Rascals Student to Fully Booked Franchise Owner: Josh Crouchman’s Story
There is a lot of pressure in business to keep reinventing.
A new offer. A new campaign. A new platform. A new way of doing things.
But sometimes growth comes from something far less glamorous and far more effective: knowing what works, doing it consistently and refusing to become distracted.
That is exactly what stood out in my conversation with Josh Crouchman.
Josh joined Rascals as a student aged eight. He later became an assistant teacher, completed professional musical theatre training at the Italia Conti Academy in London and eventually launched two Rascals franchise locations in Essex.
Now, approaching his fourth year in business, his classes are full, he has achieved every annual target he has set and he is already thinking about succession, leadership and the future of the brand.
Growing Inside the Brand
Josh has experienced Rascals from almost every angle.
He has been a student, assistant, teacher, performer and franchise owner.
“I joined when I was eight and I’ve been in every position throughout the business since then.”
That long connection gave him a deep understanding of the brand before he ever launched his own locations.
He knew what a strong Rascals session should feel like. He understood the culture, the teaching style and the experience families were buying into.
That became a huge advantage when he launched at just 22, while also completing his degree.
He was not trying to invent a completely new model.
He was learning how to deliver an established one brilliantly.
Stick to the System
Josh’s clearest business lesson is simple.
“Always stick to the system.”
There is room to experiment, create new ideas and respond to your local community, but Josh believes providers can easily lose sight of what made the business work in the first place.
“You don’t need to deviate and try loads of different things.”
That does not mean standing still.
It means knowing which parts of the business are proven and protecting them.
For Josh, that has meant delivering high-quality sessions, building relationships with families and keeping his focus on attendance and retention.
His annual targets are pinned above his desk.
So far, he has not missed one.
Keep Doing the Basics
Josh has used a wide mix of marketing to grow his two locations.
There has not been one dramatic campaign that changed everything.
Instead, the growth has come through consistent local activity, including:
- Flyers and local Facebook groups
- Friend referral campaigns
- Branded Rascals wristbands
- Bring-a-friend events
- School workshops
- Nursery parties
- Head-office advertising
- Word of mouth
“Keep doing the basics.”
Josh still goes into local schools and nurseries. He delivers Christmas and summer parties, offers children a taste of the Rascals experience and makes sure families know where to find him.
Over time, that consistency has made him a familiar face across the area.
As he explains, walking down the street can now take longer because people regularly stop to say hello.
That kind of visibility is difficult to manufacture through social media alone.
It comes from being present in the community repeatedly.
When the Classes Are Full
Josh is now in the unusual position of feeling as though he should be marketing, while having very little space left to sell.
His classes have grown steadily and some now operate with waiting lists.
For him, success is not simply about attracting new enquiries.
It is about keeping the children who already attend.
Retention shows that families value the experience and that the sessions are delivering what the brand promises.
Josh has also built support around the classes.
Each location has an assistant, including a parent at one venue and the older sister of a current student at another. Former students and other Rascals teachers also support holiday clubs and larger events.
That network reflects the way Josh himself grew through the organisation.
Building Self-Belief Through Results
Despite the visible success, Josh is honest that his biggest challenge has often been himself.
“I’ve always struggled with believing in myself.”
The business gave him something concrete to push back against that doubt.
Full classes, strong retention and achieved targets became evidence that he was doing something right.
“Becoming a franchisee has given me self-belief, which I didn’t have before.”
That is one of the most valuable outcomes of Josh’s journey.
The business has not only grown his income or his reach.
It has changed the way he sees himself.
Creating the Next Chapter
Josh is already looking beyond his current two locations.
In the shorter term, he would like to take on some of the Rascals branches he currently teaches for on behalf of head office.
Longer term, he is part of the succession plan for founders Diane and Dan.
“To Diane and Dan, I am the retirement plan.”
His next challenge will be finding and developing somebody who can eventually become part of his own succession plan.
That would bring his journey full circle.
He was supported from student to teacher and from teacher to franchise owner.
Now he is beginning to think about who he could create that opportunity for next.
The business has also helped Josh reach an important personal milestone.
After launching at 22 and building three years of stable self-employed income, he is buying his first home in one of his franchise territories.
“I owe it all to Rascals.”
That achievement is a powerful reminder that building a successful class business can create freedom and security far beyond the timetable.
Watch the Full Interview
Josh Crouchman’s story shows what can happen when you understand your model, stay close to your community and keep delivering the basics consistently.
From eight-year-old student to fully booked franchise owner, his journey is proof that growth does not always require constant reinvention.
Sometimes it requires belief, support and the discipline to stick with what works.
Josh is a finalist for Emerging Business of the Year in The Class Business Awards 2026.
👉 Watch Josh’s full interview here.
Join us on Saturday 10 October 2026 at the National Conference Centre in Solihull for The Class Business Live, where finalists, judges and sponsors will come together for practical ideas, honest conversations and brilliant sector connection.
Then, from 6:00pm, it is time to get dressed up and celebrate the people building extraordinary businesses and experiences for children and families at The Class Business Awards & Afterparty.
