001 - Innovating, Recharging, and Finding Magic in Children's Activities Sector Events with George Bentley

Welcome to the first ever episode of the Reflect & Expect podcast! Join host Sam Willoughby, founder of What's On 4 Kids, and her first guest, George Bentley from ThinkSmart Software, as they discuss the recent challenges and triumphs within the children's activity sector. 

Reflecting on their personal and professional journeys, they delve into the importance of innovation, the role of women in the industry, and the impact of community support. 

This episode offers valuable insights and inspiring stories for children's activity providers, featuring upcoming events and opportunities for growth. 

What's On 4 Kids Connect

Find the right people, products, services and events to support and grow your business.

All of our Connect organisations are recommended by other children's activities providers.

Plus organise your calendar with our pick of the best events for children's activities providers across the UK.

Transcript

Unknown: 0:00

George and I are recording this podcast with heavy hearts in the wake of the recent tragedies in Southport. Our thoughts are with the families and communities deeply affected. We also know the significant impact on the children's activity sector, especially within the dance communities. We stand with our friends and colleagues during this challenging time. You welcome to the WhatsApp for kids, connect, reflect and expect podcasts. If you're a children's activity provider looking for a unique insight to our sector and all the goings on, then you're in the right place. Hi, I'm Sam Willoughby. I'm founder of what some for kids, and I'm really excited to host my very first podcast. You know, I've been in the sector for 18 years. I'm really proud of what I've achieved in this time, and I'll be a bit boasted about this. What some for kids was the first platform for parents to find classes. We introduced the first awards for the sector, and I actually founded the children's activities Association. Not everyone knows that. And also another first is the the first nationwide marketing and charity event for the whole sector. That all sounds amazing, but there was plenty of bumps over those years too. And my other sort of thought on this is that an awful lot has changed since 2006 that's for sure. So today I want to welcome my very first guest. I'm delighted to introduce George Bentley from think smart software. So George, lots of people know who you are, of course, but can you do a quick intro for anyone who doesn't know who you are, well, Sam, I'm not sure I'm going to be able to beat your introduction of 18 years in the children's activity sector and all of the different amazing organizations you've founded over the years, all of which at some point thinks might have worked with and still work with. So yes, so I started really in the children's activity sector at a very young age, because I was a very keen tennis player, and the children's activity sets was really what gave me my confidence throughout my childhood. So I was very fortunate when in 2010 I was a tennis coach in Australia, and met my business partner, Andrew Lee, and help set up, think smart software, which, for those of you that don't know, we are a software platform for children's activity providers around the world. We've got close to 3000 people using our software on a daily basis now, and we help with all of the really, really exciting stuff, which is the administration, the bit that every single person loves doing when they're a teacher. That's obviously a joke. But yes, we have been working now since 2010 so 14 years I've been doing this, and I still love it. And that's that's probably me in a nutshell. I'm sure you'll get a bit more out of me, Sam, but that's, that's a bit of background. Well, let's see if we can. I was thinking today, how long have we known each other, George, I was trying to remember, it feels like, you know, forever, but I don't know whether Can you, can you remember which year it was like? I remember, I've got this memory of you, you being at one of the WhatsApp kids awards as a sponsor, but I can't put my finger on what year it was for how far it goes back. Do you know what the first time I actually met you was the children's activities Association conference that you did, and I had a lovely phone call from your amazing colleague, Mel wink, who introduced herself, told me about the CAA and what's all the kids. And I just thought that is exactly what I want to get involved with, yeah. And the rest is history. I think it was, was at the NatWest, yeah, that's what I'm thinking. Yeah. Must have been 2017 yeah, that's, that's one of the dates that I've been Yeah, so a long time, and we've Yeah, like you say, we've worked together on lots and lots of things over the years, including one of my my favorite memories is when we hosted the like, an afternoon conference together, and that was 2019, I stopped shaking with nerves from that. Oh, my goodness, yes, I do remember. Remember that I remember starting off and thinking, it'd be a good idea if you ran around the room. Can you remember that? I do remember. I remember you giving me a microphone and saying, I know you're really nervous, George, but if you could just run around the room of the microphone acting like an deck, that'd be great good idea at the time. Oh my goodness. There are so many events for children's activities providers, so many conferences which we'll come on to, and it does lead me on to why I created what some for kids connect in the first place. What's for anyone who doesn't know what some kids connect is as was launched in May. It's kind of a spin off of Watson for kids, but. It was realizing that we always get asked or what's the kids, you know, who, who can you recommend for this? You know, who's good at that? And, and which is great, because we do know loads of suppliers in the sector. Um, but more recent years, there's been more and more suppliers coming into the sector. And I just thought all we need could do just sort of formalize that. And so actually put the suppliers that we work with and that are personally recommended by other children's