Franchise management with a scalable WordPress solution

Client Overview

After failing to find local, age-appropriate play centres where parents and young children could safely play together, Joan Barnes did what any entrepreneurial mum would do – she started her own program. Forty years later, Gymboree Play & Music has grown from humble beginnings in small-town California to a global leader in early childhood education with play centres in more than 30 countries including the USA, Canada, China and the UK.

Priority Pixels have been working with Gymboree Play & Music on an ongoing basis since 2020. During this time, we’ve consolidated their web presence with a single, bespoke website and adjoining e-commerce store. All bookings for classes, events and parties can be reserved via an onsite booking system, which is tracked through Google Analytics allowing for accurate monthly reporting.

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Franchise Management

Gymboree Play & Music operates through a network of franchises across the UK, each with its own location-specific offerings and schedules. To ensure consistency while allowing flexibility for individual franchisees, Priority Pixels developed a structured yet adaptable multi-site approach.

Each franchise location has a dedicated page within the main Gymboree Play & Music website, providing parents with easy access to class timetables, booking options and local contact details. The design balances a cohesive brand identity with the ability to customise content relevant to each franchise’s unique programmes and events.

To support franchisees, we developed a bespoke WordPress-based content management system (CMS) that allows them to update key information easily while preserving the website’s overall structure and branding. Using custom user roles and permissions, franchisees can manage location-specific content (such as class schedules and contact details) without affecting global site elements. This ensures that each franchise page remains up to date while maintaining a consistent user experience across the entire website.

Franchise management with a scalable WordPress solution

Website Design & Development

UI Design & Improved User Journey

Since 2020, Priority Pixels has been instrumental in refining the digital experience for Gymboree Play & Music through bespoke WordPress development and UI enhancements. Our goal has been to create a website that is both visually engaging and highly functional, ensuring that parents can easily find and book classes while franchisees can efficiently manage their locations.

A core focus of our work has been improving the website’s overall usability and design. We streamlined the site’s layout, introducing a cleaner navigation structure and enhancing mobile responsiveness to cater to parents browsing on different devices. Intuitive call-to-action buttons were placed strategically to drive engagement, making it effortless for users to explore class schedules, find local franchisesand complete bookings.

Custom WordPress Development

To support Gymboree’s nationwide network of franchises, we developed a scalable and flexible WordPress framework. Using custom post types and advanced user permissions, we enabled individual franchisees to manage location-specific content—such as class availability and local event updates—without affecting the integrity of the core website. This approach ensures brand consistency while allowing franchises the autonomy to update key information.

Additionally, we optimised the booking system, reducing friction in the registration process and ensuring a seamless transition from browsing to booking. Our development team also refined the site’s performance, enhancing load speeds, accessibilityand overall stability to create a smooth and engaging experience for all users.

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Jessica Pearce | 02/03/2026