Sam Godfrey-Moore

Sam Godfrey-Moore, founder of What’s On 4 Kids, is pioneering innovation in the children’s activities sector. Her entrepreneurial journey began in 2004 when, after maternity leave, she turned workplace inflexibility into an opportunity to create change – building a platform that connects families with local classes while supporting thousands of businesses.

In the UK, the children’s activities sector is a vibrant, diverse network of micro and small businesses primarily led by women. It contributes £17.7bn to the economy annually (ICAP 2024). However, the sector faces a significant gap: despite 82% of the UK’s 14 million grandparents being involved in childcare, only 1 in 10 children attending regular classes do so with their grandparents.

Through innovative resources and tools, What’s On 4 Kids is empowering the sector to effectively engage grandparents, strengthening intergenerational bonds while supporting women-led businesses.

“At What’s On 4 Kids, we believe every learner deserves the chance to reach their full potential with personalised learning,” says Sam. Her achievements span nearly two decades, and include establishing the sector’s first industry association and independent accreditation standards, while the company’s annual awards celebrate excellence in children’s activities across the UK.

“Winning the Women in Innovation Award is an honour,” says Sam. “It’s an incredible opportunity to bring attention to the value our sector adds to families, communities, and the economy.”

“The biggest barrier I have overcome was securing recognition and resources for an undervalued sector,” Sam reflects. “I addressed this by continuously building evidence to highlight our impact, forming partnerships, and sharing stories of women-led businesses to strengthen the sector’s visibility.”

Her advice to aspiring women innovators? “Remember, it’s people who will bring your ideas to life. Surround yourself with the right team and partners who believe in your vision, bring complementary skills, and are committed to making an impact.”

For more information on Women in Innovation

Find out more about the Women in Innovation Award and other support available across the Innovate UK ecosystem on the Women in Innovation programme page.