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What a Day!

The 2025 ICAP Conference was a resounding success from start to finish!

Our commitment to providing quality content shone through an exciting lineup of expert speakers, insightful panels, and invaluable networking opportunities. Highlights included keynotes from Konnie Huq and Katrina McCarter, engaging workshops with industry leaders, and the inaugural ICAP Awards.

We hope you left feeling excited, empowered, and equipped to make your business flourish!

 

Thank you for attending, connecting with fellow delegates, and making this an unforgettable experience. 

Missed it?

If you missed it, check out the details of the day below. 

itinerary
Speakers
ICAP Awards Winners 2025
Suppliers
Partners

Sponsors

This event would not be possible without our sponsors.

the itinerary

9:00am - 11:00am
11:30am - 12:30pm
1:30pm - 3:15pm
4:00pm - 5:30pm

9:00am - Platform

Registration, Networking & Supplier Showcase

Grab a drink and enjoy time with your fellow Children’s Activity Providers. Trusted Supplier’s are available to answer any questions you may have.

9:30am - Auditorium

Welcome from Team ICAP

Andy and the team will introduce the day and share exciting updates about your incredible sector.

Picture of Andy Georgiou

Andy Georgiou

ICAP & Fransquared Founder

Picture of Jenni Bradford

Jenni Bradford

ICAP Team & Systems by Dr Jenni

Picture of Theo Millward

Theo Millward

Swimtime UK & Franscape CEO

10:00am - Auditorium

Keynote - Marketing to Mums

Picture of Katrina McCarter

Katrina McCarter

Award Winning Speaker, Business Strategist and Author

Marketing to Mums: What Mums want from children’s activity providers

Katrina is a Marketing Strategist, Best-selling Author, Speaker and Business Advisor, who specialises in helping business owners sell more effectively to the world’s most powerful consumer, Mums! This session is sure to get your business booming! 

10:45am - Auditorium

Awards Presentation

Before the break we’ll be announcing the winners of the first two ICAP Awards!

11:00am - Platform

Networking & Supplier Showcase

Complimentary Drinks & Snacks available whilst you network and browse suppliers who can help your business grow.

11:30am - Auditorium

Panel - Leadership

The panel session this year will focus on the navigating challenges of Leadership. A short Q&A session will follow. 

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Emily McNeill

Global Partnerships Executive - International Swim Schools Association

Picture of Pip Wilkins

Pip Wilkins

Chief Executive Officer at the British Franchise Association

Picture of Ben Sutcliffe

Ben Sutcliffe

Director of Executive Projects, Caudwell Children

Picture of Sarah Cressall OBE

Sarah Cressall OBE

Best Selling Author, Multi-Award-Winning Entrepreneur, Speaker, Founder and Managing Director

12:15pm - Auditorium

Awards Presentation

Before lunch we’ll be announcing the winners of two more ICAP Awards!

12:30pm - Platform

Networking Lunch & Supplier Showcase

Enjoy a complimentary lunch, network and meet our amazing industry suppliers.

1:30pm

Workshops (Session 1)

Building Sustainable Childrens Activities

  • Craig Jones
Room
Connect

Stories from the Frontline

  • James Cutting
  • Angie Coates
Room
Station

Customer Retention Through Marketing

  • Laura May Watkins
Room
Auditorium

2:15pm - Platform

Workshop Transition

All Change! A short period set aside for a comfort break and transition to your next workshop session.

2:30pm

Workshops (Session 2)

Finance for Childrens Activity Providers

  • Karen Taylor
Room
Connect
Auditorium

Stories From The Frontline

  • James Welsh
  • Emily Price
Room

The Power of Change

  • Rachel Brooks | Pip Wilkins
Room
Station

3:15pm - Platform

Networking & Supplier Showcase

Complimentary Drinks & Snacks available whilst you network and browse our expert clinics.

