Club Hub UK at 10: What Brand Excellence Really Looks Like in the Children’s Activity Industry (with Tessa Day)
If you’ve been in the children’s activity world for any length of time, you’ll know this:
it’s not enough to be brilliant at what you do.
You can deliver the best classes in town… and still struggle to get found.
That’s why I was so excited to sit down this week with Tessa Day, founder of Club Hub UK — the UK’s largest children’s activities directory — and an official partner of The Class Business Awards 2026, sponsoring Brand Excellence Award of the Year.
Because brand, trust, and visibility?
They’re not “nice to have” anymore. They’re survival skills.
And in this conversation, Tessa shares exactly what she’s seen over the last decade of working with thousands of children’s activity providers across the UK.
From kids classes… to building a national platform
What I loved about hearing Tessa’s story is how real it is.
She didn’t start out as a “business person.”
She was running her own kids club (Tess’s Jazz Hands) and found it hard to promote, hard to get seen, and honestly… hard to feel like she belonged in a business world she’d never been taught how to navigate.
That’s the bit so many providers relate to.
So Club Hub didn’t just come from an idea — it came from a need:
- a need for visibility
- a need for a platform that connects parents with providers
- and a need for community in an industry that can feel isolating when you’re building alone
Fast forward… and Club Hub now serves over a million users a year and hosts thousands of providers across the country.
That’s not luck. That’s consistency.
The awards weren’t “extra”… they were strategic
Back in 2019, Tessa launched the Club Hub Awards — because she saw something missing.
A lot of awards in this industry were parent-voted (or popularity contests, if we’re being honest). What Tessa wanted was something credible — judged by people who understand what it takes to run a class-based business.
But she also didn’t want it to be “just an awards night.”
She built it as an experience:
- networking
- learning
- workshops
- keynote speakers
- and a room full of people who get it
And as someone who’s been in that room from the early days… she nailed it.
Visibility has changed… but parents still search the same way
One of the most useful parts of this conversation was Tessa’s take on what’s shifted in the industry.
Yes — social media has changed massively:
- Facebook groups worked… until they didn’t
- Facebook pages had a moment… until they didn’t
- now it’s reels, TikTok, trends, algorithms, and noise
And yes — the market is more crowded than ever:
- more providers
- more franchises
- more competition
But here’s what hasn’t changed:
Parents are still searching.
They still type things like:
- “baby class near me”
- “toddler group this weekend”
- “kids football class”
- “autism friendly activities”
into Google, directories, and search bars.
Which is exactly why directories, SEO, and being easy to find still matter.
What parents are searching for more than ever
Tessa shared something I found really interesting — the increase in searches around:
SEND and neurodiversity support
More parents are actively looking for classes that support:
- autism
- ADHD
- neurodivergent children
And the key point wasn’t “you need a new service”…
It was: your messaging matters.
Even one simple line on your website or listing like:
“We welcome and support neurodivergent children — get in touch if you’d like to discuss what your child needs.”
…can change how safe a parent feels when booking.
Teen activities
Parents are also searching more for activities for older children and teens — especially post-Covid, where many young people lost confidence and connection.
If your business serves older age ranges, there’s opportunity sitting there.
The difference between “a class business” and “a brand”
This is where Tessa went in (in a good way).
She talked about what the strongest brands do differently — and it’s simple:
They’re instantly recognisable.
You see a post and you know it’s them:
- the same colours
- the same fonts
- the same style
- the same vibe
That’s brand excellence.
And it’s why the big names stick:
- not because they’re louder
- but because they’re consistent
Her advice was practical too:
Create a simple brand guide.
Even a one-page PDF with:
- your fonts
- your colour palette
- your logo rules
- your visual style
So your marketing stops looking like five different businesses depending on the day of the week.
Why Club Hub chose to sponsor Brand Excellence Award of the Year
This bit made total sense.
Tessa chose Brand Excellence because brand recognition is what builds trust.
She gave examples like:
- kids wearing branded uniforms
- mascots and plush toys
- visuals parents recognise instantly
Because when families trust you, they book faster.
And when your brand is clear, you stand out in a crowded market without having to scream for attention.
“Investing in yourself” is the line in the sand
If you take one message from this conversation, it’s this:
The businesses that keep learning… keep growing.
Tessa’s view is that 2026 is going to create a bigger gap between:
- businesses that invest in their skills, visibility, and systems
and - businesses that don’t
Because the reality is: marketing isn’t getting simpler, and competition isn’t slowing down.
So if you want to stand out, you’ve got to stay sharp.
Watch the full interview with Tessa Day on YouTube
This conversation is packed with real talk and proper insight — especially if you’re trying to grow visibility, build trust locally, and create a brand that people actually remember.
👉 Go watch the full interview with Tessa Day on YouTube here.
And if you’re entering The Class Business Awards 2026, keep your eye on the Brand Excellence Award of the Year… because this category is one that will set the standard.
