Sports newsletter: the practical guide for coaches and studios

Why your sports newsletter can become your #1 channel

An audience you own

Social networks change algorithms, not your email list. A sports newsletter gives you direct access to your customers, without depending on organic reach. You're talking to people who have already raised their hands to read you.

Aiming for 1,000 engaged followers is often worth more than 10,000 passive followers. An e-mail database is an asset that you control and which increases in value month after month.

Concrete ROI for a coach

A simple example: 800 subscribers, 40% openings, 6% clicks, 4% purchases of a €59 offer. Result: ~11 sales, or €649 turnover for one shipment. With two newsletters per month, the impact on cash flow becomes visible.

Sending a regular sports newsletter creates appointments that trigger session reservations, program sales and renewals.

What your subscribers expect

• Actionable advice (training, recovery, nutrition), adapted to their objectives.
• Motivation: customer successes, behind the scenes, monthly challenges.
• Clear offers: packs, course planning, new products.

To build this relationship over the long term, centralize your activity on EKKLO: management of offers, planning, payments and messages in the same place. Discover the platform here: https://info.ekklo.com/

Growth tip: if you're just starting out, pair your newsletter with a rapid acquisition strategy. This guide will help you get your first clients: https://info.ekklo.com/blog/comment-avoir-ses-3-premiers-clients-quand-on-debute-en-tant-que-coach-sportif

Objective, promise, frequency: set the framework

One objective per sending

Choose a single goal before writing: complete a course on Wednesday, sell a “back to school” pack, have a survey completed, or generate 10 appointments. A single objective makes the sports newsletter clearer and more effective.

Set simple KPIs: opening rate, clicks on the main button, sales generated. Follow them with each sending.

The editorial promise in 1 sentence

Formulate your reader pitch in one line, visible from the header:

• “5 minutes, 1 training tip, 1 recipe, 1 action to do before Sunday. »
• “Every Monday: a plan, a tip, a challenge. »

Your sports newsletter must promise a concrete and repeatable benefit. This promise serves as a compass for choosing your subjects.

The right frequency (and regularity)

Start with 2 mailings per month. If the pace holds, increase to 1 per week. A realistic pace is better than a sprint followed by silence. Always notify your audience of the day of sending to create the habit.

An editorial plan that keeps people coming back

The 60/30/10 rule

• 60% value: advice, tutorials, mini-programs, answers to frequently asked questions.
• 30% relationship: behind the scenes, testimonials, new features of the planning.
• 10% offer: explicit sale, promo code, limited pack.

This distribution keeps your sports newsletter useful and salesy without saturating your readers with offers.

Sections and formats that work

• Mini-program of the week (20 minutes, no material, 3 levels).
• “1 food, 3 uses” sheet for nutrition.
• “The technical corner”: a movement explained in 90 seconds.
• Customer testimonial with before/after (measurements, sensation, key tip).
• Planning for the week + 1 challenge.

Add a personal “PS” at the bottom. The human tone converts.

A 90-day calendar ready to follow

• Week 1: 7-day mobility challenge + 1 “back-to-school pack” offer.
• Week 2: squat technique + protein recipe + planning.
• Week 3: 15 min HIIT mini-program + testimony + place booster remaining.
• Week 4: challenge review + 48-hour promo code.
• Week 5-8: alternate between reinforcement, cardio, nutrition, mindset; one sports newsletter per week.
• Week 9-12: “5 km preparation” or “recovery after injury” series with progression.

Document everything in a simple Google Sheet. Consistency = confidence.

Write to be opened, read and clicked

Object and pre-header that tempt you

Some successful object frameworks:

• Useful curiosity: “1 mistake that ruins your earnings (and how to avoid it today)”
• Clear result: “20 min plan to burn +300 kcal this week”
• Time limited: “6 places remaining Wednesday 6 p.m.”
• Personalization: “Julie, ready for the mobility challenge? »

Pre-header: complete the subject with a benefit (“without equipment”, “in less than 10 minutes”, “validation by a physiotherapist”).

