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Case Studies – Water Babies

From Kitchen Table to International Brand

Here’s a great story! Combine a good idea with something that people have a need for, and mix that with company founders who really care. Not just about their success, but helping others achieve their dreams.

Water Babies is the (now well known) name of that franchise and this is part of their story…

Video Series: The Water Babies Story – From Kitchen Table Start-Up to Global Franchise Success

Join Water Babies founder Paul Thompson alongside The Franchising Centre’s Dugan Aylen and Farrah Rose as they unpack one of the UK’s most inspiring franchising success stories. Across four videos, Paul shares how a simple idea evolved into an internationally recognised franchise brand, the key decisions that fuelled its growth, the challenges overcome along the way, and the lessons learned from building and eventually selling a global franchise network. Whether you’re considering franchising your business or looking to accelerate growth, this series offers valuable insights from someone who has done it successfully.

Water Babies Business

I’m Paul Thompson, Co-founder of Water Babies.

We are a baby swimming company.

We teach children from zero to four years of age, but our specialty is under one, our youngest ever client being 2 days old.

Franchising Discovered

When we first come across The Franchising Centre it was very early on in our growth story, so it was actually back in 2003. We started in 2002 and franchising, for us, embryonically began six months later, towards the end of 2002. We did it off our own backs a little bit. Almost embarrassed to say, we sort of made up our own franchising processes with basic research.

When we launched our two first trial franchises, really, in a little bit of a Heath Robinson kind of way, they both took off. They exploded instantly, and at that point, we realised not that we’ve got an amazing business, but actually we’re now responsible for two families. My intention was to try and get some help, to try and find some professional advice. I realised that we needed to do that.

That’s when I bumped into Bill Pegram from The Franchising Centre. What struck me about Bill was the honesty of his approach, apart from the professionalism, but the honesty of his approach.

We spoke to many consultants and almost all of them said, “Yes, you can franchise,” but Bill said, “Actually, I don’t know if you can franchise. You’re very, very new. You’ve been approached to be franchisors really, really quickly. Yes, you’ve set up a couple of pilots, but it’s all very new. It’s all very fast. You haven’t really settled down and established yourself as a proper entity.”

So he was much more questioning about it and, actually, that appealed to me because we do business very, very professionally and we’re very honest, and that was that approach.

Actually, what he said to me was, “I will see if I think you are suitable for being a franchisor,” so he had my attention straight away. Bill’s approach was entirely professional.

I learned huge amounts about becoming a franchisor from Bill. To be perfectly frank, we wouldn’t be here without that initial relationship with Bill. It’s as simple as that.

International Expansion

Water Babies is expanding internationally. We’re already in Ireland and that’s been really successful for us, and that spurred us on to go further afield.

We approached The Franchising Centre to help us to do that. You absolutely have to have professional advice. If you think you can do it on your own, I really would urge you to think again. You will get it so badly wrong. I really believe that. So do get proper professional advice.

There are things that you would not even begun to have thought about, that you will the benefit of that advice. Obviously, we have used the international arm of The Franchising Centre, and in working Farrah Rose, who has helped us and guided us through that process, and they have been amazing. 

I can’t use another word, absolutely amazing.

The Franchising Centre has a network of franchise consultants

The other great thing that The Franchising Centre does when helping you enter another country is making sure you receive the right professional advice in that market.They have a network of experienced franchise consultants across the countries you may be interested in expanding into, and they work closely with you to help ensure your success. The support structure they provide, combined with their depth of experience and understanding of franchising, is absolutely vital if you’re going to succeed.

I think it’s very easy when you run your own business to become tunnel visioned and assume that the way you’re doing things is the only way. That’s certainly not how we operate at Water Babies. One of the biggest benefits of working with The Franchising Centre has been gaining an external perspective on our processes, systems and overall franchise operation. They challenge us to question whether what we’re doing is still fit for purpose and where improvements can be made.

That ongoing review process has become an integral part of how we operate. It helps us identify where we’re performing strongly, where there are opportunities to improve, and how we can continue evolving to be the best we can be.

Having experienced franchise professionals ask the right questions and provide objective feedback is incredibly valuable.

What started as a way of reviewing and strengthening our own franchisor systems has also influenced how we support our franchisees. We have something called a Watermark, which is the name we give our franchisee business review process.

Every Water Babies franchisee receives a formal review after their first year in business, followed by further reviews every two years.

