TSL #032: Defending Your Brand: How to Build a Lasting Moat in Recreational Sports

Late in 2020, I found myself in my dimly lit office at Ultimate Hoops HQ, located on the bottom floor of the Life Time Target Center. The scene felt reminiscent of Jack Nicholson's character in Stanley Kubrick's The Shining, isolated and working in solitude as the entire club lay dormant during the pandemic.

This period marked a time when Life Time locations across the U.S. cautiously began to reopen as the pandemic slowly receded. From a product perspective, our Ultimate Hoops Leagues were among the last to be resurrected, not due to any operational shortcomings but because of the intense scrutiny placed on health regulations to ensure the safety of their members.

Amid the quiet, my inbox became a repository for a deluge of messages from our league players, all posing the same question:

"When will Ultimate Hoops return?"

Initially, these messages brimmed with frustration, inquiring why other recreational leagues in their cities had resumed play while Ultimate Hoops remained on the sideline.

Then, over the following weeks, the tone of the messages began to shift, taking on a different sentiment.

They now read, "I'm currently participating in a different recreational league, but I'm eager to know when Ultimate Hoops will make its comeback so I can reactivate my Life Time membership and prepare for the upcoming season."

Why were these players, who could engage in full-court 5-on-5 basketball in other recreational leagues at a lower cost, so ardently anticipating the return of Ultimate Hoops?

Our leagues were priced significantly higher than the majority of other adult recreational basketball leagues, and joining required the purchase of a Life Time membership.

In simpler terms, players had a viable alternative where they could save a substantial amount of money. Yet, their enthusiasm for our return remained unwavering.

Over the next 12 months, as Life Time's locations slowly reopened, our league participation surged, surpassing even the levels we had experienced in 2019 before the pandemic had disrupted our lives.

This story is a testament to the undeniable power of brand-building in recreational and youth sports leagues. Without a brand that resonated deeply with our community, Ultimate Hoops might not have weathered the pandemic storm.

We could have been just another business left in ruins after year-long shutdowns.

The importance of building a brand moat for your recreational sports business cannot be understated. Just like a castle's moat and drawbridge offer protection, your brand moat ensures your business can continue attracting and retaining customers.

2020 taught me a vital lesson: a strong brand isn't just a logo and a catchy tagline. It's the heart and soul of your business that keeps your people coming back for more, no matter what.

Here are a few reminders when building your brand moat.

Get to know your customers like they're your teammates. Understand what makes them tick, what they need, and what excites them.

An emotional connection beats a bargain any day.

Serve up content that stops them in their scroll.

Don't just sit back and watch. Get in the game, engage with your customers, players, and parents, and be there when they need you. It's all about building a community.

Never underestimate the power of a good story. People don't just want products—they want experiences, emotions, and tales that resonate with their souls.

Don't be afraid to shake things up. Customers enjoy surprises more than they hate change.

Consistency is your superpower. Keep your messaging on point, your visuals polished, and your customer experiences top-notch.

Set your sights on the long game and move fast.

Have a vision that's as bright as the stadium lights but the focus of a groundskeeper.

You're on the right path when your brand starts talking back to you.

It lives. It breathes.

It becomes your consigliere, advising you on every business decision.

It takes up a seat in the boardroom.

This comes from creating a brand built through authenticity, directly from your personal beliefs, tastes, and values. Make your brand the shiny front door in a neighborhood besieged by sameness. It's your beacon of uniqueness and authenticity in a world that craves it.