- +27% Season-over-season league retention
- +$164K Annualized league revenue
- -31% Cost per league signup
The challenge
Six consecutive seasons of roster decline. Recruitment was a flyer at the front desk and a post to a page with 900 followers, and nobody could say why bowlers left.
What we did
- Exit-surveyed three seasons of lapsed league bowlers
- Rebuilt the shorter-commitment league format the data pointed at
- Created a proper signup funnel with reminders and a captain toolkit
- Segmented open-play regulars as the primary recruitment pool
- Instrumented signup tracking end to end
The exit survey did most of the work. The dominant reason for leaving was not price and not lane condition — it was the 32-week commitment. Bowlers who loved the league could not promise eight months of Thursdays.
The insight that changed everything was embarrassingly simple: our best recruitment pool was already bowling in the building every Friday.
