Why Every Activity Business Needs a Waiting List

If your classes regularly reach capacity, congratulations: you have strong demand. But without a waiting list, that demand evaporates. A parent who enquires about a full class and is told there are no spaces will simply book with a competitor. A waiting list captures that interest and gives you a mechanism to convert it into revenue.

Even if your classes are not full, a waiting list signals value. Classes that are described as "limited spaces" or "waitlist available" are perceived as more desirable than classes with open enrolment. This is basic scarcity psychology, and it works.

A waiting list also gives you critical business intelligence. If you consistently have 15 people waiting for a Tuesday 4pm swimming slot, that is a clear signal to open an additional class at that time. Without a waiting list, you would never know that demand exists.

Online booking system interface showing class schedules and availability — An automated waiting list system saves hours of manual administration each week

Setting Up Your Waiting List

What Information to Collect

Keep your waiting list sign-up as simple as possible. The more fields you require, the fewer people will complete it. At minimum, collect:

Parent name and email address (essential for communication)
Child's name and age (for placing them in the right class)
Phone number (for time-sensitive notifications)
Preferred class day and time (so you can offer relevant spaces)
Current ability level (if applicable, so you can match them to the right group)

If you use a management platform like AMES, the waiting list is integrated into your booking system, so parents can join with a single click from the same page where they would normally book.

Automated vs Manual Management

A manual waiting list (spreadsheet, notebook, or email folder) works when you have a handful of names. But it breaks down quickly as numbers grow, and the delay between a cancellation occurring and you contacting the next person on the list means spaces often go unfilled.

An automated waiting list system works like this:

A parent cancels their child's place (or you add a new space)
The system immediately notifies the first eligible person on the waiting list, by email and SMS
That person has a defined time window (typically 2-4 hours for same-week offers, or 24-48 hours for next-term offers) to accept
If they do not accept within the window, the offer automatically moves to the next person
If they accept, payment is processed and the booking is confirmed, all without you lifting a finger

This automated approach means cancellations are filled faster, often within hours, and you spend zero time chasing people by phone.

Prioritisation Strategies

Not all waiting list entries are equal. Consider how you prioritise offers:

First-come, first-served: The simplest and fairest approach. The person who joined the waiting list earliest gets the first offer. This is the default for most providers.
Existing customer priority: Give preference to families who already have a child enrolled with you. This rewards loyalty and increases the likelihood of acceptance (they already know and trust you).
Sibling priority: If a space opens in a class where a sibling is already enrolled, offer it to the waiting sibling first. This is operationally convenient (one drop-off, one pick-up) and strengthens family retention.
Ability-based priority: For classes where group ability balance matters (swimming, gymnastics), you might prioritise waitlisted children whose ability level best fits the current group composition.

Be transparent about your prioritisation criteria. If parents know that existing customers get priority, it actually incentivises them to stay enrolled in other classes while they wait.

Communication That Converts

When They Join the Waiting List

Send an immediate confirmation that they are on the list. Include:

Their position on the waiting list (if you choose to share this)
An estimate of typical wait times based on your historical data
Alternative classes that currently have availability
An invitation to book a taster session in the meantime (if you offer them)

While They Wait

Do not let waiting list families go cold. Every 4-6 weeks, send a brief update:

Their current position on the list
Any new classes or time slots that have opened
A reminder that they can book alternative sessions in the meantime

This keeps your business top of mind and reduces the chance that they book elsewhere without telling you.

Popular children's activity class that is fully booked with a waiting list — A healthy waiting list is a sign of demand and an opportunity to grow

When a Space Becomes Available

Speed matters. The notification should go out within minutes of a cancellation being processed. Use both email and SMS for the best response rate. Make the booking process as frictionless as possible: one click to accept, payment processed automatically.

Using Waiting List Data to Grow

Your waiting list is a goldmine of business intelligence:

Demand mapping: Which classes have the longest waiting lists? These are the ones to duplicate first when expanding.
Time preferences: Are parents consistently requesting days or times you do not currently offer? That is a clear signal to add new sessions.
Age group gaps: If your baby classes have a 50-person waiting list but your 7-10 year old classes have spare capacity, you know where to focus your growth.
Conversion rate: What percentage of waiting list offers are accepted? If it is below 50%, your wait times may be too long, your communication too slow, or your response window too short.

Review your waiting list data monthly. It tells you exactly where to invest in growth.

Waiting List Policies and Fairness

Clear policies prevent disputes and maintain trust:

Expiry: Set a maximum waiting list duration (e.g., 6 months). After that, the family must re-register if they are still interested. This keeps your list current and actionable.
Decline limits: If a family declines an offered space three times, consider moving them to the bottom of the list or removing them. They may no longer be genuinely interested.
No deposits: Do not take deposits for waiting list places. It creates administrative complexity and potential refund disputes. Take payment only when a confirmed space is offered and accepted.
Transparency: Publish your waiting list policy on your website and include it in your terms and conditions.

Actionable Takeaways

Enable waiting lists on every class that is above 80% capacity. Do not wait until a class is completely full; start capturing interest early.
Automate the notification process. Manual waiting list management is slow, error-prone, and unsustainable as you grow.
Review your waiting list data monthly. It tells you exactly where demand exceeds supply and where to invest in growth.
Communicate with waiting list families regularly. A quarterly email keeps you top of mind and prevents families from silently moving to a competitor.