Boost your fitness brand with sporting events

In the life of a coach, a studio or a small venue, sporting events are visibility and sales accelerators. Well exploited, they transform a simple presence into a qualified flow of prospects, reservations and subscriptions. Here’s a proven, step-by-step method to go from “I’m going there to show off” to “I’m going there to convert.” To centralize your reservations, payments and messages on the big day and after, consider EKKLO: https://info.ekklo.com/

Why focus on events

Sporting events attract a hot audience, already motivated by physical activity. You gain credibility, reduce the cost of acquisition and accelerate trust.

Choose the right formats

• Priority to local events: races, tournaments, open days, charity WODs, well-being festivals.
• Check the audience–offer match: health objectives, performance, weight loss, postpartum, mobility, etc.
• Analyze the history of previous editions: attendance, participating profiles, partners present.

Set SMART objectives

• Leads captured: “100 qualified e-mails/SMS during the day”.
• On-site conversions: “15 sales of a discovery pack”.
• Delayed conversions: “25 scheduled evaluation meetings”.
• Product content: “10 UGC videos + 30 usable photos”.

Tip: index your objectives to the expected volume (e.g.: 3–5% of visitors to a show).

Budget and return on investment

• Costs: stand rights, visuals, goodies, competition prizes, staff, travel, tools.
• Revenue: on-site sales, subscriptions, packs, 10-session cards, pre-sales.
• Monitoring: cost per lead, D-day conversion rate, M+1, LTV of customers from the event.

To better transform this traction into customers paying, find out how to get your first 3 clients from your first field actions: https://info.ekklo.com/blog/comment-avoir-ses-3-premiers-clients-quand-on-debute-en-tant-que-coach-sportif

Prepare the pre-event: the plan that makes the difference

70% of performance is decided before the big day. Prepare your offers, your messages and your process.

Irresistible offer + landing page

• Offer a “14-day Discovery Pack” with 2 sessions + fitness assessment + personalized action plan.
• Add a simple guarantee: “Satisfied or redirected for free”.
• Create a dedicated page with quick form, call slot, and payment secure.
• Add a counter of limited places to create urgency.

Supports and scripts

• 30-second pitch script: target problem, clear benefit, proof, call to action.
• Check-list stand: roll-up, flyers with QR code, tablet, payment terminal, banner schedules.
• “Express trial” kit: elastics, timer, test sheets, wipes, branded water bottle.

Social media and e-mail plan

• Teasing D-10 to D-1: program, competitions, prize to be won, promo code reserved for those present.
• Retargeting on your local audiences and your existing subscribers.
• Emails to your current contacts: “Bring a friend = exclusive bonus”.

Activate on site: a stand that captures and converts

On the big day, provide a memorable and measurable experience.

High-value experiences

• 7-minute mini-assessments: mobility test, breathing, grip strength, vertical jump.
• 10-minute express sessions: gentle HIIT, mobility, technical weight lifting, core pilates.
• “Before/after” demo: posture or amplitude on 3 exercises, photographed with consent.

Frictionless contact collection

• QR codes to the landing page, posters at 3 heights (adult/child/armchair).
• Ultra short form: first name, e-mail, mobile, objective.
• Instant prize: digital “winning wheel”. Each lead earns a bonus.

With EKKLO (https://info.ekklo.com/), create an online form, schedule trial slots, centralize contacts, and send a first message directly after entry.

On-site sales and reservations

• Payment terminal + mobile payment link for packs.
• Visible calendar to book an evaluation within 72 hours.
• Simple commitment vouchers: 1 page, readable conditions, digital signature.

Amplify digital during the event

Don't be satisfied with the physical crowd. Multiply the audience with real-time content.

Live social and UGC

• Stories every 60–90 minutes: behind the scenes, before/after, hot reactions.
• Official hashtags + hashtag of your offer to find the content.
• “Photo finish” zone: clean background, good light, accessories. Ask for usage authorization.

Local micro-influencers

• Invite 3–5 niche profiles (running, yoga, cross-training, health). Offer a VIP pack.
• Simple brief: 1 reel, 1 before/after story, 1 post-assessment with call-to-action.
• Trace via affiliate code or tracked link.

Short video that performs

• Formats: “1 exercise, 1 tip, 1 result”.
• Angle: visible transformation in a few minutes (mobility, breathing, technique).
• Editing on telephone, automatic subtitles, royalty-free music.

Need help to produce quickly and well? Follow this guide to create Insta or TikTok content with AI: https://info.ekklo.com/blog/comment-creer-du-contenu-insta-ou-tiktok-avec-l-ia-quand-tu-es-coach-sportif

After the event: convert, build loyalty, document

The majority of sales are made afterwards. Order your reminders and make the decision easier.

Sequences D+0, D+3, D+10

• D+0: personalized message with the best photo/video of the person, reservation link.
• D+3: social proof + reminder limited places + payment link for the discovery pack.
• D+10: alternative offer more gentle (1 session + assessment) for those who are hesitant.

With https://info.ekklo.com/, schedule your messages, your appointment reminders and your requests for opinions in just a few clicks.

Offers and proofs

• Limited time bonus: “1 free session if booked within 48 hours”.
• Testimonials from the event: before/after carousel, noted reviews, screenshots.
• Clear proposition: 3 options max, readable prices, simple terms.

Personalized follow-up

• 15-minute exploration call to qualify needs, motivation, constraints.
• 30-day action plan sent by email and app.
• Progression meeting scheduled from the first session.

Measure, optimize, scale

Move from a one-off opportunity to a system that grows each time quarter.

Essential KPIs

• Volume of leads from sporting events.
• Cost per lead and per customer.
• No-show rate and booking rate on D+7.
• LTV and repeat purchase rate per quarter.

Traceability and dashboard

• Tag each contact by event, date, capture channel.
• Visualize the tunnel: stand > contact > appointment > sale > retention.
• Identify the messages that convert best.

Industrialize success

• Annual calendar of sporting events and milestone dates (back to school, pre-summer, holidays).
• Playbooks internal: checklists, scripts, reusable visuals, offers by season.
• Standardize the team: precise roles at the stand, individual objectives, debrief 24 hours later.

Event ideas according to your activity

Adapt your actions to your positioning to maximize relevance.

Independent coach

• Bootcamp in the park on Sunday with express assessment.
• 30-day “get in shape” challenge launched on a local race.
• Partnership with a running store for technical workshops + shoe testing.

Yoga/Pilates studio

• Open doors breathing and mobility before an urban trail.
• “Happy back” workshops co-hosted with a local physiotherapist.
• Outdoor sessions at sunrise, followed by a healthy partner breakfast.

Box/Club

• Charitable WOD, mixed team members + newbies.
• Friendly tournament with recovery stands: mobility, massage, cryo.
• Family relay challenges to attract an intergenerational audience.

To remember

• Sporting events work if the offer, the message and the process are ready before the big day.
• Collect contacts without friction, then relaunch with a plan D+0, D+3, D+10.
• Sell on site when possible, otherwise set up a quick and simple appointment.
• Measure everything: CPL, conversion, LTV, and replicate what works.

Conclusion: make each event a growth lever

With rigorous preparation, your next sporting events will no longer be simple showcases. They will become predictable growth levers: more contacts, more reservations, more subscribers. Centralize your reservations, payments and reminders with EKKLO: https://info.ekklo.com/

Want to automate your sequences and follow-ups after the event? Read this practical guide: https://info.ekklo.com/blog/comment-automatiser-son-business-quand-on-est-coach-sportif

And if you're just starting out, explore our resources, checklists and examples concrete information on the EKKLO hub: https://info.ekklo.com/