This time, Lizzie lunches with Rebecca Crosby
This time, Lizzie lunches
with Rebecca Crosby
Imbiba’s very own Lizzie recently sat down with nursery expert and Founder of Monkey Puzzle, Rebecca Crosby, to chat about what it takes to build the UK’s largest franchise nursery group.
1. What made you decide to start Monkey Puzzle?
Monkey Puzzle was born out of both personal and professional motivations. At the time, I had just come out of a demanding role in the city working at Goldman Sachs, where the long hours made it clear that balancing a young family with a high-pressure career wouldn’t be sustainable. My husband’s family already had deep roots in childcare, with his mother running nurseries since the late 1970s, and we saw a real opportunity to build something meaningful that reflected our own values. I wanted to create a business that felt like an extension of the home, a warm, nurturing space that genuinely puts children and their development at the centre. It was a leap, but it’s been incredibly rewarding to see how much it’s grown and how many families we’ve been able to support along the way.
2. What has made Monkey Puzzle stand out versus other nursery operators?
I believe a huge part of our success has been our unwavering focus on quality, not just in terms of education and care, but in creating beautiful, well-designed spaces that children genuinely enjoy being in. We’ve always cared deeply about creating the right environments for early years development, where every detail from the classroom layout to the daily routines contributes to a child’s sense of safety, creativity, and confidence. We also work hard to foster a strong sense of community within our nurseries, with leadership that empowers staff and encourages genuine relationships with families. That combination of professional expertise and heart is what makes us different.
3. In your view, what’s the most important quality in a great leader within early years education?
Empathy. It might sound simple, but understanding and valuing people, whether they’re children, parents or staff, is fundamental to strong leadership in early years education. You need to listen actively, respond with care, and be able to see things from someone else’s perspective, especially in emotionally charged or sensitive situations. Leadership in this space isn’t about hierarchy or control, it’s about creating a culture where people feel supported, valued and inspired to bring their best selves to work each day.
4. Conversely, what trait do you think holds businesses back in this sector?
Complacency is a big one. The early years space is constantly evolving, whether it’s new research into child development, changes to government policy, or shifting expectations from families. If you’re not proactive about adapting, listening and improving, it’s easy to fall behind. Some providers focus too heavily on cost-cutting or rigid operational structures at the expense of quality or innovation. But in this sector, your people and your approach are everything. Without investing in both, it’s difficult to maintain excellence.
5. What’s the best business decision you’ve made since founding Monkey Puzzle?
One of the most important decisions we made early on was to place real emphasis on our internal culture and values. We didn’t want to grow for growth’s sake, we wanted to build something lasting, with integrity at its core. That meant being selective about who we work with, surrounding ourselves with passionate educators and leaders, and ensuring that every new setting reflected the same standard and ethos as the original one. Looking back, holding firm on those standards, even when it meant slower growth, has paid dividends in terms of brand trust and team loyalty.
6. What was your first job, and did it influence your approach to leadership?
My first job was in finance. I started at Goldman Sachs on the Fixed Income Trading floor. It was a high-octane environment, and although it couldn’t have been more different to early years education, it taught me invaluable lessons about discipline, attention to detail, and the power of clear communication under pressure. It also gave me a deeper understanding of how important people are to a successful organisation. It definitely shaped my drive, but it also helped me appreciate the need for balance and purpose in work, which is ultimately what led me to start Monkey Puzzle.
7. What would be your ideal “desert island” meal?
I’m definitely someone who loves variety, so it would have to be a Mediterranean-style feast — mezze plates with fresh olives, grilled vegetables, hummus, warm flatbreads and something spicy. Add in a perfectly cooked sea bass and a crisp glass of white wine, and I’d be very happy. Ideally eaten outdoors in the sunshine, with a view, maybe that’s the Greek influence creeping in from my recent projects there!
8. If you could give one piece of advice to your 30-year-old self, what would it be?
Back yourself more. I think many women, especially in male-dominated or high-performance environments, can struggle with self-doubt, even when they’re more than capable. I’d tell myself to stop waiting for external validation and start trusting my instincts earlier. You learn so much by doing and most of the time, the biggest barrier is the one we put up ourselves.
9. What did you find the most challenging part about being a female founder?
There have been moments where I’ve felt underestimated, whether that’s in meetings, negotiations, or pitching ideas. Sometimes there’s an unspoken assumption that because you’re a woman in childcare, your ambitions are “small-scale” or lifestyle led. But I’ve always had a clear vision and a commercial mindset and I’ve learned to trust my voice even when others don’t immediately see it. The key is to surround yourself with people who do believe in you and to let results speak for themselves.
10. Favourite book?
I tend to read a mix of business, psychology and fiction but a favourite I often recommend is The Culture Code by Daniel Coyle. It’s such a practical and insightful guide to creating strong, cohesive teams. I’ve found it resonates across all kinds of organisations, especially in childcare, where your people really are your greatest asset. For something more personal, The Island by Victoria Hislop — Greece and storytelling in one go!
11. How do you preserve the core values and ethos of Monkey Puzzle while adapting to trends and changes in the early years sector?
It’s a balancing act, but the key is staying connected to your ‘why’. For us, everything stems from that original belief in creating nurturing, family-led environments where children can thrive. As trends come and go, whether it’s in curriculum, design, or policy, we always ask: does this help us deliver on that mission more effectively? We’re open to change, but we don’t chase it for its own sake. The aim is thoughtful evolution, not constant reinvention. And keeping close to our teams and listening to parents helps us stay grounded in what really matters.
12. Any other words of wisdom?
Don’t wait for the perfect moment — it rarely comes. Start where you are, learn as you go, and be kind to yourself in the process. There’s a real joy in building something meaningful, especially when it impacts children’s lives. And remember, success doesn’t have to look like anyone else’s version. Define it for yourself and stay true to your values as you grow.