Customer journey for sports coaches: instructions for use

Why the customer journey changes everything for a coach

More revenue, less friction

A well-designed customer journey transforms simple curious people into regular students, then into ambassadors. Result: more registrations, longer retention and organic referrals. By clarifying each step, you reduce friction and save time.

What your customers really want

Your prospects want: to quickly understand your offer, know how to get started, measure their progress and feel supported. An explicit customer journey meets these expectations with steps, evidence and follow-up rituals.

Frequent mistakes to avoid

• Selling without explaining the rest of the path: no vision, no commitment.
• Multiplying channels without a coherent message.
• Improvised onboarding, which causes membership to drop after the first session.

Tip: centralize your steps and communications with EKKLO to maintain a smooth end-to-end experience. If you're just starting out, these tips for getting your first 3 clients will help fuel the top of the customer journey.

Step 1 - Discover: attract attention qualified

Messages that resonate

• Who you are helping: “Postpartum women”, “managers in a hurry”, “beginners at the gym”.
• Concrete results: “Lose 6 kg in 12 weeks without a yo-yo diet”.
• Evidence: before/after photos, testimonials, progress figures.

Rethink your bios and presentation pages with a goal sentence, a measurable promise and a call to take the next step in the customer journey.

Effective channels for a coach

• Instagram/TikTok: 2 to 3 pieces of content/week, short format, social proof.
• Google Business Profile: customer reviews, photos of the location, offers.
• Local partnerships: boxes, studios, physiotherapists; co-branded trial offers.

Acquisition KPIs

• Weekly content reach.
• Clicks to your booking page.
• Visit → contact ratio (objective: 2 to 5%).

Step 2 - Decide: convert without pressure

Clarify the offer in 30 seconds

Your “Decide” page must explain: for whom, what, how, how much, and when we see the first results. Use legible offer names (Starter 4 weeks, Transformation 12 weeks, Performance 6 months). Strengthen credibility with 3 proofs: video testimonial, metrics monitoring, satisfaction rate.

Value anchor and options

• Entry package: low ticket to take the plunge (evaluation session + 2-week plan).
• Heart offer: your best value/time.
• Premium option: additional check-ins, nutrition, priority access.

Want to refine your formulas? Follow this guide to create attractive offers and packages and facilitate the decision in the middle of the customer journey.

Simple conversion scripts

• DM: “Thank you for your message! If your objective is Reformulate the objective, co-construct the plan, propose the next step.

Step 3 - Start: onboarding that sticks

The 7-day onboarding plan

• D0: confirmation, reminder of the 1st appointment, health/objective questionnaire.
• D1: evaluation session, quantified objectives + 2-week plan.
• D2: motivational message + tutorials of the 3 key movements.
• D4: quick WhatsApp check-in (feelings, pain, questions).
• D7: mini-assessment, adjustments, blocking of the recurring slot.

The start of the customer journey must reassure, frame and show the first quick gains.

Useful welcome kit

• PDF “How to succeed in your first 2 weeks”: sleep, hydration, organization.
• Visual roadmap: milestones at 2, 4 and 12 weeks.
• Automated reminders: sessions, hydration, daily steps.

Activation KPIs

• Questionnaire completion rate (>90%).
• Attendance at the first 2 sessions (>85%).
• First measurable progress within 14 days (weight, repetitions, pain, breath).

Step 4 - Progress: rhythms, evidence and coaching

Follow-up rituals that last

• Weekly check-in: feelings, perceived load, obstacles.
• Bi-weekly assessment: photos, measurements, PRs.
• Planned adjustments: deload, variations, home options.

Give proof of progress

• Simple graphs: series, loads, time over 5 to 8 weeks.
• Internal badges: “3 weeks without absence”, “+10% on squat”.
• Quarterly showreel: 45-second edit of progress.

Automate without dehumanizing

• “Gentle” reminders if session missed.
• Congratulatory messages after each milestone.
• Request feedback when an objective is achieved.

Centralize tracking, reminders and payments to streamline the customer journey with EKKLO. And to go further on the mechanics, here is how automate your coaching business without losing the human touch.

Step 5 - Build loyalty and recommend: from customer to fan

Offers continuity

• Maintenance 1 session/week: maintain what you have learned.
• Performance 2 to 3 sessions/week: aim for a competition, a personal record.
• Thematic cycle 6 weeks: mobility, arms/upper body, 10 km race.

Suggest these continuations before the end of the first cycle to keep the student in the customer journey.

Ambassador program

• 1 sponsorship = 1 week free or -10% on the following month.
• “Invite a friend” events: discovery WOD, mobility, initiations.
• Wall of successes: stories, real, page dedicated to transformations.

Moments that create attachment

• Monthly letter: behind the scenes, short advice, agenda.
• Community challenges: 10,000 steps/day, 30 days core training.
• “Before/after” photo framed by you, with written consent.

Measure and optimize your journey customer

Essential dashboards

• Acquisition: content reach, visits, information requests.
• Activation: onboarding completion, session 1 and 2 attendance.
• Retention: monthly renewal rate, average subscription duration.
• Recommendation: NPS, Google reviews, sponsorships per month.
• Evidence: before/after photo at the top of the page vs. at the bottom.
• Onboarding: D7 assessment by call vs. voice message.

Measure over 4 weeks. Keep what moves your KPIs.

Take action with EKKLO

• Centralize offers, reservations, payments and messages: a single tool to manage the customer journey without loss of information.
• Automate reminders, reminders and periodic reviews.
• Monitor progress with individual objectives and easy-to-understand reports.

To equip yourself from A to Z, discover EKKLO. And if you are preparing to ramp up, this guide on how to develop as a sports coach will help you amplify the impact of your customer journey.

To remember

• A clear customer journey removes doubts, accelerates the decision and secures retention.
• The onboarding of the first 7 days determines the rest: ritualize it.
• Measure 4 axes: acquisition, activation, retention, recommendation.
• Automate reminders and assessments, keep the human touch the essential.
• Propose a follow-up before the end of the cycle to extend the commitment.

Conclusion and next step: map your steps, write your key messages, install your follow-up rituals and set them to music with EKKLO. Your customer journey then becomes a predictable system that transforms trials into lasting results.