ICAP’s 2025 Outlook says the UK children’s activity sector is now worth £17.7 billion, with families spending £1,400 per child each year. They highlight struggles too: 56 % of providers need more bookings, 36 % are challenged by staffing, and 8 % need more venues (ICAP report).

That’s useful, but it’s only half the picture. The real challenge is not just bookings or staff, it’s capability, confidence and positioning.

Where providers must lean in (instead of waiting)

1. Invest in positioning, not just reach
   Visibility matters, but if you don’t position yourself in a way that parents feel you’re worth the price, that reach becomes noise. ICAP confirms parents will pay premium for quality, so use that data to justify owning brand clarity, professional photography, testimonials and clear messaging.
   
2. Turn trials into conversions
   Trials are common, but too many providers give away value and never follow up. Treat trial sessions as a strategic tool. Collect information, deliver a polished experience, and follow up quickly. In 2025, your trial class should feel as premium as your paid one.
   
3. Embrace financial agility
   Many providers still run fragile financial models. To survive and thrive, you must flex pricing, bundle offers and forecast properly. Fixed pricing is safe, but unresponsive pricing in a volatile economy is dangerous.
   
4. Activate secondary buyers like grandparents
   The report names grandparents as a growing financial force. That’s your opportunity. Create messaging, payment options and gift vouchers that speak to them and show the value they can bring as supporters of children’s learning and play.
   

The report shows an industry maturing, but real growth will come from providers who step up, systemise and lead. Let the numbers fuel you, but let your action define you. If you want practical tools and support to take the data and turn it into results, explore my resources here: Learn With Me.