Welcome to the world of racket sports and facility growth! This week we sat down with Mike Knowles, Head of Growth at Facility Ally, to talk about his path from CMO of the Racquet Sports Professionals Association (RSPA) to driving growth in the racket sports industry, backed by major agency and client-side experience and his own background as a D1 All-American tennis player at Ole Miss.
From operational challenges to adopting AI and local SEO, this episode explores the nuances of planning and executing changes made to preserve and improve your pickleball, padel, or multi-sport facility. Discover the insights shared by a marketing veteran and gain a deeper understanding of the strategies employed to navigate the ever-changing world of community sports.
In this comprehensive blog, we’ll take you on a journey through the inner workings of scaling a successful facility, exploring the challenges faced, strategic decisions made around technology, and the overall dynamics of managing a space that caters to various sports and events. Join us as we unpack the wisdom shared by Mike, shedding light on the intricacies of racket sports growth.
Big Brand Marketing for Small Facilities. Mike Knowles brings marketing experience from major agencies and national consumer packaged goods brands like Nestle, Little Debbie, Nature’s Own, and Dave’s Killer Bread, translating that big-brand discipline down to facility owners. He emphasizes that whether you are a billion-dollar company or a local pickleball facility, you still need to know your customer and understand the numbers behind your business. Instead of chasing every shiny object or new social media platform, facility owners should focus on executing a few core priorities exceptionally well. By layering marketing efforts—starting with the most effective channels before scaling—facilities can ensure they build a strong foundation without overextending their resources.
Growth Under Pressure One of the most common mistakes facility owners make is assuming that rapid growth equates to sustained success. Mike points out that failure usually occurs not because a facility grew too fast, but because its underlying operations—like staffing, scheduling, and budgets—failed to keep up. When a facility rushes to add new programming, such as junior leagues or women’s clinics, without the proper infrastructure, customer service inevitably suffers. To avoid this, owners must build the “plumbing” of their business while they grow, ensuring that their operational foundation can support new members and expanded offerings.
The Power of AI and Local SEO In today’s digital landscape, relying solely on traditional local SEO is no longer enough. Mike highlights the rise of Generative Engine Optimization (GEO) and Answers Engine Optimization (AEO), where users turn to AI tools like ChatGPT or Gemini for local recommendations instead of traditional search engines. If a facility isn’t showing up in these large language models, they risk becoming irrelevant to modern consumers. However, while AI is an incredible gamechanger for handling administrative tasks and scheduling, Mike reminds owners that it still requires human judgment and strategic prompting to yield effective business results.
Pickleball, Padel, and Multisport Strategies As the racket sports industry evolves, the conversation around pickleball and padel continues to expand. While pickleball boasts massive casual participation, the real opportunity lies in converting casual players into loyal community members. Padel requires a more substantial infrastructure investment but attracts a demographic willing to pay premium rates. Ultimately, the most resilient business model is the multisport facility. By offering a variety of sports and targeting the entire household rather than just individual players, facilities can maximize the lifetime value of their members and insulate themselves against market competition.
Thank you for joining us on this episode of Facility Playbook! We hope the knowledge shared serves as a valuable resource for facility owners and managers seeking to thrive in the ever-evolving sports industry. Stay tuned for our next episode, where we will continue to bring you expert tips to help you navigate the dynamic world of facility management. As we round out this exploration into racket sports and facility growth, we hope this insider’s perspective has provided valuable insights into the ever changing world of facility management. From marketing solutions to operational infrastructure, every aspect plays a pivotal role in shaping the experience for the community. Get an Email with New Episodes
