48: Foot Health, Franchising and Building a Business That Fits with Sam Chetwood

Sam Chetwood is the founder of CeCe & Me, a mobile children's shoe fitting service transforming the way parents shop for their little ones' feet. Her journey began not in business but in frustration - as a mum who struggled to feel confident buying shoes for her toddlers and couldn't find a service that truly put foot health first. What began as a personal mission has since grown into a franchise network, supporting other mothers to build flexible, rewarding businesses around family life. In this episode, we explore the story behind CeCe & Me, the surprising science of children's foot health and what it really takes to build a franchise from scratch — a conversation about solving a problem you know intimately and why the shoes on your child's feet matter far more than most of us realise. "Shoes aren't just a necessity of life there to keep the rain off. They have a vital role to play in our wider physical and neurological health and wellbeing." — Sam Chetwood In this conversation, we explore: ✨ How Sam's experience as a frustrated mum navigating busy chain shoe stores became the catalyst for building an entirely new kind of children's shoe fitting service ✨ The challenges of getting children's shoes right and why the standard high street experience so often leaves parents feeling uncertain and overwhelmed ✨ How the CeCe & Me mobile model works and why bringing the fitting service directly to families changes the experience for both parents and children entirely ✨ The importance of building genuine relationships with families over time and why that continuity of care sets CeCe & Me apart from a transactional shoe shop visit ✨ The journey into franchising, how Sam developed her CPD-accredited training programme and what she looks for in the mothers who join the network ✨ The science behind shoe fitting and why getting it right in early childhood has significant implications for long term physical and neurological development ✨ How feet act as sensory organs and the surprising role they play in a child's wider health and wellbeing beyond simply keeping the rain out ✨ The tension between fashion and function in children's footwear and the practical guidance Sam gives parents who are trying to navigate both ✨ Why creating positive, memorable experiences around shoe fitting in childhood can shape a child's relationship with their own foot health for life ✨ The vision for CeCe & Me and where Sam hopes to take the business and its mission next About the Guest: Sam Chetwood is the founder of CeCe & Me, a mobile children's shoe fitting service and growing franchise network dedicated to promoting long term foot health in children. Having identified a genuine gap in the market as a frustrated mum, she built a business that combines expert fitting, parent education and a warm, unhurried experience that puts families first. Her CPD-accredited training programme supports franchisees across the country to deliver that same standard of care in their own communities. Sam is a mother on a mission to change the way we think about children's shoes, one fitting at a time. You can connect with Sam via Instagram, LinkedIn or the CeCe & Me website. About The Host: I’m Victoria Phipps – a Mum of two, analogue family photographer, personal brand photographer, educator, charity co-founder, marketer and now podcaster! 🎙️ I was raised by a nurturing Mother and an entrepreneurial Father and have inherited traits from both, so the tension between ambition and motherhood is one I grapple with on a daily basis! I’m fascinated to hear the stories of other women on a similar path, who are striving to build thriving businesses whilst being present for their children. It's a tough juggle, but I hope the conversations shared on this podcast help Mums in business feel less alone and inspired to keep going in pursuit of their dreams. Head to the Mum Means Business Podcast website for full show notes. I would love to hear your thoughts on the topics discussed in this conversation, so please do let me know on Instagram where I'm @victoriaphippsmbe or @mummeansbusinesspodcast. If you enjoyed this episode, please leave a 5* rating and review!