Growth Playbook: Referral Engine - Athletes, Parents, Coaches

UK adults now spend 4h20 online daily, with almost half of that on Alphabet/Meta platforms, so your asks and follow-ups must live where people already are. [Ofcom Online Nation 2024]. www.ofcom.org.uk

WhatsApp is the UK’s highest-reaching messaging service, hitting 87% of online adults in May 2024, which makes it the fastest path to one-to-one referral asks and confirmations. [Ofcom Online Nation 2024]. www.ofcom.org.uk

WhatsApp Business conversation prices were cut in 2024 (Utility −44.7%, Marketing −25%) and service messages became free, reducing messaging costs for small businesses. [Ofcom A2P market review evidence]. www.ofcom.org.uk+1

Automated emails outperform one-off campaigns, with open rates ~42% and click rates ~5.4%, making automated referral follow-ups reliably effective. [Omnisend 2024 report]. Omnisend

Adults doing 150+ minutes activity per week hit a record 63.7% in England (Nov 2023–Nov 2024), signalling a big, primed market for S&C offers. [Sport England Active Lives]. Sport England

Less than half of children meet daily activity guidelines, strengthening the need for youth performance programmes and parent-led referrals. [Sport England Children & Young People 2023/24]. Sport England

ACSM’s 2024 trends confirm traditional strength training’s rise, keeping S&C highly relevant and in demand. [ACSM Fitness Trends 2024]. ACSM

Purpose: Lock in a simple on-ramp trial (£29–£49 for 14 days or two sessions) and a clear reward that motivates clients, parents, and coaches to refer today.

Why this works (data): Lower initial commitment increases conversion and shortens time-to-value; automated follow-ups then lift response rates.

Do this exactly:

Success metric: Trial Acceptance Rate ≥ 30% of referred leads.

Swipe copy / template:

Offer: 14-Day S&C Trial (£39) — includes assessment + 2 coached sessions + home plan. 

Referral: Bring a mate/parent referral. When they start the trial, you get a free session; three trials = one free month.

Purpose: Create a single source of truth and paste-ready messages so the “ask → book → pay” flow takes under 2 minutes.

WhatsApp’s reach in the UK makes it ideal for fast, personal asks; email automation keeps laggards converting.

Do this exactly:

Success metric: Time from ask to booked consult ≤ 24 hours median.

Swipe copy / template:

Subject: Quick intro via {Referrer} — 14-Day S&C Trial

Hi {First Name}, {Referrer} thought you’d benefit from our 14-Day S&C Trial (£39). 

It includes an assessment, two coached sessions, and a simple home plan.

Book here: {Booking Link}

Secure your spot: {Stripe Payment Link}

Reply here or WhatsApp me on {Number} if easier.

Purpose: Ask every active client for one named referral this week and one again next week using WhatsApp and in-person prompts.

UK adults are spending more time online and on messaging apps; personalised asks beat generic posts.

Do this exactly:

Success metric: Response Rate ≥ 60%; Booked Consults ≥ 30% of asks.

Swipe copy / template:

WhatsApp: 

“Quick one — I’ve got 4 trial spots for {team/age group}. It’s a 14-day S&C trial (£39): assessment + 2 sessions + a home plan. 

Who in your squad needs strength/speed right now? If they start, you get a free session. 

Booking link: {Booking} — want me to intro you by message?”

Purpose: Turn parents into amplifiers with a short newsletter blurb and a WhatsApp group post that points to your booking link and trial.

Parents are heavy messaging-app users; structured offers and simple CTAs reduce friction.

Do this exactly:

Success metric: Click-to-Book Rate ≥ 10% from parent channels.

Swipe copy / template:

Newsletter blurb (paste-ready):

“Local S&C coach offering a 14-Day Youth Performance Trial (£39): movement screen, two coached sessions, and a home plan. Great for {football/rugby/return-to-play}. Book: {Booking Link}. Limited spots this month.”

Purpose: Create two-way referral agreements with physios, skills coaches, and PE leads, exchanging defined offers and feedback loops.

Strength training demand is high and complementary roles benefit from faster outcomes, so aligned referrals improve client results and retention.

Do this exactly:

Success metric: Two active partners in 14 days; 4+ referred leads.

Swipe copy / template:

Subject: Quick referral pact — faster outcomes for {sport/squad}

I coach S&C for {niche}. I run a 14-Day Trial (£39) to assess, coach twice, and set a home plan. 

If your athletes start the trial via your referral, I comp your next session with me or send you a report you can use in rehab/progression.

Can we align on when to refer each way? Here’s my calendar: {Booking Link}

Purpose: Add a time-boxed event to unlock multiple referrals at once and showcase your coaching.

Short windows plus social proof raise response rates; use automated email reminders to lift attendance.

Do this exactly:

Success metric: 70%+ attendance; 30% convert to paid trial.

Swipe copy / template:

Subject: 10 spots — Speed Clinic this Saturday

One-off 60-minute clinic for {sport/age}. Focus: acceleration mechanics + strength pattern check.

Book: {Booking Link} | Spot: £9. If your teammate joins the 14-Day Trial afterwards, you get a free session.

Purpose: Build a two-week automation that nudges referred leads to complete forms, show up, and purchase the trial.

Automation consistently lifts opens and clicks versus one-off campaigns, improving show and close rates.

Do this exactly:

Success metric: Show Rate ≥ 75%; Trial Purchase Rate ≥ 40% of consults.

Swipe copy / template:

Subject: You’re booked — here’s what happens next

Step 1: Complete PAR-Q + consent: {Form Link}

Step 2: Save the session time in your calendar.

Step 3: Wear trainers; bring water.

After your session I’ll send a 14-day plan and, if it’s a fit, a link to start the £39 trial.

Any questions, reply here or WhatsApp me on {Number}.

Purpose: Keep the flywheel honest by measuring inputs and outputs, then doubling down on the best-performing segment and script.

Time online and messaging reach are high; small copy or timing changes can swing response rates meaningfully.

Do this exactly:

Success metric: Cost per Lead ≤ £8; Lead-to-Consult ≥ 40%; Consult-to-Sale ≥ 50%.

Swipe copy / template:

KPI note:

Day {X}: Asks: {N}; Replies: {N}; Booked: {N}; Shows: {N}; Trials sold: {N}; CAC: £{X}; Notes: {What worked/what to change}.

If your online plan is £149 per month and in-person is £60 per session, then four online sign-ups add £596 MRR and eight in-person sessions add £480 in one-off revenue. With a £200 tool and promo spend, breaking even requires roughly two online sign-ups or four in-person sessions, well within the 14-day targets.