SPORTIME Clubs
Brand and a video-first content engine across tennis, pickleball, and the marketing built around a $75M expansion.
- Owned
- Marketing across 13+ clubs and 25+ social accounts: the brand foundation, the video-first content engine, the per-club distribution structure, and the weekly reporting loop that steered the calendar.
- Team
- 3+ social and design reports, including club-level creative leads producing to one central strategy.
- Constraints
- Two racquet-sport audiences under one brand, a network of clubs each with local needs, and a calendar moving faster than post-by-post production could serve.
SPORTIME teaser / 2023-2024Problem
One brand, many clubs, two racquet audiences. SPORTIME runs tennis across 13+ clubs and 25+ social accounts, with pickleball scaling fast as its own vertical. The calendar moved faster than any post-by-post approach could keep up with.
The real problem was throughput: multiply output without multiplying headcount or fracturing the brand.
System
A video-first system, not a bigger backlog. One brand foundation fed a repeatable production engine, distributed through a per-club account structure, with reporting feeding back into what got made next.
A team of 3+ social and design reports, including club-level creative leads, produced to one central strategy, so local relevance never cost brand consistency.
Brand foundation
One system every club built from.
→Video-first engine
Repeatable templates and motion.
→Per-club distribution
25+ accounts, one strategy.
→Reporting loop
Performance steers the calendar.
Decisions
Four choices shaped the system.
Build the engine, not the post
Invest first in repeatable templates and a motion system, so output scales without rebuilding each time.
One brand, two racquet audiences
Keep tennis and pickleball under one system, so growth in one compounds the other.
Distribute production, centralize direction
A lead in each club makes the work to one shared strategy.
Hold it to the numbers
Read performance weekly and let it steer the calendar.
Output
Social / tennis, pickleball, JMTA
Flyers
Facilities + VBC
Selected work across the SPORTIME club network.
Proof
Reflection
The win was the engine, not any single campaign. Once the system existed, volume stopped trading against consistency, and the brand could move at the pace its calendar demanded. The same instinct, build it as one connected system, carries into everything since.