Over time, we’ve enhanced that process by incorporating more detailed operational reviews and benchmarking. This allows us to take an even deeper look at how our franchisees are performing, identify opportunities for growth, and ensure consistent standards across the network.

It’s become an important part of helping franchisees succeed and is something we’re increasingly introducing throughout our wider network, including internationally.

We’ve built a strong, long-term relationship with The Franchising Centre

We first started working with The Franchising Centre within a year of launching Water Babies in 2002, and that relationship has never stopped.

They helped us establish our first franchise operation in the UK, supported our expansion into Ireland as our first international market, and continue to work closely with us as we expand further around the world.

Throughout our journey, they’ve provided strategic guidance, challenge, support and expertise at every stage of our development.

It’s been a constant relationship, and I believe it will continue for as long as Water Babies is around.

We’ve built a very strong and successful partnership with The Franchising Centre.

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Whether this is your first step, or just your next step, we’re here to guide you to franchising success

Gary Chatwin

Funding & Finance Introducer

“I help businesses and franchisees access the right funding to start, grow and succeed”

Gary is an experienced business manager who works with growing businesses to turn ambition into achievable plans.

With a practical, people-focused approach, he helps business owners understand what drives sustainable growth – from managing cash flow and securing the right funding to building a strong pipeline of new business.

Having worked with businesses across a wide range of sectors, Gary believes that success is ultimately about people rather than products or services. He works closely with entrepreneurs to help them match their ambitions with the right strategy, resources and financial foundations to achieve them.

Jan Webb

Client Relations Manager

"I’m your first contact, and will be there to make sure that your franchise journey runs smoothly”

Fiona Rimington

Executive Assistant

“I help the team that supports you”

Fiona brings a wealth of experience across a wide range of sectors, including franchising, export, aviation, manufacturing and distribution. She has worked in a variety of roles supporting senior executives, developing a strong understanding of how effective operational and administrative support underpins successful, well-run businesses.

At The Franchising Centre, Fiona supports both the internal team and clients, helping to ensure smooth day-to-day operations while contributing to business development and growth initiatives across UK and international franchising. Her broad experience and attention to detail make her a valued support to senior management and the wider team.

Derek Knaggs

I.T. and CRM Systems Manager

 “I help connect the technology dots in franchising”

Derek works closely with the team at The Franchising Centre, helping to connect the technology dots across franchising projects. He supports the development and implementation of digital and technical solutions that help franchisors work more efficiently and effectively.

Derek holds a First Class BSc (Hons) in Computing from the University of Worcester and has a strong interest in web applications and digital problem-solving. Alongside his technical expertise, he is developing his skills in web design and front-end development, with a focus on creating practical, user-friendly digital experiences.

Continuously learning and expanding his portfolio, Derek also enjoys hands-on technical work, building hardware and technology solutions for small businesses. His blend of analytical thinking and creativity allows him to support innovative, future-focused technology solutions within franchising.

Rob Dancy

Franchise Consultant

“I develop & grow your business through franchising”

Rob is a Partner and Franchise Consultant at The Franchising Centre, with a lifelong connection to franchising. He grew up alongside the development of his family business, Oscar Pet Foods, which became the UK’s leading van-based franchise with a network of over 100 branches.

Rob began his career as an Oscar franchisee at just 18, gaining first-hand, grassroots experience of running a franchised business before completing his degree. After graduating, he joined FranchiseSales.com, where he helped develop one of the UK’s leading franchise recruitment portals, building extensive experience across franchise recruitment, sales, marketing and business development.

Since 2008, Rob has worked with businesses across the North West, helping them use franchising as a growth strategy and supporting them to recruit the right franchisees to build strong, sustainable networks. His approach blends strategic insight with practical, real-world franchise experience.

More recently, Rob has invested in the Radfield Home Care franchise for Tarporley & Mid Cheshire, allowing him to apply his expertise locally while helping people in his community age well and remain independent in their own homes.

Laura Harvey-Smith

Franchise Consultant

“I help businesses understand, build, and grow through franchising”

Dan Allen

Franchise Consultant

“I help franchisors grow and run stronger, more effective franchise networks”

Dan is a senior franchising professional with more than 15 years’ experience across sectors including FMCG, B2B services, franchising, construction, training and retail. He brings a broad commercial perspective and a strong track record in helping businesses grow, adapt and scale.

At The Franchising Centre, Dan works closely with franchise brands to recruit the right franchisees while also providing ongoing strategic support to franchisors. His role spans franchise recruitment strategy, business development, performance improvement and helping brands build compelling propositions that attract high-quality candidates and support sustainable network growth.

