If you run classes, you already know this truth.

Running the class is the easy bit.

It’s everything around it, the bookings, payments, chasing, admin, emails, spreadsheets, “have they paid?”, “are they confirmed?”, “what time did I say?”, “who’s on the waiting list?” that quietly eats your week alive.

And that’s exactly why I was buzzing to interview Tim Freed, co-founder of Book That In, who are also the Headline Sponsor of the Class Business Awards.

Because Book That In wasn’t built by a random tech company guessing what you need.

It was built from inside the class industry, because the industry had a problem and no one was properly solving it.

In this blog, I’m sharing the biggest takeaways from our conversation, and why this is one interview every class business owner should watch, whether you’re a solo provider, scaling, or building a franchise.

Who Are Book That In (And How Did It All Start)?

Tim shared that Book That In took on its first paying customer back in 2017, and the origin story is properly “class industry” through and through.

Tim runs another business called Toddle About, which many parents will know as the place you go to find what’s on locally for babies and toddlers.

Back in 2015, Tim wanted to add a simple feature, letting providers take bookings and payments through the Toddle About website.

Sounds easy, except it wasn’t.

Because nothing existed that worked properly for class providers and activity businesses. There were booking systems everywhere, but they weren’t built for our world. Blocks, termly bookings, subscriptions, drop-ins, waitlists, messy schedules, different pricing, different rules, all of it.

So Book That In was born out of a real gap in the market.

The partnership formed in the most classic business way.

Tim had customers but no booking tech.
His co-founder had tech but no customers.

So they joined forces, and the rest is history.

Even the name has a proper story, which you’ll hear in the interview. It went from “Ding Dong Diary” to “Ticked It” and eventually became Book That In because it’s what we all say when we want to book something in.

Simple. Memorable. Does what it says on the tin.

The Biggest Struggle Class Business Owners Have (And It’s Not Teaching)

When I asked Tim what patterns he sees across the industry, he nailed it.

Most class providers are brilliant at delivering classes, but struggle with everything else.

Not because they’re not capable, but because most people weren’t trained in:

• running a business
• admin systems
• marketing and follow-up
• managing payments
• keeping on top of bookings
• organisation and process

And when you’re juggling family life, class delivery, venues, school runs, social media, enquiries and everything else, the admin becomes the thing that pushes you into overwhelm.

Tim also made a point I see constantly. When you don’t have a system, everything becomes reactive. You’re responding to every single customer situation as a one-off.

And that’s exactly how businesses get stuck.

Why a Booking System Increases Trust and Conversion (Not Just “Saves Time”)

This bit really matters, because people often think booking systems are just admin tools.

They’re not.

Tim explained that a professional booking experience does something powerful for customers.

It makes your business feel legitimate and safe.

If someone lands on your page and everything is clear, branded, smooth and easy to book, they feel reassured.

Whereas a form, a bank transfer and “message me to confirm” can feel uncertain, even if you’re brilliant at what you do.

It also helps people book when it suits them.

One of my favourite insights was this. Book That In sees a lot of bookings happening between 2am and 4am, especially for baby classes.

If you’ve ever had a baby, you know exactly why.

Mums are up feeding, scrolling, and thinking “right, I need to get out the house, what’s on?”

If your booking process is smooth and instant, you catch that moment.

If it’s clunky, slow, or requires back and forth, you lose it.

It removes friction, and friction kills sales.

The harder it is to book, the more people drop off, even if they were interested.

A proper system makes the buying decision easier.

When “Doing It Manually” Starts Holding Your Business Back

Here’s the honest truth Tim shared.

Manual bookings work when you’ve got a handful of customers. It can even be the right way to start while you prove the concept.

But once you’re running a couple of classes a week, it starts to bite.

You’ll know it’s holding you back when:

• you’re dropping balls
• you can’t respond quickly enough
• payments are delayed
• you’re constantly checking the bank
• you’re spending hours chasing
• customers aren’t getting the experience they should

At that point, the problem isn’t your classes.

It’s the lack of a system.

The Biggest Mistakes People Make When Setting Up a Booking System

This was gold, because it’s something I see in the sector all the time.

Mistake one: Overcomplicating everything

When providers have been handling things manually, they’ve often created endless “special arrangements”.

This person pays later.
This one does half the block.
This one comes fortnightly.
This one only wants certain weeks.
This one can’t pay upfront.

Tim said when people move to a system, they often try to replicate every single exception.

His advice is clear.

A booking system is your chance to simplify.

Instead of 100 options, give customers clear choices like:

• book the block
• book a drop-in
• use a subscription

Simple systems scale. Messy systems trap you.

Mistake two: Obsessing over cost instead of value

People worry about the cost of a system, but forget the cost of their time.

If you’re spending 10 hours a week chasing and admin-ing, you’re paying for it anyway, just in energy and lost time.

Book That In works in a way where many providers only need to add 25p to 50p per session to cover the cost, and Tim said most customers don’t even notice.

But the provider feels the difference immediately.

Book That In Isn’t Just for Kids Businesses

Yes, they’re well known in the children’s activity space, but they support a wide range of class-based businesses including:

• fitness, yoga, Pilates and bootcamps
• dog trainers
• tutors and education businesses
• sailing schools
• councils running adult learning programmes

And if you’re scaling through franchise or licensing, Tim shared that Book That In has been built specifically to support that too, including:

• franchisor oversight across the whole network
• individual franchisee accounts
• franchisor-level reporting
• the option to collect management fees automatically at source

If you’ve ever chased franchise invoices, you’ll know why that matters.

Why Book That In Became the Headline Sponsor of the Class Business Awards

Tim shared two reasons.

From a business perspective, the Awards aren’t just about children’s activities. They’re about every class-based business niche, and Book That In wants to expand awareness across the whole sector.

On a personal level, Tim has worked with class providers for over 16 years and genuinely loves the industry. He wants providers to be celebrated, recognised and valued for the impact they make on families and communities.

And honestly, that’s what this whole Awards year is about.

A year of storytelling, visibility and celebration, culminating in an event that makes class providers feel like the main character for once.

Tim’s One Piece of Advice for Class Business Owners in 2026

This really landed.

Tim said not to let external factors convince you that you can’t succeed.

There will always be noise. The economy. The news. Fear. “People aren’t spending”. Uncertainty.

But if you want it, it’s on you to focus, take responsibility and adapt.

Because the demand is still there.

Parents still want classes.
Adults still want communities and hobbies.
People still invest in experiences.

You just need to run your business with more intention.

Watch the Full Interview with Tim from Book That In

If you’re a class provider who wants:

• more time back
• fewer admin headaches
• higher conversion
• a more professional customer experience
• a system that supports growth and even franchises

This interview is for you.

👉 Watch the full conversation with Tim from Book That In on my YouTube channel here.

And if something resonates, drop a comment on the video and tell us your biggest takeaway. I read them all!