Emma McNiel Built PlayPalz With Three Age-Based Zones and Parent-Friendly Spaces
As the mom of two young children, Emma McNiel (above with family) looked for play environments in her hometown of Chattanooga, Tenn., that were safe, clean and exciting. She wanted to be comfortable knowing her children were having fun in a well-designed environment. But she found nothing on a larger scale that was tailored for younger children. “That gap really stood out to me, and it inspired the vision for PlayPalz,” she says.
“I wanted to build something bigger, better and more intentional for early childhood play. So, we launched our first PlayPalz location in Chattanooga in July 2022, and from day one, the community embraced it. It quickly became clear that families had been waiting for something like this,” McNiel says.
PlayPalz indoor playgrounds are designed with three separate, developmentally appropriate play areas: a soft-play zone for children ages 2 and younger, a 4-and-under area with toddler-friendly equipment, and an all-ages section for open-ended play and family fun. PlayPalz locations also include nursing rooms and reading corners for parents and caregivers, and the overall vibe is bright, inviting and calming, rather than chaotic or overstimulating. Cleanliness and safety are priorities, with extensive cleaning and sanitization routines in place, and staff members trained in play supervision and safety protocols.
Franchising: The Path Forward
Overwhelmingly positive responses, including requests to open PlayPalz locations in other communities, prompted McNiel and her husband Lee to start the franchising process in 2023. “Franchising became the perfect path forward,” says Emma, who also had experience in franchising as manager of a location owned by her parents. “That experience gave me insight into what franchisees truly need — and how powerful it can be to grow a business alongside a strong, supportive brand,” she says. “We knew we could offer not only a successful concept, but the tools, resources and real-world experience to help others build something meaningful too.”
The first PlayPalz franchise opened in Cleveland, Tenn. “Families immediately connected with the brand, not just because of the fun and creative space, but because of the intentionality behind it. Memberships sold quickly, party bookings poured in, and the location became a trusted destination for family fun,” Emma says.
Demand for Children’s Services
The global market for children’s recreational services is expected to reach $2.32 trillion by the end of 2035 and increase at a combined annual growth rate of 4.7% by 2035, according to Future Market Insights. “Children’s services are purpose-driven and recession-resistant,” Emma says. “Families will always prioritize their children’s development, well-being and happiness. That creates not just consistent demand, but real impact. At PlayPalz, you’re not just offering entertainment. You’re supporting social skills, confidence, parent-child bonding and a sense of belonging. It’s a business that gives back emotionally, while also building a solid financial future.”
The McNiel’s own children have gained something of great value from PlayPalz, Emma says. “PlayPalz was born out of my own experiences as a mom, and running this business has been a full-circle journey. My children inspired this idea, and now they get to grow up watching it thrive. They’ve learned about creativity, resilience and community by watching their mom build something that matters. At the same time, being a parent has shaped every part of this brand. Every detail, from our layout to our policies, is created with real families in mind, because I’ve walked in their shoes.”
PlayPalz Advantages for Franchisees
Investing in PlayPalz provides franchisees numerous benefits. “We’re still early enough to offer a truly personalized experience, but far enough along to provide proven systems and real success stories,” founder Emma McNiel says. “You won’t just be part of a brand — you’ll help build it.”
Other advantages include:
- Multiple revenue streams through daily open play, memberships, private birthday parties, optional snack bars and retail sales, and seasonal and community events.
- Prime territory availability.
- Site selection and layout guidance.
- Equipment sourcing and vendor partnerships.
- In-depth virtual and on-site training, ongoing customized support.
- Marketing and grand opening support.
- Ongoing operations help, tools and community-building resources.
Learn more about the PlayPalz franchise.
