How Sports Centres Can Use Technology to Drive Membership Growth
You’re running ads. Posting on social media. Tracking members in a CRM. On paper, you’re ticking all the boxes—so why aren’t memberships growing?
In a market where 72% of Canadians participate in sports or fitness activities (Statistics Canada), simply having technology isn’t enough. The difference between stagnation and growth lies in how you leverage tools like targeted ads, social media, and CRMs to create meaningful connections. Let’s explore how to turn your existing tech stack into a membership magnet—without overhauling your operations.
The Gap: You Have the Tools, But Not the Strategy
Most Canadian sports centres already use:
Ads → But they’re too broad, missing local demand.
Social Media → Focused on facilities, not community stories.
CRM Systems → Used for billing, not personalized engagement.
The result? Wasted budgets, ghost followers, and silent cancellations. Here’s how to bridge the gap:
1. Hyper-Targeted Ads: Speak Directly to Local Needs
Why It Works: Generic ads fail because they ignore regional preferences. For example:
A Vancouver sports centre could promote “Rainy-Day Indoor Soccer Clinics” to families in specific neighbourhoods like Kitsilano or Burnaby.
A Toronto facility might target young professionals downtown with “Lunchtime Express Workouts” via Google Ads.
Pro Tip:
Use geofencing and interest-based targeting to align with Canadian trends. For instance, capitalize on pickleball’s surge in Alberta or winter fitness challenges in Manitoba.
Tool Integration:
Platforms like HighLevel automate follow-ups for ad clicks that don’t convert. Example: If someone views your “Summer Swim Camp” ad but doesn’t sign up, trigger a “Last Chance Discount” SMS.
2. Social Media: Build Community, Not Just Followers
Why It Works:
Canadians crave local relevance. Posting gym selfies or class schedules won’t cut through the noise.
Pro Tip:
Create content that taps into regional culture:
A Halifax facility could post “Storm-Ready Home Workouts” during nor’easter season, tagging local neighbourhoods like Dartmouth or Bedford.
Partner with Canadian brands (e.g., a Saskatoon gym collaborating with a local smoothie shop for member rewards).
Tool Integration:
Use social listening tools to spot trends. Is curling gaining traction in Ottawa? Share “Curling 101” Reels and geo-target users within 15km.
3. CRM: Personalize, Don’t Just Automate
Why It Works:
68% of Canadian members stay loyal to clubs that “get” their needs (IHRSA Canada). Yet most CRMs only send billing reminders.
Pro Tip:
Reward behaviour, not just milestones:
If a member in Edmonton attends 5 weekly hockey practices, auto-send a “Free Stick Sharpening” coupon.
For a Calgary member who hasn’t visited in two weeks, trigger a “We Miss You! 50% Off Next Session” email.
Tool Integration:
Platforms like HighLevel link CRM data to automated campaigns. Example: If attendance drops, offer a free guest pass to re-engage members.
The Secret: Integrate Your Tech Stack
Why It Matters:
Siloed tools create missed opportunities. For example:
A visitor clicks your ad → Lands on a generic page → Gets no follow-up → Leaves forever.
The Fix:
Use an all-in-one platform to connect:
Ads → Dynamic landing pages (e.g., “Winnipeg Winter Yoga Series”).
Website visits → Automated SMS/email sequences (e.g., “Your 1-Week Trial Awaits!”).
CRM → Retention campaigns (e.g., milestone rewards for loyal members).
Why This Approach Resonates in Canada
Local relevance: Tailored messaging for cities like Montréal, Regina, or St. John’s.
Community focus: Aligns with Canadians’ preference for personalized, inclusive experiences.
Efficiency: Reduces wasted spend by targeting right audiences, not all audiences.
Key Takeaway
Technology isn’t about replacing effort—it’s about amplifying it. By refining your ad targeting, creating locally resonant content, and using your CRM to anticipate (not just track) member needs, you’ll transform your sports centre into a community hub that thrives year-round.
