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International Sharing School (ISS) Madeira — When Business Models Meet Education

Tobi Hughes·21st February 2026
Madeira News

Thanks to a reader for sending me this link, and a must read if you are thinking of sending your children to the international sharing school.

(An open letter & a parent’s honest perspective)

This letter reflects my perspective as a parent and the information available to me as of 28/01/26. It does not speculate on intent and focuses solely on observable actions, communications, and outcomes.

I’m aware that writing publicly about a school my child attends may carry personal repercussions. I have not taken this step lightly. However, when concerns involve student welfare, transparency, and trust, remaining silent can carry its own consequences. This letter is written in good faith, with care, and with the hope that clarity and accountability ultimately serve the best interests of current and future students and families.

I’ve been a parent at ISS Madeira for multiple years now. I’ve had dozens of conversations with other parents across different year groups, and I’ve spoken with current and former teachers. After all of that, one thing has become crystal clear: the problems at this school aren’t just random issues or growing pains. They all come back to one fundamental truth.

How This School Is Run

ISS Madeira isn’t led by educators. It’s a for-profit business, controlled by the Sharing Education Group and run by a board of four brothers from the same family. From what we can tell through public information and communications with parents, none of them have professional backgrounds in education. The decisions about who gets hired, what resources we get, what the facilities look like — all of it gets filtered through a business mindset, not an educational one.

The school is part of a bigger investment picture. The Sharing Education Fund talks about their schools using words like “valuation,” “growth trajectories,” and “exit strategies.” That might be normal business language, but when you’re talking about a school, it creates this uncomfortable tension. Education starts to feel like something that needs to be managed and marketed, rather than something that’s carefully built around what kids actually need.

Once you understand how the school is structured, a lot of what parents experience here starts to make sense.

What You See vs. What You Get

The school’s website and social media look amazing — modern facilities, strong resources, and a fully realized international education program. But honestly? The website feels more like a wish list than a reflection of reality. For over a year now, families have been shown imagery and promises that simply do not match what’s actually happening.

Here’s a specific example: ISS Madeira is currently located inside another Portuguese private school called Apel. If you pull up “International Sharing School of Madeira” on Google Maps, the photo that shows up is of the Apel campus — a building they only occupy about one-sixth of, with no priority access to the surrounding facilities like basketball or tennis courts.

Will the new campus be bigger? Yes. Will it be an improvement in terms of space? Absolutely. But here’s what they’re not telling prospective families: the new campus they’re marketing with glossy photos and AI renderings won’t actually exist when students move in. It’s going to be an active construction site for god knows how long. Teachers and students will be working around ongoing construction. All those facilities they show on the website — the playgrounds, the specialized learning spaces, the custom furniture — won’t be there. Not when school starts in the new building. Probably not until well past the next school year, if then.

This disconnect matters. Families are making life-changing decisions based on

Read the Article Here its about a 12 minute read in total.

Also you can find a petition here.

https://www.change.org/p/parent-petition-conditions-for-continued-enrollment-at-iss-madeira

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Tobi Hughes

4 Responses

  1. Claude says:
    22nd February 2026 at 13:07

    Education “lost in paradise”

    Educational Challenges Facing Non-Portuguese-Speaking Children in Madeira’s International School Environment

    Relocating families to islands such as Madeira is often motivated by lifestyle aspirations — safety, climate, and quality of life. However, for families with school-aged children who do not speak Portuguese, educational realities can present significant and sometimes underestimated challenges.

    While international sharing schools may promote inclusive and elite learning environments, the transition for children entering mid-education can be academically, socially, and emotionally complex.

    ⸻

    Language Barriers Without Adequate Educational Frameworks

    Children arriving without Portuguese proficiency depend heavily on structured multilingual teaching systems. In practice, support may be inconsistent, leaving students to bridge linguistic gaps independently.

    This often results in:
       •   delayed academic participation,
       •   misunderstanding of ability levels,
       •   increased dependence on external tutoring,
       •   and heightened adjustment stress.

    Language acquisition becomes an obstacle to learning rather than a supported developmental process.

    ⸻

    Lack of Structured Curriculum and Developmental Progression

    A recurring concern among relocating families is the absence of clearly sequenced curricular development from early years through higher grades.

    Challenges may include:
       •   inconsistent academic expectations between year levels,
       •   repetition or omission of core learning content,
       •   unclear progression benchmarks,
       •   difficulty transitioning into advanced grades.

    Without continuity, children entering midway through schooling struggle to align prior learning with new academic systems.

    ⸻

    Emotional Support and Teacher Preparedness

    International relocation places considerable emotional demands on children.

    Students may face:
       •   cultural displacement,
       •   loss of established friendships,
       •   communication anxiety,
       •   identity uncertainty.

