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Sam Willoughby

Founder & Managing Director, What's On 4
Acting General Manager, CAA

Multi-award winning What's On 4 has been putting families across the world in touch with great activities since 2006 and we were the first to create an awards programme especially to acknowledge the fantastic people who provide much-loved children's activities. 

It was because of our many years of experience that I had the idea for the CAA so you can imagine how I feel to now see it actually happening!   

I'm delighted that so many of the major children's activities providers in the UK have shared my vision and are working together to help families experience the best activities with their children.  And this is just the start, we have many plans to make huge improvements for families and the children's activities providers.

Partnered With



Children’s Activities Association CIC 09316784

International House,
24 Holborn Viaduct,
CITY OF LONDON,
London EC1A 2BN

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