Indoor play finds its voice

When the pandemic hit the indoor play centre sector hard, a group of operators got together to set up a trade body to represent them. Since its launch in 2020, the Association of Indoor Play has grown to represent more than 370 centres

Thursday 5 June will mark the second edition of the AIP Conference & Annual Awards. It’s a perfect time to reflect on how well the UK’s indoor play sector has reacted and recovered from the pandemic. At the heart of the recovery is the Association of Indoor Play (AIP), which is looking to transform the indoor play landscape. Founded during the pandemic by a group of passionate operators – and led by Janice Dunphy of Web Adventure Park in York – AIP now represents more than 370 member centres and also works with 50 trade members. Its mission is to champion the indoor play sector and to ensure operators of all sizes have a direct voice into government.

From crisis to community

When the COVID-19 pandemic struck in early 2020, indoor play was among the hardest-hit industries. Forced closures, strict safety guidelines and public hesitancy left operators fighting for survival. Yet, amid the chaos, a small but determined group of operators recognised the need for collective action.

Janice Dunphy, owner of Web Adventure in York was concerned about smaller operators being drowned out by larger attractions, rallied peers to create a body that could speak for the sector, offer support and fight for recognition of the vital role indoor play plays in children’s lives. Virtual meetings became lifelines, offering a space to share advice, lobby collectively and build a network. What began as crisis response quickly evolved into a UK-wide movement – a community where operators supported each other through unprecedented times. Fast forward five years and AIP is now an independent, not-for-profit trade body representing more than 370 indoor play centres. Its direction is steered by a voluntary committee of 15 leading operators and key suppliers, ensuring it remains operator-led and focused on real-world needs. The association champions operators of all sizes – from small family-run centres to large multi-attraction sites. To reflect the UK’s geographic diversity, AIP hosts regional networking events across England, Scotland, Wales and Northern Ireland. This year saw a significant milestone with the first-ever Scottish regional event, reinforcing AIP’s commitment to operators in every part of the UK. event, reinforcing AIP’s commitment to operators in every part of the UK. AIP CEO, Maria Cantarella

Lasting impact

At the heart of everything AIP does is a no-nonsense mission: to ensure the indoor play sector is recognised, respected and thriving. AIP focuses its work on three core pillars. Firstly, the Association is on a mission to raise the profile of indoor play, making sure both the public and policymakers understand that indoor play isn’t just a fallback option for rainy days – it’s crucial for children’s physical, emotional and social development.

Secondly, AIP is passionate about raising standards and celebrating excellence. Through resources, best practice guides, and the highly anticipated Annual Play Awards, the Association showcases the creativity and innovation that exists within indoor play, while encouraging operators to keep pushing the bar higher.

And thirdly, AIP is all about building a supportive, collaborative community for operators. Running a play centre can be a tough and often isolating business, so the Association has created a trusted space where operators can swap ideas, share challenges, and access the support they need from people who truly understand the day-to-day realities of the sector.

Partnering with sectors

Thanks to its partnership with UKHospitality – the leading UK trade body for hospitality – AIP has a direct voice into government consultations, ensuring the unique needs of the sector are heard in national discussions on leisure, tourism and family attractions. AIP has also delivered a game-changing contribution to the industry through its Annual State of the Industry Survey – the first-ever widespread benchmarking data for the UK indoor play sector. The survey provides critical insights into trading conditions, customer behaviour and sector challenges, helping operators make informed decisions and strengthening the sector’s voice with policymakers.

Looking ahead

In the past five years, the AIP has evolved from a crisis response body into a UK-wide organisation and its work is far from over. The industry continues to face challenges, including the cost-of-living crisis, rising business rates and shifting consumer expectations.

One of the urgent issues on AIP’s agenda is VAT on children’s play. The association is preparing to lead a sector-wide campaign, arguing that children’s play should be recognised as an essential service – critical for children’s emotional, physical, and social development – and therefore be treated like other exempt activities. The campaign aims to drive government recognition that play is not a luxury, but a vital part of community health.