    Where teachers lack training in pastoral or emotional support, adjustment difficulties may be interpreted as behavioural or academic weakness rather than normal relocation stress. The absence of strong emotional guidance can significantly affect confidence and engagement.

    ⸻

    Financial Burden Transferred to Families

    When institutional systems fall short of international education standards, parents frequently compensate privately.

    Many families find themselves funding:
       •   additional language classes,
       •   private academic tutoring,
       •   psychological or emotional support,
       •   supplementary educational programmes.

    Despite substantial school fees, education becomes partially outsourced to external providers, increasing financial and emotional strain.

    ⸻

    The Reality of Island Educational Limitations

    Madeira’s geographic isolation limits educational choice. Families dissatisfied with schooling options may face difficult decisions involving relocation or long-term compromise.

    This restricted ecosystem can reduce flexibility and place added pressure on both children and parents to adapt regardless of suitability.

    ⸻

    Relocation Timing: A Critical Consideration

    An important but often overlooked factor is the age at which children relocate internationally.

    For non-Portuguese-speaking families, uprooting children already established within another educational system may not always be advisable unless robust support structures are guaranteed.

    Relocation tends to be significantly smoother when:
       •   children begin education locally from the earliest stages,
       •   language exposure starts naturally in early childhood,
       •   integration occurs through crèche or early-years environments before formal schooling.

    Entering at the beginning of education allows children to develop linguistic, social, and cultural familiarity organically rather than attempting adjustment during academically demanding years.

    Mid-school transitions, by contrast, can compound academic disruption, emotional stress, and identity challenges.

    ⸻

    The Gap Between International Branding and Educational Delivery

    International schooling implies structured curricula, qualified educators experienced in multicultural classrooms, and strong emotional safeguarding systems.

    When these elements are inconsistent, the promise of elite education risks becoming a perception sustained by marketing rather than educational outcomes.

    ⸻

    Impact on Children

    Ultimately, children bear the consequences of systemic mismatch.

    Possible outcomes include:
       •   reduced academic confidence,
       •   social isolation,
       •   reliance on external academic support,
       •   long-term educational discontinuity.

    What begins as a family lifestyle decision may unintentionally place children in environments requiring adaptation beyond their developmental readiness.

    ⸻

    Conclusion

    Madeira offers exceptional lifestyle advantages, but educational relocation decisions require careful planning — particularly for non-Portuguese-speaking families.

    International moves are often most successful when children start their educational journey locally from early childhood rather than entering midway through formal schooling systems lacking fully developed international infrastructure.

    Transparent expectations, structured curricula, qualified teaching standards, and emotional support systems remain essential if international education is to genuinely serve relocating families rather than challenge them.

    Reply
  2. Albert says:
    23rd February 2026 at 10:56

    Our children attended this school for just over a year. The teachers and principals we met were very dedicated. Unfortunately, however, all the promises made by the board were broken. Small classes, a move to the 2024/25 school year, stable school fees. But it’s not just the lack of educational management that is a disaster, the financial management is too. Our emails went unanswered for months, refunds were only made after we threatened to take legal action, and the advertising poster promoting the move in September 2024, which has not yet taken place, hung near the hospital until well into 2025. What kind of company can afford to behave like this? Only a company that shamelessly exploits the weaknesses of its customers and employees. Unfortunately, local politicians play along with this game and are happy to accept invitations to gala dinners.
    We transferred our children to a state school and have not regretted it for a second. Here, there are additional teachers for non-native speakers, and the school management and teachers have offered us all kinds of support. The classrooms, common rooms and sports facilities far exceed those at ISS. We want to stay in Madeira and are delighted that our children are integrating into Portuguese society. ISS deliberately tried to prevent this with rudimentary Portuguese lessons and elitist behaviour.
    For more than €7,000 a year, whereas state schools are free.

    Reply
  3. ELEUTERIO PESTANA says:
    23rd February 2026 at 17:59

    A very bold statement has been made here, which leads me to believe that one’s child is no longer at this school. It somewhat comes off like a letter written by a disgruntled ex-employee who reverts back several times to the branding, hard hats etc. at the new site visit.
    However, there has also been some replies of “current parents” whose children attend this school and from a student as well.

    Some fact checking has to be made here to get to the bottom of this debacle all be it a positive or negative outcome, the truth must prevail.

    To dig deeper one needs both sides of the story and even feedback from Apel itself. This is not only a slap for ISS but also for the landlord that hosts them.
    What’s the Minister of Educations take on these accusations?

    Yes, where there is smoke there is fire but in the same breath there is always two sides to every story and a full investigation will be required to establish the truth.

    Regards
    Eleuterio Pestana

    Reply
  4. Al says:
    23rd February 2026 at 19:49

    I visited the school and was totally unimpressed. What we saw on the internet was nothing like what it was in reality. my english speaking boy is now in Portuguese school and I am so grateful about our decision.

    Reply

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