Supporting growth, reducing complexity and creating a stronger platform for the future.
| Client | Basking Babies |
| Industry | Pregnancy, Baby & Early Years Services Franchise |
| Partnership Started | May 2024 |
| Previous Platform | Bespoke in-house booking and management system |
| Revenue Growth During Partnership | 23% |
| Quarterly Revenue Growth | £55,297 to £68,031 |
| Focus Areas | Franchise Management, Customer Bookings, Reporting, Support, Scalability |
| Outcome | Reduced technical burden, improved support, continued growth and faster innovation |
Basking Babies is one of the UK's leading pregnancy, baby and early years franchise networks.
The business supports families through specialist classes including pregnancy relaxation, baby massage, baby yoga, baby reflexology and parent support programmes. With a growing network of franchisees across the UK, Basking Babies has built a reputation for delivering exceptional experiences to parents during some of life's most important stages.
Unlike many franchise brands, Basking Babies spent more than a decade developing and managing its own bespoke booking and franchise management platform.
This gave the business complete control over its technology and a deep understanding of what great franchise software should deliver.
However, as the network continued to grow, so did the demands of maintaining, developing and supporting a bespoke platform.
Few franchisors understand the realities of building franchise technology better than Carla Davidson, Founder and CEO of Basking Babies.
For more than a decade, Carla worked alongside developers to build, maintain and evolve the company's bespoke booking and franchise management platform.
"I know exactly what it takes to run a good booking system, because I lived it. I spent countless hours working alongside developers to build it, maintain it, and keep it moving forward. It was intense and relentless."
Importantly, the decision to move away from the system was not driven by dissatisfaction.
"But, we had a great system that did everything we wanted it to do. Giving that up was not a decision I took lightly."
This was not a franchisor abandoning a failing system.
It was a franchisor who understood franchise technology intimately choosing a different path for the future of the business.
The challenge was strategic:
Should Basking Babies continue investing precious time into software development, or should it partner with a specialist franchise technology provider and focus more energy on supporting franchisees and growing the network?
What ultimately gave Carla confidence was FranScape's understanding of franchising.
Unlike traditional software providers, FranScape was built by franchisors for franchisors.
Having grown from within the Swimtime franchise network, the team understood the realities of supporting franchisees, delivering exceptional customer experiences and scaling a network successfully.
"What gave me confidence was that FranScape genuinely understand franchising. They don't just build software, they think like franchisors and understand the needs of franchisees."
This shared perspective created confidence that the platform would continue evolving in the right direction.
"Our expectations of what a system should do, and where it needs to go next, are completely aligned."
For Basking Babies, this meant moving from managing software internally to partnering with a dedicated technology team focused entirely on franchise innovation.
"As a larger business than us, specialising in tech, they can action the next task on our roadmap faster than we could have done ourselves."
"That's a huge deal when you're trying to focus on supporting and growing your network rather than managing a development backlog."
Migrating from a platform that had been developed over more than 10 years was always going to be a significant undertaking.
However, the transition was carefully planned and delivered collaboratively between both teams.
The focus was not simply on replicating existing functionality.
It was about creating a platform capable of supporting the next phase of growth for the business.
By combining the operational expertise of the Basking Babies team with FranScape's franchise technology experience, the migration was completed successfully while maintaining continuity for franchisees and customers.
Since moving to FranScape in May 2024, Basking Babies has continued to grow whilst significantly reducing the burden of managing technology internally.
Quarterly revenue increased from £55,297 in Q3 2024 to £68,031 in Q1 2026, representing approximately 23% growth during the partnership period.
More importantly, the business has gained access to a dedicated technology team capable of delivering enhancements, supporting franchisees and driving continuous innovation.
One of the strongest themes throughout the partnership has been the quality of support.
Carla highlights that while the platform itself has delivered significant benefits, the people behind it have been equally important.
"Their support is something else entirely. There's a real team behind you, ready to help with whatever the question, from anyone in our network, and they're fast, knowledgeable and genuinely helpful."
The collaborative approach has enabled Basking Babies to feel supported rather than dependent.
"They're collaborative too, always willing to listen to our needs and work with us to find the right solutions. You can depend on them, which makes them an essential extension to our team."
For franchise networks, where both franchisor and franchisee success depend on reliable systems and responsive support, this level of partnership is invaluable.
Today, Basking Babies continues to focus on what it does best: supporting families and helping franchisees build successful businesses within their local communities.
By partnering with FranScape, the business has been able to reduce the distraction of managing technology internally and instead benefit from a dedicated team committed to driving innovation across the franchise sector.
Reflecting on the decision, Carla's conclusion is clear:
"Since we switched, there have been very few issues, and knowing how many I was at the forefront of resolving previously, that in itself is fantastic."
"But what is most impressive, is that if something does come up, it is sorted so quickly. You have total confidence that they have got your back."
For Basking Babies, moving to FranScape was not simply a technology decision.
It was a strategic decision to focus on growth, support and the future of the network.
As Carla concludes:
"Working with FranScape has been genuinely gamechanging for me and for our business. The right call, at the right time. I'm excited for what the future holds."