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 dance studios, martial arts academies, gymnastics clubs, swim schools and holiday 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 youth sides, so he understands the operational reality of managing registers, parents, schedules and payments from the other side of the booking form — not just as a software builder.
On the Pembee blog, Ed writes about class and course booking, managing registrations and waitlists, taking online payments, and the day-to-day software decisions facing activity providers.
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, former youth coach
- Former front-end developer (Sky, Bright Sites Consulting)
Articles by Ed
Ed Hollinghurst
Ed Hollinghurst