4:00pm - Auditorium

Keynote - Konnie Huq

Picture of Konnie Huq

Konnie Huq

TV Presenter, Documentarian and Podcaster

Konnie Huq will be sharing insights from her life and career, followed by a conversation with Andy and an audience Q&A.

5:00pm - Auditorium

Awards Presentation

Before we close the conference, we’ll be announcing the winners of the last two ICAP Awards!

Closing Comments

5:15pm > 5:30pm - Auditorium

Then it’s over, go home!

Our speakers

As well as Andy and the ICAP team, we’ve pulled together our most impressive line-up of speakers ever.

Our sessions include practical, thought-provoking sessions with proven methods you can apply to grow your children’s activity business. PLUS you’ll come away feeling motivated, inspired and raring to go.

Picture of Konnie Huq

Konnie Huq

TV Presenter, Documentarian and Podcaster

More about Konnie
Picture of Katrina McCarter

Katrina McCarter

Award Winning Speaker, Business Strategist and Author

More about Katrina
Picture of Craig Jones

Craig Jones

Junior Adventures Group / CCEO

More about Craig
Picture of James Cutting

James Cutting

Founder - Football Fun Factory

More about James
Picture of Laura May Watkins

Laura May Watkins

Children's Activity Business Growth Coach

More about Laura
Picture of Karen Taylor

Karen Taylor

Pink Lily Accounting Solutions Director

More about Karen
Picture of Emily McNeill

Emily McNeill

Global Partnership Executive

More about Emily
Picture of Ben Sutcliffe

Ben Sutcliffe

Caudwell Children Director

More about Ben
Picture of Sarah Cressall OBE

Sarah Cressall OBE

Founder of The Creation Station

More about Sarah
Picture of Sian Millar-Douglas

Sian Millar-Douglas

Business Owner, Entrepreneur

More about Sian
Picture of Emily Price

Emily Price

Mathnasium COO

More about Emily
Picture of Angie Coates

Angie Coates

Monkey Music Founder & CEO

More about Angie
Picture of James Welsh

James Welsh

Managing Director at College But Different

More about James
Picture of Pip Wilkins

Pip Wilkins

CEO at The BFA

More about Pip

Suppliers

We are proud to work with a range of suppliers who will be available throughout the event for you to Network with and explore options for you as a Children’s Activity Provider.

the dt group

Meet the Team

Picture of Andy Georgiou

Andy Georgiou

ICAP & Fransquared Founder

More about Andy
Picture of Jenni Bradford

Jenni Bradford

ICAP Team & Systems by Dr Jenni

More about Jenni
Picture of Theo Millward

Theo Millward

Swimtime UK & Franscape CEO

More about Theo

Become an ICAP member today to access our Early Bird tickets along with all the other membership benefits!

JOIN US

ICAP Conference 2026

***DATE & LOCATION***

79

Early Bird

89

ICAP Members

99

Standard Entry

Any questions?

Konnie Huq

Konnie Huq stands as one of Britain’s most cherished presenters, leaving an indelible mark on the industry. Her remarkable tenure from 1997 to 2008 on Blue Peter, where she held the title of the show’s longest-serving female presenter, catapulted her into the hearts of audiences. Since then, her journey has traversed a diverse landscape of entertainment, gracing our screens with her charismatic presence on shows such as The Xtra Factor, King of the Nerds, and Guinness World Records Smashed.

Beyond her hosting prowess, Konnie Huq shines as a masterful interviewer. She
notably conducted J.K. Rowling’s inaugural interview in 1997, marking a significant
moment in literary history. A testament to her prowess, she helmed the inaugural live
televised mayoral debate featuring Ken Livingstone and Boris Johnson. Another crowning achievement saw her moderating a conversation between the inspirational
Malala and Ziauddin Yousafzai at Central Hall Westminster, coinciding with the publication of Ziauddin’s impactful book, ‘Let Her Fly’.

