Padel Club: Developing its customer experience to build loyalty

Padel Club: Developing the Customer Experience to Retain Loyalty

Despite its rapid growth and significant media impact in France, padel remains a relatively new sport with “only” around 100,000 estimated players. The market is still developing, and the general public is far from being won over; padel is still a niche sport today. So how can we take advantage of the novelty and the dynamics of the sport to become a reference Padel Club in its region?

The Role of the Managing Coach

Generally, in padel clubs or in tennis clubs that have added padel courts, the commercial aspect is the responsibility of a managing coach, an essential role in the successful development of the club, but it’s a dual role that must be handled skillfully. The mistake is to want to separate the two activities, that of coaching and that of sales, depending on the time of day. On the contrary, both attitudes must be adopted simultaneously on the court or at the club’s reception. 

To develop revenue, it is important to move away from the associative mentality found in tennis clubs and shift towards a more entrepreneurial and professional mindset. This starts with viewing the people who come to the club not just as players but truly as clients.

The expression may seem harsh, but no need to worry, it is not about breaking the closeness with the players and becoming a mere salesman, but about linking the player's needs with the club's commercial offers.

Retaining Customers through Customer Experience and Sporting Results

Motivation and results represent the most effective value proposition in the retention process. A motivated player will come to the club more frequently, and their level will naturally improve with coaching sessions, establishing a virtuous circle where certain habits will then settle in naturally. In this sense, it is essential to make private lessons accessible to encourage this desire to progress. A good practice is to offer a trial session with a coach, providing an opportunity for the player to get a foothold and visualize their progression potential; this is when the managing coach can establish a relationship with the player and propose scheduling another lesson. 

During subsequent lessons, the managing coach can implement upselling with suitable equipment for the player’s progression such as shoes, rackets, textiles, in addition to coaching sessions. Ultimately, you can offer a whole catalog of accessories at your club. As sessions progress, a relationship of trust and closeness will develop, paving the way for new commercial opportunities.

CE Offers: Take advantage of your closeness with players to promote your club to companies.

Referral System: Since padel is a friendly and accessible sport, referrals are an excellent way to grow your client portfolio.

Family offers and trial sessions for the entourage, partners, friends, children of your players… and thus the possibility to offer equipment to these newcomers as well.

What Tools to Optimize Player Experience at Your Padel Club?

Online Booking, an Obvious Choice

Today, it is essential to provide your clients with flexibility and comfort in the booking process to retain your clientele. Whether through your app or your website, your clients will appreciate being able to book their sessions autonomously and with just a few clicks. 

In addition to making bookings more accessible at your club, online booking represents a time saving for the staff. No more need to be tied up on the phone for hours to take bookings. Thanks to the online booking and payment module, you can dedicate this time to other tasks and thus develop your activity. An automated management of your schedules will notably allow you to optimize your off-peak hours and therefore to animate your club almost all day long.

The Online Store of Your Padel Club

Do not underestimate the image that clients have of you. Often, your members perceive you as a reference place for the sport they practice. Your members are your best ambassadors. They are the most likely to recommend your center to friends or colleagues. It is therefore relevant to market personalized equipment or accessories that can be worn even outside your complex. 

The online store will allow your players to order equipment or accessories from your club at any time of the day.

Upselling represents an excellent way for your club to generate new revenue. Additionally, this will enhance the customer experience by offering new products and services.

Developing Your Club's Mobile App

Offering online booking is one thing, making it a simple and intuitive experience is another. A too complex booking process can quickly turn into an inconvenience and act as a barrier to booking. Mobile accounts for over 50% of internet connections in 2022, and everything can be booked in seconds on mobile. So why not the slots at your Padel Club? The mobile app is the best way to centralize all services and information related to your club.

If your clients have already created an account on your booking app, you already have their contact details (first name, last name, email, phone number). All that remains is to collect information related to their session. A time saver for you and your players.

The Bar/Restaurant Area, a Must-Have for Sports Clubs

A sports club is a place of life and entertainment. Playing football, padel, tennis, or engaging in any other activity is an opportunity for your clients to share a convivial moment. Embedded in the tradition of French sports centers, the Club-House has become indispensable. This activity can account for up to 25% of a complex's revenue.