Don't make it about the sport if you want to grow your participatory sports business.

I share this unconventional approach with everyone looking to start or grow a recreational sports business. It was the cornerstone of Ultimate Hoops' success from day one, and it changed the game for us in the recreational sports league market.

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.

A few years ago, we surveyed to understand what motivated our Ultimate Hoops League players to continue participating in our league. The tracking of comprehensive player and team stats throughout their careers fixed our belief that our standout feature would top the list.

The reality was quite different. It was a revelation.