Saturday March 16th

9.00am - 4.30pm

Millenium Point | Birmingham

Food and Drink Included

The ICAP 2024 conference will be our biggest event yet! You can look forward to:


  • A world-beating line-up of Experts who will share their experience and passion with you on the day
  • A Supplier Showcase featuring over 20 brands that we have handpicked.
  • Workshops packed with actionable content that you can implement straight away to help your business grow. 
  • Lots of Networking time throughout the day for you to spend time with friends old and new.
  • Complimentary Food and Drink and the first tipple of the evening is included in the ticket price! 

the itinerary



Enjoy some time with your fellow Children’s Activity Providers whilst enjoying complimentary Tea and Coffee.


Welcome from Team ICAP

Andy & Theo will introduce the day and share exciting plans about the future of ICAP

Andy Georgiou & Theo Millward


The Circle of (Business) Life

In this innovative session, we will have three speakers each representing a different size of business: start up, mid size, and scale.

Rachel Brooks, Peter Pearson, Lisa Stead



Time to enjoy complimentary Tea, Coffee and snacks, network and browse our expert clinics.


Thinking Big Panel

Dare to dream about the multi million pound empire? 

In this panel we will discuss the power ‘thinking big’ has on your business, what others have achieved and how you could do the same!

Pip Wilkins, Frank Sahlein, Andy Knight



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


Supercharge your Brand

How you can build a brand on your own, with little resource – with a narrative that takes you through a scale journey.

Yiannis Maos MBE




How to take time off (and make more money!) even when you feel like your head is going to explode...

Libby Langley (The Queen of Easy Business)

5 - 8pm

Post Event Drinks Reception

Our supporters

Our Venue:

This year’s conference is at the incredible Millennium Point in Birmingham (B4 7AP).

We are using several parts of the building, our sessions will take place in the Auditorium, a converted IMAX theatre!

Our Supplier Showcase and Networking will take place underneath in our own dedicated space. 

Millennium Point is Located in the centre of the United Kingdom, Millenium Point is within a 2-hour drive of 85% of Children’s Activity Providers in the country.

It’s just a 15 min walk from Birmingham New Street train station for the West Coast Main Line. 

The venue car park has electric car charging points. 

What is the ICAP Conference?

This is a 1-day experience like no other, where hundreds of like-minded, ambitious Children’s Activity Providers get together to discover what’s REALLY working right now to grow their businesses.

With practical, cutting edge presentations from team ICAP AND eye-opening insights from guests and genuine ‘Children’s Activity Provider Titans’ – this ‘annual pilgrimage’ for Children’s Activity Providers will help you to finally move your business to where you want it to be.

What Past Attendees Are Saying

Excellent speakers and a warm, friendly event! It felt like one big team! Really excellent event!

Kirsty Fletcher
Little Splodgers

A really super day with a fab selection of speakers who brought entertainment, as well as informative details to their presentations. A great opportunity to hear about what is happening in the wider sector (even abroad!) too. Thank you so much for a great day!

Jane Marshall
Sing and Sign Franchisee

This was our first time attending so we weren’t sure what to expect. It was a very great day and definitely worth the attendance, walked away with a fair few actions from each speaker.

Renata Herbaly
The Little Gym UK & Europe

I enjoyed all the speakers. They had great content, entertainingly presented. The after party was great, too. The conference felt friendly and intimate. It felt like there was dynamism in the room which has stayed with me all week.

Anna Gibbeson
Sing and Sign York

Thoroughly enjoyed the day and being in a room with like-minded people – speakers were entertaining and informative.

didi rugby/didi sports
Denise McCormack

The speakers were brilliant – honest, authentic, helpful in sharing their experiences. 

Rachael Malhi
Mix & Munch

The whole day was brilliant, really inspiring. 4 franchisees attended with me and also really enjoyed the day. Thank you to the team for organising. We always feel that we get a lot from the event.

Claire Bennett
Music Bugs HQ

Good range of topics covered, high calibre speakers, everyone was very friendly and welcoming.