Dan has held senior leadership roles responsible for business development, international expansion, sales leadership, performance management, cultural change and product development. He is known as a confident communicator and negotiator, with extensive experience leading teams and projects in multinational environments across Europe, Asia and North America.

Strategic, commercially focused and highly collaborative, Dan combines clear thinking with practical delivery to help franchisors achieve their growth objectives.

Andrew Croney

Franchise Consultant

 “I help franchisors optimise recruitment systems to sign more franchisees”

Andrew is a specialist in franchise recruitment marketing, helping brands unlock the full value of their lead pipelines — from building and reactivating databases to improving follow-up and conversion.

With over a decade in franchising and 25+ years’ experience in CRM, automation and data-driven marketing, Andrew uses tools such as CRM systems, email marketing, lead scoring and AI to attract, engage and convert the right franchisees. His approach combines strategic thinking with detail-led execution, always backed by clear reporting and measurable results.

Andrew has worked with UK and international franchise brands to generate over £5m in initial franchise fees, creating long-term franchise network value well in excess of £170m. His work includes launching new franchise concepts from the ground up, delivering consistently high lead volumes in challenging markets, and supporting award-winning franchise brands.

Outside of work, Andrew is a competitive fitness enthusiast, having competed at the Hyrox World Championships in 2024. He also enjoys spending time outdoors and tracking down great coffee.

Bill Hendrie

Franchise Consultant

“I help businesses franchise, grow, and support successful networks”

Bill has over 30 years’ experience in franchising and is known for his honest, practical approach to helping businesses grow. His career began in sales and publishing before moving into recruitment, where he was first introduced to franchising — a sector that would become his long-term professional home.

Progressing from field support to Training Manager and ultimately Franchise Director, Bill became heavily involved with the British Franchise Association (BFA), serving as a Regional Chair, Board Member and Chairman of the Franchise Group for Scotland. He also holds Qualified Franchise Professional (QFP) status, recognising his extensive knowledge and experience in franchising.

Now part of The Franchising Centre, Bill works closely with clients to assess whether their business is truly suited to franchising and, where it is, to help them develop strong, credible franchise propositions that attract the right franchisees. He believes in clear communication, delivering on promises and guiding clients confidently through what can otherwise be a daunting process.

Based in Gloucestershire, Bill lives with his wife Lesley and takes great satisfaction from seeing his clients succeed — a passion that continues to drive his work today.

Michael Hulmes

Franchise Consultant

“I help businesses assess, build, and grow through franchising”

Michael Hulmes is a Partner and Franchise Recruitment & Development Consultant at The Franchising Centre, with over 15 years’ experience helping businesses grow through scalable and ethical franchising.

Michael began his career in senior operational roles with McDonald’s and Subway, where he supported large franchise networks, launched new locations, trained franchisees and developed structured programmes to drive performance. He later led an exciting start-up project, developing a coffee and food brand from concept to launch, opening two locations within six months and overseeing all aspects of site planning, brand development, recruitment, training and operations, including the launch of an external catering arm.

From 2019 to 2021, Michael worked with Bright & Beautiful (part of the Neighbourly Group), progressing to Senior Franchise Business Coach. In this role, he supported franchisees nationwide, providing strategic guidance across sales, marketing, financial management and leadership, delivering strong revenue growth and the successful launch of multiple new franchise locations.

Michael joined The Franchising Centre in 2023 and was made a Partner in 2025. He supports businesses across the UK with franchise recruitment, development and growth strategy, and has recently been working with international brands entering the UK market, delivering Market Entry Studies to assess viability and franchise potential. His work includes recruitment strategy, onboarding optimisation, territory planning, business planning, financial forecasting and ensuring compliance with BFA standards.

Known for his creative and innovative approach, Michael combines strategic thinking with practical delivery to help brands launch successfully, improve conversion rates and build profitable, sustainable franchise networks.

Dan Sherrington

Head of Brand Storytelling

“I help franchise brands communicate their story in a way that converts”

Dan is the Head of Franchise Storytelling at The Franchising Centre, helping franchise brands articulate stories that don’t just get noticed, but get remembered.

In an increasingly crowded marketplace, Dan works with brands to define and communicate narratives that build trust, create emotional connection and inspire action. With a deep understanding of how storytelling influences decision-making, he helps franchises stand out by clearly expressing not just what they do, but why they do it — and why it matters.

