Sam Godfrey-Moore is a visionary leader in the children's activities sector with over 19 years of experience driving innovation and growth. As the founder of What's On 4 Kids, she transformed the industry by launching the first-ever business awards for children’s activities and building a trusted platform that connects families with local classes and events. Sam’s pioneering work also includes the formation of the Children's Activities Association and the recent Innovate UK Women in Innovation grant win for the Grandparents Welcome National Framework. Now, as the recipient of the inaugural ICAP Icon Award 2025, Sam continues to inspire and shape the future of the sector.
