Craig has over 30 years’ experience working with children and young people in the education, sport, health & fitness and childcare industries. Craig is a high energy professional, with a passion for providing high quality, engaging experiences that are sustainable solutions to childcare and increasing children and young people’s physical activity levels.

Craig has experience across the UK and in Europe, including the sale of his previous organisation Fit For Sport, and leading with five successful mergers & acquisitions in the UK and Ireland; along with implementing Children/Family strategies across 6 countries (Italy, Belgium, Germany, Australia, Poland, UK), including; product development, financial/operating models, training, H&S, Compliance and full stakeholder engagement from Board level to Government engagement.

Currently a shareholder and board member of Junior Adventures Group, the largest provider of out of school activities for children globally.

Craig is an advisor for the Department of Education specific to the Universal Breakfast Club and supports ukactive; instrumental in developing the strategy ‘The Next Generation’ and the Guidance for CYP in Gyms & Group Exercise.
Craig founded SACA (School Aged Childcare Association)- a national membership association dedicated to representing medium to large private, voluntary and independent (PVI) providers of out-of-school activities.

Chris has over 20 years’ experience working in the children and young people’s sport, physical activity and children’s activities sector, helping organisations raise standards, improve delivery quality and create more engaging experiences for children. Chris is the Founder of Kidztivity (est. 2010) and Co‑Founder of The Engagement Engine, with a passion for professionalising the CYP workforce and helping providers build sustainable, high-quality programmes that children love.

Chris has worked across the UK and Europe, and has supported international product and programme development projects. He has held senior leadership roles including Chief Brand Officer for the largest sports coaching company in North America (delivering over 3,500 camps per year), European Integrations Manager for a major health club chain, and Commercial Director for a growing sports camp operator. He has also delivered pan‑European training and product implementation for David Lloyd, supporting large-scale rollouts and workforce development across multiple markets.

Through Kidztivity, Chris delivers custom and accredited training, alongside consultancy covering strategy, commercials, operations, marketing, product development and implementation. His client and partner experience includes David Lloyd, GLL, Junior Adventures Group, Youth Sport Trust, Disney, Virgin Active, Universal Studios, Oxygen Activeplay and Massachusetts Youth Soccer, among others.

Chris is a Board Trustee at Sport 4 Life (Birmingham), an active member of SACA, and a regular speaker and contributor across the sector. He has been featured in The Independent and other UK publications, and has delivered seminars and learning programmes for hundreds of industry professionals. Through CYP Live and his wider work, Chris is focused on building a stronger community for frontline practitioners and helping make working with children and young people a respected, long-term career path.