Ed is the co-founder of Pembee, the booking software built for activity providers, clubs and class-based businesses. He has led the product since its launch in 2021, working directly with sports clubs, afterschool and holiday clubs, dance studios, gymnastics and martial arts academies, forest schools and camps to shape how they take bookings, manage registers and get paid.
His experience with booking systems goes back well before Pembee. As a front-end developer he built booking and registration platforms for a range of clients, including the Shine website and booking system (myshine.co.uk), which launched in 2012. That decade-plus of hands-on work designing scheduling, registration and payment flows informs everything he writes about running a class-based business.
Ed is also an ECB-qualified cricket coach and has coached junior sides, so he knows youth sport and kids' activities from the provider's side of the booking form — sessions, registers, parents, schedules and payments — not just as a software builder.
On the Pembee blog, Ed writes practical guides for people running activity businesses of every kind: booking and registration, payments, funding and grants, and the operational decisions facing sports clubs, afterschool programs, camps and outdoor learning providers in the UK and US.
Experience & credentials
- Co-founder of Pembee (2021–present)
- 10+ years building booking & registration systems (since 2012)
- Built the Shine class booking system, launched 2012
- ECB-qualified cricket coach; coached junior/youth sport
- Former front-end developer (Sky, Bright Sites Consulting)
Articles by Ed
Ed Hollinghurst
Ed Hollinghurst
