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About AU

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Nat 07555 352587

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AU Sports was established in 2016 by Pete Alexander and Tom Underhill.


The business was started with the mission of getting more children active and providing quality sports coaching. 

Initially called AU Sport & Education Ltd., the focus was around school sport and Cricket coaching. We linked up quickly with The Vaynor First School and Astwood Bank Cricket Club as our main partnerships.


With the need to grow the business, we turned to fitness classes (Tom's speciality) to try and grow our services. The business then changed its name to AU Sport & Fitness Ltd. to be more fitting with our services. Getting into the fitness class market proved a challenge but with perseverance we did manage to gather a a good team of fitness enthusiasts attending our classes.

School partnerships have gradually grown in number over the years with schools such as Vaynor, Feckenham, Tadebigge, Church Lench, Astwood Bank utilising our services regularly over the last few years.

In 2022, with the business having taken on additional staff and the use of a unit in the heart of Astwood Bank, the business went through a number of changes. Tom departed from the business to focus on his fitness classes and we parted from our longest serving partnership with Astwood Bank Cricket Club.

Since then, the business has progressed to establish more partnerships with schools and local clubs than ever before. Our partnership with ABCC was quickly replaced with a partnership with Redditch Borough Football Club providing football coaching in their junior pathway. Partnerships with Cookhill & Studley Cricket Clubs were also invaluable during 2022.

Establishing a partner business, Lioness Girls Football in 2021, has also provided a big boost for AU. The sessions we deliver with Lioness are some of the most rewarding and enjoyabe sessions we do.

AU Sports is now comprised of directors Pete Alexander & Natalie Alexander and our brilliant team of coaches Dan Brookes, Jess Humby and Matty Johnson.

We continue to look forward and always welcome new partnerships with schools and clubs as well as trying to support local clubs & schools with sponsorships.

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