Stuart Twigg

Every brand strives to have a tradition that’s steeped in values and strong consumer brand relationships, but there comes a time where you need to take a step away from how things have always been done and make a change that’ll bring you into the 21st century.

Tradition is something every brand or organisation longs to have. A tradition that’s steeped in values and strong consumer brand relationships; but there comes a time where you need to take a step away from how things have always been done and make a change that’ll bring you into the 21st century.

Tradition dictates that in the children’s participation industry, the times by which we run activities is planned around the school terms, and in some cases, we fill the gaps with camps or workshops. The theory is that families enjoy the structure of a routine during the school terms but when the holidays come around, they’re more likely to freestyle the sessions because they’re on a family holiday and therefore not around to participate. We feel that this theory may have been spot on 20 years ago, but the reality is that in today’s day and age, both parents are likely to be working. This leaves families with less annual holidays, creating a dynamic where they have more time to continue their activities.

As an organiser of tennis activities, my need to live by tradition forced me down the route of running six-week blocks of lessons, constantly reproducing paperwork, chasing registers and chasing payments only to have to repeat it all six weeks later.

So there I was, after dedicating 25 years to tradition I decided to have a crack at bringing my organisation into the 21st century. Floc was born, and the process I had been struggling with for all those years was made really simple. I swapped the six blocks of six weeks to a rolling 42-week programme, and divided the 42 session payments into 12 direct debit payments. My whole year’s admin had been done in three minutes. Creating the training sessions through Floc was painless; I was able to select my 42 dates, market the courses to existing and new customers as well as deploy my staff. What came next really surprised me. The customers absolutely loved it! Using Floc meant that there was no need for completing online or paper registrations, writing cheques or going to the cash machine. They were signed up and good to go for as long as they wanted to attend my tennis club.

I have to say though, Floc has increased my number of members; not only did it make their lives easier to register, it allowed them to get constant feedback on their child and what they’d covered in lessons. A messaging group has also been set up on the Floc app, which gives parents access to the coaches and other parents in the messaging group.

Six months on and still no more admin! The players have all been in contact through Floc and are playing far more tennis than they ever were before. We strive to complete the triangle of happy parents, happy children and happy coaches. I think it’s fair to say that everyone’s happy!

Throw away your boxes of paper, break tradition and go for it! The results will speak for themselves.