Konnie’s versatility extends to her documentary work on platforms like Radio 4, BBC Asian Network (garnering a prestigious Sony Award), and BBC Three. Armed with an economics degree from Cambridge, she possesses a sharp acumen for current affairs. Podcasting too has felt her influence, with standout productions such as the Penguin Podcast for Penguin Books, Switch Off for BBC Sounds, and Thinking Out Loud for Acast.

Her literary contributions are equally noteworthy. Konnie has penned three children’s books in collaboration with Piccadilly Press. The endearing ‘Cookie
Book’ series draws inspiration from her own London Bangladeshi heritage and her
passion for science, creating a character that resonates with young minds. Furthermore, she co-authored ‘Fearless Fairy Tales’, skillfully modernizing traditional tales with humor and contemporary morals, capturing the spirit of the 21st century.

In a realm beyond presenting, Konnie’s creative spirit found an outlet in co-writing for the acclaimed Channel 4 series Black Mirror. Her artistic flair also extends to acting, with appearances in Mandy (BBC Two), Invasion (Apple TV+), Good Omens (Amazon Video), A Touch of Cloth (Sky One), We Are Robin Hood (BBC One), and The Sarah Jane Adventures (CBBC).

Adding to her impact, Konnie proudly serves as an ambassador for esteemed institutions like Kew Gardens, the Princes’ Trust, and the British Asian Trust. These roles reflect her commitment to meaningful causes and her influence beyond the world of entertainment.

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Katrina McCarter

Katrina is the founder of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. Katrina is a Marketing Strategist, Best-selling Author, Speaker and Business Advisor, who specialises in helping business owners sell more effectively to the world’s most powerful consumer, Mums. A prolific researcher into mothers behaviours, Katrina has published two books: Marketing to Mums and The Mother of All Opportunities. An award-winning businesswoman and mother of three, Katrina is a sought after award-winning international speaker and regular contributor to business media. She’s reached audiences of thousands across Europe, the US and Australia and is a five-time B&T Women in Media Awards finalist and in 2021 she was named on Remodista’s Women2Watch list of 100 global leaders in business disruption.
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Craig Jones

Chief Children's Experience Officer

Craig has over 30 years’ experience working with children and young people in the education, sport, health & fitness and childcare industries. Craig is a high energy professional, with a passion for providing high quality, engaging experiences that are sustainable solutions to childcare and children’s activities, with a focus on increasing physical activity levels within children and young people. Craig’s approach is nurturing, developing and supporting the best people to manage, lead and inspire children’s professionals within organisations. A results orientated individual with experience across the UK and in Europe, including mergers & acquisitions along with implementing Children/Family strategies across 5 countries, including; product development, financial/operating models, training, H&S, Compliance and full stakeholder engagement from Board level to Government.
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James Cutting

Football Fun Factory is the UK’s fastest-growing football coaching franchise, with 100 franchises in just 5 years of franchising. The FFF has coached over 100,000 children aged 18 month to 5 years over the past 12 months. Our truly unique inflatable football experiences are a great example of the innovation that we have brought to the sports coaching industry and alongside our highly-effective social media strategy, showcases why the FFF is growing so fast. Whilst we are a rapidly expanding franchise, our ethos and values are what drives us towards our mission of becoming the world’s leading children’s football coaching organisation.

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Laura May Watkins

Laura has over two decades of experience in the pre-school dance industry, running several businesses to multiple 6 figures. 

She now helps class leaders attract the rhythmic acquisition of customers to fill lessons and keep people there by implementing an effective marketing system that delivers predictable results to fill classes week after week.

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Karen Taylor

I’ve been working in finance industry since 2003, rising from Senior Accountant to Head of Finance, gaining experience across various industries in this time. In 2021, I took the leap into the children’s activity sector by owning and running a baby and pre-school swimming franchise, where I taught hundreds of children each week whilst managing the day-to-day operations of the business. That experience gave me firsthand insight into the unique challenges faced by franchisees and small business owners in this sector. Now, through Pink Lily Accounting Solutions, I’m dedicated to helping children’s activity businesses and female entrepreneurs master their finances and make smarter decisions for their futures.

