IDEA Lab Kids Appoints Devina Bhojwani as Chief Executive Officer

IDEA Lab Kids was founded as a way for kids to explore their love of science, technology, engineering, art and math (STEAM) subjects. The idea for the concept started in 2011 when Founder Ghazal Qureshi, herself the parent of three children, sought an educational extracurricular activity that would accommodate all of her children at once. Since then, the brand has positioned itself to become a leader in the growing STEAM education space with a cutting-edge curriculum, proven business model and strong franchisee support infrastructure.

Today, IDEA Lab Kids is a booming franchise opportunity and has awarded more than 90 locations since it started franchising in February 2017. The brand has plans to award up to 500 locations in the U.S. over the next five years. To support that growth, the brand appointed IDEA Lab Kids investor and board member Devina Bhojwani as chief executive officer in December 2019.

“In many ways, my life journey has been defined by my involvement with education,” said Bhojwani. “I originally moved to the United States in pursuit of better education and graduated with honors from Rice University with an MBA. Before getting involved with IDEA Lab Kids, I was a franchise owner for the early childhood education concept Gymboree Play & Music and operated four centers in the greater Houston, Texas area. 

During that time, Bhojwani found professional success by helping her Gymboree centers become some of the top-performing stores in the nation and managed a team of 55 teachers across all four locations. As a multi-unit franchise owner, Bhojwani became very involved in the Houston community, opening her doors to Hurricane Harvey victims and taking in families to give children a place to play.

Bhojwani was originally attracted to IDEA Lab Kids’ innovative concept after her daughter attended one of the brand’s summer camp programs–Shark Tank for kids. She learned about revenue, costs and how to write a business plan. Bhojwani was very impressed with the brand’s strong academic model and innovative curriculum.

The brand sets itself apart from other supplemental education or STEM-focused programs by developing courses that utilize the additional discipline of art (the “A” in STEAM) as a vehicle through which children are able to engage in developmentally appropriate learning through deconstructed, complex scientific projects. The curriculum sets children up for success and allows them to execute advanced projects through step-by-step instruction. 

“In terms of franchising, I was drawn to the idea that IDEA Lab Kids is still a relatively young franchise,” said Bhojwani. “This creates several advantages, one of them being that the franchisor is very involved with the day-to-day operations of every single franchisee. Part of IDEA Lab Kids’ success is due to the support the brand provides franchisees.”

Bhojwani was also attracted to IDEA Lab Kids’ constant innovation for children, teachers and franchisees. “The technology space is changing so fast, and IDEA Lab Kids has done an amazing job of keeping up,” said Bhojwani. “I loved that innovation was at the center of this company from day one. Whether it is with new technologies, stimulating classes or advanced business practices, IDEA Lab Kids makes sure to stay ahead of the curve. ”

Bhojwani first joined the IDEA Lab Kids team as an investor and board member in September 2017. In December of 2019, she was elected to the CEO role. Since coming on board, Bhojwani has already introduced several new initiatives to support franchisees. This includes the formation of a franchise council—a small group of core franchisees that represent the entire franchise community. The council will work closely with the franchisor to help make decisions about everything from marketing to operations. IDEA Lab Kids will have 25 operating locations by summer 2020, so it is important to make sure that everyone’s voice is heard as our presence grows. The first annual franchise council meeting will be in November 2020 and will offer franchisees a chance to network and share best practices.

“As a multi-unit franchisee for almost a decade, I developed a level of experience that has been helpful in this position as CEO,” Bhojwani said. “When I talk with IDEA Lab Kids franchise owners, I am able to understand and empathize with their perspective from walking a mile in their shoes. IDEA Lab Kids is currently poised for rapid international expansion, and I am excited to work together with our franchisees to create learning solutions for the next generation of engineers, scientists, artists and innovators.”

The total startup investment for IDEA Lab Kids ranges from $111,500 – $200,000 including a $35,500 single-unit and a $102,500 five-unit franchise fee. Financing options are available for those who qualify.