PurposeThe main aim of this study is to explore characteristics of parents who signed up for parenting classes offered to the universal population and their reasons for participation.Design/methodology/approachData were obtained from parents in a study on parent training for children aged two to eight years (n=189), and a follow up survey on these parents (n=118).FindingsParents had high education, were married, and employed in full time jobs. The mean age of the children was under four years, and their Intensity and Problem scores on ECBI were higher than the Norwegian mean scores for their age group. Parent stress, parental concern, and parenting practices predicted the ECBI Intensity scores to a rather large extent.Practical implicationsParents with high SES risk factors may not come forward to participate in face‐to‐face mental health promotion interventions even if the parenting intervention is offered in a non‐stigmatising way.Originality/valueBy offering a universal health promoting and preventive parent training service in the community, a large proportion of children with behaviour problems were identified and referred to treatment. This demonstrates how parent training services, offered to the universal population, may contribute to increase the reach for the youngest children in need of treatment.