activities, providers, you know, like just a real simple website, so that people, when they're looking for a particular supplier or changing a supplier, they can just jump in there and use it as one of the many ways they might approach a new supplier. You know, obviously we we get recommendations from all sorts of different places, but it was just a quick idea to put a little bit of structure, I think, around what we were doing anyway. And then actually the calendar of events was almost like an afterthought. And I actually sat here one day thinking, oh my goodness, the autumn is getting really busy. Wouldn't it be great if there was one place where we could find all the events that were relevant to the children's activity sector. And then it was literally the second thought that entered my head was, well, you could do that. So I just did, and I find it really useful. I don't know anyone else thinks, but I love it. You know what? We use it as well, because sometimes I have got events booked and haven't actually got them in my calendar yet. Yeah, yeah. I know most people will be shaking their heads thinking, How is it not in your calendar? For second, it booked, but I forget. And sometimes you think, what was it I've got? But then, and it's very useful using your Connect platform. Oh, that's good, because it's gone for the sector's gone from not having many events like, you know, back 2017 with the CA conference, you did, yeah, around then there was literally nothing. So when I no heard about it, I thought, brilliant, yeah. But the CA conference, that was the first conference for the whole sector, ever amazing. So we did the first, first national conference. We did the second one, as well as part of the CA and then we did our afternoon conference. And then was, that was 2019, obviously. Then covid hit. But then since the comeback after covid, there's been just a massive boom in events, which is brilliant, which we will, we are going to talk, talk more about events, and that's for sure. I just wanted to just mention what this podcast is all about. So it's called reflect and expect. And that kind of the idea for that came about because, as we all know, our sector revolves around the school terms, pretty much for everybody. Not, yeah, no, not absolutely everybody, but pretty much everybody. And that kind of gave us three sort of distinct chunks of time to reflect on and look forward to. So that was kind of the idea. You always have a good idea. Sam, I love an idea. George, so today we're going to look back at the summer term, and they look forward to the autumn. It kind of felt like the right, kind of a nice No, it does a nice thing to do. So let's see. I'm glad I'm the VIP first guest to join me. Absolutely you didn't have a choice but to use me as your first guest. But I'm still going to be telling you that you did all right. So I was sort of thinking about the summer term. There's a there's a few things that are top of my mind. But the first was I actually did some professional development training. And I am ashamed to say, I am really ashamed to say that I don't think in 18 years I have actually done any whilst running my own business. So that's quite embarrassing. I've done training. Don't get me wrong, I have done training. I wouldn't say it's embarrassing. It's we're in a world now where we've got a lot more access to it, and I think it's great that you've now done it. Yeah. True. Yeah. So it was the training I went on was the BFA British franchise Association's Leadership in Action. And actually, I think it was the first time that they'd run that particular training session. And it really appealed to me. I Mel wink, who one of my team, as you know, came along with me. So I had a friend, because it's for anyone who is a leader in in any way, and your, one of your team was there, wasn't she? Ashley was there. Yes, Ashley was there. And absolutely loved it. And she was very happy to see yourself and Mel there, because she went by herself too. Yeah, yeah. We actually did part of the training. I'm jumping ahead here, but was to, you know, the thing where you I'm sure you saw the video of you smash the the wood like a karate type thing, we did that as part of it. And I sure Ashley did that very easily. She's got a good punch on. I was partnered with her so, so, oh, right, okay, that's brave. So, yeah, it would love to see her there. But there's also a lot of children's activities providers there too. Lots of familiar faces, some new ones. To as well as people from other sectors, obviously, franchise sectors, but we were quite well represented as as the sector there, which is, which is brilliant. The BFA have done a fantastic job in that respect. I mean, I think back, I don't know how many wasn't he doesn't even feel like that. Long ago, a lot of providers I spoke to wanted to join and couldn't afford it, and they felt that they were kind of missing out from this, from from the BFA. And then something happened where suddenly every one of my franchise clients was suddenly members, and the BFA was suddenly swamped with all of these fantastic providers in a very quick kind of time, really? Yeah, yeah, I have the same observation, and I think it's absolutely brilliant that an organization like the BFA is recognizing the importance of the sector and adjusting how that you know the members of not members, but people in the children's activity sector can, can get involved with a bit of a because it's all it has to be a good thing. You know, the more that that we have access to experts that are recognized, that we have standards in all aspects of our business operation, it has to be a good thing. So it is very good. Absolutely brilliant. And, you know, getting access to training like the Leadership in Action. I won't jump ahead to what we're doing in the autumn, but we will be coming back to the BFA, I'm sure when we talk about what's going on the autumn. And it was, it was ran by a good friend of mine and so on. We all love. It was ran by Rachel Haslam, wasn't it absolutely who's a legend all hell Rachel. She is. That's the best way to describe Rachel Haslam. She is an absolute legend. So any courses or events that she's hosting is is brilliant. You're