Our lovely people and shiny brands!

Meet Us

Hi, we're Sam Willoughby and Suzanne Borrell, founders of multi-award winning What's On 4.

We're Mums with young families who share the belief that our business can give us and our team the flexibility to spend time with our children, earn money and having a fulfilling career.

Millions of people have used our websites and over 20,000 people have attended our live events.

Just shows what is possible with a good idea, hard work and determination. And we have 12 shiny business awards to show for it!

Our Non-executive Directors

Diverse backgrounds - lovely people.

In 2014 we were delighted to announce the appointment of Mike Dodd as non-executive chairman to join the fast-expanding What's On 4 team. Mike has extensive experience in the financial services industry, specialising in the supplying new technologies to the insurance industry and has a strong marketing background.

In 2016, Debbie Bird joined us. Debbie is a professional editor focusing on lifestyle, health and parenting and has worked within the baby and child industry for more than 2 decades.

And in 2017, we welcomed Toby Stephenson and Mike Peacock of TRS Design Agency to the What's On 4 Board to strengthen and embed our design, technology and innovation skills and experience.


Mike Dodd

Debbie Bird

Toby Stephenson

Mike Peacock


We are so excited to attract experience and skills into our business to expand What's On 4 even further!

Our Online Guides

There are four What's On 4 online guides helping millions of visitors all over the world. We pride ourselves on providing comprehensive local information alongside inspiring information:

www.whatson4littleones.co.uk for activities, groups and classes for babies and toddlers.

www.whatson4schoolkids.co.uk for groups and clubs for primary school-aged children.

www.whatson4kidsparties.co.uk for local entertainers and services for children's parties.

We also own the recruitment website of part-time, flexible jobs and opportunities for parents, www.mumandworking.co.uk

Our Events

BabyExpo has been an established regional baby show since 2007. A fab day of shopping, advice, information and fun for Parents-to-be, new parents and young families. Visit www.babyexpobabyshow.co.uk for much more information!

We have two hugely popular awards programmes that we've been running since 2006 and we have had over 200,000 online nominations and votes - and awarded more than 100 awards!

The What's On 4 Junior Awards were established in 2006 and have attracted over 1/2 a million nominations and votes to reward and recognise the best children's activities and party services across the UK and Australia.

And our mumandworking Awards raise the profile of flexible working and to applaud the many companies and individuals flying the flag for family-friendly working.

Our Team

We employ a small team of parents across the UK that work flexibly at home in a variety of roles. We're very proud that we can offer employment and careers in a way where they can still spend all the time they need with their families. Join Us!

Hi I'm Zena - What's On 4 Franchise Manager and Editorial Promotions, Digital, Content Manager

I joined What's On 4 back in 2006 when it was just one website. I look after our fantastic websites and digital communications.

I also support our What's On 4 franchisees in Australia and the UK! I make sure that they have everything they need to keep the business buzzing!

Hi, I'm Mel, Sales Manager, I'm responsible for key account sales across What's On 4 and our sales team. I love working with our customers to help them grow their businesses and working with our own team on all the new projects we have.

I work at home and have full flexiblity as well as a challenging and interesting job. It's never dull at What's On 4!

Hi I'm Kristy, I'm one of the Customer Account Managers. I have two children, William aged 15 who is Autistic and Catherine aged 13. As an army wife who moves every 2 years I have a vast understanding of the need for flexible working, especially around childcare, and the need for parents to feel welcome within the company they work for.

I love learning about the views of the fantastic companies who advertise with us and their commitment to helping parents achieve a flexible working role.

Hi, I'm Nicki and I'm a Customer Account Manager too. I have 1 child Jacob who is 11 years old. Trying to juggle home life and work can be tough, but What's On 4 has made it possible to get the balance just right and to have the best of both worlds.

I like cooking, aqua aerobics and being with my family. Uniquely I can pat my head my head and rub my tummy whilst singing the national anthem!

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