The Association of Indoor Play (AIP) is a not for profit organisation set up to be the voice of the Indoor Play Sector. It was formed in Sept 2020 by a group of seasoned national indoor softplay providers with over 150 years of combined indoor play experience between them with the aim of creating a specific and targeted vehicle to represent the smaller operators in this specialised sector.
We are Members of UK Hospitality, with whom we act to advise on government legislation for indoor play, are accredited with Visit England/Visit Britain “Go to Go” scheme and are Members of IAPPA The Global Association for the Attractions Industry.
The overriding aims of the Association are:
- to raise the profile of the benefits of indoor play with the public and the Government
- to raise the standards and reward excellence within the industry
- to have a community where operators can discuss issues and access core industry information
AIP currently represents a quarter of the indoor play industry operators ranging from single site to multi-site businesses.
AIP also has an active Trade Membership with vetted partner companies who work alongside our Membership base offering support and supply of key industry services and products.
Meet the CommitteeThe Committee are seasoned Operators working on a voluntary basis and who have a passion for the industry.
- Chair ‐ Janice Dunphy (Web Adventure Creepy Crawlies York)
- Finance ‐ Tom Filer (Ocean Adventurers)
- Vice Chair ‐ Ian Kearney (Escape)
- Government/Press ‐ Andrew Newton (Twiggy’s Play)
- Trade ‐ Nigel Tyler (Kidz Planet)
- Food & Beverage ‐ Ian Kearney (Escape)
- Marketing ‐ Helen Whittington (DJ’s Play)
- Innovation ‐ Laura Filer (Ocean Adventurers)
- H&S - Jon Dalton – (The Play Inspection Company)
- Role Play - Ian James (Tots Town)
- Administration – Maria Cantarella (former Eddie Catz)
About the Indoor Play Industry
The indoor play industry contributes £308m to the Treasury each year. We employ more young people than an average industry as some 65% of employees are under the age of 25, equating to 14,400 young people.
We are represented by the Government’s Department for Digital, Culture, Media & Sport (DCMS) and make up 10% of the who DCMS represents, outstripping cinemas.
The indoor play sector, welcomes 60 million children visits for indoor play, role play and baby sensory. A quarter of our members also run on site nurseries.
The industry has hardest hit by the pandemic, with Centres only allowed to open for 12 weeks in total since March last year.
Indoor playcentres are recognised as a cornerstone to children’s social and physical development, provides support with the mental health of parents and children and is a stepping-stone in socialisation.