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Emily McNeill

Emily McNeill is a seasoned association professional with a lifelong passion for swimming and water safety. A natural in the water from before she could walk, Emily progressed from competitive swimming to swim instruction and management roles. After leading the Australian Swim School Association for five years, she now serves as Global Partnerships Executive for the International Swim Schools Association, a non-profit Association dedicated to helping Teach The World to Swim through its network of Swim Schools and water safety programs across the globe.

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Ben Sutcliffe

With a background in media and marketing, mainly in the music/entertainment and hospitality industries, my creativity fuels my enthusiasm for innovation and strategic development of relationships, brands, products or ideas. It is through my lived experience of disability and a passion for equality, diversity and equity, that ultimately led me to joining the voluntary sector in 2008. Over the past 16 years working in the voluntary sector I have developed and managed relationships with a diverse portfolio of stakeholders. These have included an international network of major donors and philanthropists, large corporate partners, royalty, media influencers, beneficiaries, volunteers and employees. Since 2018 I have had the pleasure of working closely with the children’s activities sector as the proud beneficiary charity of Children’s Activities Week and have found it to be a vibrant and purpose-driven community of entrepreneurs and leaders. As a junior sports coach and minor shareholder in a children’s cycling activity business, I also have first-hand experience of the challenges and emotional rewards that come from working in the sector.

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Sarah Cressall OBE

Sarah Cressall is Founder and CEO of The Creation Station a number one bestselling author, speaker, multi-award-winning entrepreneur. Sarah’s purpose is to inspire imagination, nurture creativity and unleash potential.
After running her own designer maker business, and being Head of Art and Photography, Sarah established The Creation Station in 2002 to bring creativity into all areas of learning, leisure and life. Over a million children and adults have been inspired by multi-award-winning creative classes, parties, events and products. Experiences are delivered across the UK by a professional and friendly trained team of over 100 franchise owners.

Sian Millar
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Sian Millar

Multi award winning entrepreneur. Set up, grown and exited businesses achieving multi-million pound sales along the way! Experienced in various industries, but predominantly based in the Education sector. Most recent business went from zero to £2m revenue in just six weeks from opening.

Emily Price
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Emily Price

Emily started her corporate career working alongside the Barclaycard HR Senior Leadership Team focusing on global business transformation projects before joining the British Franchise Association in 2013. 

She has been a judge for the BFA HSBC Franchise Awards and Elite 100, contributed to various publications, delivers executive coaching, and is a public speaker across multiple business disciplines.

 

She held the COO role for the BFA, including development of the Academy & public promotion for 6 years, working closely with colleagues from across the franchising industry to deliver high quality, industry changing initiatives that positively impacted the sector. 

 

She is a passionate advocate of great leadership, people development and franchising, which serves her well in her current role as COO for Mathnasium UK where her focus is on scaling the brand.

Angie Coates Founder and CEO Monkey Music
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Angie Coates

Just over 30 years ago I was a first time mum trying to find a way to juggle life as a touring musician with my new baby. As a musician I instinctively knew how to harness the power of music to support my daughter’s development so I searched for local baby music classes. When I discovered there weren’t any, I decided to create my own original music programme for families in our local area. Fast forward to where we are today – and Monkey Music classes are taught to thousands of families every week by specially trained teachers.  Widely recognised as the UK’s leading light in pre-school music education, our award winning franchise business model offers franchisees a flexible and rewarding career. Underpinning all we do at Monkey Music is the ethos to ‘share precious time together’ – something we see our customers do every week and also something that we encourage everyone at Monkey Music to embrace.

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James Welsh

James is a highly motivated, enthusiastic and ambitious entrepreneur, who is currently the owner of Active For ALL , College But Different and Vitamins 4 You . Whilst running the business’s James has completed his teaching qualification to become a qualified further education assessor and internal verifier.

He actively seeks new opportunities with his personal and business life and has a positive and determined attitude to succeed. James enjoys all he does and has a passion for new opportunities and to continue his personal development.

