Expert Talks

Watch and discover insights from experts on how to better run your children’s activity business

How to use the £7 billion gift card market to access new customers and retain existing ones

In this talk, hosted by Katie Lavis & Juliette Savage from Little Starts Gift Cards, we discover how children’s activity providers can make use of gift cards; a brand-new revenue stream for the sector.

Customer Experience: How a fresh perspective can help you leap forward

In this talk, we welcome Theo Millward of Swimtime UK and Franscape who will be discussing his approach to running an award winning swim school business using technology and data to drive and scale operations, and improve customer experience.

Building a business for the long haul and creating a lasting legacy

ICAP Founder Andy Georgiou is joined by two veterans of the children’s activity sector, Sasha Felix (Sing and Sign) and Charlotte Salter (Debutots) to discuss what it takes to grow a business that is built to last. Some great insights into how they got started and what has made them successful.

Why SEO matters and how to get more customers seeing you

We are joined by SEO expert Chris Ryu from Dorset Tech to discuss the what, why and how of search engine optimisation with some great practical advice for children’s activity providers to take away and start actioning on their websites today.

Four cornerstones and one underlying factor for success in your activity business

We are joined by ICAP Founder and Children’s Activity Specialist Andy Georgiou discussing a theory of what makes a successful children’s activity provider, with discussion on four factors he has seen in all successful children’s activity brands, and talks about the importance of one key element all business owners must develop.

The Future of the Under 5's / Baby & Toddler Activity Market

Guest Panel Event – ICAP Founder and webinar host Andy Georgiou is joined by a panel of guests to discuss what the immediate and longer term future may hold for those who work with children under the age of 5 in nursery settings, community classes and public events.

The experienced panel includes; Caroline Crabbe (Jo Jingles), Mel Thomas/Ellie Baker (Bilinguasing), Bea Waterfield (Baby College) and Sara Tateno (

Upcoming Webinars

As a member enjoy full access to our webinar archive along with live online workshops with guest speakers every month. Upcoming workshops include:

The Fundamentals of Email Marketing

Using Video to Create the WOW Factor

Using Systems to Grow Your Business

and many more!

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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.