In the scenic coastal border in the North East of the UK, Sam’s daily life revolves around the joys and challenges of raising two young daughters, Etta and Molly. As a parent, Sam experienced firsthand the complexities of managing family activities, from nursery schedules to weekend outings. But these challenges would ultimately inspire him to create a platform that could do much more than organise activities—it could enrich lives and build community connections across generations. 

DoDays began as a solution to a very specific problem. In 2018, Sam was approached by a local swim school that had outgrown its traditional, manual operations. “They were taking cash at the poolside, which was problematic,” Sam recalls. “The cash would pass through several hands—from teacher to staff member to the school owner.” The school needed a way to streamline its processes and grow, and Sam’s background in software development allowed him to step in and help. But as he navigated the world of small business logistics, he also found himself on the brink of a new journey—parenthood. 

Preparing for the arrival of their first child, Sam and his wife became more aware of how scattered and fragmented family activity planning could be. “Parents often relied on word of mouth from groups or schools through WhatsApp, or they searched through Facebook—definitely not the most reliable sources,” he explains. This experience planted the seeds for DoDays, a platform designed to bring families and local activity providers together. 

In 2018 and 2019, Sam’s team shifted from offering simple operational software to building a comprehensive marketplace model. They wanted to make it easier for families to discover and engage in activities, but more than that, they saw an opportunity to build connections. “There’s a natural connection between activity providers and families; we just needed to facilitate that relationship,” says Sam. By the time DoDays launched in 2020, they had refined this idea into a brand committed to helping people find joy in shared experiences. 

While families were the initial focus of DoDays Sam had a broader vision from the beginning. He wanted to create a platform that could cater to all demographics, not just those with young children. “It’s not just about kids attending activities. Community life encompasses all ages,” he says. 

At the heart of DoDays is the belief that what works for one audience—like young families—can work for everyone. Sam understands that people of all ages crave connection and shared experiences, whether it’s grandparents spending time with their grandchildren or friends discovering new activities together. DoDays is designed to make these connections easy and accessible for all. “It’s crucial that we consider how diverse users, including those with disabilities or from different age groups, will engage with our platform,” he explains. “Too often, services hit the market without considering these aspects. We want DoDays to be accessible to everyone, regardless of their age or circumstances.” 

To make this vision a reality, Sam knew he needed more than just technology—he needed insights into how different communities interact and what drives them. That’s where the National Innovation Centre for Ageing and our IOCT progarmme came in. The partnership provided Sam with invaluable feedback, particularly around how “DoDays” could expand beyond its family-focused roots to serve a wider audience. 

“The insights from the IOCT Voice panel were invaluable,” Sam shares. “Some of the feedback resonated with what I had already been considering, while there were a few new ideas I hadn’t thought about. It helped me solidify my focus and gave me confidence that what I’m delivering will truly provide value to my audience—both the family audience and the new demographic I want to target.” 

The collaboration emphasised that people want to connect across generations, not just within their immediate circles. Events and activities that bring different age groups together can build stronger, more resilient communities. “I want DoDays to be a brand that empowers people to do more,” Sam says. “Our foundation is in family activities, but this can be extended to any demographic, anywhere. We’re focusing on community engagement, and that’s where inclusivity comes into play.” 

This insight has shaped the future of DoDays as Sam and his team work to ensure the platform is as inclusive and accessible as possible. They’re considering everything from user interface design to the types of activities featured, with an eye toward making the platform inviting for all ages. “Too often, services launch without considering how diverse users will engage with them,” Sam notes. “We’re committed to making inclusivity a priority from the start.” 

But Sam understands that local knowledge is crucial to success. He wants to build a network of what he calls “local heroes”—individuals who understand their communities inside out and can help tailor DoDays to different regions. “There are two routes I can take: I can either build a network of local heroes across the UK myself or consider franchising the model,” he shares. “The first step is building a solid model in the Northeast that can be replicated elsewhere.” 

Ultimately, Sam’s vision for DoDays reaches far beyond business metrics. He envisions a platform that enriches lives by making it effortless for people to connect, regardless of age or background. “I would like to believe we have contributed significantly to enriching people’s lives and inspiring them to do more together,” he shares. “Enriching lives through this platform is really at the core of what I want to achieve.” 

A key insight Sam gained from his collaboration with the IOCT was the power of intergenerational engagement. People aren’t just looking for activities that cater to their own age group; they want ways to connect across generations—whether it’s grandparents taking their grandchildren to a local music event or older adults volunteering at children’s workshops. “It’s about building meaningful relationships at different stages of life,” Sam explains. “I want ‘DoDays’ to facilitate those connections and bring joy to people of all ages.” 

As Sam looks to the future, he imagines DoDays not only connecting families but entire communities, from children to seniors. “I’ve thought about what it would mean to look back on my life at 100 years old, and I want to see that DoDays brought people closer together,” he reflects. “I hope that people will say, ‘DoDays brought a lot of enjoyment to my life’ or ‘enabled me to enjoy life to the fullest.’” 

With over 50,000 families already relying on DoDays daily, the platform has quickly become a trusted resource for organising activities and building connections. In the past month alone, more than 10,000 activities were booked, highlighting its popularity and the trust it has earned. But imagine the possibilities if this model extended across all ages and communities. Sam’s vision isn’t just focused on families with young children; it’s about making it easy for people of all generations to find joy in shared experiences. Whether it’s grandparents bonding with their grandchildren or older adults discovering new hobbies, DoDays has the potential to be a lifeline for communities, enriching lives across the spectrum. 

This long-term vision, Sam believes, is the key to the platform’s future. It’s not just about listing events; it’s about fostering a movement where people of all ages feel empowered to connect, engage, and enrich their lives together. By emphasizing inclusivity, community, and intergenerational connection, DoDays is on its way to becoming a cornerstone of community life, creating a future where people can easily spend more time together and build lasting memories.