Institute of Children’s
Activity Providers

Professional support and advice for children's activity providers

Click here to see what our members say about us:


The Institute of Children’s Activity Providers (ICAP) is a professional membership body for the children’s activities sector. We support providers through advice and thought leadership; best practice and compliance; education and networking; and we champion and promote collaboration in the industry.

develop your business

Our members achieve more together

Our community stands out for its inclusivity and collaboration. Members receive the best sector specific advice available provided by industry professionals and specialists. We support providers with resources and toolkits; workshops and events and promote business development through our benchmark rating system giving members a quality assurance rating to display to customers.

Leadership is within us, and as a collective we can make a difference. Join us and be part of our drive for positive change

ICAP has proved invaluable support for running a children’s activity business. It’s providing the industry with consistent high standards to work towards and professional support to apply to our businesses. Would highly recommend joining.

sarah earis
- brilliant bricks club -

Membership benefits

just some of our members...


Develop your business and display your quality assurance rating to build trust with customers

ICAP have advised us of many ideas and ways to improve and also build our business. Have found they are always quick to communicate any up to date legalisation for the children's activity industry. The company are extremely helpful and happy we decided to join the ICAP membership.


tHE future of the children's activities sector: 2020 report

ICAP has been a great addition to the industry, being a voice or reason through challenging times and a platform for learning and collaboration. As an independent provider, having access to a group such as ICAP has been a support and sounding board as well as providing excellence and knowledge that can be trusted.

Sophia (Proff) Mitchell

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Pip Wilkins

Pip Wilkins is the Chief Executive of the British Franchise Association (bfa). With 25 years’ experience in the franchise sector, Pip has worked her way up within the Association, gaining insight from all areas of the business and the franchise industry. She is well-known and highly regarded in franchising for her dedication and depth of knowledge. Pip regularly speaks at conferences and seminars both domestically and internationally, as well as writing on franchising matters for national, local and franchising trade press. Pip is also a regular judge for the annual bfa HSBC Franchise Awards, the Franchise Marketing Awards and Global Franchise Awards. Pip represents the UK at both the European Franchise Federation (EFF) and World Franchise Council (WFC). The bfa has grown to be one of the largest franchise associations in Europe, and one of the most successful associations in the world.

Theo Millward

Theo Millward is a graduate of Lancaster University with a BBA in Management. In 2016 Theo purchased UK swim school, Swimtime from the founders which teaches 20,000 children a week. Following a multi-award- winning digital transformation, during the global pandemic, Theo and his team founded Franscape, a saas that digitally transforms Franchise brands. FranScape won New Business of the Year at the UK Business Awards.

Andy Georgiou

Andy is the Founder of ICAP and a leading UK Franchise Business Consultant. He is fiercely committed to helping children’s activity providers build successful and profitable businesses. With qualifications in Business Management, Digital Media and Marketing, he has helped build, advise and grow leading 6 and 7 fiqure children’s education, sports and activity brands in the past 17 years.

Frank Sahlein

Frank has been active in the Children’s Activity Center industry as an athlete, coach, business owner, consultant and business broker. He is a native of San Mateo, California and graduated from San Jose State University in California (USA).
Frank was a pioneer of the Children’s Learning Opportunity Center concept from 1976 – 2016 at the Wings Center in Boise, Idaho (USA) – a blend of Sports Instruction, Arts, Education, Entertainment and Outreach programs.
As a business management innovator, Frank has delivered over 1,000 presentations for a variety of Children’s Activity Center industries such as gymnastics, swimming, cheerleading, dance, martial arts/ninja and child care/education.
3rd Level Consulting is a Business Development and Service Provider Partner for private industry companies, associations, and organizations in the USA, Australia, Canada, New Zealand, Singapore, the United Kingdom, Mexico, and Panama.
Two-time recipient of the National Business Leader Award from USA Gymnastics, Frank is the author of “Building Your Business Potential” and “Designing Your Empowered Life”. He is the creator of the SmartEDGE™ Business Applications and Management Certification Courses. He is the co-founder of LEAP Learning and the MetaSpheres Corp, and is the founder and Executive Director of the International Association of Child Development Programs.
His passions include his beautiful wife Lourdes Gonzalez, family, friends, fitness training, transformational reading and travel.