Find out what being the professional body of choice for children’s activity providers entails


We are a professional membership body and community of business owners and leaders operating in the children’s activity sector.

We aim to champion best practice, raise standards and innovate, driving positive change and progression across the industry.

We believe children’s activity professionals have an essential role to play in educating, entertaining and inspiring the next generation. Coming together to share challenges, ideas, questions and solutions will help us develop individually and collectively as a community.

We look forward to welcoming you into our community and supporting you grow your business


What we do

Our vision is to inspire children’s activity providers and play a key role in the growth of the sector.

We want to help standardise best practice, promote innovation and professional standards, guiding providers in offering safe, fun and enriching programmes.

We do this through:

Creating resources and tools for providers to better understand how they can develop their business to engage and inspire more children

Delivering quality training events and learning opportunities, both online and offline

Using our Rating System to benchmark standards, celebrate success and create clear action plans

Promoting best practice and inspiring providers through our thought-leadership

Promoting peer to peer support and sharing of ideas and solutions

By becoming a member of ICAP you’re joining a community of like-minded professionals and business owners in the children’s activity sector working towards excellence

Our Founder

Hi, I'm Andy

Children’s Activity Specialist and Founder of the Institute of Children’s Activity Providers (ICAP). Thank you visiting our website and considering joining our community.

I’ve been fortunate to have worked with children’s activity providers for over 16 years across three continents, running my own activity business, working with some of the biggest brands in the UK and advising over 500+ businesses. This experience led to the discovery of a sizeable gap in the industry whereby people needed representation, greater thought leadership and inspiration to level up their business.

ICAP was the creation. Over the coming years we aim to support, guide and engage with thousands more children’s activity professionals across the UK, helping them grow and develop their business and inspire more children than ever before.

Welcome to ICAP.


Andy Georgiou

Meet our experienced advisory panel

Caroline Crabbe

Caroline is the highly experienced General Manager for Jo Jingles; one of the leading music and movement class providers, with an established presence across the UK

Cerys Kenneally

Cerys runs a highly successful dance business in Wales and is also one of the leading advisors in the industry mentoring providers to get into schools and nurseries, as well as moving their businesses online.

Duncan Ross

Duncan is the highly experienced Head of Operations at Class4Kids; the leading booking software platform in the UK supporting sales and administration for over 2000 children’s activity providers.

Felicity Sandford

Felicity is the Director of Amazing Futures, a social media and marketing consultancy specialising in leisure, education and children’s activity businesses.

Kelly Jenkins

Kelly is Founder of franchise network Beaming Babies and Event Director for the Wales Children’s Activities and Services Awards supporting the growth and development of the sector in Wales.

Tessa Robinson

Tessa is the Director of her own independent dance school and Club Hub; UK’s biggest online directory for children’s activity providers.

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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.