The children’s activity sector is ever developing, and with increasing awareness of the impact of sedentary living and too much screen time, there’s a growing demand for innovative physical development activities from an early age.

Amanda Frolich, founder of Amanda’s Action Club, was ahead of her time, establishing an entertaining and educational physical development concept for preschoolers into the market over thirty years ago. A concept that blends music, props, movement, and shared experiences. One that has stood the test of time, is going from strength to strength, and has won international acclaim and recognition at the highest level.

The Lightbulb Moment That Changed Everything: How a Toy Bunny Shaped Amanda’s Concept.

Amanda’s business was given a shot at longevity in an IKEA store in London back in 1991. It was there, in the children’s marketplace, that a toy bunny sparked her imagination and the concept for Amanda’s Action Club was conceived.

At the time, Amanda was employed as a sports coach by a local council. Her role was simple: take over a local leisure centre, play some nursery rhymes, and encourage preschoolers to dance around. Amanda, being Amanda, wanted more. She had just been on a movement and music course which exposed her to the value of involving parents and carers in physical activity with young children, and she knew the impact these shared experiences had on child development. Nursery rhymes, even coupled with her charisma and powerful personality, weren’t enough.

The IKEA bunny was the first of Amanda’s “power props”. A simple ‘tool’ that revolutionised her offering. By using props, she was able to bring music to life, engage children, keep them focused, and introduce them to the world in a manner they could relate to. These props didn’t just entertain, they helped to develop fine and gross motor skills and made Amanda a pioneer in the children’s activity market.

But Amanda wasn’t content with props alone. On discovering that conventional nursery rhymes were repetitive and outdated, she teamed up with musicians and award-winning artists to compose new tracks – music for children with adult production values. These songs were made for preschoolers, they were catchy and had purpose – each one imparting a key life skill, from handwashing to sharing and kindness. And this unique combination of entertainment, child development, and physical activity formed the basis of Amanda’s Action Club. A concept ahead of its time and still going strong thirty years later.

Unwavering Determination, Unbreakable Resilience, and Immovable Self-Belief: The Values Behind Amanda Frolich’s Success

Amanda Frolich’s path to success has been characterised by three strong traits—determination, resilience, and self-belief. A feisty character, she never gives up, regardless of the obstacles that threaten to stand in her way. Her journey, although far from smooth, has been eventful, and she has never defined herself by failure. Instead, viewing every setback as a stepping stone towards progress.

Amanda knows that self-belief is key to her success. “Without self-worth, how can I convince others to value me?” Although she recognises that she cannot be the best at all things, she believes she is good enough. Instead of letting doubt hold her back, she seizes every moment with courage. “I’m someone who takes life’s opportunities and grabs them with both hands. You never know when they will come around again, or even if they will. I always give things a go and never let fear of failure hold me back. Yes, I’ve made mistakes, I’ve sometimes made a fool of myself, but I’ve also had incredible experiences, done things I could only dream of, seen the world, and met some truly inspirational people. I wouldn’t change a thing.”

The Intuitive Edge: Her Inner Voice Is Her Greatest Champion

Amanda has never trusted anyone more than her intuition and is certain that her success has come from listening to her inner voice and trusting her gut.  One of her costliest business blunders was franchising, a time when she invested too much money and trust.

Amanda had always wanted to take her concept to children across the world and was convinced, by others, that franchising was the only way to do this. Subconsciously, she knew from the outset it wasn’t for her, but she carried on regardless. Over £20,000 was spent on a consultant who delivered hundreds of pages of ineffective documents. She borrowed money and went so far as to refinance her house, but rather than developing her brand, she was told to tear it apart. “They said,” explained Amanda, “that the only way Amanda’s Action Club would succeed was to take my name and essence out of it. They wanted a simple ‘Action Club’. They wined and dined me all over the world, in China, Egypt, and the Philippines, but none of the deals they put on the table ever came off.”

Although it didn’t feel like it at the time, Amanda now looks back with gratitude. A costly learning experience, yes, but one she recovered from, a mistake she will never make again. A brand that is now stronger than ever before and one that has truly stood the test of time.

From Prestigious Awards to a Global Mission: Recognitions, Achievements, and Her Fight Against Childhood Obesity with ACTIMATES

Amanda’s goal has always been to inspire children to form healthy habits at a young age, and with childhood obesity levels hitting crisis point, she is more committed than ever to making impactful changes both at the grassroots and in the UK Parliament. Having seen the difference good nutrition and movement can make to both children and the wider community, Amanda has championed the ‘healthy body, happy mind’ ethos in nurseries, schools, and the media. And, to take her message still further, has created ACTIMATES, an animated television show and book series aimed at inspiring fitness and healthy living. Developed in partnership with television production company 3Megos, this project has the goal of encouraging preschool children all over the world to embrace movement in whatever way they choose from dance, to ball games, to simply walking the dog. In addition to entertainment, ACTIMATES will provide books, products, subscription plans, live performances, and experiences. With this broad-based strategy, Amanda seeks to create a lifelong pattern of healthy living among young children.

Amanda’s tireless fight against childhood obesity has not been overlooked, and she has many accolades for her work in early childhood education and physical development. Among other recognitions, she has received honored awards like the Club Hub Lifetime Achievement Award, the What’s On for Kids – Steve Franks Award, and several from the UK Nanny Awards, including Best Children’s Class and Outstanding Group. She has also been awarded the Best Celebrity Entertainer at the Woman of Heart Awards and was honored with the Greatest Transformation of the Year Award by the Brand Builders Club.

From Setbacks to Success: How Determination, Resilience, and Self-Belief Shaped Legacy

One of the biggest challenges Amanda had to overcome was a personal injury that almost brought her career to an end. She was at the height of her success when she was invited to Dubai to present her brand of entertainment in front of an influential audience. She landed bookings, established media contacts, and was ready for the spectacle of a lifetime. But just days before she was due to fly out to the Middle East to showcase her offering, disaster struck when she was knocked over by a van, breaking both her legs.

The injury was traumatic, not just physically but also emotionally and professionally. But Amanda’s strength came through. Once recovered, she flew to Dubai and honored her commitments. A trip that brought her a surprising revelation. Confirming that instead of global stardom and celebrity endorsements, she wanted to stay true to herself and her brand and to do what she did best: inspiring children through songs and action and encouraging them to value their bodies and the world around them.

This turning point reaffirmed Amanda’s faith in her cause and established the foundation for her enduring legacy. From a flash of inspiration in an IKEA store to global acclaim, she has constructed a career based on determination, creativity, and an unrelenting passion for children’s welfare. Through Amanda’s Action Club, ACTIMATES, and ongoing activism on behalf of children’s health, she is forging a healthier, more active future—one song, one movement, and one child at a time.

Words of Wisdom: Advice for Future Leaders

Amanda’s path is a motivational tale for future entrepreneurs and leaders, and she strongly believes in practicing what she preaches. She believes that to gain respect, it is necessary to give respect. She stresses the importance of taking advice but ultimately trusting your gut, and in this new virtual world, she recommends establishing strong and genuine relationships through face-to-face interactions.

A style aficionado, Amanda urges professionals to dress well, taking pride in their appearance as this, she says, shows you mean business. And finally, she truly believes in giving back. Her dedication to empowering others goes beyond her company; she recently contributed to the book, Voices of Women, with other international leaders who all shared their entrepreneurial experiences. Her message: stay true to yourself and follow your passions without fear.