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Grandparents Welcome National Framework

Innovate UK Women in Innovation 2025 Award Winner

Our project

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.

Innovate UK win

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.

Our sector

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.

Collaboration

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.
"As someone who is passionate about empowering small businesses and fostering innovation for social good, I’m delighted to personally support this important initiative." George Bevis, Founder of Tide & CanDo

Our legacy

Grandparents Welcome is the newest initiative in What’s On 4 Kids’ nearly two-decade legacy of pioneering in the children’s activities sector.

Since 2006, Sam’s impactful leadership  includes launching the first business awards, raising over £260,000 for Caudwell Children through National Children's Activities Week, and founding the not-for-profit Children’s Activities Association to establish quality standards and foster collaboration.
Want to be one of the first to benefit from this Innovate UK project?
💷 Increased Bookings‍

Tap into a new revenue stream as grandparents shift their spending towards enriching activities for their grandchildren.

‍🤖 Actionable Insights

‍Access data-driven insights into what grandparents need, and use our advanced tech and AI to implement these changes easily and quickly.

‍👐 Inclusive Programmes

‍Ensure your class programmes and lessons are 100% welcoming to grandparents. Our tools also help you easily adjust your offerings to meet their expectations.

‍📖 Inclusivity Training

‍ Access to generic and bespoke inclusivity training for you and your class teachers.

‍📣 Nationwide Exposure

‍Benefit from expansive campaigns and publicity designed to open up the children’s activities sector to grandparents across the whole country.

And this is JUST A TASTER of what is to come!
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Project Team

Sue Lee
Morton Michel
Advisory Board Chair
Rachel Fay-Sedgwick
Little Learners
Grandparents User Group Lead
Amanda Gummer
Fundamentally Children
Guidelines Team Lead
Anne-Marie Martin
diddi dance
Children's Activities Providers User Group Lead
Tamara Holland
Dot & Stripe Marketing
Marketing Partner
Chris Sharman
Kidztivity
Training Partner
Sam Godfrey-Moore
What's On 4 Kids
Project Manager/Product Manager
Jane Mitchell
diddi dance
Marketing team
Izzy Gornall
babyballet®
Marketing Team
Lucy Crabtree
babyballet®
Advisory Board
Jenni Bradford
The Institute of Children's Activity Providers
Guidelines Team
Fiona Simpson
ARTventurers
Children's Activities Provider User Group
Nigel Godfrey
Scram
Technical Team Lead
Sarah Cressall OBE
The Creation Station
Guidelines Team
Julie Barber
TechyTots Ltd
Providers User Group
Mike Roberts
Making Digital Real Ltd
Social Media Partner
Helen Simmons
Caterpillar Music
Children's Activities Providers User Group
Abi Davis
Mini Professors
Advisory Board
Claire Munday
Tappy Toes
Guidelines Team
Mel Wink
What's On 4 Kids
Product Manager

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