Sporting events: action plan for coaches and studios

Sporting events bring together ultra-engaged audiences. Well exploited, they become an accelerator of appointments, trials and subscriptions. Here's a step-by-step plan for coaches, studios and small venues to turn these moments into new customers - without blowing the budget.

To centralize your offers, reservations, payments and messages before/during/after the event, rely on EKKLO: https://info.ekklo.com/

Choose the right events athletes (and set your objectives)

1) Define your target and your SMART objectives

• Who do you want to reach: runners, active parents, combat sports practitioners, busy executives?
• Precise objectives: 120 qualified leads, 40 planned trials, 15 subscription sales in 14 days.
• Single message: a promise of result + deadline. Example: “-2 kg in 4 weeks without a drastic diet”.

Tip: if you are starting out, target local sporting events (reduced cost, access to the field). Use this guide to trigger your first sales: method to obtain your first 3 clients.

2) Select the formats adapted to your offer

• Local competitions: 5/10 km, half-marathons, tournaments, interclubs.
• Well-being fairs/festivals: flow of curious people to be converted on site.
• Open days for associations or companies.

Decision criteria: size (participants + companions), affinity with your specialty, cost of the linear meter/stand, authorizations.

3) Calculate a simple budget and an expected ROI

• Typical position: location, insurance, goodies, display, drinks/samples, reservation software, local advertising.
• Example of calculation: 600 € total cost, 120 leads, 15 sales at 49 €/month -> €735 MRR gross. ROI 1.2× from the first month, then 5-7× over 6 months if retention follows.

4) Authorizations, partnerships, location

• Location: favor a transit area (entrance, supply, arrival).
• Partnerships: organizers, clubs, local shops; offer a value-added activity (mobility test, stride analysis).
• Formalities: RC pro certificate, GDPR compliance for contact collection.

Build irresistible offers and messages for the event

1) An ephemeral, clear and measurable offer

• Event pack “Report + 1 session personal + 4-week plan” at a round price (ex: €79).
• Exclusive bonus reserved for participants over 72 hours: 2 courses offered in small groups.
• Limited place counter (ex: 30 packs) to stimulate action.

2) Friction-free packs and upsells

• Duo pack (friend/partner) -15% to boost word-of-mouth.
• 3-month “starter” subscription, then upgrade to 6-month “performance”.
• Inspirations and offer structure here: create attractive packages.

3) Your 20-second pitch (script)

• Problem: “You're short on time to train…”
• Promise: “We save you 2 effective sessions/week without mental load.”
• Proof: “95 reviews 5★, -3.2 kg on average over 6 weeks.”
• Proposal: “Scan here, 10 places for a free assessment - response within 24 hours.”

4) Support who convert

• QR code to a dedicated landing (UTM per event) + form in 5 fields max.
• Reservation calendar connected to your schedule.
• Automatic SMS and email scripts. Centralize everything in EKKLO: https://info.ekklo.com/

Activation plan: before, during, after sporting events

1) Before (D-30 to D-1)

• Teasing: 3 posts/week + 2 stories/day the previous week.
• Co-marketing: cross-post with the organizer and a local partner.
• Lead magnet: “7-day return from running guide” sent by email.
• Local ads (5-10 km radius), targeting “running/yoga/boxing” interests.

Objective: 30% of test slots already reserved before D-Day.

2) During (D-Day)

• Visible stand: roll-up, demo mat, tablet and display of remaining slots in real time.
• 5 minute animation: mini-test (core, mobility, stride) with score and simple recommendation.
• Collection GDPR: clear opt-in, checkboxes; aim for 35-50% visitor conversion -> leads.
• Limited-time flash offers (countdown on landing).

3) After (D+1 to D+14)

• D+1: Simple SMS “Hello Marie, ready for your 20 min check-up?” + calendar link.
• D+3: Social proof email (BEFORE/AFTER, testimonial), new schedule proposal.
• D+7: “Last chance” catch-up offer.
• D+14: Value reminder (mini-educational video) + sequence release.

