Running a small sports club means juggling memberships, schedules, payments and equipment while keeping members engaged. Without a centralized system, important tasks can slip through the cracks, affecting both membership and operations.
A CRM for sports clubs simplifies these workflows by storing member data, automating communications and providing managers with real-time insights.
In this guide, you’ll learn how CRMs support day-to-day sports club management and discover five leading CRM solutions for small clubs.
Key takeaways from CRM for sports clubs
A CRM for sports clubs is software that helps you manage memberships, scheduling, communications, payments and reporting in a single centralized system.
A sports club CRM increases efficiency by automating routine tasks like sending renewal reminders, confirming bookings and tracking attendance or equipment.
Choosing the right CRM helps sports clubs stay organized, improve member engagement and make smarter operational decisions.
Pipedrive makes it easy to track every member’s journey, automate workflows and gain actionable insights for running a more efficient sports club. Try it today with a 14-day free trial.
What is a CRM for sports clubs?
A CRM for sports clubs is software that helps you manage your club’s members, scheduling and communication in a single, organized system.
CRM (customer relationship management) software is a tool that stores all your member and operational data in one place.
For sports clubs, CRMs help managers and owners keep track of registrations, renewals, attendance and engagement without having to juggle spreadsheets or multiple apps.
The software can also help owners understand how their sports club is performing as an organization.
Whether you run a nonprofit rowing club, a local football team or a private watersports center, a CRM can streamline daily operations and improve communication in your sports club.
Tasks to automate with sports CRM software
A CRM can take care of many day-to-day club management tasks efficiently and accurately, so small sports clubs can focus on growing their programs and supporting their members.
Here are some of the key tasks your club can automate with a dedicated sports CRM.
Automating membership management and renewals | A CRM tracks active, inactive and pending members in real time. It can send automatic renewal reminders, process payments and keep records up to date without manual work. |
Streamlining communication and fan engagement | Automated emails and texts help you welcome new members, share updates and promote upcoming events. You can segment messages by team or sport to keep communication relevant and personal. |
Managing scheduling and training sessions | CRMs simplify scheduling for practice sessions, sports fixtures and facility bookings. The software syncs with online calendars to send reminders and reduce the risk of double-bookings or no-shows. |
Tracking equipment, payments and compliance | With sports CRMs, you can assign equipment, schedule maintenance and track insurance or safety documents in one place. Automated alerts ensure nothing important slips through the cracks. |
Now that you know how a CRM can benefit sports clubs, let’s explore the best solutions available.
The 5 best CRMs for sports clubs
We’ve compiled a list of the top five CRM solutions for sports clubs, taking into account features, usability and organizational outcomes.
1. Pipedrive
Pipedrive is an all-in-one CRM built for service businesses and non-profits that need clear visibility into their customer pipeline.
Combining structure with flexibility, Pipedrive allows you to build systems and automated workflows around the way your club already works.
Let’s look at some of the ways Pipedrive can help your club automate routine processes, improve efficiency and deliver a standout customer experience.
Track every member’s journey from sign-up to renewal
With Pipedrive, you can see every member’s journey, from first inquiry to renewal, in a customizable pipeline.
For example, a tennis club might track each stage of engagement: initial contact, trial session, paid membership and renewal.
A kayak or sailing school could do the same, adding custom fields for certifications, safety waivers and equipment assignments.
Automation that saves hours each week
For a small sports club with just a few administrators, sending welcome emails, payment links and session schedules to each member manually can be both overwhelming and prone to error.
With Pipedrive’s workflow automation, your CRM can perform these routine sports club tasks accurately and automatically, saving hours of admin work each week.
For example, when a new swimmer registers for lessons at a watersports club, the CRM can trigger an onboarding email, send a payment link and schedule their first session.
Pipedrive in action: Illinois-based Chicago Athletic Club used Pipedrive to move away from spreadsheets and improve the sports club’s approach to lead management.
With Pipedrive, the club can now easily share information between team members. It can also add and track activities to deals and prospects – something it was unable to do with spreadsheets.
Streamline payments with integrated providers
Pipedrive integrates with payment platforms through seamless partnerships with leading payment providers, as with the Stripe Pipedrive integration.
When a new member signs up for a kayak lesson or a tennis class, for example, Pipedrive records the payment automatically, linking it to their registration and attendance data.
