Prime Parents Club            Did we mention that it's FREE?


Prime Parents’ Club first started as in October 2010. It was created as an online site to connect moms in their prime–mainly late 30s, 40s and beyond. As a niche area that had few online offerings, the site quickly took off and within the first few months became one of the top 400,000 sites visited in the world, and ranked 77,110th most visited site in the United States.*

As our popularity quickly grew and we added a phenomenal team of contributing writers, we continued to get a variation of one comment or question from men and dads:

“What about us?”

We put our heads together and the only answer that we could come up with was, “Yeah, what about the dads in their prime?”

So, in April 2011, became to expand our offerings and audience.

So What? provides information, support, entertainment and so much more to parents who share a  unique thing–having or raising children later in life and the questions, issues and situations that surround it. We cater mainly to parents 35 and older, but all ages are welcome.

The Back Story

Jacqueline Wilson and her daughter, EllaThe idea for the site first started after founder Jacqueline Wilson of had her first biological child just after she turned 39 years old.

“It really wasn’t a big deal to me. I knew the risks associated with pregnancy later in life, but age has never been a big deal to me until society told me it was a big deal,” Wilson said. 

“Being labeled as ‘AMA’ [advanced maternal age] by the doctor had me thinking. Then, after my daughter was born, people in public assumed she belonged to one of our older daughters, who were 19 and 14 at the time. What kind of society do we live in that people first think that a baby belongs to a 14 year old instead of the older mom?”

The final straw was when Wilson was refused membership to a mom’s play group because of her age.

“I actually received an email back stating that they were sorry to inform me that the play group wouldn’t be open to us because they found that ‘moms in the age range of 24 to 32 worked best for them.’ It was outrageous–ageism at its worst, from other moms no less! It was a blow to the ego. I still saw, and see, myself as a cool, hip mom. I think they’re missing out on vital experience by excluding older moms.”

After that,  Wilson started looking to expand her support system.

“Because my daughter was so young, most of the other moms in our play groups and classes were in their 20s and early 30s. Although I enjoyed being with them, I just felt like I was in a different place in life. I had been through several careers and traveled and lived in different areas. I was an educated career mom who was dealing with teen issues and baby issues, as well as my own health issues and my aging parents all at the same time. I needed other women who could relate, commiserate.”

“There are no older mom groups in our area, and very few support groups online that talked about the stuff I wanted. I needed to be able to talk about being an older parent while still connecting with newer, hipper things. I like hip-hop and jazz. I like the theater and theatre. I can’t be the only older mom who is like that. However, I just couldn’t find a good base of helpful information mixed with fun and entertainment online. There was only one thing left to do–create my own network.”

Thus, 40 Moms Club was born.

Named for women in their 40s, the site was actually designed to meet the needs of moms in their late 30s, 40s and beyond. 

“There are very unique issues related to having a baby or raising a family at these ages. We want to help support parents who fall into this group; let them know that we get it. However, moms and dads of any age group are welcome. We certainly aren’t exclusive and would never want a parent needing support to be left out because of his or her age.”

Today, Prime Parents’ Club carries the same mission as before–celebrating and connecting parents in their prime–now it has just expanded to include dads.

Prime Parents’ Club — Not your parents way of parenting.

*Based on Alexa data