How Sam Kelly Turned Adult Spanish Classes Into A Community People Don't Want To Leave

In this episode of The Class Business Podcast, Krissy Monaghan is joined by Sam Kelly, founder of SJ Languages, where she delivers relaxed, practical Spanish classes for adults in Norwich, Beccles and online. Sam's classes are designed around the Spanish people actually want to use on holidays and in everyday conversations, but what she has built goes much further than language learning. Her learners meet in cafés, wine bars and hotel spaces, attend Spanish-themed events and socials, form friendships and often stay with SJ Languages long after completing their first beginner course. Sam didn't originally plan to build an adult-class business. After leaving school teaching in search of more flexibility, her business moved through tutoring, GCSE provision and several other services before adult Spanish classes began to take off. Today, she has 55 regular adult learners, six classes running in Beccles, a sold-out Norwich class and further demand waiting behind them. We talk about: • Growing up in Tenerife and learning Spanish through immersion • Sam's journey from school teacher to business owner • Why SJ Languages didn't start with adult classes • Allowing a business to evolve instead of forcing the original plan • Creating "real Spanish" rather than textbook-only learning • Building confidence for holidays and everyday conversations • Why adults can become incredibly loyal long-term customers • Moving learners from beginners into a rolling Spanish Club membership • Creating flexibility around work, illness, holidays and real adult life • Growing to 55 regular learners across Beccles and Norwich • Why Sam avoids traditional classroom environments • Hosting classes in cafés, wine bars and hotels • Spanish wine tasting, bingo, games nights and social events • Using events to create immersive learning experiences • How partnerships with local venues support the business • The friendships and community that have developed between learners • Why adult classes can have an impact far beyond learning Spanish • Using old-school local marketing alongside social media • Why word of mouth works so strongly for SJ Languages • The opportunities Sam sees for expanding events and experiences 👉 Find out more about SJ Languages: https://www.sjlanguages.co.uk/ Sam Kelly is a finalist for Adult Class Provider of the Year, sponsored by Barbara Allen from Lingoform, at The Class Business Awards 2026. Join us on Saturday 10 October 2026 at the National Conference Centre in Solihull for The Class Business Live, followed by The Class Business Awards & Afterparty. https://www.kristinemonaghan.online/o... #TheClassBusinessPodcast #TheClassBusinessAwards Suggested YouTube chapters 00:00 Meet Sam Kelly from SJ Languages 01:21 Growing up and going to school in Tenerife 03:20 Why Spanish culture is still part of Sam's life 05:01 Leaving teaching and starting a business 06:15 How adult Spanish classes evolved unexpectedly 07:16 Creating practical Spanish for British adults 08:11 When classes become a community 09:09 Moving from courses to a membership model 10:44 Growing to 55 regular adult learners 11:31 Spanish socials and immersive events 13:19 Why Sam doesn't teach in classrooms 14:58 Turning a class into an experience 16:15 The wider impact on adult learners 17:58 Demand for daytime and evening classes 18:55 Why adults still want to learn languages 20:34 Marketing an in-person local business 21:28 Partnerships, referrals and word of mouth 22:21 Why the flexible club model works 23:40 How to find SJ Languages