From Self-Doubt to 20 Franchisees: How Catherine Williams Built Popcat’s Music Time
One of the things I love most about these finalist interviews is hearing the moment when an idea stopped being something someone was quietly thinking about and became a real business.
For Catherine Williams, founder and franchisor of Popcat’s Music Time Limited, that moment came while walking along a cobbled street on holiday.
After three years of doubting herself, listening to other people’s opinions and convincing herself the idea probably wouldn’t work, she suddenly decided that enough was enough.
“In six weeks’ time, this business is starting.”
She came home, found venues, bought the equipment she needed and launched.
Twelve years later, Popcat’s Music Time has grown into a network of 20 franchisees and now supports around 6,500 children every month.
Leaving the Classroom Without Leaving Teaching
Before launching Popcat’s, Catherine spent 15 years as a primary school teacher.
She loved teaching, particularly music, but as she prepared to have her third child, the pressure of the profession had become too much.
“I felt really sad, really squashed and just not myself. I didn’t feel like I was thriving.”
The idea for Popcat’s had already been in her mind for several years, but imposter syndrome kept getting in the way.
She had heard all the usual objections.
There were already free music sessions. Libraries offered activities. Families might not pay. The business might never make money.
Over time, those voices became difficult to separate from her own.
That is something so many business owners will recognise. The fear is rarely just about whether the idea will work. It is also about whether we are the right person to make it work.
Catherine eventually chose to trust the idea and herself.
Building a Franchise That People Could Make Their Own
Franchising was not part of Catherine’s original plan.
She expected to continue delivering music sessions herself, but when a parent attending her classes asked whether she could become a business partner, Catherine began exploring the possibilities.
After attending a British Franchise Association event and getting professional advice, she realised franchising offered exactly what she wanted.
She could grow the brand while allowing other people to build their own part of Popcat’s.
“I wanted people in part of my business to be passionate about their business.”
Her first franchisee is still with the company ten years later, which says so much about both the model and the relationship Catherine has built with her network.
Today, the team includes people from a wide range of backgrounds, including:
• Teachers and childcare professionals
• Hospitality workers, performers and accountants
• Parents who first discovered the opportunity by attending a class
They do not need professional music experience. What matters is warmth, confidence, energy and a genuine desire to help children and families thrive.
An Inclusive Model Built Around Real Family Life
One of the strongest parts of Popcat’s is how accessible the model feels.
Classes are designed for children from birth to five, rather than being divided into narrow age groups. That means siblings can attend together and parents do not have to work out which child belongs in which session.
The classes are also pay as you go, with no advance booking system.
Families can simply arrive, pay and join in.
That flexibility has helped Popcat’s build a loyal community, while the lack of pressure within the sessions helps children and adults feel comfortable from the moment they walk through the door.
Catherine explained that some children will sit on a parent’s knee for months, while others will jump straight into the middle of the room.
Both are welcome.
“There’s no expectation.”
That philosophy now extends across a growing range of services, including:
• Nurseries, preschools and SEND sessions
• Parties and community classes
• Care home and intergenerational music sessions
The intergenerational work is particularly special, bringing young children and older residents together through music, movement and shared connection.
Why Visibility Still Matters
Catherine’s advice for business owners and emerging franchisors was simple.
Show your face.
At a time when feeds are becoming increasingly filled with polished, automated content, she believes genuine human connection matters more than ever.
“People buy from people.”
Potential customers and franchisees need to see the person behind the brand. They need to understand your values, feel your warmth and trust that you genuinely care before they take the next step.
For franchisors, that visibility becomes even more important because joining a network is a long-term decision.
“If you’re faceless in your business, it makes it very difficult for somebody who doesn’t know you to actually knock on your door.”
Building a franchise network takes patience, consistency and resilience. Catherine’s ten-year journey is proof that sustainable growth rarely happens overnight.
What Comes Next for Popcat’s?
Catherine is now focused on taking Popcat’s into new areas, including Wales, the Midlands and other parts of the UK.
The goal is not simply to add numbers to the network. It is to find people who connect with the brand, believe in the model and want to create welcoming spaces for children and families.
Catherine Williams and Popcat’s Music Time are finalists in the Powerhouse Business of the Year category at The Class Business Awards 2026.
Watch the full interview
Watch the full interview to hear more about Catherine’s journey from teacher to franchisor, the realities of building a network and why showing up as the face of your brand still matters.
The Class Business Live takes place from 9:00am to 3:00pm on Saturday 10 October 2026 at the National Conference Centre in Solihull. Finalists, judges and sponsors will come together for a day focused on connection, visibility and impact, with guest speakers, mastermind table discussions and sector networking.
Tea, coffee and pastries will be sponsored by Enjoy Marketing, before the celebrations continue at The Class Business Awards & Afterparty from 6:00pm to 12:30am.
Watch Catherine’s full interview here.