so right, and I'm glad you you mentioned her, because she her and her team, actually her whole team, were there, and it was one of the reasons why I wanted to go to that particular training session, because I wanted to see her in action in her sort of absolute place where she is. You've become a Rachel Haslam groupie. I know I already gang for Rachel, and I think, yes, she's very well loved. Yeah, she sounds like a really great day. The reason why it's in my mind is because, you know, I kind of had quite rightly great expectations of the day. And it was probably exceeded those, you know, by far. You know, I loved every minute of it. It was really high energy, as you would expect with, with, with Rachel and team Academy. It was really high energy. It, but it was just, it was just brilliant the whole the whole day. It, it, I wanted to come out of it feeling re energized. And goodness, that was exactly what happened. I you know, it was a Friday as well. You know, how hard Friday sessions are, you know, I was absolutely buzzing all day, and I just felt reinvigorated, you know, re energized. It was just just brilliant. And I was like, why have you left it so long to you put make prioritize this sort of training for yourself? What do you have you been on, any personal development training recently? George, so I never went to college or university, and finished school at 16, and kind of became a bit of a self I kind of self taught myself a lot, and when I got into think smart a lot, I'm an avid reader, and used to read a lot about how I could improve myself. And so I have gone down that journey of doing lots of self development, the courses I have done, a number of courses over the years, and not really, even just for work, just for if anything, most of the courses I've done have helped me personally, almost just as much. And I think because it's helped me personally, that's ended up helping me with work as well. But it's, I'm a big fan of anything that's going to help help me be a better person. And I think those courses, and especially the one you've done with Rachel, you do just walk away thinking, I mean, I know what you'll be like, Sam, you would have walked away with about 100 brand new ideas in your head, and probably thought, wow, but it's now I always have a proper buzz when I get back. Yeah, yes, absolutely. I want to make sure that I do more of it. I know it's hard, because taking the time out for for anyone in business and money, the cost of it as well, which is, is definitely a significant factor. But yeah, I cannot express enough how, how much I, much I got out of it. So it was a brilliant thing to remember how good, how good good it was. What events have you been to this year? I think you've been to quite I keep seeing, think smart, all sorts of franchise conferences. We do go to a lot of events. It's been one of our best kind of not not USPS, but. We just enjoy doing. We go. We both have a lot of, I think it's about 20 odd different franchise networks across the country. We often sponsor them. We often just attend. Sometimes we don't even have a talk booked. When we go, it's just we're here, talk to us, ask us questions, and it supports our clients. So a lot of franchise ones we've got, obviously, the what's on the kids awards at the end of the year, which we're looking forward to. And I'm actually part of the organization committee for the children's activities Association, Ignite 2024 Conference, which is on the 25th of October. I won't plug that too much yet, though I'm trying to think what else I've got. I'm actually at a conference tomorrow. I'm at the dance Business Conference, which is hosted by a good friend of mine called Deborah laws. And she Yes, it's a conference for people that run dance schools. So the business owners and it's, it's a fantastic event, and we see lots of our clients there. So we get we get around at think smart. To put it bluntly, you do get around Absolutely. You really do. So other things that have been going on in during the summer, summer term, I've spent quite a bit of my time, probably the best part of a month doing a few other things at the same time, but the best part of a month applying for an Innovate UK grant. Wow. I've been down that route with you before. I know how incredibly difficult it is. So what's made you do that again? So I love new things. As you already mentioned, I love doing these things, and I think things are changing in the sector, that's for sure, but certainly more historically, we, we, we weren't particularly innovative. That is definitely, definitely changing. I think we can still do more. But you know, even just even, like, a year, 18 months ago, that there was hardly anything kind of new happening, or people that were going to try and do some new things. And by new, it doesn't mean, I say absolutely brand new, you know, a totally new innovation. It could be something from other sectors that for various reasons, we don't exploit within the children's activity sector, you know, I think that's you we're kind of often the last to access, say, new tech, that sort of thing. And, you know, things that other sectors were doing sort of for years, you know, even taking, say, the the awards for an example, that was what's because awards were the first awards in the sector. And, of course, awards, you know, one thinks that's particularly innovative, but there were none in the children's activity sector. And I know we're talking 18 years ago now, but at the time, bringing awards for the sector that was innovation. And now the great thing is, there's, there's, there's a number of different awards that people in the children's activity sector are absolutely eligible for, which is brilliant. You know, the children's activities Association, that's another example of where a member, membership organizations there in pretty much every industry you can imagine. But there was, there was none in the children's activity sector sitting across the whole Yeah, it seems crazy now. And of course, the the CAA comes along, and then there's and then then we have other membership associations at icap that come in. And that has to be a good thing, that that there's more options for providers to to