Grimsby children’s role play centre launches with Start Up Loans support
Adventure Village Grimsby has secured a five-figure Start Up Loan through the British Business Bank’s Start Up Loans programme, with support from Business Enterprise Fund (BEF), to transform a vacant retail unit in Grimsby into a vibrant children’s role play centre.
Founded by Lee and Holly Fishwick, Adventure Village Grimsby Ltd offers a mini town role play experience, allowing children to explore roles including vets, midwives, builders and shopkeepers, designed to spark creativity and build confidence.
The inspiration behind the business stemmed from Lee and Holly’s passion for creating imaginative spaces for children to play, learn and explore in. To bring their vision to life, the pair approached BEF and were introduced to the British Business Bank’s Start Up Loans programme.
Lee Fishwick, co-founder of Adventure Village Grimsby, said: “We wanted to create something magical for local families – an environment where children can build confidence, develop social skills, and have a lot of fun. Securing the Start Up Loan has been a game-changer. It’s given us the financial boost needed to turn an empty unit into something special for our community.”
With planning permission secured, Lee and Holly began transforming the former Tile Giant premises, which had stood vacant since October 2023. The funding supported the construction of a series of mini village units within the space, creating a bustling pretend town for children to explore.
Holly Fishwick, co-founder of Adventure Village Grimsby, added: “Securing the Start Up Loan meant we could bring our dream to life much faster. It will allow us to create high-quality play spaces and set up the business properly from day one.”
Adventure Village opened their doors in 2025 and is now a go-to destination for families seeking creative, educational play opportunities for their young children.
Jane Cusse, investment manager at Business Enterprise Fund, said: “It’s been wonderful working with Lee and Holly and seeing their vision for Adventure Village come together. Their passion, creativity, and commitment to delivering a fantastic community asset is truly inspiring. We’re proud to have supported them on this journey.”
Lewis Stringer, senior manager, UK Network, East and South-East Midlands at the British Business Bank, added: “Adventure Village Grimsby is a great example of how the Start Up Loans programme helps ambitious entrepreneurs turn their ideas into reality. By breathing new life into a vacant retail space, Lee and Holly are creating jobs and supporting families across their local community. This highlights the importance of targeted funding programmes in helping entrepreneurs in harder-to-reach regions to thrive.”