We’re part of your village.
It takes a village to raise a child. Everything the Cub Klub Group does exists to be a trustworthy, loving part of that village — so no parent ever has to question the hands they leave their child in.
Our vision, mission and purpose.
Vision · what
A world where parents never have to question the hands they leave their children in — where every child is eager to enter, encouraged to ask questions, and excited to share the day’s stories. Where you don’t have to do it alone.
Mission · how
To be a child’s home away from home — a warm welcome no matter the day, a safe space to learn, grow and question the world. A community that values education as much as play, with familiar faces children learn to depend on.
Purpose · why
We’re raising cubs of our own. We know the stress of entrusting strangers with your heart in the form of a little body — so we exist to cultivate the community we’ve always dreamt of for our own children.
“It takes a village to raise a child. We’re part of your village.”
Safe. Reliable. Consistent. Prepared. Homely. Loving. Fun. Diverse. Educated. Supportive. We understand that no two children are the same and everyone joins from a different background. All are welcome. All are safe. All are supported here.
Values we live, not just print.
In brand-archetype terms we’re the Caregiver, with a little of the Innocent’s wonder and the Everyman’s belonging.
We are
We are not
Four things we hold ourselves to.
Impact isn’t a report we publish once a year — it’s the standard every brand is measured against.
Safety & safeguarding
Emotional and physical safety children (and parents) can see — safeguarding policies, PIN-first controls and human review across every brand.
Diversity & inclusion
All are welcome and represented — in our teams, our stories and our settings. Cultural richness is the point, not an afterthought.
Cultural education
Exposure to different ways of thinking and being from a young age — widening a child’s understanding through stories, languages and play.
Support for parents
Open lines of communication and genuine help, so a parent can step away to work and care for themselves while staying connected to their child’s day.
Mission, in every brand.
Read how the Group is structured and governed — or explore the brands where the mission lives.