DS1 is 2.9 and for the last 6 months has been so emotional. He doesn't get angry and tantrum he just cries and wants cuddles. My main issue is when we go out to groups, he just doesn't want to go. We have a lovely, small (max 10 children) toddler group that we go to where he is one of the oldest and he cries as soon as we arrive. He can't explain why he is upset, if I ask why he is crying he just says he wants to because he is upset. 
We have the same scenario when we go to swimming or football, total emotional meltdown. To try and make things more "friendly" for him we went to football today with a friend, talked about it loads beforehand and the ladies taking the class come and do the same at his nursery and he loves it. They were gobsmacked at his behaviour as he is so enthusiastic at nursery.
I don't want to give up going to groups as it gets us out of the house and away from the television but is that selfish if he is unhappy going? What should I do when he gets upset? I have tried cuddles and reassurance and a more hardline approach with no discernable success. Today I resorted to bribery rewards and ignoring but no go there either.
I should say he is fine if we go the park, soft play, swimming etc on our own it's just groups 
He gets lots of one on one time and I tell him I love him and praise him for good behaviour.
Any advice, coping strategies appreciated as my patience is wearing thin!