Elizabeth Whitworth
Rhythm Time Colchester and Surrounding Area

Some really great speakers. I took lots of inspiration from the day. Thank you for all your hard work.

Jigsaw Arts Franchise Ltd
Nicola Lander

I really enjoy the ICAP conferences. The ‘vibe’ is great. It doesn’t feel stuffy or ‘clicky’. It is positive and welcoming. I always recommend coming along to peers and colleagues and I’ll be back – hasta la vista!

Joy Haley
BilinguaSing Coventry and Kenilworth Spanish and Italian

Great Speakers, excellent atmosphere, good content.

Andy Peasey

Big thank you for organising such a great day.

Fran Harrop
Jo Jingles Warrington Wigan & St Helens

Great event. Will be shouting about it a lot!

Peter Pearson

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.

Get Your Tickets TODAY:

ICAP members @ £54 - save £15 until Friday 17th November!

Standard entry @ £64 - save £15 until Friday 17th November!

Food, glorious food!

You asked. We delivered. Your ticket price includes Complimentary Food, Teas, Coffee, afternoon Snack and your first evening Drink.

Talk about value! Not only does the ICAP Conference bring you outstanding speakers, amazing networking opportunities and a vibrant Supplier Showcase; all your food and drink is included too.

Our Speakers

Andy Georgiou

ICAP & Fransquared Founder

Theo Millward

Swimtime UK & FranScape CEO

Rachel Brooks QFP

Managing Director of Swimtime UK

Peter Pearson

Founder of Acrotrix Gymnastics, Acrotrix & Ambitious Rewards

Andy Knights

CEO of Trafalgar Education (Stagecoach & Helen O'Grady Drama Academy)

Yiannis Maos MBE


Libby Langley

Business Coach, Author, Podcaster & 'The Queen of Easy Business'

Franklin B. Sahlein

Author of “Building Your Business Potential” and “Designing Your Empowered Life”

Pip Wilkins

Chief Executive of the British Franchise Association

Lisa Stead

Chief Operations Officer, Trafalgar Education

Interested in sponsoring the conference?

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

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.

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.

Rachel Brooks QFP

Swimtime is the largest independent swim school in the UK. Rachel works closely with Swimtime franchisees, supporting them through every stage of the business lifecycle. Rachel genuinely understands the trials and tribulations of starting and running a business, having built her own business from scratch.

Peter Pearson

Peter founded Acrotrix Gymnastics in 2013. He then went on to start Acrotrix, a company that provides digital solutions for sports organisations, making it easier for them to manage their programs and communicate with parents. Most recently, Peter started Ambitious Rewards, an app designed to keep children engaged in extracurricular activities.

Andy Knights

Trafalgar Education own renowned franchises Stagecoach & Helen O’Grady Drama Academy. Andy oversees their global franchise network, encompassing over 360 franchisees, 3,000 teachers and 2,200 schools, with classes delivered to more than 60,000 students per week.

Yiannis Maos MBE

Yiannis is the Founder & CEO of TechWM, a community initiative designed to inspire the next generation, help businesses ScaleUp, and create an environment where people can collaborate and celebrate success. Yiannis has over 17 year’s experience in marketing and technology, where he’s helped a number of innovative organisations successfully scale.

Libby Langley

Hey, I’m Libby. An award-winning coach, and person who genuinely gives a sh*t about making other people’s businesses better. I’ve run my coaching business since 2011, and have helped over 6,000 business owners to be more focused, less afraid, work fewer hours, make more money, and have more fun in their biz and their life.

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.

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.

Lisa Stead

Lisa is the Chief Operations Officer for Trafalgar Education (owner of both Stagecoach and Drama Kids (formerly Helen O’Grady Drama Academy)). Skilled in franchise management, strategic and tactical growth and development with over 20 years of leading operational business functions (self-employed and employed), an MBA, and a recent non-executive director on the board of the British Franchise Association. Prior to working with Stagecoach Lisa worked for brands such as Platinum Property Partners and Shuttercraft. Outside of the ‘day-job’ Lisa runs her own cake business and is a founding director of an adult theatre company established for over 10 years.