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PlayLoveIt expands into 5+ new venues. Here’s how they’re doing it with ClassForKids


Self-described as a football academy being part of something bigger, PlayItLoveIt provides innovative, forward-thinking coaching to children in Aberdeen and its surrounding areas - and has done since 2018. 

John began the academy teaching 11 children in weekly classes. But to achieve his vision, he needed to create an academy with a difference. And that’s where building strong relationships with parents has played a pivotal role. 

Thanks to this, the academy is now 20x bigger with John regularly seeing over 200+ kids attending classes each week!


Creating an environment with a difference

John knew quality and service were pivotal to growth. To push the boundaries, he combined his experience from professional clubs, including Arsenal and Crystal Palace Ladies, to create a unique learning environment where creativity and community would take centre stage. 

Creating a space for children to learn in a fun way has been key to John’s success. And the community he has built, based on recognition and achievement, is what sets him apart from his competitors.


Community comes first

But it wasn’t just the kids John focused on; customer relationships were also on his radar. Why? Because he quickly realised growth wasn’t solely reliant on the learning environment. He knew creating a sleek customer journey had a part to play.

Thanks to this, the academy has gone from strength to strength. Over the last 3 years, John has seen a huge number of trails coming through the doors of PlayItLoveIt.  And because children and parents love the academy’s culture, trials are easier to convert after their first time on the pitch!

John understood operational change was inevitable with rapid growth. Spreadsheets, emails and paper were no longer reliable team players if he wanted to sustain growth. And that’s when he signed ClassForKids to his team!

We wanted to get our parents on board and make the experience for them as good as the experience for their kids

John Leitch - PlayItLoveIt

A great kickoff with ClassForKids

Customers always come first at PlayItLoveIt. So when John decided to add ClassForKids to his squad in 2019, booking, paying and communication had to be simple! 

Since using the ClassForKids booking system, John no longer spends 2 hours every day chasing payments. Now, over 40% of customers at PlayItLoveIt pay via monthly subscriptions giving the academy a steady stream of cash flow and makes classes even more affordable for parents.

Turning trials into triumph

John spent much of his time during 2020 hosting live, online classes. Staying connected with his community lead to high engagement. 

But John’s also used online classes as a way to develop his business by expanding his community through social media. This has allowed him to reach more customers, built up demand and create waiting lists for classes. 

And never one to miss an opportunity, John’s spent time investing in upselling. Merchandise and ‘elite 1-2-1 lessons’ have proved popular and now provide extra cash flow into the business.  

Technology is also playing a crucial role in the team as John looks to improve players. ‘Coach’s Eye’ is a new tool John’s invested in to help improve techniques and performance. Because demand for private lessons has been so high, John’s been able to market this as a premium service, providing an additional revenue stream.

Since using the ClassForKids system, we’ve progressed very quickly! It’s drastically changed our numbers, made things so much easier and allows us to plan ahead

John Leitch - PlayIt LoveIt

Keeping his goals in sight

Getting time back has helped the academy reach new growth goals. John now offers classes across 7 venues every week - and there are plans for more! Over the course of the next year, John hopes to expand his network across the North East of Scotland with a further 3 venues.

Using a system like ClassForKids gives John a solid foundation for his business.

Hes now able to plan for the future by analysing monthly revenue and data over a few years to spot consistent trends, all of which fuel growth.

Ready to take your academy to the next level?
Speak to one of our Business Coaches today.