Thinking Of Starting A Soft Play Centre Business?
Starting a soft play centre can be a dream venture for those who love working with children and families. However, it’s not just about picking colourful equipment and setting up a ball pit. A lot goes on behind the scenes before the first family walks through your doors. From choosing the right premises to understanding your legal responsibilities and launching your marketing. It pays to be thorough from the start.
Here’s a behind-the-scenes look at what really goes in to launching a successful soft play business.
Location, Location, Location
It all begins with research. Visit other centres, count how many children come through the doors and note what works and what doesn’t. If your area has lots of families, schools, nurseries and housing nearby, you’ve got a good potential customer base.
Next, find the right premises. While large industrial units might be affordable and have plenty of parking, don’t overlook the value of being in a central, visible location. A disused retail unit near a supermarket could be perfect when you consider footfall and nearby housing. It may cost more in rent, but the long-term benefits of convenience and visibility make it worthwhile. In contrast, industrial units usually lack passing trade and often on the edge of town.
Top tip: Once you’ve found the right property, ask your landlord for a deferred rent period to ease startup costs. He/she will want you in the property long term so it’s in their interest to support you.
You might also need a change of use planning application; your local authority planning department will be able to provide advice on this.
Finance & Money Matters
Even if you’re not seeking a loan, it’s a good idea to speak to your bank manager. Show your business plan and budget. They may offer useful advice and suggestions or a free consultation with a business or marketing manager.
Once your centre is open and setup costs are paid, such as equipment, fit-out and decor, you might feel the financial hard work is done. But ongoing overheads are constant and careful planning is essential to keep the business sustainable.
Premises costs – will be one of your largest monthly expenses whether you rent or own the unit. Business rates vary based on size and location. On top of that, utilities can add up quickly, especially when heating a large space in colder months. Waste disposal also brings regular costs, as nappies, food waste and general rubbish must be collected by commercial services.
Staffing – another major cost. You’ll need to account for wages, National Insurance contributions, uniforms and training in food hygiene or first aid. If you use payroll software or outsource HR, that’s another regular expense.
Marketing – is ongoing too. You’ll need regular promotions to bring in new customers and keep existing ones coming back. That might include leaflets, Facebook and Instagram ads, newspaper offers or school partnerships. Even smaller costs, such as updating signage or maintaining your website, can add up. Booking systems, POS software and domain renewals are also part of the monthly spend.
Operational supplies. The cafe needs food, drinks and cleaning products. The play area requires upkeep, topping up ball pits, replacing mats or fixing wear and tear. Party supplies like balloons and bags are ongoing costs, especially if you run themed events. Items like toilet rolls and baby wipes are not considered glamorous but are essential for this business.
Inspections and compliance – also come with costs. Annual equipment checks, fire alarm servicing, PAT testing and hygiene inspections are all necessary. If you play music or show TV programmes, you’ll need the right licenses. PPL/PRS (relating to music) and TV licensing fees can be unexpected if not planned for.
Professional support – You can’t forget this. You’ll need to budget for your accountant (highly recommended you use one), legal advice and bookkeeping software. These services are key to keeping your finances in order.
Build in a buffer for the unexpected. Whether it’s maintenance issues, a slow summer period, or a last-minute promo push, contingency funds are essential. Dry & sunny weather can heavily impact visitor numbers and many soft play owners will tell you how much they love a rainy day!
Getting pricing and daily costs right is important. However, understanding the wider financial picture can be the difference between surviving and thriving.
Insurance – Protecting Your Business From Day One
Soft Play Insurance should be part of your financial planning and this is where we at David J Miller Insurance Brokers can help.
Soft play centres are unique spaces. From climbing frames and cafe areas to birthday parties and staff on the floor, there are multiple moving parts that means multiple risks. That’s why it’s essential to work with an insurance broker who has experience in this niche industry.
We work with soft play businesses across the UK. No two centres are the same, so off-the-shelf insurance isn’t usually suitable. Your policy should be tailored to suit your business needs.
You’ll need to consider:
- Public Liability Insurance: For incidents like a child getting injured or a parent slipping.
- Employer’s Liability: Legally required if you employ staff.
- Contents and Equipment Insurance: Replacing stolen or damaged play frames and cafe kit is costly.
- Business Interruption Cover: Protects your income following an insured event.
