About AIP old

The Association of Indoor Play (AIP) is the Trade Association for the indoor play sector in the United Kingdom. We are a not for profit organisation set up to be the voice of the Indoor Play Sector.

The Association was formed in at the start of the COVID pandemic 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.

AIP are Members of UK Hospitality, with whom we act to advise on government legislation for indoor play.

AIP is also accredited with Visit England/Visit Britain and are Members of IAPPA - The Global Association for the Attractions Industry.

Aims of the Association:

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.

Industry Accreditation Scheme

AIP has launched the first ever play industry accreditation scheme, developed by operators for operators.

Partnering with our Trade Suppliers

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.

The Executive Committee

Chair ‐ Janice Dunphy (Web Adventure York)
Finance Director ‐ Ken Lunn (Jack in the Box Club)
Public Lobbying - Tom Filer (Family Adventurers Group)
Membership ‐ Helen Whittington (DJ’s Play)
H&S - Jon Dalton (The Play Inspection Company)
Advisory - Dean Heslop (Hesldean Investment Group - incorporating The Secret Realm, Twiggy's, Charlie Park, Space 2 Play and Bounce)
Advisory ‐ Nigel Tyler (Kidz Planet)
Advisory - Alex Demetriou (Regency Purchasing Group)
Operations Director – Maria Cantarella (Vesta Consulting Services)

Sub Groups

Role Play – Anju Pawar - Teddy's Playtown
Food Allergy Awareness - Nishath Khan - Go kids Go

About the Indoor Play Industry

AIP represents approximately 1,100 operators with indoor play facilities ranging from single site play cafes and role play centres to multi-site businesses. We cover traditional indoor play, role play, laser, baby sensory, farm parks, mixed leisure facilities and baby sensory.

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.

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.