Thousands of children’s classes in the UK already welcome grandparents, and our project aims to channel this collective knowledge to help even more grandparents join in.

We’re giving children’s activity providers the tools and resources (built using the latest digital innovations) to reach more grandparents and make them feel even more at home in their classes.

The Women in Innovation programme by Innovate UK, the UK's national innovation agency, recognises and supports pioneering female entrepreneurs who are driving transformative ideas. Earning this prestigious grant not only provides vital funding and guidance to this project, but also spotlights the whole children's activities sector on a national stage, enabling it to make an even greater impact on families.

The children’s activities sector, championed by What’s On 4 Kids, supports over 2 million children weekly, contributes £17.7bn annually to the UK economy, with 92% of businesses women-led.

By celebrating the vital role of grandparents in childcare, this project fosters collaboration and innovation, offering new opportunities for families and businesses alike.

Sam Godfrey-Moore (founder of What's On 4 Kids) is leading this highly collaborative project involving 25 visionary organisations from across the children’s activities sector and beyond, including George Bevis, founder of banking service Tide and a renowned social entrepreneur.
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This fantastic award recognises the transformative nature of this project and celebrates the dedication and teamwork of everyone involved.