Empowering women at every step: Basking Babies founder shortlisted for national award

15th April 2026

Basking Babies has always been about more than baby massage classes. It’s about creating spaces where women feel supported, confident and connected – whether they are navigating early motherhood or building a business of their own.

That commitment has now been recognised on a national stage, with founder Carla Davison named a finalist for Franchisor of the Year Award at the 2026 Encouraging Women into Franchising (EWiF) Awards.

EWiF was founded to support and celebrate women across the franchising sector, championing those who are building successful businesses. It’s a mission that closely reflects the values at the heart of Basking Babies. From its very beginning, the brand has focused on empowering women at every level – from the parents attending classes, to the franchisees running their own businesses within a supportive network.

Carla’s approach to franchising has always centred on people, not just performance. By creating a culture rooted in openness, trust and shared growth, she has built a network where franchisees feel genuinely supported to succeed in a way that works for them.

Over the past year, that approach has continued to evolve, with ongoing investment in franchisee development, wellbeing support and opportunities for collaboration across the network. This people-first focus has helped shape a franchise community where women are encouraged to grow in confidence, capability and ambition.

“I was absolutely thrilled to be shortlisted for Franchisor of the Year. To be recognised alongside such incredible women leading their own franchise brands felt really special,” Carla explained. “It meant so much to see the journey of Basking Babies acknowledged in this way, especially because it reflected the strength, care and commitment of our entire network.”

Carla was shortlisted alongside two other leading women in franchising, Caroline Gowing from Pink Spaghetti PA Services and Claire O’Connor from babyballet.

Helen Mansfield, Managing Director of EWiF, said: “We were thrilled with the number of entries this year, coming from all over the UK. This was a tough competition judged by experts in franchising. Being named a finalist was a significant achievement, with finalists selected for their business acumen, determination, creativity and perseverance.”

For Carla, the recognition is not just a personal milestone, but a reflection of the wider Basking Babies community. The brand continues to grow in a way that stays true to its original purpose – helping women feel less alone and more empowered.

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