The Smarter Way to Grow Your Children’s Activity Business (Backed by Strategy + Real Results)
In a recent ICAP partner webinar, award-winning mentor and TEDx speaker Cerys Keneally shared her proven approach to sustainable growth for children’s activity providers. The session focused on how to build long-term income by working strategically with schools and nurseries—a method Cerys has used to help over 7,200 providers grow without cold calling, discounting, or burning out.
Why Schools and Nurseries Are the Key to Growth
Running a children’s activity business is incredibly rewarding—but often unpredictable. One term your classes are full, and the next, they’re half-empty. Baby classes constantly need new clients, and marketing devours your time and budget.
There is a smarter way.
Schools and nurseries offer something community classes often can’t: stability. They don’t want a revolving door of providers. They want reliable partners—professionals they can trust to deliver consistent, enriching experiences for their children. And when you position yourself correctly, you can become just that.
Refining Your School Offering and Specialism
It’s important to clearly define what you do best—and make sure it aligns with what schools and nurseries actually need.
For example:
A PE provider might specialise in PPA cover.
Another might excel in wraparound care.
A yoga instructor could focus on well-being for both children and staff.
Identifying your specialism helps you position your offer as relevant, outcome-driven, and valuable.
Your offer should be outcome-driven and scalable—so it creates long-term value for both the school and your business.
Scalability includes:
Annual renewal packages
Added-value services tied to events such as Arts Week or Well-being Week
Options that support curriculum delivery, CPD, or parent engagement
Pricing Strategies: PPA vs. Enrichment
Understanding school budgets is essential.
PPA cover is ongoing and funded through core staffing budgets, meaning it needs to be cost-effective and built for long-term delivery.
Enrichment workshops, by contrast, are higher-value, one-off experiences. Some providers successfully charge £500–£600 per day for these.
Typical daily rates for PPA: £280–£300 depending on hours and delivery model.
Always factor in travel, staffing, and resources. And remember—if no one questions your price, it may be too low.
Tailoring Your Offer: Schools vs. Nurseries
Nurseries operate year-round and follow the Early Years Foundation Stage (EYFS), while schools follow the National Curriculum.
It’s essential to tailor your messaging and proposals to each. Avoid one-size-fits-all emails.
The good news? The overall strategy remains the same.
Strategic Demonstrations and Tiered Packages
Don’t introduce your three-tier pricing in your first email. Instead, showcase your value first.
Let schools and nurseries see:
How children engage with your sessions
What makes your approach unique
How your offer aligns with educational goals
Once that interest is built, introduce:
Tiered packages tailored to different budget levels
Options for clubs, curriculum delivery, and Staff CPD/Wellbeing
This establishes you as a flexible, long-term solution.
Handling Objections: From Discounts to Demo Delivery
Always offer demo sessions for free—but avoid offering discounts.
Free trials spark commitment; discounts invite hesitation.
Position demos as a one-time experience that leads into a high-value package.
If you use staff to deliver the demo:
Train them to represent your brand effectively
Consider co-delivering to ensure continuity
Position them as your experts, not replacements
Final Thoughts from Cerys
You don’t have to chase enrollment every term. You can build a consistent, reliable income—on your own terms.
Take the first step. Use the strategy. Download the free guide. Build a business that supports your lifestyle, pays you properly, and makes a genuine impact on children, schools, and your community.
Meet the Expert – Who Is Cerys Keneally?
Cerys Keneally is a former teacher, TEDx speaker, and award-winning mentor. Widely recognised in the children’s activity sector, she is the founder of the Approaching Schools Challenge.
Cerys has helped more than 7,200 providers secure school and nursery contracts—without cold calls, spammy emails, or lowering their prices.
ICAP members can access the full recording of the webinar by clicking here.
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