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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.
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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.
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Jenni Bradford

ICAP Team & Systems by Dr Jenni

Dr Jenni is an education expert who started, franchised, scaled and sold her first business, all within 8 years, and before the age of 35. During that time, she worked with 103,248 children, won 19 prestigious awards, worked with 53 franchisees, over 1300 teaching staff, and appeared on multiple local and national news outlets.

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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.

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John Preston

Mathnasium, Managing Director (UK) & Master Franchisee

John is a former investment banker that quit the city to scratch that entrepreneurial itch and become a franchisee, whilst making a difference in children’s lives. John has successfully scaled his own network of centres as well as scaling Mathnasium and supporting it’s network of franchisees in the UK. John is passionate about franchising and improving the lives of others, whether that is helping students who struggle with mathematics or assisting franchisees to become leaders of successful businesses.

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Katie Cannon

Gold Medal Business

5 x British Champion turned 7 figure entrepreneur Katie Cannon has been in the children’s activity industry for the last 20 years.Over the last 20 years, Katie has been in the trenches building classes in gyms, studios, leisure centres etc. She has owned gyms, closed gyms down, hired amazing teams and let teams go. You name it, she has done it in this industry.

Katie now teaches entrepreneurs in this industry to uplevel their business systems and teams to scale their business. One of the key attributes which makes gold medal truly unique is she not only brings her 20 years of experience, she is still in the industry today, bringing 20 years of knowledge plus whats working today.

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Ackora Ansah

Marketing Manager - We Make Footballers

Having previously navigated the dynamic world of marketing with beauty industry leaders such as L’Oreal, Clarins and Unilever, I’ve gained a breadth of experience in how to acquire customers and grow brands.

Now, as Marketing Manager at We Make Footballers I support over 50 franchisees across the UK, US and UAE to scale and grow in an ever-changing landscape through strategic local marketing. Alongside this, I run 3 of my own We Make Footballers franchises and so look forward to sharing my learnings from both perspectives.

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Tamara Holland

Marketing Consultant for Children's Activities Providers

Tamara is the award-winning expert behind Dot & Stripe, a marketing consultancy for children’s activities providers and family focused businesses.

Tamara works with franchisors, franchisees and independent businesses to nail down the best marketing strategies to get them results and has over 20 years’ experience across the marketing mix.

She’s also been on both sides of the children’s activities industry – as a franchisee and leading the marketing for a franchise.

She has literally got her hands dirty- so she really gets it. You want to share your amazing activities business with your perfect customers- but finding the right direction, time and resources can be tricky.

Tamara has truly got the expertise, the support, and the accountability to make sure your marketing is not just done but done in a way that’s absolutely perfect for you.

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Alexis Boyett

Bippity Boppity Bankrolls / Business Coach + Speaker

BECOME FRIENDS WITH THE VILLAIN WITHIN: HOW TO TURN YOUR INNER-CRITIC INTO YOUR BIGGEST SUPPORT SYSTEM

No amount of positive thinking will overpower an engrained negative belief. Regardless of how hard we try, how many therapists we talk to, or how many meditations we do, nothing seems to silence the inner-critic within. So instead of trying to silence it, what would happen if we started to communicate with it? As someone who struggled with a poverty mindset, eating disorders, bullying, toxic relationships, and no support system, Alexis understands how loud and how powerful your inner-critic can be. Instead of giving into the voice, Alexis learned how to harness the power of it and use it to master her self-love, propelling her into her dream life. In the past 15 years she has been a professional model/actress in Hollywood, run a nationwide company, traveled the world full-time and become the most influential business and personal development coach in character entertainment. It all started when she learned how to communicate with her inner critic and use its voice as the compass to her dreams. In this keynote, you will walk away with: A new understanding of your story and how it affects your business How to communicate with your inner critic to support your vision How to self-soothe when the villain within is on a rampage

