Businesses across the globe, big and small, are suffering as a result of the difficult economic climate.
Everybody is cutting back. Apart from one particular industry: companies that specialise in the provision of quality sports and leisure activities for children are bucking the trend, especially children's franchises such as The Little Gym.
There are a host of reasons why businesses in this sector are proving recession-hardy.
For parents anxious to get their children more active, there are surprisingly few high-quality options that also appeal to youngsters
Few options
A stream of headlines warning of worsening childhood obesity and health time bombs generates parental concern.
But for parents anxious to get their children more active, there are generally surprisingly few high-quality options that also appeal to youngsters.
With OFSTED pressures, schools are often unable to include as much physical education in their curriculums as pupils enjoyed a decade or so ago. Local authority and private clubs are frequently oversubscribed and have long waiting lists.
Meanwhile, many classes only cater for very able children or specific age groups or appeal only to one gender.
As a result, any new clubs or facilities – especially those that cater for a range of age groups, for both genders and for all abilities – are met with a very positive response from both parents and children alike.
In addition to offering the traditional weekly class many clubs in this sector also offer bolt-on activities.
These include school holiday camps, which are proving increasingly popular; with many cash-poor stay-at-home parents now returning to work, school holidays can prove a nightmare in terms of quality childcare. Good leisure camps provide care, entertainment and tick the health box too.
Recession-resilient
As well as media and financial pressure, the sector’s resilience during recessions is buttressed by parents’ reluctance to compromise their children’s health and wellbeing, preferring to cut back on nearly any other area of their life.
Even if parents are considering cutting back on children’s activities, there is yet another safely net: grandparents. In today’s economic climate the grey pound is king, with over 70% of disposable income accounted for by the over 50s.