Club managers can also set up automated reminders for overdue payments, issue invoices and track revenue trends across sports programs and activities.
Scheduling and coordination built for real life
With Scheduler, Pipedrive’s in-built calendar app, sports club owners can manage all training sessions, matches and events in one place and send automatic reminders to staff and members.
Pipedrive also integrates seamlessly with online booking apps, allowing members to sign up for classes or facility slots while keeping training schedules up to date for teams and individual coaches.
For example, a soccer club can organize practices and home games that sync instantly with coaches’ calendars.
Communication that keeps members engaged
Pipedrive’s email marketing software, Campaigns, supports clear and consistent member communication, helping owners take customer engagement to the next level.
With Campaigns, sports club owners can send personalized updates to a rowing team, remind tennis members about upcoming tournaments and send targeted email campaigns to parents about upcoming youth programs.
Real-time insights to support smart decision-making
Pipedrive’s reports and insights help sports club owners make smarter decisions by showing key metrics like member growth, renewal rates, program profitability and event attendance.
For example, a surf club can quickly identify which sessions drew the most participants or which marketing channels brought in the most new members.
2. TeamSnap
Rather than a full CRM for customer data and reporting, TeamSnap is a helpful companion app for clubs that require event coordination in sports like basketball, soccer and youth flag football.
With TeamSnap, coaches can schedule practice sessions, set up fixtures and notify players of last-minute changes through push notifications or email.
TeamSnap also handles team communication and payment collection, keeping a club’s logistics in one place.
3. Upper Hand
Upper Hand helps coaches and program managers run their businesses by allowing them to create class schedules, manage attendance and handle online bookings.
The platform automates sign-ups, payment processing and booking confirmations to help reduce no-shows and confusion around training schedules.
Upper Hand also includes analytics for tracking participation and revenue across multiple programs, giving coaches insight into which activities are most successful.
For example, a water sports coach considering which programs to run during the summer vacation period might use participation insights to support their decision-making process.
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4. PlayyOn
PlayyOn blends CRM-style data management with community features that strengthen collaboration among participants, coaches and parents.
PlayyOn’s messaging functionality allows coaches to share updates and offer feedback on team members’ performance directly within the platform.
For example, sailing instructors can discuss a member’s progress with maneuvering skills or a basketball coach can share notes on fitness and teamwork – all without leaving the system.
PlayyOn also includes a website builder for easy online registration, event promotion and member engagement.
5. WildApricot
WildApricot is a membership management platform for nonprofit and community sports organizations.
The platform includes email marketing tools, member directories and a drag-and-drop website builder. Club owners can use WildApricot to create event pages, registration forms and club portals without coding.
WildApricot also automates membership renewals and recurring payments.
For example, a rowing club can send renewal reminders before the start of a new season and process renewal payments instantly.
Choosing a CRM sports clubs can rely on
Finding the right CRM can determine how smoothly your club runs and how engaged your members feel. Here are some top tips:
Prioritize features that support your club’s workflow. Focus on tools that match your day-to-day needs, like membership tracking, class scheduling and communication. Make sure automation, mobile access and dashboards are included to save time and simplify management. Avoid extra features you won’t use.
Consider pricing plans, scalability and ease of use. Choose a CRM that fits your current budget but can grow with your club. Simple, intuitive platforms reduce training time and improve adoption. Verify that subscription plans align with your anticipated number of members.
Look for flexibility and helpful integrations. Ensure the CRM connects with your calendar, payment processor or website. Mobile-friendly access helps coaches and staff on the move. Integrations can combine reporting, scheduling and messaging in one place.
As you’ve seen, there’s a wide range of solutions available, ranging from broad CRMs like Pipedrive to niche sports tools.
Apps with a narrow focus can handle specific sports club tasks like class scheduling or team messaging. However, they’re often inflexible, making it challenging to support thriving sports clubs as they scale.
By contrast, a broader CRM like Pipedrive is built for growth. As your club expands, the system keeps membership, payments, communication and reporting together in one place.
Pipedrive’s integrations with other software also make it ideal for sporting organizations that want to simplify daily operations while setting up for future success.
Ultimately, the right CRM for your sports club should balance functionality, cost and flexibility to help the club operate efficiently and grow sustainably.
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How to set up a CRM for your sports club
It may seem daunting, but setting up a CRM for your sports club can be quick and straightforward.
