2025 Outlook: The Children’s Activity Industry in the UK Is Growing Up
If you’re in the business of keeping little ones active, engaged, and smiling, you already know how fast the landscape is shifting. But 2025? It’s shaping up to be a game-changer.
Despite cost-of-living pressures, parents (and increasingly, grandparents) continue to invest heavily in enriching experiences for children—and the numbers prove it. Whether you run swim classes, STEM clubs, drama workshops, or toddler music sessions, now’s the time to gear up.
A £17.7 Billion Industry—And Growing
Let’s talk scale. The UK children’s activity sector is now worth a staggering £17.7 billion, with families spending an average of £1,400 per child per year. That’s not just big—it’s booming.
But here’s the kicker: tapping into this opportunity isn’t just about being part of the market. It’s about being smart, strategic, and customer-centric.
What Activity Providers Say They Need Most
A recent industry survey revealed the top challenges providers face heading into 2025:
- 56% said they need more bookings
- 36% are struggling to find more staff
- 8% are looking for more venues
Translation? The demand is there—but capturing and delivering on it is the challenge.
Market Trends That Matter
Here’s what’s driving change in the year ahead:
Optimism is High
70% of providers expect at least 5% growth this year. Confidence is strong—even amid economic uncertainty.
Revenue Ranges
The industry includes everything from side hustles to serious enterprises:
- 38% earn up to £35,000
- 25% bring in £50,000–£85,000
- 21% are turning over £150,000+
There’s room to scale—and fast.
Grandparents: The New MVPs
With a decline in affluent young families, a surprising (and welcome) shift is happening: grandparents are stepping up financially. Backed by the largest intergenerational wealth transfer in history (an eye-watering £5.5 trillion), they’re helping fund everything from ballet to football training.
Premium is Still Powerful
Families may be cutting back on certain expenses, but when it comes to their kids, many are still happy to pay for quality—as long as the value is clear.
Sales & Marketing: Reality Check
What providers think is working vs. what actually works can be worlds apart.
Here’s what the data shows:
Channel | Perceived Leads | Actual Leads |
Word of Mouth | 36% | 50% |
Organic Social Media | 36% | 15% |
Paid Social Ads | 20% | 1% |
Internet Searches | 8% | 3% |
The takeaway? Referrals are your best friend. And many providers are over-investing in channels that aren’t delivering. The reality is, the old adage that conversations at school pick up amongst parents is driving our market is still true!
Pricing & Trials: Striking the Right Balance
The sector reflects the two tier nature of our current economy, with a breakaway group of high ticket sessions.
- 16% charge £16+ per session (premium tier)
- 48% stick to the popular £8–£10 bracket
- 20% offer sessions for £5–£7
- Only 4% go below £5
When it comes to trials:
- 28% offer them for free
- 48% offer discounted rates
- 24% don’t offer trials at all
Free or discounted trials remain one of the strongest conversion tools.
Keys to Success in 2025
Let’s break it down. If you want to grow this year, here’s what to focus on:
- Double Down on Referrals
Encourage happy parents to spread the word. Think loyalty programs, testimonials, and word-of-mouth incentives.
- Get Real with Your Marketing
Ditch vanity metrics. Use data to guide your strategy and focus on what actually works.
- Speak to Grandparents
They’re more involved than ever. Tailor messaging and payment options with them in mind.
- Be Financially Agile
Flex your pricing, streamline your ops, and partner smartly to weather economic ups and downs.
Final Thoughts: A Sector on the Rise
In 2025, the children’s activity industry isn’t just surviving—it’s evolving. With the right mix of insight, innovation, and connection, providers have the chance to thrive like never before.
So whether you’re just starting out or scaling up, one thing’s for sure: this is your moment.