CELEBRATING 20 YEARS

OUR 2026 JUDGES

The What's On 4 Kids National Children's Activities Awards are the only awards which include both voted for and judged categories. Judged categories are hugely valued by our nominees, and we are delighted to have five of them for 2026.

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The five judged categories for 2026

About the Steve Franks 'Shining Star' Award. In memory of Steve Franks, who contributed so significantly to the children's activities sector. Steve sadly passed away in April 2020 from COVID-19 complications. His legacy lives on through many initiatives to improve the lives of children across the UK, and our thoughts remain with his family, friends and colleagues.

A massive thank you to our judges

Founder and Managing Director, What's On 4 Kids

Multi-award-winning innovator and entrepreneur, trail-blazing in the children's activities sector since 2006. Sam has devoted two decades of her working life to enhancing the sector with collaborations, innovations and national promotion. Her credits include the What's On 4 Kids National Children's Activities Awards, the Children's Activities Association and National Children's Activities Week. Most recently Sam won the highly competitive Innovate UK Women in Innovation grant and led a team from across the sector to create Generations, the first platform and framework dedicated to grandparents finding local classes with their grandchildren.

These awards are particularly important to Sam. Back in 2006 she realised there were no national awards to recognise the many amazing coaches, teachers and leaders in the children's activities sector. They have grown to recognise the many different ages and stages of small businesses across the UK, alongside the talents of the people working in this vital but undervalued sector.

The awards conclude each year with a glamorous evening event and ceremony at some very special venues, a wonderful night of celebration, tears and laughter as all good awards ceremonies should be. Sam is incredibly proud that hundreds of small businesses and people have received a What's On 4 Kids National Children's Activities Award, and there will be many more winners this year too.

Chair, Children's Activities Association

Mike started work at 16 and helped build two of the largest companies supplying new technologies to the insurance sector, becoming UK CEO of a PLC. Across the last 15 years he has been involved in a number of new start businesses as a NED and investor, together with a number of charity and community organisations.

He is the founding and current Chair of the Children's Activities Association and is relentless in his support of a sector that does so much to benefit the early years and children of the UK. The CAA also sponsors the Steve Franks Shining Star award.

Mike has three grown up children who he has shared many adventures with, and has cycled, mainly independently, through over 60 countries. He is delighted to have been invited as a judge and looks forward to the live awards event.

Partnerships Manager, Morton Michel

James is Morton Michel Insurance's Partnerships Manager. Morton Michel is the UK's premier childcare and education insurance provider, delivering solutions designed specifically for professionals in the industry for over 60 years.

James works closely with franchisors, franchisees, independent providers, associations and suppliers across the children's activity community, and has been supporting the sector for over 10 years. In his role he spends time identifying the unique needs and requirements of his clients to provide them with an insurance solution designed around their business.

James is also a regular provider of workshops, seminars and speaking sessions at industry events, sharing his insights and experience.

Co-Founder and CEO, Engagement Engine

Helen has spent her career helping teams do brilliant things, whether that is running kids' activities and camps as part of a wider operation, launching businesses, or figuring out how to get grown-ups and children equally excited about being active. As co-founder of The Engagement Engine she now works with organisations of all shapes and sizes to bring energy, purpose and a dash of common sense to how they grow. A mum of two now grown-up boys and a lifelong champion of active, creative childhoods, Helen is delighted to be part of this year's awards.

Founder, Fundamentally Children

Amanda is a research psychologist, passionate about children's play. She is CEO of the research consultancy Fundamentally Children, home of Dr Gummer's Good Play Guide, and independent chair of the Association of Play Industries. She is also a NED for Families in Focus CIC and sits on the advisory board of a small number of mission-led businesses.

Amanda has a PhD in neuropsychology, a Postgraduate Certificate in Higher Education and over 20 years experience working with children and families. Widely considered the UK's go to expert on play, parenting and child development, her book 'Play' was published in 2015 and has been translated into several languages.

She was commissioned by the Toy Association to create the STEAM toy accreditation framework, and more recently created the MESH accreditation programme for toys promoting mental, emotional and social health. She is UK Chapter chair for Women in Toys, is regularly in the media, and presented her Balanced Play Model at the European Parliament.

The 2026 finalists are announced

See who made the shortlist across all 30 categories, and join us at the Athena in Leicester on Thursday 26th November.