Chicago-based start-up Pearachute launched a subscription service that helps parents find and book affordable extracurricular activities for children on Monday (February 15).
The service targets Gen Alpha (aged nought to five), and is designed to appeal to increasingly time-pressured parents who want to supplement their children's learning with active and creative pursuits.
Pearachute offers two monthly subscription packages – $79 for five classes, which can be shared between siblings and family friends, and $99, which provides unlimited classes per child. It has partnered with 35 child-focused activity centres in Chicago, but plans to expand to two more cities later in 2016.
Subscription services for parents represent a growth opportunity, as they appeal to both millennial parents, who are already keen users of subscription services and seek out flexible options, and Gen X parents looking for ways to simplify budgeting and encourage their Born on the Web kids to take up more traditional activities.
For a more retail-focused look at initiatives seeking to merge education with entertainment, see The Rise of Edutainment.