Today, we are in a market where demand has exceeded supply. And in the sports world, it could not be otherwise. There are a multitude of different sports clubs. And we are not talking at the state level. In your own locality, you probably have at least one club with the same characteristics as yours.

But beware! Your competition is not the club of the same sports modality that is in your same neighborhood, no. You compete against an infinite range of leisure activities. Your competition are clubs from other locations. They are clubs of other modalities. They are the painting academy or the first aid courses. In short, you compete against any alternative that is worth to cover the time dedicated to people’s leisure.

We are not going to tell you that people do not compare the different offers to cover their free time or that of their children. But it is not a task to which they dedicate weeks and weeks. Therefore, your club should have some key factors that differentiate them and position it above the competition. And you should be able to convey it in the best way to potential new partners.

1. The athletes are the users. Customers are parents

The goal of a club should be to promote a healthy and active lifestyle through sport. This does not mean that new members choose your club for the mere fact of playing sports. Normally, there is something “extra”. A determining factor that makes that person choose your club over another club or activity.

If you have a sports school in your club, surely this song sounds like you. Many fathers and mothers let their children decide the sport: “ It is that what the child likes is soccer “. This is a typical case. But we all know that children are very influential, and what they choose, sometimes does not have to be the best for them. In fact, it usually isn’t.

Other times, children try to imitate parents or friends. Therefore, this decision will also largely depend on the people around you.

This does not mean that a father or mother has to force their children to play a sport that they do not like. But you, as the head of the club, have to be very clear about who the user is and who the customer is. It is clear that the user has to be attracted by the offer of your club. But who pays is the client, are the parents . Be clear about this when thinking about your club’s recruitment strategy.

Just as they do not choose their diet, they should not have the power to decide on their education at those ages. At the end of the day, sport will be a very powerful tool that will greatly influence their education in values ​​

2. Education and values ​​above all

If there is something remarkable about sport, it is the values ​​it promotes: Sacrifice, perseverance, teamwork, improvement, resilience … Take this into account when setting out the values ​​of your club.

Unless you have a club that people are drawn to because of its high competitive level and where people want to play because they are the best performers, your approach should be different. Even in these clubs, what is most important is not “sports quality”, but “human quality”. The most attractive clubs are those that offer these “extras.” They are something intangible, yes. But that is perceived. And it is also transmitted. Your club should be a place to socialize. A club where each member feels part of a family.

Meeting new people and making friends is an important factor for some when they play sports. Especially in the case of the youngest, since many join a sports club to make friends and be with their friends from school in other settings.

Not all clubs are the same or meet the minimum educational requirements. This will make parenting easier. Ideally, the club has a clear educational vocation and that its coaches are trained in this regard.

Every good club must have a set of values ​​and established norms. Ethics is also a key factor in attracting parents who want to enroll their children in your club.

3. Position your club, your brand, on the Internet

To get to know a club better and everything that surrounds it, the quickest and most common way is to search for this club on the Internet. The technological component comes into play here. To be competitive in this regard, your club must meet a minimum. It is not enough to have 2 inactive social profiles and a web page that has not been updated since 2014. Have a web page adapted to your audience and updated in content, as well as active social profiles focused on your target audience.

We are going to divide what is related to your digital presence into two sections: Before meeting you and after meeting you

3.1 SEO for your sports club

The first step is to be found on the internet. And for this, you must be well positioned in Google searches. If someone searches for Club Deportivo Gorriones in Madrid, it is normal for your club to appear. But your challenge should be to appear in the first search results when someone searches for “Soccer school in Vallecas”. The more global the search, the more difficult it will be to position yourself, since you will have more competitors, but probably, there are more potential new members. What about appearing as the first search result when someone types “sports clubs in Madrid”.

In this post we give you more tips about how to attract new partners in the digital age .

3.2 Website and social networks where the user experience prevails

Just like SEO is the promotion and showcase of your store, you have to conceive your website and your social networks as the store itself. You have already managed to get a potential partner to enter your store, now you have to sell them. What’s more, you don’t have to sell to him. He has to buy because he has an unsustainable desire to take everything home!

Well, that’s the approach you have to take on your social media. Someone who enters your website has to feel attracted. Good aesthetics, careful design and web usability that invites you to explore the different sections without getting lost.

Once you have passed on all the important information, it is time for that visitor to become a customer. Facilitate conversion with contact forms, club registration forms, newsletter, and different types of digital marketing strategies.

As we mentioned, in addition to a web page, it is advisable to have active profiles on social networks. Try to upload interesting and fun content about what your club does, which is what is really valued the most. And above all, seek interaction with your members and potential members. This will generate great confidence and will encourage you to want to be part of that circle.

4. It offers a multitude of services and activities

Regarding services, it may be attractive for your club to offer a wide variety of services and activities. Beyond the usual activities that a sports club can offer such as training and competitions. Stick with the following ideas:

• You can celebrate special events. For example, with a solidarity or educational nature.
• You can organize a summer, Christmas or Easter campus
• You can host eventual competitions or tournaments, either on your own or collaborating with other entities and clubs
• Organize trips. From a stage or sports concentration to tournaments in other locations or trips that are not directly related to sports practice, but are made with a more leisure and cultural nature
• Organize “The day of the club”, promote the activities and invent games and new dynamics
• Organize the “Beer Fair”, “Popular food” or some other social event related to eating and drinking
• Organize different activities in preseason such as hiking, kayaking, paintball or karting.
• Offers an educational line in sports for children who want to be coaches, physical trainers or referees.
• Innovate, innovate, innovate. As you can see, there are millions of ideas. Go around it, I’m sure you can think of more.

When you organize new activities, it is very important to know the opinion of athletes and parents in any event. It is essential that you have this information to improve some aspects of your club, and that the next time you organize them is a memorable event.

In addition, you will imply that your club cares about the opinions of its members and takes them into account.

In short, choosing a sports club is not a decision that is made in one day, because many alternatives are studied. We can assure you that a club can be discarded in a day, or even in seconds.

A parent wants the best for their child, so first make sure your club offers it, and then make sure you know how to reach them and pass it on.

At Esportter we work hand in hand with the clubs. Learn about all our services, and especially those related to digital marketing, the first source of recruitment for clubs like yours 😉