+44 (0)1865 582631 [email protected]

About Us

A specialist provider of high quality activity and learning programmes for children

About us

Active Education Group was established to provide a range of high quality products into the childcare, children’s education and leisure sectors, helping education establishments to maximise facility revenue during holiday periods.  Our products operate out of hired schools, or other educational facilities, and are delivered to high standards to compliment a school’s existing provision.

Maximising educational facility revenue

Active Education Group (AEG) has been established to create a range of products that can be delivered at schools, or other educational institutions, to generate significant extra revenue through holiday programmes. These programmes are based around holiday childcare, language or other activities and can be day time or residential courses, depending on the facilities.  AEG pays schools a guaranteed rental income with potential extra revenue related to numbers of participants attending the programmes.

Alternatively AEG business products can be branded in the school’s name to add value to the school’s overall educational provision.

Range of products

AEG work closely with school decision makers to establish what the priorities for holiday courses at each school are, and offer a range of products to meet those needs. AEG offers the below core programmes, with more detail in ‘Portfolio‘.

  • Multi-activity day camps offering holiday childcare
  • Bushcraft day camps
  • Tech and coding day camps
  • English language courses


The management of all programmes, whether branded in the school’s name or otherwise, will be undertaken by AEG and the school will receive a rental fee income.

Peace of mind and a wealth of experience

Luke Hayward, Managing Director

Luke Hayward was one of the founding directors of the Active Education Group, established in 2013 to run inspiring activity, sports and language programmes for 4 to 14 year olds during the school holidays. They now run at over 40 of the best schools in the UK.

Prior to this, Luke worked in sports retail and marketing in the UK plus several years as marketing manager for Kathmandu, helping to grow it to be one of Australia and New Zealand’s largest retailers.

Luke has a degree in Business and Marketing Communications and significant experience of bringing new systems and technologies into organisations to help them manage growth and provide the best service possible.

Elena Ciccotti, Head of Operations

As a former qualified primary school teacher and having joined our team in 2019, Elena brings a wealth of knowledge to ensure that children are having the best time on camp whilst assuring their safety and welfare whilst within our care.  

Elena is responsible for the operations team which develops and innovates our exciting programmes, creates the safe operating policies and procedures to run our programmes and ensures that we are safely operating within Ofsted and other regulatory frameworks. 

Emily Crossley, HR and Recruitment Manager

In her role as HR and Recruitment Manager, Emily is responsible for the safe selection and induction of hundreds of staff each year. Whilst studying Classics at University College London, Emily started working in the activity industry, going on to run large holiday camps for 5 years.

Having begun recruiting for childcare professionals in 2011, Emily uses her experience in the industry to identify the highest calibre of staff and ensure they are suitably prepared and cleared for the responsibility of their roles.

With vast experience in safe recruitment, and holding a Level 7 Diploma in Human Resource Management, Emily, an associate member of the Chartered Institute of Personnel and Development, is responsible for maintaining compliance for the Group’s recruitment and HR practices.

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