Is Active Away Still in Business? (2026 Update)
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Look for Active Away on AmazonFull story →Steven Davis and Matthew Allen pitched Active Away, holidays pairing tennis coaching with a break in mainland Europe, wanting £25,000 for 20 percent of the firm, and Peter Jones agreed to back it.
The company is still operating, and it now covers considerably more than tennis.
Coaching Holidays, Not A Package Tour
Investors are typically wary of travel pitches because margins are thin and bookings swing with the seasons, but a niche sports operator with repeat customers plays by different rules than a mass-market tour company, and that argument appears to have carried the deal.
Jones signed off on the arrangement in June 2017 after due diligence, funding the £25,000 for the 20 percent stake, with the equity later dropping to 15 percent once he had recovered his outlay, a structure that rewards the early risk without keeping the founders permanently diluted.
Adding Sports Instead Of Reinventing Itself
Founded in 2006, the company has hosted upward of 8,000 guests on tennis breaks over the years, and it has since layered on padel, pickleball and skiing rather than replacing the original offer. A 2023 tie-up with Game4Padel brought padel breaks to a resort in Spain.
Each new sport draws on coaching staff, venue contacts and group logistics the business already had running for tennis, letting it move fast rather than starting from zero each time.
Why Niche Holiday Brands Can Stick Around
Hobbyist travellers plan their year around their sport and rebook rather than shop the market each time, giving an operator like this an edge a generic holiday company does not have. That loyalty likely explains why a business built on 2006-era tennis breaks is still adding destinations two decades later.
Bookings go through the company's own site rather than an agent or marketplace, in keeping with a dedicated, sport-first travel brand.