11 Lessons in 11 Years: What the Most Successful Kids Activity Clubs Do Differently
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Over the past 11 years, we’ve had the privilege of supporting thousands of kid’s activity clubs across the UK- from dance studios and swimming schools to gymnastics clubs and football academies, and everything in between.
In that time, we’ve seen clubs grow from side-projects to thriving community hubs; from a few weekly sessions to multi-site operations; from paper sign-in sheets to fully digital parent experiences. And across all these journeys, one thing has become clear:
The most successful clubs- the ones that consistently grow, retain families, and deliver amazing experiences- tend to follow the same patterns.
So, to mark 11 years of ClassForKids, we’re sharing the 11 biggest lessons we’ve learned from working with the clubs who do it best.
Let’s dive in.
1. Clarity Wins: Clear Programmes Sell Better
Every club has something special to offer, but not every club communicates it clearly.
Parents are busy and want to understand what they’re signing up for quickly. The clubs that fill who fill classes fastest explain:
- What the session includes
- What the child will learn
- The outcomes or benefits
- Suitable age groups
- Times, locations, prices, and expectations
Parents are scrolling quickly, often making decisions on their phone. Clear information= confident bookings.
How can kids club owners get clarity? Try this:
Pick one offering (a class or camp) and ask someone who knows nothing about your club to read the description. If they still have questions, parents will too.
2. Consistency Builds Trust
Successful clubs understand that trust is built in the moments between classes. They keep:
- Schedules consistent
- Messaging consistent
- Branding consistent
- Staff consistent
Parents don’t just want a great class- they want predictability. They want to know what to expect week after week.
How can kids club owners stay consistent? Try this:
Create a simple calendar for the year and map out term dates, payment cycles, and announcements. Stick to it.
3. Convenience Beats Everything, Especially for Busy Parents
Parents often juggle multiple responsibilities. The easiest clubs to work with are the ones parents choose:
- Offer simple online booking
- Allow card payments and payment plans
- Use automated reminders
- Make rebooking as easy as one click
- Support mobile-friendly everything
- Waitlists for full classes
Convenience isn’t a luxury, it’s an expectation.
How can kids clubs be convenient for parents? Try this:
Look at your booking flow on your phone. How many taps does it take to book? Reducing that number can meaningfully increase conversions.
4. Communication Makes or Breaks Retention
It is amazing how much retention improves when communication improves. Regular, thoughtful communication builds loyalty and reassures families that their child is in good hands.
Top-performing clubs:
- Send welcome emails before the first session
- Reminder emails before each term
- Personal touches during the month
- Class updates that show progress
- Occasional “thank you for being with us” messages
How can kids club owners improve communication? Try this:
Set up three automated emails:
- Welcome email
- Mid-term check-in
- End-of-term rebooking reminder
Learn more about parent communication tools in our blog here.
The Ultimate Planner for Your Kids' Club
We've got a ton of free resources you can access now to help improve the efficiency of your club.
DownloadBringing It All Together: The Future of Kids Clubs Is Bright
After 11 years working with incredible clubs across the country, one thing is absolutely clear:
Kids activity clubs change lives.
They shape confidence, friendships, identity, joy, belonging, and childhood memories that last forever.
And the clubs that grow and thrive:
- Put parents first
- Build community
- Care about quality
- Communicate clearly
- Keep things simple
- And never stop improving
At ClassForKids, we’re proud to support clubs who bring passion, creativity, and inspiration to children every single day.
These lessons are the ones we see repeated over and over in the clubs that succeed year after year- and they’re just as relevant for your club today.
Here’s to the next 11 years, and to the incredible clubs leading the way.
FAQs:
How can I make it easier for parents to book classes?
Offer mobile-friendly online booking, multiple payment options, automated confirmations, and waitlists for full classes. Simplifying the process reduces friction and increases bookings.
What’s the best way to manage recurring bookings?
Use booking software that supports recurring sessions, auto-renewals, and term-based enrolments to save time and reduce manual admin.
How often should I communicate with parents?
At minimum, send a welcome message, mid-term updates on progress, and end-of-term rebooking reminders. Personalised touces improve loyalty.
What type of communication improves parent retention?
Clear, consistent, and informative messages- updates about children’s achievements, schedule changes, and upcoming events help parents feel connected and confident.
How do I build a sense of community in my kids club?
Host events, share achievements and photos, create newsletters, and engage parents through social media or messaging groups. A connected community encourages loyalty and referrals.
How can I get more reviews from parents?
Ask at the end of each term, offer easy submission links, or request short testimonials via email. Highlight reviews on your website and social channels.
What metrics should I track for my kids club?
Monitor class attendance, fill rates, cancellations, popular times, retention, and customer lifetime value. Use data to make informed decisions about scheduling, marketing, and staffing.
How do I keep children enrolled as they get older?
Plan multi-year skill-building pathways, create programs for older age groups, and ensure progression options. Encourage families to stay by showing long-term growth and development.
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Caitlin Martin
Cait is our in-house social media manager and digital content writer. When she isn’t brainstorming puns or chasing participants for TikToks, she can be found outside running, playing her fiddle in Scottish pubs, travelling on the Avanti West Coast train line to visit her family (read, dog), or nestled up on the sofa with a good book or movie.
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