Goals is a successful and established operator of  small sided football (“SSF”) clubs across the UK and was established in 2000. Goals now operates 45 FA affiliated clubs across the United Kingdom, four clubs in the USA (Los Angeles) and employs over 700 people. 


Small Sided Football is the most popular and fastest growing area of adult football in the UK. With over 1.5m adults playing every week and with 30,000 teams playing in organised and competitive small sided leagues, this format of football has increasingly become an integral part of the football family.

The Company has been a key pioneer of the SSF league and casual game in the UK enabling it to form strong partnerships with key industry participants including The FA. This format of the game is now fully recognised and supported by The FA and all Goals’ centres in England are FA accredited.

As a result of increased competition in recent years from independently managed Artificial Grass Pitches (“AGPs), the Company currently has no plans, for the foreseeable future, to open additional centres in the UK and is focussed on a strong investment programme to modernise its existing centres in order to maintain its market positioning and drive future growth.

California is the largest soccer market in the US, with approximately 2 million participants and the Directors believe that it provides an exciting opportunity for the Company. Goals’ first US centre, situated in South Gate Los Angeles, is one of Goals’ top performing clubs and another club opened in Pomona, Los Angeles in February 2017. Two other clubs in Rancho Cucamonga and Covina opened in 2018.

In July 2017, Goals formed a joint venture with the City Football Group and all existing and pipeline sites have been transferred to the Joint Venture.


Goals operates a highly cash generative and robust business model, with a strong brand presence. Its historical success and growth has been underpinned by four key business strengths, which remain valid: (i) excellent and relevant locations; (ii) significant structural market growth; (iii) strong market position in the UK with US centre roll-out potential; and (iv) a cash generating business model.

The Company has set four strategic priorities as follows:

  • Grow and innovate the UK core estate – through refurbishment of the existing buildings to a new upgraded brand format and accelerating the Arena modernisation programme and introducing new innovative technology to enhance the customer experience;
  • Develop new capabilities and move ahead of competitors – through developing value added propositions aimed at underdeveloped growth segments, relaunching quality offering for advanced booked customers, upgrading IT systems to achieve deeper digital connectivity and refreshing and reinvigorating the operating environment;
  • International expansion of centres and brand – through exploiting our early mover advantage in California, investigating market potential to leverage the Goals brand in Asia and explore other regions for market entry through capital efficient routes; and
  • Unlock underlying asset potential – through the development of additional revenue generating lines of business, explore development potential across the property estate and remain open to potential accretive, complementary business opportunities.