Behind the Scenes with Thrive4Activities (formerly LoveAdmin): Why Marketing, Admin and Systems Matter More Than Ever in Class Businesses
Since this interview was recorded, LoveAdmin has evolved into Thrive4, with Thrive4Activities created specifically to support children’s activity providers and clubs delivering structured activities. At the time of recording, the business was still known as LoveAdmin, so you may hear that name used throughout the conversation.
One of the things I love most about hosting the Class Business Podcast is the opportunity to sit down with people who truly understand what’s happening behind the scenes in the children’s activity sector.
Not just the highlight reel.
Not just the wins.
But the realities of running, growing and sustaining a class-based business.
Recently, I had the pleasure of recording a conversation with Abi Jacks, Marketing & Growth Director at Thrive4Activities – and it turned into one of those conversations that perfectly captures what so many providers are experiencing right now.
From soggy paperwork to sector-wide support
LoveAdmin has been around for over a decade, and their story starts in a very familiar place for many providers: too much admin and not enough time.
Founded by Dave Evans while volunteering at his children’s football club, LoveAdmin was born out of frustration with paper forms, chasing payments and managing registrations on the sidelines in the rain. What began in grassroots football quickly expanded as gymnastics clubs, performing arts schools and children’s activity providers started asking for the same support.
As Abi shared during our conversation, one of the biggest lessons along the way was this:
Even though businesses all sit within the children’s activity sector, they don’t all work in the same way — and their systems need to reflect that.
When growth quietly creates pressure
One of the strongest themes in our discussion was how growth introduces complexity, often before business owners realise it.
What starts as:
- a handful of classes
- one location
- manual payments
can quickly turn into:
- multiple venues
- teams or volunteers
- holiday clubs
- waiting lists
- layered pricing and schedules
Without the right systems in place, this complexity doesn’t just feel messy — it creates friction for both the business owner and the customer.
Abi spoke openly about how many providers don’t actually have a problem getting people interested — they have a problem keeping track of payments, communication and customer journeys once demand increases.
Marketing isn’t something you “finish”
Another moment that really resonated in our conversation was around marketing.
Marketing is often treated as a task to complete, rather than a skill to continually develop. But as businesses grow, marketing doesn’t get easier — it becomes more strategic.
Visibility, consistency, messaging, communication and follow-up all need to evolve alongside the business. When they don’t, growth can stall even when demand exists.
This is something I see time and time again when working with class-based businesses — and it was refreshing to hear the same patterns echoed from LoveAdmin’s perspective, having worked across sports clubs, gymnastics organisations and activity providers nationwide.
Why people-first support matters in this sector
One thing that became very clear during our conversation is that LoveAdmin has never seen itself as just a software provider.
Their focus has always been on:
- hands-on onboarding
- real human support
- understanding how businesses actually operate
- helping providers make confident decisions as they grow
This people-first approach is exactly why LoveAdmin are sponsoring Children’s Activity Provider of the Year at the The Class Business Awards.
That award isn’t just about what happens in the class.
It’s about recognising the systems, leadership and infrastructure that sit behind sustainable, successful children’s activity businesses.
A conversation the sector needs more of
What I loved most about this conversation with Abi is that it didn’t shy away from the realities:
- the emotional load of running a business
- the invisible work providers do behind the scenes
- the pressure to “do it all”
- and the need for better support, systems and conversations across the sector
These are exactly the kinds of discussions I want to keep bringing to the forefront — because the more openly we talk about them, the stronger and more sustainable the sector becomes.
🎥 Watch the full interview with Thrive4Activities (Formerly LoveAdmin)
If you run a children’s activity or class-based business — or support providers who do — I highly recommend watching the full conversation.
👉 Watch the interview with Abi Jacks from Thrive4Activities on YouTube
More conversations like this are coming as part of the Class Business Podcast, spotlighting the people, platforms and stories shaping the future of class-based businesses.
