Built to Last – How Ade Created a Children’s Entertainment Business That Delivers Joy, Consistency and Trust
Some businesses are built quickly. Others are built to last.
Ade’s business, Action Pussy Cat, falls firmly into the second category.
For over 25 years, he’s been showing up at birthday parties, school events, holiday parks and community spaces, doing one simple thing really well – creating experiences that people remember.
And not just for the children.
For the parents too.
“I just love the idea of being the centre of attention and making people laugh… it’s the ideal career for me.”
That energy is still there after two decades. And it’s a big part of why the business is still going strong.
Starting with what worked
Ade didn’t set out with a long-term strategy or business model.
He started with what he could see was already working.
While working in a sports centre, he was running children’s birthday parties that were consistently popular. Parents were asking if he could deliver the same experience outside of that environment.
So he did.
In May 2001, he launched his business with a themed event, hiring a local venue and building a full experience around it. From there, it grew through word of mouth, repeat bookings and a reputation for delivering something that felt different.
What started as a handful of parties became a full-time business.
And it hasn’t stopped evolving since.
Staying relevant by evolving
One of the reasons Ade has stayed in demand for so long is simple.
He doesn’t stand still.
“What’s kept me relevant is I like to evolve… I’m not a one-horse pony.”
Over the years, he has continually adapted his offer to match what audiences want. From themed parties and interactive games to adding magic, cabaret-style shows and hosting roles in holiday parks, he has expanded his skillset to open up new opportunities.
His current work includes:
- Children’s birthday parties and themed entertainment
- Holiday park cabaret shows combining magic, comedy and games
- School discos, events and PTA bookings
- Community events, festivals and ticketed experiences
That mix gives him both variety and stability, allowing different parts of the business to support each other throughout the year.
Putting the parent first
One of the biggest mindset shifts in Ade’s business is how he defines the customer.
It’s not the children.
It’s the parent.
“Parents want a stress-free party.”
That understanding shapes everything he does.
From the first enquiry to the moment he arrives at the venue, communication is clear, consistent and structured. Parents know exactly what to expect, when it will happen and how the event will run.
Because the biggest fear isn’t whether the kids will have fun.
It’s whether the entertainer will turn up.
“I message them before, I confirm everything… they know exactly what they’re getting.”
That level of detail removes uncertainty and builds trust. It also creates a smoother experience on the day, where parents can relax rather than manage the room.
Creating experiences that keep everyone engaged
Delivering a great party isn’t just about showing up.
It’s about holding the room.
Ade’s approach is built around energy, interaction and inclusion. His sessions are designed so that every child is involved, rather than sitting on the sidelines waiting their turn.
That involves:
- Non-elimination games so no child is left out
- Interactive formats that keep energy high throughout
- Activities that parents can’t easily replicate themselves
- Adapting delivery in real time based on the group
“The energy you bring to a party rubs off on the children.”
That ability to read the room and adjust on the spot is what keeps the experience feeling fresh and engaging, even after thousands of sessions.
And it’s a big reason why 88% of his bookings come from repeat customers and word of mouth.
Building a business that works all year round
Like many class-based businesses, Ade has had to navigate changing market conditions, seasonal demand and shifts in customer behaviour.
His solution has been to diversify.
“Never put your eggs in one basket.”
Instead of relying on one income stream, he has built multiple strands within the business, each supporting the other.
Income streams such as:
- Private parties and school bookings
- Contracted work through holiday parks and venues
- Ticketed community events and themed experiences
- Additional services like quiz nights and barn dances
This structure creates flexibility. When one area slows down, another picks up.
It also allows him to respond to changes in the market without needing to start from scratch.
Impact beyond children’s entertainment
Alongside his work with children, Ade is also involved in projects supporting adults over 55, helping build confidence, reduce isolation and support pathways back into work.
This work, funded through local initiatives, reflects a broader impact that goes beyond entertainment.
It’s about connection, confidence and community.
And it shows how the skills built in one area of a business can be applied in another to create something meaningful.
Why the awards matter
Ade has been nominated for both Children’s Activity Provider of the Year and the Customer Excellence Award at the Class Business Awards.
That recognition reflects not just longevity, but consistency.
Showing up.
Delivering.
Adapting.
And continuing to meet the needs of customers over time.
Because in a business built on trust and experience, that consistency is what keeps people coming back.
Watch the full interview with Ade
Ade’s story is a powerful example of what it takes to build a business that lasts.
From starting with a simple idea to creating a multi-layered business that spans generations, his journey shows the value of evolving, staying connected to your customer and delivering consistently.
You can watch the full interview on the Class Business YouTube channel to hear more about how he’s built Action Pussycat and what it really takes to stay relevant for over 25 years.
