Lapsed players are not gone forever—they are a segment you can define, measure, and reactivate with discipline. If your club runs on Playtomic, you already have timestamps, frequency, and sport preferences in booking history. The mistake is treating everyone who has not booked lately the same way, or blasting generic discounts that train customers to wait for the next coupon.
This playbook explains how to run a data-led win-back program for padel and tennis venues: definitions, segmentation, messaging, offers, and KPIs—structured for SEO clarity and operator usefulness.
Step 1: Define “lapsed” with two clocks
Pick definitions that match your cadence:
Soft lapse: no booking in 45–60 days for players who used to book weekly or biweekly.
Hard lapse: no booking in 90–120 days for any repeat customer.
Document these in your CRM or spreadsheet so marketing and the desk use the same language.
Step 2: Segment before you send
Use Playtomic history (or exports via CourtPulse) to bucket:
Sport preference (padel vs tennis).
Typical daypart (weekday lunch vs weekend evening).
Price sensitivity proxy (rarely used promos vs always discounted).
Tenure (first year vs multi-year member).
One message per segment beats one blast to thousands.
Step 3: Choose the offer architecture
Avoid blanket% off everything. Prefer:
Named off-peak windows tied to your heatmap (e.g. “Wed 15:00–18:00 doubles-friendly slots”).
Return pack (3 visits) with clear expiry.
Social proof (“Ladder restarts April 22—save a spot”).
Step 4: Channel mix and frequency
Email for detail and links.
SMS for shortCTA with opt-out respect.
In-app or push if you have a member app.
Cap touches (2–3 in 30 days) unless they engage—protect deliverability and brand.
Step 5: Measure lift cleanly
Track:
Win-back rate: % of targeted lapsed who book within 14 days of campaign.
Revenue per reactivated player in 60 days.
Cannibalization: are you only moving would-have-booked-anyway players earlier?
Compare to a holdout slice when possible (even 10% no-message control teaches a lot).
Compliance and respect
Honor unsubscribe, local marketing law, and data minimization. Win-back is retention, not stalking.
Frequently asked questions
How often should we run win-back campaigns?
Monthlybatched segments, not weekly spam.
What if we do not have emails for all players?
Use in-club prompts at checkout and QR to preference center.
Should we call high-value lapsed members?
Yes for corporate or high-LTV lists—personal outreach wins when authentic.
Does this replace acquisition ads?
No—reactivation usually has lower CPA; fund both with clear budgets.
How does CourtPulse help?
CourtPulse keeps Playtomic history and cohort-friendly views so lapsed lists are not a monthlyExcel archaeology project.