Examples of subjects for your sports newsletter:

• “3 meals ready in 15 minutes to boost training”
• “Your schedule for the week + 1 HIIT bonus »
• “The express guide to restart weight loss”

Above the fold: hook, proof, action

The first 3 lines must:

1. Summarize the benefit.
2. Show proof (figure, client, reference).
3. Propose a single action (button).

Place a single button above the fold. A sports newsletter = a main call to action.

Body, CTA and links

• Short sentences, one idea per paragraph.
• 1 to 3 links maximum, clear and visible.
• Add a “TL;DR” for readers in a hurry.

Template structure:

• Intro: benefit + “Book my session” button.
• Value segment: mini-program + gif or video link.
• Social proof: customer testimonial.
• Offer: 1 pack, a code, a deadline.
• PS: personal note + planning reminder.

Tools and automations to save time

Choose the emailing tool

Solutions like MailerLite, Brevo or Mailchimp are enough to get started: simple editor, forms, tags and statistics. Priorities: deliverability, simplicity of automation, cost.

Keep EKKLO at the center to orchestrate the rest: offers, reservations, payments and messages. Present your registration form on your site and your profiles: https://info.ekklo.com/

Connect EKKLO to your system

• Segment your contacts by offer (weight loss, performance, postpartum), level and city.
• Synchronize your EKKLO reservations with your list to send reminders and feedback after sessions.
• Use tags “active client”, “prospect”, “former client” to adapt the sports newsletter.

To go quickly, connect your tools or use weekly exports/imports.

Essential workflows (and quick to set up place)

• Welcome: 3 emails over 7 days (value, proof, discovery offer).
• Nurture: 1 email/week for 4 weeks (key themes of your niche).
• Follow-up: abandoned cart/registration not finalized in 24-48 hours.
• Post-session: feedback + offer recommendation.

Want to do more without spending your evenings there? Follow this guide to automate your activity: https://info.ekklo.com/blog/comment-automatiser-son-business-quand-on-est-coach-sportif

Measure, optimize and develop the list

Realistic KPIs and benchmarks

• Open: 35-55% on small engaged lists.
• Click: 3-8% if only one main button.
• Unsubscribe: < 0.5% per send.
• Sales: track the number per send and per subscriber.

Compare your figures to your own histories. Each audience is unique.

Test intelligently (A/B)

• Subject: curiosity vs clear benefit.
• Pre-header: social proof vs instruction (“start here”).
• Button position: top vs middle.
• Offer: 3 session pack vs 1 month unlimited.

One test at a time for 2-3 sends. Keep what wins and standardize your sports newsletter.

Grow your list (GDPR-friendly)

• Lead magnets: “7 protein dinners”, “14-day HIIT plan”, “injury return guide”.
• Pop-up with the intention of going out on your site.
• Registration during reservations and EKKLO payments (clear opt-in box, double opt-in recommended).
• Sponsorship: -10% for the sponsor and the godchild who registers.

Add the simple opt-out and a preferences page (frequency, themes). A respectful sports newsletter converts better.

To remember

• Build a clear promise and keep it every week.
• 60/30/10: value first, sales second.
• One objective, one button, one message: simplicity = conversions.
• Measure, test, standardize this that works.

Conclusion and next steps

Take action with EKKLO

Centralize your offers, reservations and messages to save time and publish a regular sports newsletter. Create your account and discover how EKKLO can support your growth: https://info.ekklo.com/

To go further

• Strengthen your visibility beyond email with these concrete strategies: https://info.ekklo.com/blog/comment-se-developper-tant-que-coach-sportif-strategie-de-marketing-et-de-visibilite
• And if you're not sure where to start, explore our resources and guides at https://info.ekklo.com/ to structure your offers, planning and payments.