Basking Babies has earned two finalist places at the What’s On 4 Kids National Children’s Activities Awards 2026, recognising both the franchise brand and one of its franchisees.
The baby and toddler activity business is shortlisted for Most Loved Baby Activity – Franchisor or Independent with 8-34 Leaders Overall. Colchester franchisee Amy Smart is a finalist for Most Loved Activity Leader or Business Manager in East England.
The recognition could help Smart raise the profile of her classes among local families, while giving existing customers another reason to share their experiences. In a business built around relationships with parents, recommendations can be an important route to new customers.
“Having the recognition of being a finalist is great, and it really helps get the Basking Babies name out there around Colchester,” Amy said.
The awards are customer-voted, giving families a direct role in recognising activities and people they value. Smart said that word of mouth remains a significant influence in the local market.
“Word of mouth is massive, especially in the mum community,” Amy explained. “If you know someone who’s had a really good experience at a baby class, you’re more than likely to tell someone they need to attend it!”
For franchisees, the shortlist illustrates how local recognition can complement a shared national brand. An individual owner’s achievement gives the wider network a success to celebrate, while the franchise’s own finalist place can increase awareness among customers and potential franchise partners.
Entering awards can also prompt business owners to reflect on progress that may be overlooked amid day-to-day responsibilities. Basking Babies founder Carla Davison said the process encouraged franchisees to recognise the work involved in building their businesses.
“Entering awards also encourages our franchisees to reflect on the fantastic work they’ve put into building their businesses and recognise their achievements that can sometimes get overlooked in the day-to-day running of a franchise. As we look ahead to the What’s On 4 Kids awards on Thursday 26 November, our two finalist places are already something worth celebrating.”
Key takeaways
- Colchester franchisee Amy Smart is a finalist for Most Loved Activity Leader or Business Manager in East England.
- Basking Babies is shortlisted for Most Loved Baby Activity – Franchisor or Independent with 8-34 Leaders Overall.
- The What’s On 4 Kids National Children’s Activities Awards ceremony is due to take place on Thursday 26 November.
