There is a common misconception that the children’s activity sector, everything from holiday camps to after-school sports aren’t viable childcare or run by professional, passionate, educated people. In reality, it is a highly regulated, logistically complex industry that requires elite-level organisation.

At Coordinate Sport, my mission was to use content to bridge the gap between public perception and the professional reality of our users. Here is how I used storytelling to disprove myths and advocate for the sector.

The Challenge: Combatting the “Hobbyist” Myth

The activities sector manages children from ages 3 to 18 across school grounds, weekends, and holidays. Despite the high stakes of safeguarding and compliance, the industry often faced a lack of professional recognition. This made it difficult for a SaaS product to explain why high-level management tools were necessary. Despite working in the sector, the idea that the work is simple and uncomplicated is so pervasive that looking for a professional solution isn’t high on their list.

The Strategy: Strategic Content as a Tool for Change

I leaned into long and short-form copy to change the narrative. My approach focused on:

• Myth-Busting Blogs: I wrote articles specifically designed to dismantle the “informal” label. By highlighting the complexity of staff-to-child ratios, complex scheduling, and Ofsted-aligned safeguarding, we showed that this isn’t just “watching kids”, it’s a professional operation.
• Case Studies as Proof of Concept: I interviewed business owners in the sector to showcase their growth. These weren’t just testimonials; they were deep dives into how they scaled their businesses using professional-grade tools.
• Educational Articles: I created content that outlined exactly what the sector needed from a SaaS product to stay compliant and organised. This didn’t just sell our software; it educated the market on what “good” looks like.

The Result: Building Authority and Trust

By shifting the focus toward professionalism, we didn’t just improve our brand’s voice, we built a community. We moved Coordinate Sport from being a “software vendor” to a “sector advocate.”

The content served as a bridge, helping activity providers feel seen and understood, while simultaneously proving to the wider market that their businesses deserved the best professional tools available.