A day of insights, inspiration & celebration

PlayNation reports from this year’s AIP Conference

The event once again demonstrated the strength, resilience and innovation of the indoor play industry

Maria Cantarella, CEO of AIP

The UK’s indoor play industry came together at the Royal Armouries in Leeds on 4 June for the Association of Indoor Play (AIP) Conference & Industry Awards 2026, with operators, suppliers and industry leaders enjoying a packed day of learning, networking and celebrating everything that makes the sector so special. With a busy exhibition featuring more than 50 trade suppliers, the conference offered delegates the opportunity to discover new products, services and ideas, while a programme of expert speakers tackled some of the biggest challenges and opportunities facing the industry.

Artificial intelligence was a major theme throughout the day. Matt Baker explored how families are increasingly discovering attractions through social media and AI-powered search, while Neil Lewin explained why play centres need websites that answer parents’ questions clearly if they want to remain visible in the age of AI. Robin Mills then demonstrated how operators can use simple AI tools to save time, improve efficiency and ultimately create a better guest experience.

The conference also unveiled the results of the 2026 State of the Industry Survey, providing the UK’s only independent benchmark of the indoor play sector. The research showed an industry that remains resilient despite rising costs, with operators continuing to invest in their businesses while facing increasing financial pressures. The findings also reinforced the importance of the Association’s campaign calling for 0% VAT on children’s indoor play, ensuring play remains accessible and affordable for families.

Food and beverage was another key focus, with Katy Moses from KAM highlighting the significant commercial opportunity many operators still have to grow café revenues by improving quality and creating a better experience for adults. Rachel Haslam closed the conference with an engaging session on birthday parties, sharing practical ideas to help operators increase bookings and maximise profitability.

The day concluded with the annual AIP Industry Awards, hosted by actor and presenter Ross Adams, recognising excellence across the indoor play sector. Among the winners were Scribbleton, which achieved a double success, Safari Adventure Play Peterborough, Head Over Heels Wilmslow, Little Astronauts, Robin Hood Entertainment & Soft Play, Jack in the Box, Ollie Polly Play Café, Playtrain, Euro-Matic, and Milo Imrisek of Web Adventure Park.

The day concluded with the annual AIP Industry Awards – recognising excellence across the indoor play sector

Maria Cantarella, CEO of AIP, said: “More than just an awards ceremony, the event once again demonstrated the strength, resilience and innovation of the indoor play industry. It provided operators with fresh ideas, valuable market insight and the opportunity to connect with colleagues from across the UK, leaving delegates inspired for the year ahead.”