Specialising in franchising, Dan understands that a franchise opportunity is more than a product or service; it’s a potential turning point in someone’s life. Whether it’s a new career path, a fresh start, or the chance to build a lasting legacy, he ensures each brand’s story reflects the true value and impact of the opportunity being offered.

At The Franchising Centre, Dan works closely with franchisors to uncover what makes their business unique and bring that story to life in a way that resonates with prospective franchisees, partners and customers alike.

Alan Bradley

Head of Digital

“I create and implement effective digital marketing strategies for franchisors and franchisees”

Alan is a Franchise Digital Marketing and Technology Strategist with more than 20 years’ experience in franchising. Having also been a successful franchisor himself, he brings a practical, commercial understanding of how digital marketing and technology must work for both franchisors and franchisees.

Alan specialises in designing and optimising complete digital ecosystems for franchise brands, combining strategic marketing with carefully selected software and technology solutions. His work helps franchisors improve efficiency, manage growing networks, enhance franchisee recruitment, and strengthen brand performance across digital channels.

His expertise spans bespoke digital strategies, franchise management and recruitment software, CRM systems, local marketing platforms, social media content and design, PPC advertising, digital PR, programmatic marketing, and targeted TV advertising. Every solution is rigorously assessed to ensure it delivers real value and supports long-term, scalable franchise growth.

At The Franchising Centre, Alan works closely with UK and international consultants to support client brands and has played a key role in enhancing the digital marketing and technology strategies of high-profile franchises, including Harry Ramsden’s and YO! Sushi, as they expand into new territories.

Outside of work, Alan is a devoted family man who values time away from the digital world with those closest to him.

John Overdijking

Head of Franchisee Recruitment

“I help franchise brands attract, qualify, and recruit the right franchisees”

John heads up Franchisee Recruitment at The Franchising Centre, where he specialises in attracting and securing high-net-worth investors for both UK-based franchisors and global brands entering the UK market.

Raised in The Netherlands by a Dutch father and Scottish mother, John brings a truly international outlook to his work. He studied Marketing and Business at The Hague University of Applied Sciences before building a long and successful commercial career with W. L. Gore & Associates (GORE-TEX), where he spent almost 23 years in senior sales, trade marketing and strategic account management roles, working closely with C-suite stakeholders and major UK and international brands.

John moved into franchising in 2018, initially as a franchisee and recruitment consultant with Driving Miss Daisy, before joining The Franchising Centre in 2022. Since then, he has played a central role in delivering high-profile recruitment projects, including the successful rollout of over 150 supermarket-based YO! Sushi kiosk licences in partnership with Snowfox, and the recruitment of franchisees for emerging international care brands entering the UK.

Known for his strategic mindset, strong project management skills and exceptional relationship-building ability, John thrives on matching the right investors with the right franchise opportunities.

Outside of work, John is a devoted family man and enjoys golf, pickleball, the gym, and occasionally lending a hand in his wife’s Driving Miss Daisy franchise.

Alan Wilkinson

Head of Digital

“I help your business run more cost-effectively through smart tech, software, and AI solutions”

Alan began his career in banking before moving into recruitment and then franchising in the mid-1990s. Over the next decade, he worked across a wide range of franchised businesses, holding senior roles including Franchise Recruitment Manager, General Manager and Managing Director, and gaining hands-on experience as a franchisee in both depot-based courier and home-based sales models.

In 2006, Alan joined The Franchising Centre as a Franchise Consultant and has since supported businesses across the UK, particularly in the North of England and Scotland, helping established companies accelerate growth through franchising. He has worked across numerous sectors, including health and fitness, children’s activities, renewable energy, retail, logistics, security, professional services and local government.

Alan heads up TFC Digital, The Franchising Centre’s technology and software division. In this role, he helps franchisors reduce costs, improve efficiency, streamline communication, enhance CRM and marketing performance, and simplify the management of growing franchise networks. TFC Digital works with carefully selected software partners, with all solutions rigorously tested and tailored specifically to the needs of franchisors.

Alan was the second person in the UK to gain the Diploma in Franchise Management and the first to also hold the Qualified Franchise Professional (QFP) accreditation from the British Franchise Association.

Outside of work, Alan is a keen cyclist, school governor and former community campaign leader, recognised as a Community Champion by Prime Minister Gordon Brown. He values a strong work–life balance and brings the same practical, grounded approach to his work at The Franchising Centre.

Katie Snelling

Head of Creative

“I design and build the marketing collateral for every aspect of a franchisor’s franchisee recruitment process.”

