#531 - Lisa Jane Watson Heath - Kidzplay

About this episode

Kidzplay is a national soft-play membership network that Lisa built from scratch — a wholesale model in which we buy fixed table capacity from partner venues and resell it through memberships.

Lisa is an accountant! Kevin will be in heaven. PwC-trained ACA. 18 years in soft play. One MBO (Gameplay, sold to Game Group). Several businesses were built, a couple were buried, and a lot was learned.

Flat Cap Friday is a grassroots broker network I co-founded with Nigel Bowers. Regionally rooted, built around genuine peer connection. No pitch decks, no lead-gen noise — just good people showing up on Fridays. Wired is a five-pillar framework for founders who are running on empty: business, financial, body, relationships, restoration. Twelve weeks. Broughton Estate, North Yorkshire. Lisa builds businesses to be cash-generative, mission-driven, and eventually sold or handed on.

Summary of Podcast

Key Takeaways

• Kids Play:A membership model solving venue cash-flow volatility by buying fixed-price slots, making family activities affordable and accessible.
• Wired Framework:A coaching program using 12-week sprints to help founders align business strategy with personal purpose, health, and freedom.
• Core Purpose:All ventures are unified by a mission to build community and combat loneliness, stemming from a personal experience.
• Strategic Shift:A new model of delegating operational work enables a strategic focus on high-level thinking and personal freedom.

The Problem: A Crisis of Connection

• A crisis of connection stems from modern pressures (cost of living, screen time), causing parents to sacrifice family time and leading to a youth mental health crisis.
• COVID-19 highlighted the devastating impact of lost social interaction on children's development.
• Lisa's mission is to bring families together and ensure no one feels lonely.

Kidzplay: An Accessible Solution

• Origin:Evolved from a soft play center Lisa bought in 2007.
• Business Model:A monthly membership for unlimited access to partner venues (soft play, farms, classes).
• Customer Benefit:Affordable, stress-free family activities.
• Venue Benefit:Stable, predictable income to offset cash-flow volatility (e.g., a sunny half-term cut revenue from a projected £30k to £4k).
• Mechanism:Kidzplay buys fixed-price slots from venues, de-risking their economics.
• Wider Purpose:
• Soft Play:Provides a safe space for physical activity and teaches sharing.
• Classes:Develop fine motor skills (e.g., needlework) to counter screen-time effects.
• Farms:Educate children on food origins.

Wired Framework: Coaching for Founders

• A coaching program for founders based on Lisa's personal journey from traditional accounting to purpose-driven entrepreneurship.
• Core Philosophy:Prioritize personal health and purpose first; business success will follow.
• Structure:12-week sprints of intense focus, followed by a 1-month consolidation/rest period.
• Method:Uses the "7 Layers of Why" technique to help founders uncover their true purpose.
• Delivery:Full-day workshops at Broughton Estate to provide a focused, out-of-environment experience.

Lisa's Strategic Model: Delegation for Freedom

• Lisa's model is to delegate operational work to focus on high-level strategy.
• Rationale:This approach enables personal freedom and prevents burnout, a lesson learned from past overwork.
• Example:After realizing she was "making herself busy" with pitch decks, Lisa made the direct call to a key venue owner, Nick, securing a meeting.
• Other Ventures:
• Flat Cap Fridays:A relaxed, pub-based networking group.
• Inspiring Women:A goal to show women that career paths are non-linear and self-imposed limits should be challenged.

The Next 100 Days Podcast Co-Hosts

Graham Arrowsmith

GrahamfoundedFinely Fettledin 2014 to provide data from the UK High Net Worth Database to marketers targetingaffluent and high-net-worth customers.He's the founder ofMicroYES,a Partner for MeclabsAI, creating lead generation AI Agents & Workflows and introducing the MeclabsAI Platform. Graham also provides anAnswer Engine Optimisationsolution to get your website in shape to be found by LLMs.

Kevin Appleby

Kevin specialises in finance transformation and implementing business change. He's the COO ofGrowCFO,which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin onLinkedInand atkevinappleby.com