ICAP’s Smart Strategies to Protect Your Team makes one thing clear: your team is not a “nice to have,” they are the backbone of your business. Combine that with ICAP’s What Families Want report and you see the full picture. Families are making choices based on professionalism, safety and trust. Over 80% of parents said safeguarding and clear policies directly influenced their booking decisions. That isn’t marketing fluff, it’s lived reality. And here’s the kicker, those family priorities only happen if you protect and support your team.

The team risks are familiar: turnover, liability, lack of training, poor wellbeing. The family stats tell us the cost of ignoring them. Nearly three-quarters of parents said they would pay more for providers who look professional and organised. So if your staff look exhausted, unsure or unsupported, it’s not just a HR issue, it’s a sales problem.

Here’s where providers must step up to protect their teams and win family trust:

1. Write clear role contracts and expectations

When someone joins, give them more than a job title. Map out what success looks like, how you’ll communicate, and where the boundaries are. Parents can tell when your team is confident and consistent.

2. Invest in training and support, not just delegation

Handing tasks over is not enough. Train your team to deliver with confidence. Families value staff who know what they’re doing and mirror your ethos.

3. Set boundaries and work agreements
   

Healthy teams perform better. Define working hours, response times and prep expectations. A rested person is the one who makes your brand shine in front of parents.

4. Use regular feedback cycles

Listen to your team, act on what they tell you, and refine your systems. Smooth behind-the-scenes operations translate into smooth customer experiences.

5. Ensure protections for wellbeing and liability

Safeguarding, insurance and health & safety policies are non-negotiable. Families will walk away if they can’t see you’re on top of them.

The two reports tell the same story from different angles. Families are looking for providers they can trust with their children. Your team are the people who deliver that trust. Protect them, train them, and value them, and you protect your brand.

Want to hear more about what it takes to run a children’s activity business that lasts? Tune into my podcast where I share the strategies and stories that help providers grow with confidence: Children’s Activity Business Club Podcast