Unlocking potential

This year’s Elevate event will feature a dedicated Active Kids Theatre. With the theme of “Unlocking Potential”, the two-day educational programme looks to “power the future of children’s activities

This year’s Elevate trade show, held at Excel London from 18 to 19 June, will feature a dedicated Active Kids Theatre powered by children’s activity specialist, Kidztivity. Founded by Chris Sharman in 2010, Kidztivity is a leading agency ecosystem in the children’s activities sector, driven by a mission to professionalise and empower the industry through innovation, collaboration and sustainability. The Active Kids Theatre was created by Sharman and the Kidztivity team to inspire growth and innovation within the children’s activities industry. After a successful one-day event in 2024, this year’s two-day event, themed “Unlocking Potential: Powering the Future of Children’s Activities,” aims to provide professionals with the tools and insights needed to build sustainable business models and raise quality standards. Featuring workshops, networking opportunities, and thought leadership sessions, the event offers a collaborative platform for learning and professional development.

“The Active Kids Theatre is more than just an event – it’s a movement for growth, innovation and collaboration in the children’s activities sector,” Sharman says. “Our aim is to empower professionals with the tools, insights and connections they need to build sustainable businesses and deliver exceptional, life-changing experiences for children.

Together, we can unlock the true potential of this incredible industry and shape its future.”

The theatre will host a wide-ranging educational programme with a focus on children’s activities.

The programme has been designed to cater for anyone working in the children’s activity sector – from children’s activities managers, business owners and franchisee to facility managers. The Active Kids Theatre will offer opportunities to connect, network and learn with thought leaders and innovators, explore strategies for growth and quality and lead the way in creating enriching experiences for children.

Wednesday 18th June 2025

Creating Growth-Focused and Resilient Business Models in Children’s Activities

10:00 - 10:30 Active Kids Theatre Welcome and State of the Nation: Charting the Course for Children’s Activities Chris Sharman – Kidztivity

10:35 - 11:15 The Leadership Playbook: Building Teams and Inspiring Change Chris Sharman, Kidztivity; Rachel Brooks, Swimtime; Sarah Cressall, The Creation Station; Peter Pearson, Acrotrix

11:30 - 12:00 Seamless Experience: Transforming the Customer Booking Journey Brett Davis, Pebble; Bobby Cole, BH Live; Adam Holland, Progressive Sports; Reece Elbourn, Let’s Leap Sports Academy

12:05 - 12:45 Partnering with Communities and Education: Inspiring Future Generations to be Active Jen Rouse, Team GB Foundation; James Thomas, parkrun; Craig Jones, Junior Adventures Group; Marco Boi, Play Innovation; Paul Roberts, StreetGames

13:30 - 14:00 The Engagement Engine: How to Ignite Team Culture and Customer Loyalty Helen Muller, The Engagement Engine

14:05 - 14:45 The Business of Play: Integrating FECs in Leisure Facilities Rob Christie, Airparx; Elliott Myatt, The Play Company; Rob Cunningham, BH Live; Josh Buxton, 24Indoor

15:00 - 15:30 The Power of Parties: Turning Celebrations into Marketing Success Chris Sharman, Kidztivity

15:35 - 16:15 Keeping Teens Moving: Tackling the Drop-Out Challenge Chris Sharman, Kidztivity; Katie Phillips, Youth Sport Trust; Lauren Connis, Oldham Active; Sam Pearce, Lifestyle Fitness

16:30 - 17:15 Data-Driven Growth: Unlocking Niches with Insight Craig Jones, Junior Adventures Group; Sam Godfrey-Moore, What’s on 4 Kids; Greg Dryer, miMove; Julie Allen, Active Insight

Thursday 19th June 2025

Elevating the Future: Pioneering Quality in Children’s Activities

09:45 - 10:15 Kidztivity Download (Practical Session) James Robertshaw, Kidztivity

10:20 - 11:00 The Power of Sport: Inspiring and Engaging the Next Generation Jen Rouse, Team GB Foundation; Georgina Brayshaw, Team GB Athlete

11:15 - 11:55 Quality Unleashed: Setting New Standards Chris Sharman, Kidztivity; Kelly Cooper, David Lloyd Clubs; Deborah Jones, Proinsight; Natasha Waterfield, Oxygen Activeplay

12:00 - 12:30 Active Wellbeing: Merging Movement, Mindfulness and Play Ellie White, Thrive with Ellie

13:00 - 13:30 Little Magic Train (Practical Session) Gina Bale, Little Magic Train

13:35 - 14:15 Early Engagement: Innovating Pre-School and Parent & Child Activities Craig Jones, Junior Adventures Group; Gina Bale, Little Magic Train; Amanda Frolich, Amanda’s Action Club; Chris Sharman, Kidztivity

14:30 - 15:10 Inclusive Innovations: Embracing Diversity and SEND Ben Sutcliffe, Caudwell Children; Jack Wells, TikTok star, Amputee and Disability Advocate; Jessie Lilley, babyballet; Ali McClure, Ali McClure Education and Parenting

15:15 - 15:45 How to Harness Brilliant Behaviour Ali McClure, Ali McClure Education and Parenting

15:50 - 16:30 Talent Transformation: Recruiting and Retaining Excellence Craig Jones, Junior Adventures Group; Dan Grigg, Future Training; James Robertshaw, Kidztivity; Steve Brennan, Love Childcare Recruitment; Helen Muller, The Engagement Engine