Lesson 10 of 10
How MEMFitness and MEM Academy CIC connect commercial and community
Learning objectives
- See the two-entity model MEM runs
- Understand why commercial + CIC together works better than either alone
- Decide if a similar split fits your ambition
- Avoid the 'one entity does everything' trap
The two-entity model
MEMFitness is the commercial trading company — software, tools, paid services. MEM Academy is the CIC — community delivery, public good programmes, impact reporting. The two work alongside each other: commercial revenue funds capacity, CIC delivery builds evidence and trust.
Why it works
Commercial-only struggles to win public contracts because there's no community accountability. CIC-only struggles to scale because grant funding is slow, restricted and rarely covers infrastructure. The two together unlock both speed and credibility.
Does this fit you?
A split entity is overkill for most coaches in year one. It starts to fit if: you're already running paid services AND community programmes, you're being asked for accountability you can't give as a single limited company, or you want to take a salary from commercial while reinvesting community surplus.
Founder insight — Derrick Twum
We didn't start with two entities. We started with one, watched the friction, and split when the model demanded it. Let the friction tell you when — don't force it at incorporation.
Key takeaway
Commercial company + CIC together unlocks speed and credibility, but only when the friction of a single entity demands the split.
Reflection questions
- 1Are you running commercial + community work already?
- 2Where is the friction in your current single structure?
- 3What would each entity own if you split?
- 4Who would govern the CIC vs the commercial side?
Action task
Write a one-page sketch of what a two-entity version of your business would look like — even if you never build it.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- Business Planner
- Impact Reporting