small businesses but usually with positive working capital or at least breakeven net assets, AMP Coaching’s financial position is weak. Many comparable firms, especially those surviving beyond initial years, manage to build modest net assets and maintain positive cash flows. The company also employs only one person (the director), which is consistent with micro business norms but limits scalability.

3. Sector Trends Impact
   The sports coaching and recreation education industry has been impacted by broader market trends including increased consumer health awareness, a growing emphasis on youth sports participation, and technological integration such as virtual coaching platforms. However, the sector is also challenged by economic uncertainties that affect discretionary spending, particularly following global events like the COVID-19 pandemic which temporarily restricted in-person activities. AMP Coaching Ltd’s financial struggles may reflect difficulties in adapting to these dynamics or insufficient market penetration. Furthermore, trends towards digitalization and diversification of sports education services require investment that micro businesses often struggle to finance, potentially limiting AMP Coaching’s growth and competitive positioning.

4. Competitive Positioning
   AMP Coaching Ltd is clearly a niche micro player in a fragmented market dominated by small private limited companies or sole traders. Its strengths may include a focused service offering and direct control by the owner-director, ensuring agile decision-making. However, the persistent negative net assets and declining working capital highlight financial fragility and potential operational risks. Compared with sector norms, where many small sports coaching companies break even or generate positive retained earnings after initial years, AMP Coaching lags behind. The lack of tangible assets as of 2024 further diminishes its asset base relative to competitors who may have equipment or facilities as competitive advantages. Limited staffing reduces overhead but also confines service delivery capacity and growth potential.