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Bea Waterfield

Owner & Franchisor Baby College

I’ve been working in the sector for 20 years. In that time I have been a franchisee, an independent business owner and a franchisor. I have come through a few challenging times (especially the last few years) along the way but have built Baby College to an international network of 30 businesses in the last 10 years in a sustainable way with a consistent profitable self-sustaining business year on year. I don’t think there is a very clever secret to that. Looking back I think I rely on hard-work, determination, courage, indefatigable positivity and to be friendly to everyone…
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Gayle Berry

Founder of global parent & baby wellness business, mentor & philanthropist

Gayle Berry-Founder of Blossom & Berry, BA, Dip. Law, PGCE, IAIM, Birthlight, Dip Hypno, Clinical Hypnotherapist, Life Coach ITEC Massage, Author, Pregnancy and Post Natal Yoga Teacher, Children’s Yoga Teacher, Doula & Sleep Consultant.)

Gayle is a love activist, community architect, the founder of Blossom & Berry, an expert on baby massage, baby yoga and nurturing care for babies and the world’s leading mentor for parent and baby businesses.

Gayle is the mother of three amazing humans who have inspired her journey to teach love to millions of babies through her connected community to create a more peaceful and joyful life for all.

Gayle has over 20 years of experience empowering others to share the power of nurture and nature for families across the globe.

Gayle is an advocate for nurturing touch for babies, a multiple publisher author, and speaker on “Nurturing The Future-1001 days to save the world’

She is also very proud to be an ambassador for a number of mother and baby wellness brands and she is Channel Mums’ Baby Massage Expert.

In more recent years Gayle has mentored the world’s leading birth and baby schools to expand and scale their impact to create even more connection. Everything she does comes from a place of love, connection and community

Contribution is also a huge part of her why. She is the co founder of the charity Love Support Unite where she has enabled a safe motherhood project for mothers and babies in poverty in Malawi impacting hundreds of vulnerable babies.

“All babies deserve to be seen, heard and express their needs. When we respond to babies with love, we teach that the world is a safe and loving place and help children reach their full potential.”

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Sarah Booth

Xero - Partner Consultant

My passion has always been to help business owners understand the numbers and how a great Accountant, along with cloud software, can provide the financial data they need to make the best business decisions. Prior to joining Xero I worked as a qualified Accountant and specialised in supporting my clients to understand their business financials in real-time. Working with Xero has given me the opportunity to support Accountants across the country in adapting to the cloud, improving their processes and ability to provide insights for their clients business.

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Lou Willis-Keeler

CEO of Psych-Logical (Safeguarding and Behavioural Consultancy)

An international safeguarding consultant with over twenty years experience in safeguarding and behavioural science . Working with a wide range of organisations, across sectors to ensure compliance as a minimum and outstanding practice as a reality. Lou has depth of professional expertise working with a variety of organisations and before forming Psych-logical was an area manager with the NSPCC / ChildLine. She has been commission by the Department of Education to develop best practice resources and is work on professional standards for the out of school settings. An energetic, innovative and engaging speaker who simplifies safeguarding and makes it accessible to all.
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David Batch

Premier Education Group

Last academic year, Premier delivered 723,815 hours of activity in over 10% of the nations schools. In addition, as the largest supplier of School Holiday Activity days in the UK, over 20,000 parents have given a 5-star Trust Pilot rating. Premier represents the sector on several Dept. of Education steering groups and was winner of ‘Best Business Culture’, at the 2023 Business Excellence Awards. David founded Premier 25 years ago and since then, the group has grown to encompass businesses which include a mother and child fitness franchise, a school improvement business and is an Ofsted rated ‘Outstanding’ Independent Training Provider.
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Natalia Shvarts

Franchise Lawyer

Natalia is an experienced franchise solicitor who is passionate about her clients and their success. Having worked with franchisors, franchisees and spent time in-house, Natalia really has seen it from both sides of the fence. Natalia is a member of the BFA and is a regular contributor to franchise publications and franchise events.
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Ellie Baker

BilinguaSing

After 10 years in the UK education system, Ellie quit the classroom to set up her award-winning children’s language & music class company, BilinguaSing, which she franchised in 2014.