choose from. It absolutely has to be a good thing. So innovation area, people think of innovation, they think, oh, you know, some sort of mad, crazy, whizzy tech type stuff, or a, you know, really, you're not that mad, Sam, don't worry. A little bit. Everyone needs to be a little bit. Oh, well, that is true. Or, you know, a product that's been used on this, on the on the space shuttle, or something, you know, it doesn't have to be something off the wall like that. It can actually be just taking something that is used elsewhere and bringing it into a new a new sector, so, or into our sector, in this case, so, so the Innovate UK grant I've applied for is specifically for women in innovation. And obviously our sector is dominated by women, which is amazing. There's a, there's a good amount on there in our sector? Yeah, I think it's brilliant. As part of the application, you have to look at all different sorts of research to back up you know, what you're proposing. And 90 92% when businesses in our sector are led by led by women, which is phenomenal. So it you know, not only is it a great grant for me. Me personally, to apply for. It's so relevant to our to our sector, in that it's encouraging women in innovation. So that absolutely has to be a good thing. And hopefully I've ticked one of their many boxes, I'm sure. Anyway, I'm not going to tell you what it's for. So if you're expecting some sort of, no, you're going to leave me hanging. I want to know what it is now, but I'll wait. Yeah, absolutely. I'm not going to tell you what it's for, but I hear whether we've been successful on the 22nd of August, not long then, so that not long at all. But just to give you an idea, so this kind of will make me feel brilliant if we've won the application grant, won the grant or and it will make me feel maybe a bit better if we don't win it. In that last year for this particular grant, there were 900 applications for 50 grant awards. So that's about 5% ish. Or you can go you've got 50 chances to win. Well, we need to do is make sure you're in the top 50, if you think about looking at it that way, mostly. So I don't mind being faith in you, Sam. I've seen you do it before, and I think I know how much effort it would have taken you to go through it, and I'm sure how many pages long was it? It? Well, weirdly, it's not that long, I think. And I think actually that's what makes it hard. You have about six or seven different sections for this particular application, and I think four of them are scored, but those are only 500 words each. So the actual that is probably harder, isn't it, trying to fit it into such really, is also had to do a little three minute video, which is well out of my comfort zone. How many, how many takes did it take you to do it? Do you know what I'm gonna boast now? One I did it? Yeah, absolutely, obviously taking me at least 17 takes of sneezing and coughing and all sorts. Hey, children's activities, franchises, ready to supercharge your franchise network, discover how what's on for kids can help you soar with our growth membership advertising your local classes is just the beginning. Stand out by partnering with us at trusted national events and powerful nationwide marketing campaigns. Now is the time to elevate your business with a what's on for kids growth membership. Don't wait. Book a discovery call today, and let's make magic happen together. It's also something that I want to I want to flag up for, for anyone out there. You know what, what innovation actually is, and that there are grants available. And, you know, we should be making the most of that. We and it's not easy, don't go wrong. It's not easy. But we, we absolutely, as a sector, should be doing much more around innovation and and, you know, waiting in there and getting a share of the funding available. So I really very passionate about that. I think there is a lot of funding out there, like you said it. I think what scares people off is, you know, you, I mean, like I said you before, how many pages was it? You instantly think it's going to be 100 page application and and all that. But it's, it's worth looking into and seeking out help if you need it to complete it as well, because you don't have to do it by yourself. There are people in our sector, I mean yourself as a great example that can help. I was about to say that, you know, if anyone is interested in it, wants to just sort of bit more of a chat on it, then absolutely, really happy to to talk to anyone about it and help, help, if I can. So but you're no stranger to innovation yourself. George, I do know you've been up to something very innovative, innovative yourself. Yes, we've had a very busy, I can't even tell you how many six months now, six months on the first of August. So think smart was acquired on the first of February this year. And one of the big let me talk about innovation. One of the things we have now finished, released, and can kind of breathe a sigh of relief, is we've built, I would, I'm going to say is the sector's first, because I don't know any other products in the sector that have done it, but we've built our very own fully embedded, custom payment gateway. So for anyone that's thinking, What's he talking about? So think smart. Up until now, used to integrate our software with people like Stripe and gocardless, who I'm not going to knock at all. They're two fantastic products, but we decided to build for our new acquisition and our new partners, our very own version of stripe and cocaless, which has slightly more competitive rates. It's going to have more features, and it's completely customized to our sector. I think when you do use these large, huge kind of payment companies, they're not. Really built for our sector. Our sector's often looked at this tiny little sector when it really isn't, and the features they kind of build and things they do and the service they provide is much more tailored for a lot of the really big guys, whereas ours has been built specifically for our sector, and the way we're going to continue to build it and enhance it is going to be with our sector at the kind of the the forefront of all our decisions. Wow, but it's, it's been a mission, but we've released