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Value-driven Children’s Champion Creates Lasting Change For Generations to Come..

by wrich
Amanda Frolich

Value-driven Children’s Champion Creates Lasting Change For Generations to Come..

Award-winning businesswoman and children’s health and wellbeing practitioner, Amanda Frolich (https://www.amandasactionclub.co.uk) is celebrating 30 years with Amanda’s Action Club, an innovative physical development concept teaching children and their parents how to be active and healthy from an early age. Amanda’s impressive client list includes Brad and Angelina, The Beckhams, Peter Jones, Amanda Holden and many more. Through classes, events, music and campaigning, Amanda’s mission is to educate families, caregivers, teachers and policy makers that an active body equals a healthy mind and that now, more than ever, physical activity must become a priority in the early years.

Growing a business is an exciting challenge, whatever your field of endeavour, and when your passion lies at the heart of your business it’s the fuel for everyday growth.

Amanda said; “30 years ago I trained as an music and movement teacher and sports coach before launching Amanda’s Action Club with the backing of a few thousand pound in savings. I could see that children’s physical health and wellbeing took a bit of a back seat on the education and social agenda and I knew that if we could work with children and their families and education providers, happy healthy bodies would create happy healthy minds and positively impact learning outcomes.

“These days it sounds so simple because we take a much more holistic approach to life. We recognise that mental and emotional wellbeing are intrinsically linked to our physical health but in 2003 I felt like a lone voice. It’s a fact that it takes time for societal change to filter down to our children which is why I’ve always been a children’s champion through Amanda’s Action Club and I’m very proud of the results.

“Everyone has to start somewhere and we began at the grass roots with local activity classes for babies, toddlers and pre-schoolers. The next step was developing into children’s entertainment and I’ve been privileged to work with some very high profile people.

“The Government initiative, Sure Start, was so impressed with the educational value of these sessions that they asked me to run classes, special events and physical development training courses.

“We all worry about ensuring our children exercise enough. It is vital to give them new, fun and exciting activities so they don’t lose interest. But sometimes parents lose inspiration for fresh ideas. My classes have always given mums, dads and carers, a great opportunity to play and interact alongside their “children, see how they develop their skills and discover what they are really capable of – which is often so much more than they are given credit for.

“There was such demand for the in-person classes that the obvious next step was to franchise the business which we did in 2013.

“I also poured all my experience into creating a fabulous children’s albums.  My first album was ‘Big Songs For Little Ones’ which was produced 14 years ago, we worked on different genres so we had a Jazz version of Twinkle Twinkle and a Caribbean-take on Wind the Bobbin Up. My next album was called ‘Fun, Fitness and Music with Amanda’s Action Club’ a CD which combined the genius of Teletubbies theme composer, Andrew McCrorie-Shand, legendary Simple Minds producer Jez Coad and the sublime Beautiful South lead singer Alison Wheeler, who performed several tracks. The third album was ‘Action Club Vol 1’ which links the props to songs – for example, we have a shake your egg song, a maracas song etc… 

“I passionately believe that children move better to music and it’s always been a key part of what we do. We’re work on songs to teach children about health and self-care – last year ‘Wash Your Hands’ was released to help children learn the importance of good hand hygiene in the coronavirus pandemic and was featured on BBC Breakfast.  We are now working on the fourth album, which will feature, Wash Your Hands, alongside other songs such as; Brush Your Teeth and The Water Song… to name a couple… we are also working on the Action Amanda animal song for fitness!

“The last thirty years have been a steep learning curve doing something I love and feel passionately about. Business success means different things to each one of us and for me it’s not simply about the bottom line. I’m very fortunate to be in the position that my business growth is the product of my passion and I am most proud of the fact that I continue to create lasting sustainable change.  

“If I was talking to my younger self I’d encourage her to be:

  1. Passionate! You spend your entire life, every working day committed to something. Why not let it be something that you feel inspired by. There are all kinds of ways to make a living, but why not live to work as well as working to live. I think the most miserable people are those who have nothing to show for their endeavours than a big bank balance. I’m so glad that everyday, I’m using my qualifications, skills and experience to leave a positive legacy.
  1. Courageous! I believe every entrepreneur is courageous. You have to be, out there on the cutting edge of your industry, research, service or product. Sometimes there are dissenting voices and not everyone is going to agree with you. But I’m so glad that I have no regrets. I always wanted the decision-makers to place children at the heart of their policies and I’ve advocated for that, and continue to do so every single day.
  1. Methodical! Rome wasn’t built in a day. I started within my comfort zone and, step by step, other things unfolded. When you do what yo do really well, the right people will find you.
  1. Innovative! Sometimes things work and sometimes they don’t. I remember Trying to scale and it didn’t go exactly to plan the first time round. That didn’t put me off though. I knew that there was a way to make it work and so sometimes, it’s the approach and the method that needs a tweaking here and there.
  1. Resilient There are going to be times when the world doesn’t celebrate you, but when you’re a passion-led individual, you know that you’re on the right track and sometimes being single-minded about your vision is the only thing that gets you up in the morning. The last thirty years hasn’t all been easy, but I look back without regret and I look forward with hope. Investing in the next generation is the very best thing we can do! My motto is keep smiling, keep trying and never, ever, EVER give up!

For more information about Amanda please visit – https://www.amandasactionclub.co.uk 

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