Meet our Experts

An important job for the CAA is to support our members with insight from experts to help them provide the best children's activities as well as giving expert comment on news and research relating to children's activities.

We are delighted to be working with leaders and influencers in their field and thank them for their support of the CAA.

Meet our experts in child development, accountancy and tax, marketing, PR, HR, training, franchising and health & safety.

Dr Amanda Gummer PhD, Fundamentally Children

Amanda has over 20 years experience working with children and families. Widely considered as THE go to expert on play, toys and child development, Amanda combines her theoretical knowledge with a refreshingly pragmatic approach to family life, that resonates both with parents and professionals.Amanda is regularly in the media, and continues to take an active role in research, presenting a paper at the International Toy Research Association’s World Congress in Portugal in July 2014.

Fundamentally Children is the bringing together of Amanda’s research consultancy, FUNdamentals, her parenting support, based on the Parent-Centred Parenting Model of family life and the Good Toy Guide website alongside the Good App Guide that launched in September 2014.


Debbie Bird, Managing Editor NowBaby.co.uk

Debbie is has worked with the baby and child industry for more than 20 years and is currently Digital Content Manager for NowBaby and Director at What's On 4.

Debbie works closely with a wide range of audiences; PR organisations representing many major brands in the family sector, advertising and marketing agencies, and numerous social media connections.



Mark Rasche, Sport & Activity Professionals

Mark Rasche works with kids' activities businesses in all areas of the sector to help them grow and improve, over come their challenges and to build the business that they want and that they have the potential to achieve.

Mark has worked with hundreds of organisations in this sector from the largest down to the start ups, with all sorts of company structure from private or publicly limited companies to social enterprises and charities through the training and consultancy arms of his business.




The Team @ Reality HR
Reality HR, founded in 2004, are a team of highly experienced, business savvy, CIPD qualified HR professionals. They work closely with many owner-managers across all business sectors, making a significant impact on their success, which is where they are at their best.

They understand the challenges you’re up against and the trials and tribulations of managing people. They are known for taking a pragmatic and practical approach to HR, resolving challenges as quickly and painlessly as possible. When you are building a business and aiming for sustainable growth, Reality HR could be the biggest asset you have.

The Team @ Icon Training

We are a multi-award-winning training company committed to providing consistently high levels of service through our truly inspirational learning programmes for clients and cohorts.

From small beginnings in 1995 servicing the training needs of the active leisure sector, we’ve come a long way, without ever losing sight of our roots or the reasons we began. We set out with a clear objective, to drive progression in our sector whilst raising the aspirations of all of our learners.

At Icon we work with learners to help them gain new skills and knowledge, improving work-based performance and meeting employer objectives. We’re passionate about raising the bar across our entire industry and taking a visionary approach towards equipping the next generation of sport and leisure sector leaders and contributors.

We’ve got a great track record too. Inspections from both Estyn and Ofsted have granted us Grade 1 ratings over the last 20 years. Most recently in 2012, we received an Ofsted Grade 1 Outstanding accolade. We’re at the pinnacle of training provision across the UK and not just in our sector we’ve won national training awards too.


Lee Churchill, Avensure (Health and Safety)

Having served in the Royal Navy, Lee transferred his safety experience and embarked on a career in Health and Safety in the Health Care Sector. Lee has also worked as a Health and Safety Trainer at Europe’s largest college delivering a diverse range of courses to delegates at all levels from a range of businesses.

Lee has experience working as an Advisor assisting clients from a varied portfolio of industries. Lee also heads up a team of office and national field based consultants who place all their emphasis on compliance that is commercially aware through the support they provide.


Lisa Bryant, bumpPR

Don’t be fooled by her youth, Lisa has over 10 years’ experience in the PR industry, with 7 of those at the helm of her own agency,  bumpPR. Having launched from her parents' spare room in 2010, the agency has experienced phenomenal growth and is now one of the nursery industry’s leading PR agencies specialising in all things Baby and Parenting.

Representing small single product companies to large multi-national brands, there is no such thing as too big or too small for bumpPR’s passionate team - and there is nothing about PR that Lisa doesn’t know.  Extremely personable, friendly, driven, quick thinking and determined, Lisa’s knack for communication enables her to return results like no other.  Lisa and her team currently represent over 25 well-known family  brands and their reputation certainly precedes them having won the Nursery Industry  Award for best PR agency not once but twice.  

Emma Austin, Enterprise Accountancy

Emma specialises in working with entrepreneurial business owners. She writes business plans, provides strategic advice and budgets to direct business growth in a tax efficient way. Emma is a Chartered Tax Adviser as well as a Fellow of the Chartered Institute of Management Accountants and certified CIMA Member in Practice.   Her mission is to help business owners to make more money from their business.

After a short stint in working in an accounting practice, Emma has worked within businesses as their internal accountant, financial controller and finance director before setting up the Enterprise team in 2011. She has set up companies overseas and is skilled in ensuring the appropriate systems and controls are in place for strong global company growth.  Emma is a Chartered Tax Adviser as well as a Fellow of the Chartered Institute of Management Accountants and certified CIMA Member in Practice. She enjoys both the commercial and tax planning aspects of her role.

Although Emma enjoys ‘doing the numbers’ she particularly enjoys the range of incredible people she has the privilege to meet and work with in her role.

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