it. We've got people using it now, and it's been, um, definitely been a journey. And I think we needed it. We needed to kind of think outside the box and start bringing new, innovative, innovative kind of features out for our clients. That's amazing, and it means that the sector will benefit from the fact that is tailored to the needs of the children's activities sector, but also from the reduced rates, reduced emissions on it has to because our margins, the margins in the sector, tend to be small. So, you know, every every penny literally counts, doesn't it? When it comes to bookings, exactly? And I think the one thing with the payment side of things of any business, it really is one of the most important parts to keep the business running. You can have the world's best teachers, best classes. If your customers aren't finding it easy and quick to give you money, you know, you are shooting yourself on the foot. So that's, that's our aim is to make it as quick and easy as possible for our clients to, you know, promote their classes, take bookings and deliver what they do best, which is, you know, teaching their lessons, yeah. And that's, you know, that is very much at the sharp end of things, because ultimately, it is about bookings. It is, I'm not saying it's all about the money, but, you know, you none of our clients can operate if they aren't getting paid by their clients. And, yeah, just just making it easier for them and their customers as being our mission, and we've got the first version released, and we've got many more versions ahead of us, and we've got an amazing team at clearcourse, who's the company that now own, thinks about an amazing pool of resource, and we've got all sorts of new people starting with us, working with us to help us, yeah, reach a lot of Our missions and amazing and a huge amount of work. I know myself from my techie background, that wouldn't have been easy, especially into an existing system, you know, that's, that's, that's a lot of work there, solving money, anything where it's customers money, and their clients giving money and stuff. It adds that extra element of it just it's, it's a lot more nerve wracking when you touch that side of things. But that's where having the support of clear, course, and you know, they've got hundreds of staff that can help us, has made it a lot more bearable. Yeah, that's fantastic, you know? And I think anything that's helping the sector, whether it's new things, improve, things you're bringing ideas from outside, from other sectors, has to be a good thing. And that's that's why I sort of mentioned earlier about how much things have changed. And I think it's the change is accelerating that we're finally the sector as a whole is is finally getting the recognition that it it deserves some research from icap that I say, sat in their conference at in March, actually, the valued sector at 17 point 6 billion. I think I've got that right annually, which is, you know, that that's amazing, and that's what we need, not a small sector anymore, for sure. No, absolutely. And I think that the suppliers are realizing that, and but what we need to make sure is that those suppliers understand how this sector operates. And obviously, you and I have been around for a fair a fair while now, so we really do, and it's it's important for us that we, we, we use all that knowledge, but keep improving and changing and keep going forward. Absolutely it has to be the way the sectors should be incredibly proud in the sense of, I remember in 2020, in March, when everything kicked off with covid. Not that I want to go down a covid kind of rabbit hole, but we were basically the Forgotten sector, or the invisible sector. You know, the government didn't even really know we existed. And it went from, you know, the CAA and people in the sector having to create their own guidelines and, you know, offer their own support. Yeah, look at where we are four years later. Yeah, it's, it's, it's amazing. You know, we are a known, represented sector now, and we're only getting bigger. And clearly, with that amount of money you've just mentioned, we're definitely contributing, well, to our economy, yeah, which is amazing, and that don't realize outside the sector. Yeah, it is amazing that, and long may it continue. So I think, I think it's almost. Feels like the best is yet to come, I think. And I know people that have been around the sort of, you know, for for decades plus, will have seen the changes and and probably be as excited. But, you know, with change, there is challenge, of course, as well as improvements. I think that's that's the bitter that that can be hard to navigate, and it the change is rapid as well, which means that the challenge can be quite considerable. So there's always a few bumps in the road with anything when, when air change turns up, but it's, it's for the best, like you said, yeah, absolutely so. So thinking about so that's the sort of main thing to me in the summer. And I think the summer break when the big summer break right now, between the two two terms, big school holidays, and, you know, you think this should be a chance for a bit of a rest to spend time, you know, with family and everything. But I remember you how hard that is when you're running your own business and trying to juggle, juggle family. My daughter's now 20. She was about 18 months when I first started Watson for kids and but I set out wasn't for kids, so I could have that flexibility. But I still look back and you know, all those summers, there were summer holidays and other holidays, other school holidays as well. You know, I just, I don't know how I, how I did it actually. And I think whilst we know that recharge is really important, I think thinking that you're going to get a massive break over the summer is almost unrealistic. You kind of setting yourself up to fail. Yeah, I think it is a myth. It really is. And I've spoken to a lot of our customers, you know, the last few weeks, and you know, the the Juggle is real. It's not changed since, you know, my daughter was little. There's still, it's still exactly the same challenges there as there was, you know, 15 odd years ago, when, when I was in that same same bed. Although