EVERY parent wants the best for their child when it comes to education.
But not all can afford a private tutor.
That is the market that a new centre is hoping to tap into.
Explore Learning, based in Sainsbury's in Gallagher Retail Park, opened yesterday.
It runs after school and at weekends and allows parents to drop children, aged from five to 14, off for extra maths and English tuition.
Centre manager Rosie Hamp said eight tutors had been employed at the centre.
She said the criteria for a tutor was grade B or higher at maths and English GCSE.
She said: "This is part of an exciting new development for the town, offering a new option for parents and children in after school activities.
"Every one of our centres is open seven days a week and you don't need to pre-book; you can just come in and drop off your child as and when suits you, which parents love.
"Our maximum ratio is one tutor to six children to ensure they get plenty of help and attention and our staff are just so enthusiastic; the children love coming in to see them each week.
"It's not just about the learning, but having fun as well."
Mum Zoe Bawtree, from Fairview, has been searching for an out-of-school tutor for her 12-year-old son Fraser, who has dyslexia, in recent weeks.
She said: "I think it's a great idea. It can be hard for parents to find a suitable tutor because they are often having to juggle other commitments.
"Having tutoring available at the supermarket could be quite convenient.
"Mums and dads could even drop them off for an hour of study while they go and do the weekly shop."
Private tuition costs between £20 to £30 an hour on average. Explore Learning charges £98 a month, which covers two tuition sessions a week.
Parents interested in finding out more can contact 01242 279947 or Cheltenham@explorelearning.co. uk.