About What's On 4

Thanks for coming by! So who are we and what do we do?

Our founder

What's On 4 was founded in March 2006 by Sam Willoughby, a Mum with a young baby who wanted a flexible but rewarding career.

Before-baby, Sam delivered key projects within the financial services industry and on-line directories.

Our online directories

Initially Sam launched www.whatson4littleones.co.uk to address a personal need for an up to date and comprehensive directory of activities for children under 5 years.

Within 18 months WO4LO (as we quickly started abbreviating the site name to!) became the most comprehensive national on-line directory for activities and classes for babies and young children.

Organix have sponsored WO4LO since it's first year and we are proud to be working with such a wonderful company.

In 2007 WO4LO won 2 awards, the Hantsweb Special Interest Website 2007 and Inspire07 E-business of the Year. And Sam was also named Practical Parenting magazine's Business Parent of the Year 2007.

But the story doesn't stop here.

In March 2008, www.whatson4schoolkids.co.uk launched. WO4SK is the big sister to WO4LO providing an up to date and comprehensive directory of activities for children aged 5 to 12 years.

We're delighted to work with Whole Earth as sponsors of WO4SK. And the kids use WO4SK as much as their parents and they have their own Kids Only page looked after by our Junior Ed!

Our annual awards

Activities, classes, groups and the people that run them are recognised every year in our awards programme. All nominations are online by parents with parents voting on-line alongside our judging panel to decide our winners.

It's amazing to experience the warmth in the nominations and hear the reactions of our winners!

Broadcaster, author and Mum to twins, Alice Beer supported our 2008 awards and told us "There is such a huge choice now of classes and activities for young children - from music to gym to learning Mandarin! I am pleased that these awards are looking at the different groups and praising those who are providing a genuine service, stimulating our little ones and saving their parents!"

Our team

We employ a team of Mums across the UK that work flexibly at home in a variety of roles. We're very proud that we can offer employment and careers to these intelligent women in a way where they can still spend all the time they need with their families.