I'm still, even though my daughter's 20, I'm still fering Her about I'm still mum taxi. She's not driving herself yet, so never, even when she's driving Sam, that will never stop. That's true. So, you know, I think it's probably, I was thinking this sort of, sort of segue into the in the middle about the school holidays, which was going to be sort of a bit of like, well, how do you recharge? And I was thinking, actually, I'm not sure, sure, you do get that chance to recharge, really, especially when you've got your own business and a young family, particularly, what do you do to do you get a chance to recharge in summer? Is it quite a time for you in your business or not? It's it's a weird one. August is quite a strange month. It's quite a roller coaster year on year. Some years we've gone August was quite quiet last year, so let's plan all this stuff for August, and then out of nowhere, it will just go nuts, whether it's new sales support, a lot of our clients would love to just switch off for August and then have the time off with their kids. And we often see, most clients might take one or two weeks off, you know, when they go overseas or have staycations, family holidays and things, and then once they're back, you know, we get lots of emails late at night, clearly, when the kids have gone to sleep. Yeah, we get very early morning emails when the kids are not that many kids have sleep ins, but we're still getting lots of kind of contact from clients. And you know, I know how hard they work, they don't just switch off. It's not like they do follow the school terms, but that definitely doesn't mean they just get to take that time off, especially for business owners, and even more so those that have kids and other responsibilities on top of running the business. Yeah, yeah, absolutely. I think same is true. Wasn't for kids. We do find that actually, in some ways, it can get busier, because quite often, because our customers aren't running their classes, sometimes they do get a little bit more time to focus on more administrative jobs, particularly the end of August tends to sort of start ramp up as sort of the last week of August goes nuts, doesn't it? Suddenly the sectors all systems go really, for September and yeah, and understandably, it is what's because it's the absolute busiest time. Even more busy January is the next busy time. But yeah, September is, is definitely the the busiest time for us. And yeah, obviously people are away. So people do take do take the time out, quite rightly. Are you away this summer? This summer, we're going away the start of September, my wife Sarah's dream has always been to go to Vegas, and neither of us have ever been. I've done a lot of the east coast of the states. I've never been west. And we're off to Vegas for five nights, Vegas, baby. I'm not gonna say it like that. Because I'll never sound as you Sam, but that was a great it's a great one there. But yes, we're off to, off to Vegas, and soon as the rest of August will just be, like you said, helping clients prep for September. Yeah, I know you're off somewhere soon. Ani, yeah, well, I was gonna make a small, personal announcement. So I Yes, I am off. I'm off when I say it's small, well, okay, medium sized, personal announcement. So we, my family, are off to Canada. I've never been to Canada before, and we're going to East, East Coast, so opposite side of the continent to you. But I'm actually getting married in Canada, which, wow. What a place to get married. Well, it's certainly different, I think different, but it's what, it's such a I think that's just so cool to get married in Canada. Yeah, it's, it's, it's certainly it seemed to be a good idea. And I thought, oh, that mean, there won't be much organizing needed, because it's like a small, small wedding, but it seems to be almost as much organizing as a full on wedding, in that we have all the elements that you'd expect in in a wedding photographer, you know, then music, flowers, catering, all that sort of stuff. Just Donna, just for us, which is, which is great, yeah. So I'm getting married on the side of a lake in Quebec. Side of a lake, yeah, that is so cool. Yeah. So very excited about that. And one of the things that's made me think about actually, is so sort of under Nard, I think, like pretty much every woman does, about whether to change her name. And actually, a lot of men now change their names. Also, I was talking to someone in our sector just just recently, and they're both changing their names, which is cool. And so I have decided to change my name, but when you get to sort of, you're no longer going to be the famous Sam Willem. No, I'm not. And it's going to be weird, because it's like, I can almost, like, disappear, like as a witness protection thing. No one will know who I am, but it won't let you disappear, Sam. That's never gonna happen. It's gonna be gonna be odd, personally odd, but also because that's, yeah, I am known, obviously, as Sam Willoughby, and it's like having your own sort of personal rebrand. You know is, I'm kind of thinking it's an opportunity to maybe reinvent myself and, yeah, something like that. So that's exciting, yeah, so you'll be Sam, Godfrey. Sam Godfrey Moore, actually, Godfrey, yeah, that's another story, though. We haven't got time today to cover that one, but it's a cool name. Sam, yeah, I'll let I'll let you change it, because it's sort of cool name. My blessing, yeah. When you get sort of email from Sam Godfrey, more than it was like, Who the hell that? Who is this? This the answered folder, yeah, delete. Since 2006 parents have trusted what's on for kids to find the best children's activities and classes. As we head into the new term, make sure you're found too. Join 20,000 providers enjoying monthly boosts to the top of the search results, easy booking button and more with our all inclusive monthly or annual subscriptions. And just for our podcast listeners, use code pod 24 for a 30% discount for the next six months. Don't miss out. So, so I'm thinking, I'm not going to get a chance to relax as such, but I think it's sometimes, it's, it's, it can be you don't need to necessarily relax to recharge. I think you can just do something totally