Sainsbury’s is hosting new Active Kids Holiday Clubs in Birmingham and Kidderminster to help get kids out of the house this summer holidays.

New research commissioned by the supermarket giant has revealed that children in the West Midlands will spend less than two and a half hours out of the house per day during the school summer holidays. 

The news comes as they launches new multi-activity holiday clubs in Birmingham and Kidderminster this summer, in partnership with not-for-profit health body ukactive. Paralympian gold medallist Ellie Simmonds visited local school Harborne Academy to launch the clubs and try some of the activities that will be on offer. She said: 

“It’s been great to meet the students and get a taster of the Active Kids holiday club programme with them.

"During my summer holidays in Walsall when I wasn’t in the pool I loved trying different activities and these holiday clubs have so many different things to do, there is something for everyone.” 

The research reveals today’s generation of children are having a very different experience of school holidays compared to their parents. Three quarters are expecting to feel bored or lonely during the summer holidays and half attribute this to spending most of their time indoors.

In contrast, 52% of parents say playing games outside is their favourite memory of summer holidays. One in three children included in the research chose playing outside as their dream summer holiday activity – while just 3% of children chose watching TV. Judith Batchelar, Director of Sainsbury’s Brand, commented: 

"We know that planning activities for the long school holiday can be difficult. Sainsbury’s Active Kids holiday clubs offer busy programmes that give parents peace of mind that their children are keeping active and safe, whatever the weather.

"They also giving children the chance to make new friends, try new activities and continue to build up their confidence out of school time.”

From 9am to 4pm, Monday to Friday, Sainsbury’s Active Kids holiday clubs will be taking place in schools across the West Midlands, including Heathfield Knoll, Wolverley, between 23rd July and 31st August.

Sainsbury’s customers can redeem 200 Nectar points to receive a code to access the booking hub. Spaces at a holiday club can then be booked for £7.50 per child, per day, which includes a healthy lunch and snacks. A booking code allows customers to book spaces for up to five children and each child can join a club for up to five days. 

Sainsbury’s Active Kids holiday clubs are designed to help children from 5-15 years lead healthier lives, get active, and eat well while enjoying the summer with friends. The clubs offer a wide range of activities, tailored by age group, including gymnastics, tennis, cricket, dodgeball and football alongside active play, dance and arts and crafts.  

The holiday clubs will be hosted by Premier Education, one of the leading holiday club providers in the UK. They will provide action-packed programmes that are delivered by fully accredited ukactive Kids Code of Practice professionals and will be supported by trained and accredited young leaders from the local community.  

To book a space at a Sainsbury’s Active Kids holiday club this summer, customers can sign up via: the schemes website.