Today Ellie uses all of her teaching and business experience to coach educators to become business owners, writes about education and helps her network of BilinguaSing franchisees to thrive in their businesses. In 2023 she authored her first solo book, The 2 Hour Tutor; which reached the #1 spot in 3 educational categories.

She’s an ‘extroverted introvert’ who dreams of living a nomadic life, educating her 3 kids while travelling the world; but for now lives happily in sunny Maidenhead. 

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Stacey Cann

Franchise Marketing Strategist

Stacey Cann is an award winning franchise marketing strategist who specialises in helping franchisors create successful franchisees and make more money in their business. Stacey has 20 years marketing experience, working with global companies, including Chelsea FC, Jellyfish, BT, Sports Direct and The Telegraph. Marketing training and empowerment is at the heart of everything Stacey does. Her work has been featured in numerous press articles, including; The Sun, The Metro and iNews. Stacey is a franchisee and Franchise Development Coach for multi-award winning Daisy First Aid. She consistently helps new franchisees with no previous business or marketing experience to start making money immediately and hit their initial goals within 6 months. Her proud moments include Daisy First Aid being awarded the British Franchise Association 2023 Continuous Improvement award and helping numerous women successfully leave their previous jobs to become profitable franchisees to fulfil their dreams of independence and work-life balance. Stacey lives in Surrey, UK, with her partner and 3 children and is also a passionate advocate of parents’ mental health following her own experiences as a self-employed mum.

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Karl Fox

Franchise Support Director

I’ve worked in the franchise industry for nearly 25 years, building a successful multi-territory franchise business which deploys over 100 Activity professionals and Playworkers. Utilising my experience within my role as Director of Franchise Support for Premier Education, I support our franchisees to build successful, sustainable busineses as we continue to grow our wider network.
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David Pearce

Owner / Director - Rhythm Time

Following a successful corporate career as Divisional MD of a FTSE 250 PLC, I started helping people to get into Franchising in 2008. I have been involved in many different Franchise Businesses as a Franchisee, Franchisor and as a Consultant and Coach to Franchisors. My advice has been sought by a variety of leading UK and International Franchise Brands. Finance & Numbers form a fundamental part of any successful business and I am passionate to help others to get to grips with their numbers!
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Al Wadey

Book That In, CTO

Al Wadey is the CTO of Book That In, the market-leading booking system for activity providers in the UK, and is also the Vice President of Strategic Consulting at Aprimo, the international software company. Al’s extensive background in business change, digital transformation, and strategic consulting, especially his role in leveraging technology for superior customer experiences, positions him as a leading authority on innovative strategies. His blend of technical prowess and commercial insight, paired with his experience in guiding businesses through digital evolution, means he will be bringing a unique viewpoint to ICAP’s strategy panel this year.
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Phillip Archer

Business Planning & Funding Manager

Phil joined d&t in 2019. Background in sales & marketing in asset finance and funding spanning more than 30 years. Responsible for growing the commercial side of d&t to include fully independent business planning, funding, asset finance and of course the full range of accountancy solutions. Recently with Franchise Finance which he joined following a career with roles in the UK and across Europe starting with Lombard/Natwest group and latterly with Renault Banque and SNCF, the French state-owned rail goliath. Phil has a wide and diverse background, grounded in pragmatism and is passionate about supporting both new and existing franchisees on their journey. For a new Franchisee the proposition can be quite daunting and Phil’s goal is to help the franchise industry demystify and simply the business start-up process into one seamless and fully integrated solution. This avoids confusion, self-interest and contradiction and ensures a rounded, more holistic approach as your advisor becomes your trusted partner for the long term. Much of this is achieved by helping franchisees align their personal and business goals and in ensuring sound business planning practices become habits and management tools. Phil contributes to a number of industry publications and forums and is a judge for both Workbuzz and Elite100.
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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.