different, which is what so going to Canada anyway, is going to be totally different, and an amazing trip of a lifetime. Goodness me, I'm so lucky. But, you know, obviously getting married out there is going to be really all consuming. And I think sometimes just having your your mind, uh, totally immersed in something else is as good as a rest. Actually, I completely agree sometimes, if I just was to sit there and not really be doing much when I'm trying to recharge, I don't think I would recharge as much I recharge seeing people and doing things and being active and yeah. So I agree with that for sure. But I think taking this full circle back to, you know, thinking that the summer break is is unrealistic to expect to have a proper, proper rest and recharge. I think, I think we need to sort of try and incorporate sort of small amounts of recharge into our more day to day lives. And I think it's just unrealistic to expect, as a small business owner, especially with the young family, to to be able to use the holidays as a, you know, a huge chunk of time. And it's really important that we, we make sure that you, you incorporate into every week, not just save it to the holidays and hope. That you can have that time off because you can't. It winds me up every time I speak to people outside of my sector, and they don't really understand the sector or how kind of hard they work, or how big our sector is, yeah, and they go ask for your clients just kind of on a holiday for the next six weeks and not really doing much, and it's like absolutely not. They are still working just as hard, but they've got children running around, and they're getting ready for September, like, as we know is, which is said before, is a mental month. Yeah, it's just not like that. Just as a business owner, to be honest, you don't get that long to just switch off. Yeah, yeah, yeah, absolutely. So, yeah, let's try and make sure we micro, micro recharges. Is that a thing? Maybe that's, that's what I mean. That's what I'm on about. We, can we can we can call it that. I'll sign off on that. Okay, right? So we've mentioned September quite a few times, actually, so it clearly is in our minds that well, August, now, aren't we? So you know, it's not that long until we've both said it goes crazy. And I think for me, it's absolutely from a Watson for kids point of view, it's incredibly busy. Think smart software, incredibly busy. But it's also event season. You only have to look after the very helpful Watson kids connect calendar to see the number of events. So I think there's like one event in August, if that, and then it's crazy in September and October. And September, October is, is definitely crazy for events. It's great. And I think I wear a dinner suit nearly every week for throughout that time. But it's, I wouldn't change it. It's it's a great couple of months. So what are you looking forward to? Events? Why is this, this Coming? Coming? Do you know what? And I'm not just saying this because you're on the call, but I missed what somber kids last year. I was in the thick of you, I know. I was in the thick of due diligence, with with selling the company, and was completely overwhelmed and riddled with anxiety trying to get things done, and didn't get to come and it's the first one I've missed in years. Yeah, I missed the think smart fun bus, or party bus. I missed a lot, so I am really looking forward to that, and obviously very excited for the children's activities ignites conference on october 25 because I'm obviously involved in helping organize it, and tell us about that you are one of the organizers, and have been for for several years, haven't you? Yes, so we kind of the the first so you obviously held the children's, children's activity conferences, preemie, yeah, covid happened, yeah, and it just, it stopped, just for financial reasons and all sorts, and we wanted to get it back. And, yes, so 25th of October this year, it's going to be in Leeds at the Royal armories Hotel. I'm very excited about that, because all the pic I've never been with the pictures, yeah, you know, they have swords and guns all over the walls, which looks very cool, very, very historic. And it's, it's got a lot of character the place that we're going to and it's riddled with amazing speakers and workshops. And it's sort of, even though all that's great, it's, it's just great getting everyone together, just seeing everyone kind of chatting away and giving each other ideas and being each other's kind of emotional support sometimes is it's a really fun event. And yes, there are some tickets still left your books, I'd be very disappointed if you're not. Absolutely I was there last year's looking forward to it very much. So like you say, it's that massive opportunity to get together, learn together, be inspired, but also to meet with existing colleagues, friends, customers, and find some new ones as well, which is amazing, but but doing it together is that that's where you get the energy. And I always think, you know, yeah, it's a lot of effort for us. It's because we're coming from south it's two days out, two nights out, actually. And every single event I go to, though, I always think, Oh, it's a lot of effort. But without fail, I will meet someone or hear something, and that will, it will be totally unexpected, and it will, it will set me on a path that all sorts of different things. So, you know, I, that's what excites me, is that sort of, I just don't know, I don't know what's going to happen. Yeah, yeah, I know what's going to happen, but I, I also don't know what's going to I don't know what's going to be. What's that special thing or special person I ended up speaking to. So I think that's the thing about events, is that it's so worth the effort and the customers I speak to, what some of the kids, I always ask them, you know, are they going to events and try and encourage them? Because yes, it's, it's commitment, but it. It always pays off, in my view. So absolutely people should be looking at the CA conference, Ignite conference, for sure, as a, you know, an amazing event to go to, because you just never know. You never know. I went to the to your ca conference. And from that became a what