We are thrilled to announce that Kidztivity has been selected as the official training partner for the groundbreaking national initiative, Grandparents Welcome. This government-backed campaign is designed to encourage grandparents to actively participate in their grandchildren’s pre-school and extra-curricular classes, fostering stronger intergenerational bonds.
Led by Sam Godfrey-Moore, the founder of What’s On 4 Kids, and supported by renowned social entrepreneur George Bevis, this initiative is already making waves in the children’s activity sector. For those unfamiliar, George Bevis is the founder of Tide, one of the UK’s leading digital banking platforms for small businesses. His expertise in innovation and entrepreneurship brings invaluable support to this initiative, which has already been recognised with the prestigious Innovate UK Women in Innovation Award, securing £75,000 in grant funding and expert business backing.
At Kidztivity, we’re honoured to play a pivotal role in this initiative, providing training and expertise to help activity providers create welcoming environments for grandparents. As part of this partnership, our founder, Chris Sharman, will also join two key working groups for the project, bringing nearly his over 30-years of experience in the children’s activities industry to the table.
Chris shared his excitement about the partnership:
“I’m excited to be a part of what I’m sure will be a hugely beneficial project for the sector. Harnessing technology, innovation, and partnerships with some of the best names in the sector can only support the growth of what we live for… getting more children, more active, more often!”
This collaboration aligns perfectly with Kidztivity’s vision of powering children’s activities worldwide through innovation, inclusivity, and collaboration. As a CIMSPA Training Provider and a trusted partner for over 1,000 children’s activity professionals, we’re committed to making a lasting impact on the sector.
Why This Matters
The children’s activity sector supports over 2 million children weekly and contributes £17.7 billion annually to the UK economy. By recognising the vital role of grandparents, the Grandparents Welcome campaign opens up new opportunities for growth and inclusivity in our industry.
As the headline sponsor of Children’s Activities Week 2025, which runs from May 12th to 18th, and delivered in partnership with What’s On 4 Kids, we’re proud to continue championing initiatives that bring families closer together and empower businesses in the sector.
We’re also excited to announce that Sam Godfrey-Moore, the visionary founder of What’s On 4 Kids and leader of the Grandparents Welcome campaign, will be joining one of our panels at The Active Kids Theatre this June. Sam will be sharing her expertise during the session titled “Data-Driven Growth: Unlocking Niches with Insight”, offering invaluable perspectives on leveraging data to identify and grow underserved areas in the children’s activities sector. This session promises to empower attendees with actionable strategies to drive meaningful, insight-led growth.
