TSL #001: The Power of Emotion in Recreational Sports: Building a 24/7 Experience

With over 15 years of experience in the sports business industry, I've come to understand that starting and growing a successful sports business relies more on art than science. While science is crucial for building a financially viable business, the ability to awaken human emotions keeps customers returning season after season.

The renowned American dancer Isadora Duncan once said, "To awaken human emotion is the highest level of art." This sentiment perfectly captures what the best sports business ventures achieve. They go beyond providing a simple sports experience; they deliver an emotional journey.

If your customers only leave your sports business interactions feeling the emotions of winning or losing, you're missing out on the artistic potential of your business.

When planning the sports business experience for Ultimate Hoops, we aimed to treat every individual like a professional athlete. We wanted to create an experience that evoked the emotions of being a pro player. Our hypothesis was straightforward: if we could offer a comprehensive 7-day experience instead of the typical 1-hour recreational encounter, customers would return season after season, driven by the desire to feel like sports professionals.

During the 1-hour game, we focused on the science: a well-structured match with expert officials, a scoreboard operator, and a statistician.

However, for the remaining 167 hours of the week, we turned to the artistic side of the equation. We shared post-game interviews on social media, captured memorable game photos, published team, and player power rankings, created engaging game recaps and articles, produced a sports business podcast, and organized live events.

Our aim was to immerse our customers in the emotions of Ultimate Hoops every single day of the week.

If you aspire to thrive in the sports business industry, it's time to elevate the emotional aspect of your customer experience. Start considering how you can infuse artistry into every business interaction. How can you transform your sports business into a 24/7 artistic experience for your customers?

Take a moment to jot down your innovative ideas and reflect on the emotional impact they will create. Will they evoke the necessary emotions to keep customers returning consistently, week after week, season after season?

By infusing your sports business with this approach, you'll distinguish yourself, forge profound connections with your customers, and cultivate a loyal community that shares in the emotional journey you provide.