If you’ve ever been told, “Just email the school and offer a free taster,” and thought… surely there’s a better way than this — you’re not wrong.

Because here’s what’s really happening behind the scenes:

• Schools are busy
  
• Inboxes are a war zone
  
• Cold emails often go straight to spam
  
• And even when they do land… you’re still one of hundreds trying the same approach
  

So when I sat down with Bex Howe, Founder of Howe To Consultancy, it turned into one of those conversations that makes you pause and go:

“Right. That’s the missing piece.”

Bex is an official partner of The Class Business Awards, sponsoring the Strategic Partnership Award — and she brings a rare mix of real-world leadership experience, deep understanding of schools, and straight-talking strategy that class business owners genuinely need.

This blog is a peek into what we covered — and if schools, partnerships, or growth are part of your plan this year… you’ll want to watch the full episode.

Who is Bex Howe (and why should you listen)?

Bex didn’t start in business. She started in schools — properly in them.

She worked her way from:

• music teacher
  
• Head of Music
  
• Director of Arts
  
• Assistant Head / Vice Principal
  
• to Headteacher and Executive Head in a trust working across five schools and over 8,000 pupils
  

And then she did something a lot of great leaders do when the job becomes more bureaucracy than impact…

She left.

Not because she didn’t love education — but because she wasn’t getting enough of the moments that mattered. The moments where you see a child proud of themselves. The moments that remind you why you do what you do.

So she built Howe To Consultancy to “make more difference to more people” — especially young people and the adults supporting them.

The turning point every business owner will recognise

One of the best parts of the interview is when Bex explains the moment she realised she’d outgrown her role.

During her Level 7 coaching accreditation, she used a “flow” model — where your level of challenge should match your level of skill.

And she realised:

Her challenge didn’t match her skill or passion anymore.
Which led to boredom. Apathy. That “is this it?” feeling.

That’s the bit so many class business owners relate to.

You’re good at what you do. You’re passionate. You’ve got more to give.

But the way you’re doing it right now? It’s not the way you want to keep doing it.

The real reason class providers struggle to get into schools

This part of the conversation is gold if your business involves schools (or you want it to).

Bex shares a truth that might sting a bit — but it’s helpful:

1) The biggest thing holding people back is… themselves

Not in a mean way. In a reality way.

A lack of self-awareness, confidence, or clarity can stop people doing the things that actually move the needle.

And if you’ve never had space to reflect on:

• who you are
  
• what you bring
  
• what you need to grow
  …it’s hard to lead yourself, let alone lead partnerships.
  

2) Most people don’t understand the culture they’re trying to sell into

Schools aren’t operating in easy conditions.

But (and this is important)…

There is always money for the right thing.

Not the thing that “ticks a box”.

The thing that shows real outcomes and makes life easier for staff and better for children.

So what’s the actual strategy for building school partnerships?

If you want one takeaway from this blog, it’s this:

Stop relying on cold email as your main strategy.

Bex explains why: even her own emails sometimes didn’t land — because schools didn’t recognise her and systems filtered her out.

So instead, she talks about visibility and relationship strategy.

Here are the approaches she recommends:

✅ Get clear on what you want schools to buy

Not “I do kids classes.”

Specifically:

• what is the offer?
  
• who is it for?
  
• what problem does it solve?
  

✅ Get in the room (without being a pest)

• pop in for a coffee
  
• attend community events
  
• build real connections through people
  
• find the influencers and decision makers
  

✅ Volunteer strategically

This one is such a smart move.

Bex volunteered as a careers mentor — which kept her:

• in touch with schools
  
• in rooms with educators
  
• connected to decision makers
  
• visible in a credible way
  

And this is where it becomes a strategy — not just “be nice”.

Building partnerships that work (not messy collaborations that go nowhere)

If you’ve ever done a “partnership” that felt one-sided, unclear, or pointless… Bex nailed what makes a partnership actually work.

Her rule:

Know why you’re building it — and make sure it’s mutually beneficial.

Not just “let’s do something together.”

But:

• what can you give them?
  
• what can they give you?
  
• what does success look like?
  
• where is this going?
  

And she frames partnerships like friendships:

They take time. Little and often. Built on trust.

That’s how meaningful work happens.

The link between classes, community and long-term impact

We also went into something I care deeply about — the long-term impact of class providers.

Bex shared that she grew up in clubs: music, orchestra, athletics (Forest of Dean Athletics Club), judo, youth club… the lot.

And her point was simple but powerful:

Clubs and classes build life skills.
Confidence. Communication. Belonging.

No one remembers your SATs score at a New Year’s Eve party…

They remember how you made them feel and how you show up in the world.

That’s the impact class providers are creating every day — often without realising it.

Why Bex sponsors the Strategic Partnership Award

Bex explained that sponsorship is part of her wider strategy — but she chose The Class Business Awards because it’s:

• people-led
  
• community-led
  
• about celebrating and learning from each other
  
• about being in rooms that energise you
  

And because she believes strategy is the starting point of every adventure — especially when you’re creative and have 100 ideas but need focus to turn them into results.

What’s next for Bex (and why it matters)

Bex is rolling out her new curriculum Roots, Leaves and Wings — designed to support children with additional needs using three clear pathways:

• Roots (foundation skills)
  
• Leaves (specific needs such as ASD/ADHD, sensory, social)
  
• Wings (transition skills for the next stage of education)
  

And she’s stepping further into public speaking because, as she says:

She’s got something to say that can help.

Love that.

Watch the full interview with Bex Howe

If you want the full conversation — with all the context, examples and the bits that will genuinely make you rethink your outreach strategy — go and watch it here:

👉 WATCH THE INTERVIEW ON YOUTUBE

And if partnerships, schools, leadership or strategic growth are part of what you’re building this year…

This episode is one you’ll want in your back pocket.