Interview with Tracey McBain, Head of Operations at ClassForKids
For both the established and the aspiring kids club owner, it can be difficult to wear every hat. Between day-to-day business and the actual running of a club, owners can find themselves laden with time-consuming admin, and unable to focus their energy into growth and new ideas.
ClassForKids is, for many, the long-awaited answer to this problem. A game-changer for activity clubs, offering a powerful, all-in-one software solution designed to simplify the everyday challenges of running a business, ClassForKids helps club owners streamline admin tasks, maximise efficiency and focus on what matters most – delivering exceptional experiences for kids.
Founded with a clear mission in mind, ClassForKids was created to empower club owners and coaches to take control of their business while providing an easy and convenient way for parents to find and book classes for their children.
The platform addresses a critical need in the market: how to manage club operations without getting bogged down with complicated admin or convoluted payment processes. With a simple and intuitive interface, club owners can schedule classes, manage bookings, process payments, and communicate directly with parents – all from one central hub.
What’s your career background?
I’ve spent my entire career immersed in the fast-paced tech industry, starting with a 13-year stint at Oracle, where I specialised in supply chain and project management. A career highlight came when I was seconded to lead teams in the Netherlands and Germany during a global systems upgrade – a key experience.
Craving more variety, I pivoted to freelance work, expanding into SEO and marketing, which set the stage for my transition into digital strategy.
My passion for business growth also led me to volunteer as a mentor, helping small businesses reach their goals. After serving as Head of Content at Lookers Audi, I joined ClassForKids in 2018 as Head of Marketing, where I built an inbound strategy that drove explosive growth.
Six years later, I’m now the Chief Operations Officer – still committed to driving growth and innovation every step of the way.
Can you tell us more about what you do as part of the business you are representing?
I take a holistic approach to business operations at ClassForKids, with a strong focus on process improvement, communication, and people development. This mindset aligns perfectly with ClassForKids’ mission: empowering club owners to run their businesses confidently, hit their goals, and free up time to focus on what they do best – supporting their students and communities.
What I love most about ClassForKids is our commitment to collaboration and finding the best solutions. By ensuring the best outcomes for children, we create a lasting, positive impact on thousands of kids, their families, and club owners nationwide. It’s the driving force behind our success and future growth.
What’s the USP?
What sets ClassForKids apart is not just its functionality, but its understanding of the unique pressures faced by club owners. Many small business owners struggle with balancing customer relationships, marketing, finances, and day-to-day operations. ClassForKids was built to ease this burden. It allows clubs to automate repetitive tasks, freeing up time and energy to focus on growth and improvement. The platform also gives businesses critical insights into their performance, helping them to scale effectively.
Beyond the practical benefits, ClassForKids is about fostering a sense of community. By connecting club owners, parents, and students through its platform, it creates a network that enhances both business success and the overall experience for families.
The company is deeply committed to supporting the growth of children’s clubs and activities across the UK, ensuring that kids can continue to enjoy enriching extracurricular experiences while clubs thrive – we frequently work with partners and we have also most recently partnered with Youth Sport Trust, the UK’s leading charity improving every young person’s education and development through sport and play.
At its core, ClassForKids is more than just a booking system – it’s a partner in growth, committed to helping clubs succeed in an increasingly digital world. By providing the tools to run smarter, more efficient businesses, ClassForKids is enabling club owners to focus on what they love most: inspiring and nurturing the next generation.
Who’s your target audience?
ClassForKids primarily targets owners and operators of children’s activity clubs, from gymnastics and dance schools to football academies and performing arts programs. These businesses are typically small to medium-sized, run by passionate individuals who are experts in their field but may struggle with the administrative and operational demands of running a club.
ClassForKids offers them an all-in-one solution to streamline processes like class scheduling, booking management, and payment collection, allowing them to focus more on delivering high-quality experiences to children.
The platform also caters to parents who are looking for convenient, easy-to-use systems to find, book, and manage their kids’ extracurricular activities. ClassForKids ensures that parents can discover local clubs, secure spots quickly, and pay for sessions effortlessly. The platform meets the needs of both club owners seeking efficiency and parents seeking convenience, making it a vital tool for the children’s activity sector.
What’s been the biggest obstacle you’ve had to overcome, and your proudest moment so far?
Taking the seed of an idea and turning it into a fully-fledged business is one of my proudest achievements.
When I look back, I sometimes wonder how I managed to pull it all off! But I swear by relentless enthusiasm and a creative approach – a real passion for delivering a better solution – played a major role in keeping me moving forward.
