Digital for sports schools: trial session, membership, renewal.
A parent looks for a club close to home, checks the schedule and training videos, and messages on WhatsApp asking about a trial session. We build the path from that message to a paid membership and its renewal: a website with schedules by branch, ads to parents in your district, and a CRM that tracks attendance and Kaspi payments.
Six areas of work for a sports school.
Schedule by branch and age, trial session, memberships, coaches, Kaspi payment, two languages.
from ₸300,000Mobile appSchedule and reschedules, attendance, memberships with Kaspi payment, student progress, coach app, push.
from ₸2,500,000CRM & automationInquiries from WhatsApp and Instagram, trial → membership → renewal, Kaspi payments, attendance, churn.
from ₸350,000SEO«Sport + age + district» clusters, pages for sports and branches, 2GIS, Kazakh language.
from ₸200,000/moTargeted adsInstagram and TikTok to parents by radius, training videos, trial offer, inquiries to WhatsApp and CRM.
from ₸150,000/moSearch adsGoogle Ads and Yandex Direct for «sport + district» queries, maps, landing pages with schedule, inquiries to CRM.
from ₸150,000/moKids' sports in Kazakhstan are sold to the parent, not the child. Football, martial arts, swimming, gymnastics and tennis are chosen on three criteria: how far it is, when training takes place and who the coach is. If Instagram only shows tournament photos and the schedule and membership price are available «via DM», the parent will message three clubs and go to whoever answers first.
A club's revenue depends not on the first sign-up but on renewals. A student who trains for six months brings in many times what it cost to attract them, and churn usually happens quietly: missed two weeks, didn't renew, the coach found out a month later. So ads and the website bring families to a trial session, while attendance tracking and payment reminders keep them.
Below is what we do for sports schools, clubs and academies: each area has its own page with features, integrations and prices. For the online part and student records there is our platform 1Study.
What sports schools come to us with.
- Parent inquiries land in coaches' and the administrator's WhatsApp, some in Instagram Direct; nobody tracks who booked a trial and didn't show up.
- The group schedule by age and branch lives in the administrator's head or in a story image that is out of date within a week.
- Memberships are paid by Kaspi transfer to the coach and recorded in a notebook or Excel; debts and expired memberships surface at the end of the month.
- Ads target the whole city, although parents take kids to training within 3–5 km of home or school; the budget goes to people who will never make the trip.
- Enrollment depends on September, while groups empty out in December and May — there is no system for winning back lapsed students and no summer program.
- Tournaments, training camps and summer camps are sold through separate Instagram posts, with no page, payment or participant list.
What matters specifically in Kazakhstan.
- 2GIS — parents search for «football for kids», «boxing», «swimming pool» on the map near home: a listing for each branch with schedule, gym photos and replies to reviews drives as much traffic as the website.
- Kaspi — memberships are paid via Kaspi Pay or Kaspi QR at the gym; a payment link from the CRM and automatic payment marking remove manual reconciliation of transfers.
- WhatsApp — the main channel with parents: trial bookings, rescheduling, payment reminders; the WhatsApp Business API sends these from the CRM instead of a coach's personal phone.
- Two languages — website, schedule and ads in Russian and Kazakh; in Astana, Shymkent and the southern regions a large share of parents search for a club in Kazakh.
- Children's data — under Kazakhstan's personal data law you need a parent's consent to process a child's data and a separate one for training photos and videos; the website needs an offer agreement, attendance rules and the medical clearance requirement.
- State funding — if the club takes part in per-capita funding of children's extracurricular education, the website needs clear instructions for parents and the records need to separate paid and funded places.
A sports school's year: when to enroll and when to retain.
- August–September — the main enrollment: parents choose a club for the school year. The website, 2GIS listings and ads must be ready by mid-August, not by September 1.
- January — the second wave: after the holidays and New Year resolutions. «Free trial session» offers and beginner groups work well.
- December and May — churn: holidays, exams, illness. This is when the CRM matters most — reminders to those who missed two weeks and an offer to freeze the membership instead of quitting.
- Summer — camps, training camps and intensives: a separate page with program, price and Kaspi payment, sold to your own base first.
We build the ad and content plan around this calendar so the budget isn't spent in a season when parents aren't choosing.
The order that pays back fastest.
- 2GIS listings and a website with schedules by branch and age, trial booking and membership prices — without this, ads lose half the inquiries.
- CRM with attendance and payments — the «inquiry → trial → membership → renewal» funnel, payment reminders, a list of lapsed students.
- Targeted ads to parents within a radius of the branch during enrollment season — first trial bookings within 1–2 weeks.
- SEO for «club + sport + district» queries — the cheapest flow next season, results in 4–6 months.
- An app — for an academy with several branches and hundreds of students: schedule, attendance, payment and the child's progress on the parent's phone.
Questions from sports schools.
How much does a website for a sports school cost?
A landing page for enrollment in one sport — ₸250,000–₸400,000; a school website with schedules by branch, coaches, memberships and two languages — ₸600,000–₸1,200,000. Details on the website for sports schools page.
Can we target ads at children?
No, and there's no need: Meta and TikTok restrict targeting of minors, and the decision and payment are the parent's. We show ads to parents aged 25–45 within a radius of the branch; for teen groups, with creatives that make sense to both parent and child.
Do we need a CRM, or is a spreadsheet enough?
Up to 50–70 students in one gym, a spreadsheet copes. With several branches, more than three coaches and payments by transfer, a lack of CRM means lost inquiries, debts and lapsed students. Basic implementation — from ₸350,000.
How does 1Study help a sports school?
1Study covers the online part and student records: groups, a student app, materials and videos for home practice, Kaspi payment. It suits schools with theory and home programs — chess, general physical training, stretching, grading preparation.
When should ads start before September enrollment?
The website and 2GIS listings by early August, ads from mid-August, so parents can attend a trial before groups start. January brings a second, shorter enrollment wave.
Other industries
Run a sports club or school? Describe your task — we'll tell you where to start and what it costs.
Tell us which sports, how many branches and students, where parents come from now and what hurts most: enrollment, payments or churn. We'll reply with a plan and estimate within 1–2 business days.