Katie is a graphic and web designer with a strong passion for branding and digital storytelling. Since joining The Franchising Centre, she has played a key role in shaping how the business presents itself visually and online. In 2018, Katie led the refresh of the TFC brand, introducing a more modern, confident identity, and has since redesigned the latest version of the TFC website, bringing an even more contemporary, user-focused approach to the brand.

Her role spans brand, digital and content, working as part of the team responsible for TFC’s social media and wider online presence. Katie also supports TFC’s franchise clients by designing and building franchise recruitment websites, creating email marketing campaigns, developing brand guideline packs, and producing a wide range of marketing collateral, from franchise prospectuses and Franchise Information Memorandum documents to both print and digital assets.

Based by the sea in North Norfolk, Katie lives with her husband and two children and makes the most of coastal life — from beach walks and paddleboarding to sailing off to secret sandy islands. Away from the coast, she loves skiing, camping, and spending as much time outdoors as possible.

Steve Felmingham

Director

“I help franchisors solve operational challenges and strengthen their networks”

Steve has been involved in franchising for over 25 years, and has been a Franchisee, a Franchisor, an International Master Franchisee and an International Franchise Consultant, developing, launching and managing dozens of UK and international Master Franchises in Europe, USA, Canada, South America and Australia. During that time Steve was also a main board director of a highly successful international publishing and distribution franchise with over 28,000 outlets worldwide.

Prior to discovering franchising Steve developed and built three of his own independent businesses, and is the first to agree that “franchising is a much easier way to start – or develop – a successful business model.”

One of the first franchise advisors in the UK to be awarded the QFP (Qualified Franchise Professional) status in August 2011, Steve is regularly invited to speak at seminars around the UK and overseas; writes articles and commentary for the franchising press and is a regular speaker at the British Franchise Association’s Franchise Exhibitions.

Steve Eastaugh

Director & Head of Franchise Operations & Support Services

"I help franchisors build and grow high-performing franchise networks"

Steve has over 25 years of operational experience holding positions as Managing Director and Chief Operating Officer leading departments across organisations including marketing, sales, customer services, research & development and HR.

10 years of franchising experience with Premier Education Group PLC, where Steve led a market leading provider of education and recreational services, growing a UK franchise network of over 130 territories and operational master partnership franchises in India and USA.

Steve has worked in and with corporate, public and charity sectors, holding executive directorships, non executive directorships and chairing a number of UK company boards. Currently owner/director in performance mindset company Mindspan and a consultant & partner of The Franchising Centre for 5 years.

Farrah Rose

Director & Head of International

"I help develop and grow your business globally through franchising"

Farrah Rose is a world-renowned franchise consultant with more than 40 years’ experience at the forefront of international and ethical franchising. A long-standing BFA affiliate member and IFA supplier, she has played a pivotal role in shaping franchising best practice across developed and emerging markets worldwide.

Beginning her career at Burger King in the early 1980s, and later working with the Arcadia Group, Farrah helped define international growth strategies at a time when franchising was still in its infancy. In the 1990s, she became a key partner at The Franchising Centre, where she spearheaded international development methodologies that remain industry standards today.

Over the past three decades, Farrah has advised more than 300 PLCs and SMEs across sectors including food & beverage, retail, fitness, education, hospitality, and B2B services. Her client portfolio includes brands such as WaterBabies, YO! Sushi, Harry Ramsden’s, F1 Arcade, Bread Ahead, F45, PureGym, KFC and Boots Retail International.

Farrah has also held senior advisory roles with the Commonwealth Secretariat, the Maltese Government, the UK Department for International Trade, and the European Bank for Reconstruction and Development, delivering franchise awareness and strategy programmes across Europe, the GCC, BRIC nations and beyond.

Her contributions have been recognised globally, including induction into the Global Franchise Hall of Fame (2023) and Global Franchise Magazine’s Highest Contribution to International Franchising Award. Today, she also serves in non-executive advisory roles, contributes regularly to franchising media, and is co-authoring a book on international franchising.

Dugan Aylen

CEO & Director

"I work with businesses to turn franchising into a successful growth strategy"

Dug has specialised in everything to do with franchisee recruitment for the last 2 decades and has a passion for helping franchise companies find the right profile of franchise owner, as well as ensuring that potential franchisees go through the right process to ensure they also come to the right decision.

Dug has worked with many franchise companies, improving and implementing franchisee recruitment systems to ensure success in this key area of their business.

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