Why Data Protection Matters More Than You Think For Your Business

Yet every single class business collects data.

From booking forms and emergency contacts to allergy information, payment details and email addresses, most providers are handling far more personal information than they realise.

That’s why I was delighted to sit down with Jo Brianti, data protection expert and sponsor of the Tutor Business of the Year at the Class Business Awards, for a conversation that every class business owner should hear.

From Corporate Data Projects To Supporting Small Businesses with Data Protection

Jo didn’t set out to become a data protection specialist.

Before starting her own business, she worked as a project manager on large corporate database systems and had been working with data protection regulations for years.

After having twins, the demands of corporate life and a lengthy commute no longer fitted around family life, so she started working for herself.

Then, in 2017, she spotted conversations about the incoming GDPR legislation and noticed something interesting.

Many small business owners were panicking.

Jo explained:

“It was all blown out of proportion.”

Instead of adding to the fear, she focused on helping business owners understand what actually applied to them and what practical steps they needed to take.

Today, she helps businesses across the UK and internationally navigate GDPR, privacy regulations, AI compliance and data protection in a way that makes sense for real businesses.

The First Thing Every Business Owner Should Know

According to Jo, the starting point is surprisingly simple.

Before you can protect data, you need to understand what you’re collecting.

As she explained:

“The first thing any business owner… you have to know what data you’re collecting.”

For children’s activity providers, that often includes:

• Names, addresses and contact details
• Children’s information
• Medical information and allergy details
• Emergency contacts
• Payment information
• School or nursery details
• Email marketing subscribers

Many providers collect this information every day without stopping to think about where it’s stored, who can access it and how it’s being protected.

Small Changes Can Avoid Data Protection Risks

One of the most eye-opening parts of our conversation was Jo’s example of watching someone leave their laptop open in a public space for 45 minutes.

She could clearly see what was on their screen from where she was sitting.

That’s a data protection risk.

And it’s a reminder that data protection isn’t always about complicated systems or technical jargon.

Often it’s about simple habits.

Jo recommends focusing on:

• Strong passwords and passcodes
• Secure devices
• Safe working practices outside the home or office
• Limiting who can access information
• Understanding where your data is stored
• Training team members on basic data security

For class businesses, this becomes even more important when multiple coaches, teachers or franchisees are accessing customer information.

Understanding Children’s Data

One area that stood out was Jo’s explanation of children’s information.

While details like names and addresses may seem harmless on their own, combining multiple pieces of information can create a much bigger picture.

Jo highlighted that providers should think carefully about what information team members actually need access to.

For example:

• Does a coach need a child’s date of birth or just their age?
• Do they need a home address?
• Do they need access to the entire customer record?
• What information is genuinely required to deliver the session safely?

As Jo explained:

“Think carefully about what data you’re sharing.”

It’s a simple principle that can dramatically reduce risk.

AI Is Creating New Challenges

No conversation about business in 2026 would be complete without talking about AI.

Jo spends a significant amount of time helping businesses use AI safely and compliantly.

Her advice was clear.

“Don’t put personal data of any description into AI at the moment.”

Many business owners are now using ChatGPT, Claude, Gemini and other AI tools to support marketing, planning and administration.

But Jo warns that people often focus on customer data and forget about sensitive business information.

That could include:

• Marketing strategies
• Pricing structures
• Financial information
• Internal documents
• Business plans
• Client records

The reality is that AI tools are evolving rapidly, and many business owners don’t fully understand how their information is being stored or used.

It’s another reminder that convenience should never replace caution.

ICO Registration: Are You Supposed To Be Registered?

One question that comes up repeatedly in the class business world is whether providers need to register with the Information Commissioner’s Office (ICO).

Jo explained that most independent business owners are data controllers and should be registered.

Particularly if they are collecting information relating to children or health.

She summed it up perfectly:

“If you are collecting any sensitive data… you must.”

The annual fee is relatively small, but the reassurance and compliance it provides can be invaluable.

Why Jo Supports The Class Business Awards

As a sponsor of the Class Business Awards, Jo sees first-hand the incredible work happening across the sector.

One of the reasons she wanted to get involved was because she believes activity providers are often underestimated.

As she explained:

“They’re learning real skills.”

Whether it’s sport, music, drama, languages, coding, wellbeing or creative activities, class businesses are helping children build confidence, develop social skills and discover new opportunities every day.

That’s exactly why the Class Business Awards exist.

To celebrate the people behind those experiences and recognise the impact they’re making in communities across the UK.

The Bigger Lesson

The biggest takeaway from my conversation with Jo is that data protection isn’t just about compliance.

It’s about trust.

Parents trust us with their information.

Customers trust us with their details.

Teams trust us to put the right systems in place.

The businesses that take data protection seriously aren’t just protecting information.

They’re protecting their reputation, their customers and the future of their business.

Watch The Full Interview

Jo shares far more practical advice in the full podcast interview, including franchise responsibilities, ICO registration, AI compliance and the simple steps every business owner should be taking right now.

Watch the full interview with Jo Brianti on our YouTube channel and make sure your business is protecting both its customers and itself.

What’s one area of data protection or AI that still feels confusing in your business?