How to Sell Your Activity Programme to Schools – A Guide for Children’s Activity and Wellbeing Providers

Do you dream of seeing your activity or wellbeing programme timetabled in schools and nurseries… but feel unsure how to take that first step?

You’re not alone. Many children’s activity and wellbeing providers feel confident delivering their sessions, but less confident when it comes to selling to schools. You might worry about bothering headteachers, second-guess your pitch, or wonder if you’re “qualified enough” to be taken seriously.

The good news? Schools need what you offer. They’re actively seeking external providers who can enrich learning, support wellbeing, and bring variety to the school day. With the right strategy, you can move from one-off bookings to long-term school contracts that give you the consistency and credibility you crave.

Why Schools Want Partnerships with Activity & Wellbeing Providers

Schools and nurseries are under increasing pressure to provide engaging, well-rounded opportunities for children. Headteachers and managers are looking for:

• Curriculum enrichment (e.g. MFL clubs, creative arts, sports coaching, etc)
• Wellbeing support (e.g. yoga, mindfulness, mental health intervention)
• Extra-curricular variety (after-school clubs, lunch activities, specialist sessions)
• Impact evidence for inspections and parents

Your programme isn’t just “nice to have”… it’s a solution to real gaps schools and nurseries face. Framing yourself as a partner, not a visitor, is the first step to success.

Step 1 – Identify the Right Schools & Nurseries for Your Programme

Not every school will be the perfect fit, and that’s okay. Focus your energy on those where your programme meets a clear need:

• Primary schools often need extra-curricular, enrichment or wellbeing support
• Nurseries and early years settings look for playful, development-based enrichment.
• Secondary schools value specialised mental health intervention and co-curricular opportunities.

Tip: Research local priorities (Pupil Premium use, PE and Sport Premium, wellbeing initiatives). Tailor your outreach so it shows you understand their world.

Step 2 – Craft a Pitch Schools Actually Read

Headteachers are busy. Your pitch needs to be short, clear, and impact-driven.

• Lead with the outcomes for pupils (confidence, skills, wellbeing).
• Use school language: curriculum, evidence, progression, safeguarding.
• Show how your programme solves a problem, not just fills a timetable slot.

 Example: Instead of “I run yoga classes for kids,” say:

“Our yoga sessions improve focus and resilience, supporting your PSHE curriculum and helping pupils manage stress during the school day.”

Step 3 – Build Trust & Credibility as a School Partner

Schools and nurseries need to know they can rely on you. Build trust by:

• Sharing testimonials from other schools, nurseries or parents.
• Highlighting safeguarding measures (DBS, insurance, policies).
• Positioning your work as part of their long-term development, not a one-off treat.

Remember: schools don’t see value in just buying a session – they invest in partnerships.

Step 4 – Move from One-Off Bookings to Long-Term Contracts

The biggest mistake providers make? Delivering endless free demos or one-off workshops without moving towards sustainable contracts.

Instead:

• Frame your offer as a programme, not a single session.
• Package your work into termly or yearly commitments.
• Emphasise consistency and progression for pupils.

This not only helps schools and nurseries see the long-term value, but also gives you the predictable income you need to plan with confidence.

Common Mistakes Providers Make (and How to Avoid Them)

• Trying to pitch before offering value – Schools and nurseries are more confident to invest when they’ve seen how your offer will align with their priorities
• Marketing like parents are your audience – Schools and nurseries care about outcomes and curriculum fit
• Not following up – A polite, consistent follow-up often makes the difference between a “maybe” and a “yes.”

Final Thoughts: You Can Get Into Schools

Selling your programme to schools doesn’t have to feel intimidating. By framing yourself as a partner, speaking schools’ language, and positioning your offer as a long-term solution, you can win the school or nursery contracts that bring you both impact and stability.

Ready to take the next step?

Download your free copy of The School & Nursery Booking Code – a practical guide to help you uncover your booking barriers, put an end to guesswork and “ghosting” and finally build the confidence you need to become an essential partner for your dream schools and nurseries.  This free guide will help you decode it all now at www.ceryskeneally.com

About the Author

Cerys Keneally is a former teacher, TEDx speaker and award-winning mentor for the children’s activity industry. Known within the sector for the Approaching Schools Challenge, she has supported nearly 8,000 providers to approach schools with confidence so they can grow a stable business with long-term impact in schools or nurseries.  As a trusted partner with Club Hub, the Children’s Activities Association, ICAP and What’s On 4 Kids, Cerys is proud to have consulted with multiple national and global franchise brands in addition to delivering her CPD accredited programme, the Approaching Schools Academy.

Growing up as a shy, child, Cerys struggled to enjoy school. Her confidence blossomed instead through extra-curricular activities that nurtured her creativity and interests outside of school. This drives her passion for helping activity providers to integrate their services within formal education, so they can help more children with confidence, creativity and wellbeing. In words from her TEDx talk: “Imagine a world where every child is actually excited to go to school and the positive ripple effect that could have. How amazing would it feel to be part of that change?”

Download your free copy of The School & Nursery Booking Code now at www.ceryskeneally.com