TSL #025: Playing the Long Game: Why Facility Perks Aren't the True Key to Success

To achieve a successful business, prioritize making the actual game one of the least influential aspects of your league.

I faced a pivotal moment in Ultimate Hoops' early days, just four months after its launch.

We were forced to make a difficult decision - moving from a private club with a grand NBA size basketball court to a high school activity center with no locker rooms and a downgrade in court quality. It was a moment of uncertainty and doubt.

How could we call ourselves "Ultimate Hoops" if we were seemingly settling for a less glamorous facility?

During this trying time, a dear friend and one of our avid players, Michael Baker, offered an insightful perspective. He reminded me that it was not the physical venue that made the Ultimate Hoops experience extraordinary; instead, it was the intangible elements - the online experience, the statistics, the photos, the videos, and the sense of community we fostered.

In essence, the feeling of being part of something special kept our players engaged.

Michael's wisdom struck a chord, and it turned out to be the key to our success. We realized that while the facility was essential for the actual game, the supplementary experiences we curated truly made the difference. Our digital presence and interactions off the court created lasting memories that extended far beyond the 60 minutes of gameplay each week.

After our acquisition by Life Time, Inc., the NBA of Heath and Fitness companies, we learned that as unique as Life Time’s basketball courts and amenities were, it was like moving into a new house; the allure of a facility fades with time.

What remains genuinely impactful are the connections we build, the passion we ignite, and the sense of belonging we cultivate within our community of players. The facility may be special initially, but it never remains the primary driver for player registrations.

In the ever-evolving world of recreational sports entrepreneurship, there's a valuable lesson to be learned here that can redefine how we perceive success in the industry. As a founder and operator for over 15 years, I realized that while the facility we used to host our sports leagues was a crucial aspect of our business, it was not the most vital ingredient for our success.

In a previous post, I emphasized the significance of finding the right facility partner - a business-to-business relationship that can make or break your operations. That aspect remains true, but it is essential not to overvalue the facility. Instead, focus on creating an unforgettable experience for your players that transcends the limits of your venue.

Invest in an incredible digital experience that keeps players engaged and excited even when they're not on the court. Design uniforms that make them feel like professional athletes, boosting their confidence and sense of belonging.

In essence, craft an experience that makes playing the game a small part of the overall joy they derive from participating in your league.

Remember, each week's game lasts only 60 minutes, but you have a treasure trove of 10,020 minutes to connect, inspire, and engage your players in ways that will keep them coming back season after season.

At Ultimate Hoops, this strategy was always our North Star and guided us to remarkable success. By making the actual game one of the least impactful aspects of our league, we've created a thriving community of sports enthusiasts passionate about our brand.

To all the sports business operators out there, I urge you to think beyond the facility. Focus on building a captivating and inclusive experience that enriches the lives of your players both on and off the field.

Let Michael’s advice and Ultimate Hoops roadmap guide you: Nurture your community, and let the sense of belonging be the driving force behind your success. Make your brand synonymous with joy, camaraderie, and passion, and your business will flourish, no matter the venue.