For anyone considering joining a franchise in the children’s activity sector, choosing the right brand is about more than the classes you would be teaching. It is about understanding how that franchise brand connects with families, supports its network and stays closely aligned with those who attend their sessions.

One way to assess this is by looking at how a franchise engages beyond their local community, for example, large-scale consumer events. The type of events which allow direct conversations with prospective customers. Basking Babies is preparing to attend The Baby Show at ExCel London, and founder Carla Davison shares why events like this can offer valuable insight for franchisees in the children’s activity sector.

1. Look for brands that stay close to parents’ real experiences

Parents’ needs and expectations for their children evolve constantly, especially during pregnancy and the early years. A franchise brand that prioritises face-to-face engagement with families is more likely to understand the emotional realities parents are navigating.

Consumer expos bring together parents to-be and new parents, offering insight into what families are worried about, what support they value, as well as their experiences. This allows franchisees to listen, adapt and remain grounded in real life, rather than operating at a distance from their audience.

“When you work with parents, you’re supporting people through a very vulnerable and emotional time,” explained Carla. “Staying connected to their experiences helps ensure the support offered remains relevant and meaningful.”

2. Founder visibility reflects values and leadership style

For those thinking about joining a franchise, founder involvement is an important indicator of culture. When a founder is present within their brand, it demonstrates a long-term commitment to the brand’s values.

Rather than focusing on sales at an expo like The Baby Show, founder-led talks can share insight to what you offer as a business as well as positioning your team as experts in the field. In the children’s activity sector, where trust and relationships underpin success, this visibility can be particularly reassuring. This March at The Baby Show, Carla has been invited to deliver an expert advice session on baby massage where she’ll demonstrate some simple techniques that parents can use at home.

3. A strong franchise encourages collaboration, not isolation

When considering a new venture, prospective franchisees should look at how the franchise operates as a network beyond its individual territories. Large consumer events can create opportunities for franchisees to collaborate, share ideas and build confidence together.

At The Baby Show, Basking Babies franchisees from across the UK are supporting the brand’s booth collectively, talking to potential customers while strengthening relationships across the network. Shared experiences create a network that operates as one.

Basking Babies franchisee Louise King who is helping out at The Baby Show for the fourth time said: “All Basking Babies franchisees are so passionate about what we do and our classes. I think it’s amazing how we can all come together at a show like this and bounce ideas off each other – it’s a really lovely thing to do.”

4. Look for evidence of learning and evolution

For anyone considering a franchise in the children’s activity sector, it is worth asking how a brand uses its knowledge of the market to develop their classes, ongoing support and future opportunities. Attending consumer events allows franchisees to talk to potential customers in their areas, assess the interest for expanding into new territories, as well as staying up to date with innovations in the market and creating affiliate partnerships with other brands in the sector. Giving franchisees confidence that the brand will continue to evolve alongside families while maintaining sector position.

For prospective franchisees, observing how a brand engages with parents and supports its network beyond the day to day can offer valuable insights into what life inside that franchise will truly look like.