Great coaching, and parents who needed to hear about it
Louis has coached at Arsenal, Chelsea and QPR. His club already had a great name, with players travelling to train with him. He was opening new sessions and wanted to be the go-to football academy in North London. The job was simple: fill those sessions with local families, fast.
What we built
Facebook and Instagram ads to parents within 10km of his pitch, because a parent on the other side of London can't make a Tuesday session. A parent fills in a short form right inside the ad. A WhatsApp message goes back to them in seconds, and they book a free trial on his website. Nobody chases parents by hand.
Two ads did most of the work. A video Louis had already posted on his own Instagram, with "Free session, North London" and the Arsenal, Chelsea and QPR crests on screen, brought in 440 parents at £1.05 each. A photo ad saying the same thing brought in 221 at £1.23.
Video: 440 parents at £1.05. Photo: 221 parents at £1.23.
How fast it moved
The ads went live on 2 September. 4 parents in the first hour, at 85p each. 28 inside the first day. Within 48 hours, 9 trials were booked at £5.37 each. By day 4 it was close to 30, and Louis messaged to say it's definitely working and asked to spend more.
So we tripled the budget. The cost per parent went from about 60p to about £1. That's what happens when you scale, and it's still cheap: one player pays £60 a month and stays about a year, so one player is worth about £720. So many parents came in that we hit the platform's daily limit of 200 automatic texts and had to get it raised.
Full groups, so we found him coaches
By day 11 there were around 50 trial sign ups. On day 17, Loud Ballers told their own followers the 4 to 7s were full. More players means more coaches, so we used the same system to hire them: 8 coach applications in 24 hours, at 67p each. Now we're filling the 8 to 11s.