For me, work ethic trumps everything. Even if the skills aren’t there at the start, hard work and sheer determination can bridge that gap. My business was an early online baby supplies store, working with multiple vendors to supply and drop ship orders. I built the order engine myself… Like many first-time entrepreneurs, I had that naive “build it and they will come” mentality – and, of course, they didn’t. At least not right away.
That was the moment I started to focus on the science of growth.
The idea, the products, even the well-designed website and upbeat copy weren’t enough. What really mattered was making sure customers could find what they needed easily, get great value and service, and then – crucially – care enough to come back. I quickly realized I needed multiple routes to market. I built out digital channels, secured corporate clients, and even launched pop-up stores. Tastes change fast, and competitors were always lurking – some even took my ideas and improved on them. It was frustrating, but that’s just the game.
From there, I honed in on incremental growth. If I could land one order a day, then I could get two, then four, and so on. It taught me invaluable lessons in persistence, adapting to market demands, and the power of never standing still.
In a crowded market, one of the biggest advantages a business can have is a strong, distinctive brand. Clearly communicating who you are and what you stand for sets you apart from the competition. A well-defined brand doesn’t just attract customers – it builds loyalty and trust. It’s about crafting a message that resonates with your audience, aligned with your values and mission.
Authenticity is key.
When you make your unique identity known, you not only stand out – you’re remembered. This kind of clarity and differentiation can be a game-changer for driving long-term success.
Why is work so important to you?
Work is an extension of my personal preferences and beliefs.
I want to innovate; I care about supporting change for the better and I cherish authenticity above all else. Determination and hard graft are key both when learning something new at home and when discussing new ideas with colleagues. I want to ‘move forward’, learn, and inspire, as well as make the most of being inspired by others.
What we do at ClassForKids ultimately works to ensure the best outcomes for children and creating a lasting, positive impact on thousands of youngsters, their families and business owners across the country, and that, for me, is huge!
Who inspires you?
I’m driven by the idea of making a positive impact wherever I go. For me, life is all about continuous growth – standing still just isn’t an option. The path doesn’t have to be straight; it can twist and turn as much as it needs to. What matters is that we keep moving forward, because that’s what fuels growth and keeps our minds sharp.
One of my biggest inspirations comes from seeing the people I’ve worked with evolve, overcome challenges, and achieve their goals. Watching their journeys motivates me to keep pushing forward in my own. That shared progress is what truly drives me.
How do you balance your work with your personal life?
Balancing work and life is crucial, but it hasn’t always been easy – especially when I ran my own business. Even when you step away, it’s hard to switch off. Over time, I’ve learned that stepping back and giving myself space can lead to better results. Often, I’ll mull over an idea, let it ‘percolate,’ and – surprisingly – some of my best solutions pop up while I’m out walking the dog!
I also believe your environment plays a huge role in maintaining balance. Working from home is great for deep focus, but being in the office brings a level of connection that’s hard to recreate.
Some of my best ideas have come from spontaneous, casual chats that just don’t happen remotely. Face-to-face moments often spark the most rewarding breakthroughs.
Finding joy outside of work is just as important. I love writing – whether it’s poetry, fiction, or children’s stories. It’s a creative escape, even if I reread my work later and think, “Okay, maybe that wasn’t my best!” It’s all part of the process. I’m also passionate about history, and now that my daughter’s studying it at university, I’ve been geeking out over her textbooks. Every time one arrives, I’m tempted to dive in – but they’re quickly whisked away for her studies!
At the end of the day, it’s all about finding the balance that works best for you.
What are your three top pieces of advice for someone wanting to do something similar?
There’s so much I’d love to discuss here, but, if I have to pick just three top pieces of advice, those would be the following.
1) Foster a people-centric environment
You need to create a balance between business growth and maintaining a supportive and sustainable company culture. Trust is such an important part of moving forward together. Our team are passionate about what they do. We have clear plans and every month we listen to feedback.
We offer flexible working arrangements – which helps support the team. All this goes a long way to ensure that our growth aligns with our company’s values and the well-being of our team and helps us maintain a cohesive and positive culture as we scale.
2) Build a strong, distinctive brand
One of the biggest advantages a business can have, especially in a crowded market, is to be unique, to follow a ‘mission’ and know your USPs. Competitors’ attempts to steal your ideas are a sign you are moving in the right direction…
3) Adopt a holistic approach to business operations
Focus on process improvement, communication, and people development. Expect to have to overcome hurdles along the way but focus on your goal.
Find out more about ClassForKids.