Even with great planning, accidents happen. One serious incident could undo all your hard work without the right cover.
Insurance may not be the most exciting part, but it’s one of the most important. It gives you peace of mind so you can focus on creating a safe, welcoming space for families.
Fit-out, Design & Legal considerations
Once you have the appropriate planning approval, hire a reliable builder to prepare the space. When building work starts, you can begin designing the play area. A good reputable play equipment supplier will work with your room size and ideas to create a 3D layout.
This is also the time to check legal requirements. Environmental health, licensing and even noise levels can all matter. Background music, TVs and party noise might need permission.
Book a professional play inspection before opening. It’s a small annual cost, but it shows you take safety seriously and it could be a requirement of your insurance policy.
Market Before You Open
Don’t wait until opening day to spread the word. Building local awareness early will make all the difference. Here are some budget-friendly suggestions:
- Print flyers with a prize draw for a kids party. Hand them out to families.
- Offer pre-booking for parties before launch.
- Partner with schools and mum groups.
- Distribute leaflets in shops and supermarkets.
- Run a newspaper advert offering free or discounted coffee and cake.
If funds are tight, word of mouth is still powerful. Happy parents talk.
Your Cafe Will Make Or Break You
Kids come for the soft play, but parents stay… and spend, so your space must welcome adults too. Things like comfy sofas, a TV, free Wi-fi and freshly prepared food will make a big difference .
Quality coffee, paninis and healthier options kids meals may help set you apart. Research other centres to see what works. It’s worth the time and investment.
Association of Indoor Play (AIP)
Joining an industry association such as the Association of Indoor Play (AIP) is worth considering for your business’s long-term success.
The AIP supports UK indoor play operators. Whether you’re just just starting or already open, membership adds credibility and offers practical benefits.
It shows customers you prioritise quality and safety. Behind the scenes, you’ll receive expert advice. During difficult times, like the Covid-19 pandemic, the AIP lobbied on behalf of soft play centres.
There are also financial perks. Members can access discounts from suppliers, booking systems and food providers.
You’ll also benefit from newsletters, webinars and events that keep you updated alongside being a part of a supportive community of fellow operators. There is no such thing as a silly question (even if you think it is) so knowing you can ask for advice in the support group is priceless.
Its not just about joining a trade body. It’s about giving your business a better chance of success.
As insurance specialists, we work with many AIP members to provide tailored cover. If you’re a member or thinking of joining, contact David J Miller Insurance Brokers for advice from a broker that understands your business.
Hiring & Staff Prep
Recruiting the right team is crucial. DBS checks aren’t always required but including them in the contracts reassures parents and carers.
Tailor contracts to your environment. Cleanliness, safety, flexibility and customer service matter more than in retail or office jobs. Make them aware that cleaning the equipment, toilets etc. daily is essential to the success of the business.
An accountant can help you set up PAYE, NI and advise on business structure. Many soft play centres form limited companies but get independent advice to decide what’s best for you.
Don’t forget to arrange food hygiene and health and safety certificates.
Age Groups, Pricing And Practical Thinking
Your pricing should reflect your audience and atmosphere. Consider different pricing for different age groups.
- Free entry for adults and under -1s.
- Tiered pricing by age: 1-3, 3-5, and over-5s.
You want as many visitors through your door as possible, so remove any invisible barriers that may put people off. Whilst you may want to charge for infants and the adults, you’ll seem more financially attractive because they are ‘free’ and they will more than make up for it in their cafe spending.
Cleanliness Trust
Grubby or dirty tables make for lasting impressions.
People notice floors, toilets and tables. Make cleanliness a visible priority. Include cleaning in daily staff routines.
Put wipes and mini bins on tables.
Final Thoughts
Launching a soft play centre takes planning, regulation checks, marketing and effort. But with practical steps and customer understanding, you can build something special.
Parents and carers want a space that feels better than the rest. Kids will play anywhere, but combine it with great coffee, comfort and quality equipment and you’re ahead of the game.
If you’re still planning or nearly ready to open, don’t forget one of the most important steps: sorting the right soft play business insurance for you.
As a leading insurance supplier to soft play centres across the UK, let us help arrange a policy that works for you and your business allowing you the time to focus on running the business.
Get in touch today to chat with our friendly, professional and knowledgeable team. Let’s see what we can do for you!