song for kids, partner, a CAA partner. I then joined the CA board, and now, however, many years later, I'm helping organize them. And I literally just went on a whim, thinking, This sounds great. Don't really know that many people there. We were still quite new into the UK with think smart. So I didn't have the clients we have now. Yeah, I didn't even know who you were at that point, Sam, I heard of you. I'm gonna meet the famous Sam Willoughby, and it opens so many doors for us. And like you said, so many people that go, you know, whether they meet another provider who just teaches locally to them, whether they partner up, whether you get, you know, hear an inspirational talk and get mentored by someone. Going forwards, there's a lot of opportunity to, yeah plenty Yes. And thank you for mentioning the Watson for kids, kids awards as well. Actually, yeah, 18th year of running the awards, which is crazy. Yeah, it's the Oscars of the sector, as often called by most of my clients. And it's, it's a, it's a great event to to be at. And, yeah, you know, we, we try and make it really special for everybody, a real celebration, you know, it is a, as, you know, Georgia, you know, evening do. It's the, you know, it's red carpet, literally and figuratively. There is actual red carpet, you know. We really try and make everyone feel really special to be in that room and And the finalists are absolutely to are special to be in that room. You know, they have, they have done incredibly well to go through all the stages of the awards, through nominations, of voting and judging and coming out as a finalist. So we really do try and make this special. Not everyone can win, as we know, but the fact they're in that room is, is absolutely amazing. And and again, you know, it's like, like the CA Ignite conference. It's a, it is a chance to to meet people and make new connections, you know, reignite existing ones. So there's that aspect to it. Well, yeah, it's a great night, and it's, it is about the finalists, and you know, who gonna ultimately become the winners and the highly commended, but it is also about you just, you never know who you're going to meet in there. And we're probably, I think last year we're at 319 Yes, so I think we're we're expecting it to be about the same. We're in Southampton. Yeah, I know you know that this year you couldn't have picked a nicer hotel in Southampton as well. I've been there once. It was actually to meet yourself and Nigel and Mel many years ago, and it's such a nice hotel? Yeah, absolutely. So it's amazing, and it's it, it is a chance to you never know who you can meet. I think that's the thing. So it's a big celebration, you know, we, we do put an awful lot of effort into it. We've got some surprises this year. It's no two awards are ever the same. We always try and up our game. And there's quite a few surprises in there. You always say this, and then I spend months trying to work out what the surprise and the other event to mention, because we do get a bit sort of immersed in our awards. Understandably, there's a lot of work, and we spend a lot of time and money on it, but I'm also last year, and now this year, I was lucky enough to go to the now we'll be going to the the BFA conference and awards. So yes, we'll be there as well. Yes. Oh, fantastic. So we'll see you there. So you know, it's great for us to sort of be on the other side and and enjoy everything that an awards evening gives you without having all the huge dress of organizing it and sort of being up to from like five in the morning and that day and sorting things. So it's really nice. And the BFA event is fantastic. Also, you know it's, it's an evening. Do you know black tie? So you suit out again? Yes, I heard Stephen Bartlett talking, yeah, the one knows headlining. That's yeah, what I know? How cool is that going to be? So, yeah. So there's obviously the conference during the day. Goodness knows how they go. I said this to pip the CEO of the BFA, is I? I have so much admiration for her to stand up on stage and sort of emcee the conference during the day, and then with a short break, go into the awards. That is, that some fee, and I am in awe of her, because that that's, that's a big ask. I don't know how she does it. We, we have the just the stage. Us the evening do, but it's, it's still very full on because of all the prep before. So that they, it's amazing that they, they do the daytime end in the evening. Amazing. So I'm looking forward to, like you said, you know, the work that goes in behind? Yeah, absolutely, a lot of work. Yeah. So there's lots of other events that we've going to run out of time to talk about. But yeah, please check out the Watson for kids. Connect calendar. You know, I as and when we see new events come up, we pop them in. I try and push out on social when there's a new event. But yeah, check check it out and see, see where you should be this autumn. And if you go to the CA conference, the BFA conference, and award to the Watson for kids, award you or your you'll see George and I too. Please come and say hello. So there again. So I'm gonna say that's a wrap, George. It's been an absolute pleasure talking to you. I think we have still so much to talk about. I really hope that you're, you're my guest again, because I think there's plenty more. So well, I've really enjoyed it. This was my first ever podcast I listened to lots. Is the first one I went you know what? Yes, I will come on. It'd be lovely to chat to you and see you. So thank you for having me. No, it's actually a pleasure. And I also wanted to thank making digital real for producing this podcast episode. I was having a joke with Mike this morning, saying, Oh, I'm not a talker. I'll be lucky if I can do 10 minutes. And here we are, a little bit more than 10 minutes later. Once you get in the flow, it's it's good fun, and it's Mike can work his magic as well. Mike is a fantastic love. Mike Roberts, fantastic. Thanks, George, you take you too. Thanks. Sam. Bye, bye. Thanks for tuning into this What's for kids. Connect podcast. If you'd like more information about what's up for kids, then please visit watsonforkids.co.uk. 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