Target: 40-60% no-shows rescheduled within 7 days.

Social networks: amplifying the impact of sporting events

1) Editorial calendar focused on the highlight

• “road to event” series: behind the scenes, preparation, focus coach.
• Local + official hashtags of the event; 1 educational post / 1 behind-the-scenes post / 1 social proof post per week.

2) Participant-generated content (UGC)

• “Before/after arrival” photo contest with random draw.
• Story wall: reshare each mention, thank publicly.
• Post-event form: ask for feedback + authorization of use.

3) Live, stories and image rights

• Plan 3 live slots (departure, mid-term, arrival) with minute tips.
• Ask for verbal/written consent for any recognizable portrait.

4) Save time with AI

• Prepare 10 hooks, 10 reel shots, 10 captions before the big day.
• To go faster: create Instagram or TikTok content with AI.

Measure, optimize, scale on upcoming sporting events

1) KPIs to follow

• Traffic landing, QR scan rate -> form (objective: 45-60%).
• Leads -> planned trials (35-50%), trials -> sales (25-40%).
• CAC per channel, average basket, LTV at 6 months, churn 30/90 days.

2) No-hassle tracking

• UTM per channel and per event.
• Separate QR codes for stand, flyers, partners.
• Monitoring spreadsheet + central dashboard in EKKLO: https://info.ekklo.com/

3) Continuous improvement loop

• A/B on offer (round price vs bonus), visual of the stand, timing of reminders.
• Analysis “who bought?” to align the next choice of sporting events.

Concrete scenarios for coaches and studios

1) Running coach on local half-marathon

• Animation: cadence test + technique advice.
• Offer: 6-week plan + 1 technical video session (€79).
• Objective: 100 scans -> 40 trials -> 12 subscriptions at 49 €/month.

2) CrossFit box and internal throwdown

• Animation: mini-WOD “skill check” 5 minutes.
• Offer: “On Ramp” pack 3 sessions + 1 month unlimited -20% for participants.
• Objective: 80 leads -> 20 foundations -> 10 recurring members.

3) Yoga studio at wellness festival

• Entertainment: 15-minute trial sessions + guided breathing.
• Offer: 10 class card at special rate + free duo class.
• Objective: 120 leads -> 30 sales on the day -> 15 upgrades in 30 days.

Ready-to-use checklists

30 days before

• Selection of 1-2 sporting events, budget, SMART objectives.
• Creation of ephemeral offer, landing, QR codes, UTM.
• Social calendar + email + partners; printed visuals.
• Express training for the team on the pitch and the collection script.

Day D

• Clean, visible stand, organized flow, demonstrations every 20 minutes.
• Tablet open on the landing, 2 pens + paper plan B.
• Display “places remaining today" updated live.
• Photos/videos for post-event social proof.

48 hours later

• Scheduled SMS + email sequence (D+1, D+3, D+7, D+14).
• Calls on hot leads (high score at mini-test).
• Post recap: key figures, thanks, next dates.

Typical budget (to be adapted)

• Pitch: 150-400 € | Goodies: €80-150 | Display: €60-120
• Drinks/samples: €40-90 | Local advertising: €100-250
• Tools (QR/landing/reservations): centralize in EKKLO: https://info.ekklo.com/

To remember

• A single message, an ephemeral offer, a quick landing: the simplicity wins.
• GDPR collection, reminders D+1/D+3/D+7: 60% of sales are made after the event.
• Measure scan -> lead -> trial -> sale to manage your ROI.
• Repeat what works and ramp up event after event.

ConclusionYou don't need major sponsorship to make sporting events profitable. With a clear offer, a simple path and rigorous monitoring, you transform a flow of spectators into loyal members. Centralize your offers, reservations, payments, messages and follow-ups in EKKLO: https://info.ekklo.com/. And to save even more time, consider automate your coaching business in order to relaunch each prospect at the right time, effortlessly.