Have you heard this before?“The course is great, but if only it were closer to us…” You’re not alone. Parents say it more often than you’d expect. And frankly, they have a point.
In the busy world of family logistics, location isn’t just a detail — it’s often a dealbreaker.
📍 Why Distance Matters More Than Ever
Let’s set the scene. Mum’s just finished work, Dad’s juggling dinner and the dog, and little Charlie needs to be at his robot-building club in 30 minutes — on the other side of town. You can guess how that story ends.
The Golden Rule of 20 Minutes
There’s an unspoken rule in how people choose services — and it goes something like this: If it takes longer than 20 minutes to get there, it’s probably not worth it. Whether it’s grabbing a coffee, getting a haircut, or taking your child to an after-school course, convenience drives commitment.
Urban researchers have studied this for years. According to the “acceptable travel time” concept, most people in the US and Europe consider 15–20 minutes to be the sweet spot for getting to regular services. Go beyond that, and your attendance — and retention — starts to drop.
This idea is reinforced by the theory behind Marchetti’s Constant, which suggests that people are willing to spend about 60–80 minutes a day travelling, but prefer to keep single-purpose trips (like dropping kids off at courses) under 15–25 minutes. And the rise of the 15-minute city movement proves that planners across the world are now designing cities where all essential services are within a 15-minute walk or bike ride.
So when parents say, “We’d love to join, but it’s just too far,” it’s not just an excuse — it’s a scientifically predictable behaviour.
🧠 Study #1 – Distance feels longer with children
A study titled “Why Parents Drive Children to School: Implications for Safe Routes to School Programs” by Noreen C. McDonald and Annette E. Aalborg, published in the Journal of the American Planning Association, found that nearly half of parents who drive their children less than 3.2 km (2 miles) to school do not allow them to walk unaccompanied.
The reason? Safety concerns. Even very short distances can be perceived as a barrier when it comes to children — especially in busy urban areas.
👉 Read the study
🧠 Study #2 – Parenthood changes travel behaviour
Another research paper in Transportation Research Part A showed that after becoming parents, adults are significantly less likely to engage in active transport (like walking or cycling), especially when caring for young kids. Which means: If it’s not nearby, it’s a no-go.
👉 Source
1️⃣ Go Local: Open Multiple Branches
If your course is smashing it in one spot, don’t stop there. Setting up smaller branches in different neighbourhoods isn’t just practical — it’s smart. Parents love options that fit their routine like a puzzle piece.
🎯 Business Insight: The U.S. child care market was valued at $61.7 billion in 2023 and is expected to grow at a CAGR of 5.86% through 2030. Accessibility and proximity are a major driver of this growth.
👉 Source
So go small, go many — and meet parents where they are.
2️⃣ Franchise It: Expand Without Doing It All Yourself
Love the idea of growing but hate the thought of managing it all? Franchising could be your new best friend.
By allowing others to run locations under your brand, you get reach without the burnout. Your brand grows, your influence spreads, and your overheads stay lean.
📊 Did you know? 92% of franchise businesses are still running after 2 years, and 85% after 5. That’s higher than most start-ups.
👉 Source
3️⃣ Team Up with Schools: The Smart Shortcut
Sometimes, the best location… is already there. Many schools welcome external providers for after-school activities, and it’s a win-win.
Kids stay in a familiar space, parents don’t need to drive anywhere else, and you get access to a whole group of families, all in one place.
🏫 Study Insight – Parents Value Proximity (A Lot)
A technical report titled “What Schools Do Families Want (and Why)” by the Education Research Alliance for New Orleans found that parents often prioritise a school’s proximity to home just as much as its academic performance.
This underscores how powerful location is in shaping family decisions — not just for schools, but also for extracurricular activities.
👉 Read the report
So instead of building a space, borrow one. Schools can be your next growth partner.
👣 Final Thoughts: Convenience Is King
Parents aren’t lazy — they’re overloaded. When your course is nearby, fits their routine, and saves them just one headache… you win. Want to grow your business? Be where your clients are — not where they have to fight traffic to get to.
Whether it’s multiple locations, franchising, or partnering with schools — location is no longer just a box on the form. It’s your best growth lever.
✅ TL;DR – What You Can Do Today:
- Audit your current location: is it truly convenient for your ideal clients?
- Explore nearby branches in underserved neighbourhoods.
- Consider a franchise model to grow faster with less direct effort.
- Reach out to local schools and propose a win-win collaboration.
