Kent - Foundation Football
Kent is a private soccer coach in Sydney who started with just 5 players. He was a brilliant coach, but the business side was an uphill battle - every month was a guessing game of how many players he'd gain versus how many he'd lose.
Growth he couldn't control
Kent was relying on word-of-mouth - asking parents he already knew and hoping they'd refer others. It left him anxious, because the numbers were completely unpredictable:
- Unpredictable numbers. Some months he'd gain players, then lose others - with no control over either.
- Ads that "didn't work." He'd tried running ads before, but got unqualified, out-of-area parents - so he wrote ads off entirely.
- No system to convert. Even when leads came in, there was nothing in place to turn them into paying customers.
Taking one more shot at ads
After seeing one of Magnus's videos, Kent reached out on Instagram. He was skeptical - especially after his earlier experience with ads that went nowhere. But he decided to trust the system and give it one more go.
The doubt didn't last long. Within a day of switching the ads on, qualified leads were already coming in. Within a week, he'd collected enough cash to fund his ad spend for the next couple of months - before it had cost him anything out of pocket.
A day into running ads, the leads were already coming in - and within a week the system had paid for itself.
5 players to a full academy
Once the system was running, the growth was fast - and it paid for itself the whole way.
- 45+ players added in 60 days - at an average of just $4 USD per lead.
- $1k to $8k per month - he moved from 1-on-1 into group sessions once he hit capacity.
- 31x return. A $40 cost to acquire each customer, who spent an average of $1,260 over their lifetime - $1 in, $31 back.
- Self-funding ad spend. Once the system was live, ads were paid for from the cash they generated - never out of his own pocket.
From uphill battle to franchise owner
5 players, $1k/mo
Chasing referrals, anxious about unpredictable numbers, and convinced ads didn't work.
Full academy, $8k/mo
A self-funding system filled his academy to capacity - which opened the door to a franchise with Kano, one of Sydney's biggest academies.
After growing the academy to capacity, Kent was offered a franchise opportunity with Kano. He moved the players we'd generated over to the franchise and became its owner - and today, we're working with Kano too.