Here are five steps and a sample workflow to help you get started.
Step 1: Evaluate your club’s needs and goals
The right match will depend on your day-to-day operations and long-term goals.
Start by listing your sports club’s biggest challenges. These might include:
Communication gaps
Scheduling issues
Collecting payments
Missing renewal opportunities
Think about what you want your CRM to improve first and prioritize the systems that address those issues most effectively.
For example, you might find that timely payment collection is your most pressing challenge. You could integrate Pipedrive with your accounting software and then set automated payment reminders from your CRM.
This integration will help address the challenge by automatically ensuring members are notified and records are updated without manual work.
You should also consider integrations with other tools you already use. For example, Pipedrive integrates with tools like social media platforms and scheduling apps to simplify outreach and client connections.
Step 2: Clean and import existing member and payment data
Cleaning your data now ensures you import accurate records that set a solid foundation for automation and reporting.
Before you go live with your chosen CRM, gather all your member lists, payment records and attendance logs to:
Remove duplicates
Review contact details
Check for expired memberships
Once your records are ready, migrate your data into your CRM. Most CRMs, including Pipedrive, make this process easy with CSV import tools or direct integrations with spreadsheets and other software.
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Step 3: Set up automation workflows
Create workflows for common tasks like sending renewal reminders, confirming bookings or notifying members of upcoming events.
Many CRMs include email templates for recurring messages and follow-up communications, allowing you to personalize them without extra effort.
In Pipedrive, for example, you can send an automatic follow-up message to new members after their first group class to congratulate them and encourage them to book their next session.
It’s a good idea to test any new automation before rolling it out to ensure the right message reaches the right person at the right time.
Step 4: Train staff and coaches
A CRM works best when everyone feels confident enough to use it consistently.
To ensure your staff and coaches understand how to use the system, you might consider:
Running short onboarding sessions for staff, volunteers and coaches to show how to update records, check schedules and send messages
Setting up role-based permissions so each person sees only what they need
Encouraging mobile use so coaches can access attendance or contact details while on the move
With proper training and clear guidance, your team will be able to use the CRM efficiently and your sports club will get the most value from it.
Step 5: Monitor performance and adjust
Once your CRM is up and running, keep an eye on your reports and dashboards.
Review the most important metrics for your club each month to see what’s working and where you can improve.
Small clubs often lack the time or resources to manually track key performance metrics like renewal rates, attendance and member engagement.
Using a CRM like Pipedrive provides instant visibility of these figures, enabling you to keep a close eye on the club’s performance without needing to dig through data.
As your club grows or your programs evolve, review your workflows and automations and make adjustments to suit the organization’s changing needs.
For example, you might notice that attendance starts to drop after three months of membership. In this scenario, you could set an automated email in Pipedrive to go out to members toward the end of their third month to keep them engaged.
Sample sports club workflow using a CRM
Taking the example of an automated CRM for water sports businesses, let’s see how a sports CRM can support a new member’s customer experience.
Stage of membership journey | What happens in your CRM |
1. A new member joins the club online | When a new member registers for sailing lessons or kayak sessions, the automated CRM immediately adds their details, sends a welcome email and provides a secure payment link. |
2. The member is scheduled and assigned to a team | After payment, the CRM automatically assigns the member to the right class or team and updates the water sports training calendar, including instructor assignments and equipment needs. |
3. The member receives event updates and communications | The CRM sends the member automated reminders for upcoming lessons, notifications about regattas or group paddles and other follow-ups about the member’s participation. |
4. The water sports CRM tracks and reports the member’s engagement | The CRM tracks the member’s attendance, participation history and upcoming renewals, giving coaches and club owners a clear view of their ongoing engagement. |
At every stage of the membership journey, the sports management software saves time, improves communication and ensures members enjoy a seamless and engaging experience with the water sports club.
Final thoughts
A robust CRM can transform your sports club operations. The right system will automate routine tasks, keep your members and operational data organized and improve communication with athletes, parents and staff.
With Pipedrive, you can track every member’s journey, streamline scheduling and payments and gain actionable insights into participation and retention.
Whether you manage a rowing club, a youth soccer league or a private watersports academy, Pipedrive helps your team focus on delivering a better experience while growing the club efficiently. Start your 14-day free trial today.
