CRM for sports schools: inquiries, memberships and attendance in one system.
A parent messages on WhatsApp, comes to a trial, buys a membership, stops coming three months later — and the school is the last to know. A CRM tracks the student from the first message through every renewal, reminds about payment and shows who has dropped out.
A sports school has two funnels, and both are usually run by hand. The first is enrollment: inquiry, trial booking, trial session, membership purchase. This is where parents who weren't called back and those who booked but didn't show up get lost. The second is retention: attendance, membership expiry, payment, renewal. Here the school loses more money, because a student who leaves after three months hasn't yet paid back the cost of attracting them.
A CRM brings both funnels together. Inquiries from WhatsApp, Instagram, the website and 2GIS land in one queue, each with an owner and response deadline. The coach marks attendance, the system calculates the membership balance, sends a Kaspi payment link and creates a task for the administrator if a student has missed two weeks.
We implement amoCRM or Bitrix24, and for schools with complex membership rules we build a custom system on Next.js and PostgreSQL. If you need student records together with online learning, we consider 1Study.
What we set up in a sports school CRM.
WhatsApp, Instagram Direct, website, 2GIS and calls — in one funnel with source, child's age, sport and branch.
Group selection by age and schedule, confirmation and a reminder to the parent on WhatsApp a day and 2 hours before.
Membership types, sessions left, validity, freeze with a medical note, family discounts. The balance is recalculated from attendance marks.
A Kaspi Pay link from the student card, automatic payment marking, a list of debtors and reminders before the membership expires.
Coaches mark presence from their phone, the CRM sees absences and creates a task to win the student back after two weeks away.
Group occupancy, free spots, coach workload and coach pay calculated by sessions held or students.
Participant lists for tournaments and training camps, fee collection, documents and parental consents.
Conversion from inquiry to trial and to membership, renewals, monthly churn, revenue by branch and ad source.
Funnels and automations.
- Funnel «Enrollment»: inquiry → trial scheduled → trial attended → membership
- Funnel «Students»: active → membership expiring → renewed
- Funnel «Win-back»: missing 2 weeks → contact → returned or frozen
- Funnel «Events»: tournament, training camp, summer camp
- Reminders about trials and sessions
- Payment reminders 3 days before membership expiry
- Task for the administrator on «no reply in 15 minutes»
- Inquiry routing by branch and sport
- End-to-end ad analytics
Count months a student stays, not inquiries.
The cost of an ad inquiry tells you little about a club. What matters is the chain: how many inquiries reached a trial, how many trials bought a membership, how many months a student trains and pays on average. In our experience and according to market data, half or fewer of those who book reach the trial if nobody reminds them, and roughly every second or third buys a membership after it.
The CRM shows these numbers by source and branch. For example, targeted ads may produce cheap inquiries that don't show up for the trial, while 2GIS produces expensive ones with high conversion to membership. Without per-student records this is invisible, and the budget is allocated by cost per inquiry rather than by revenue.
amoCRM, Bitrix24, an industry system or a custom CRM.
- amoCRM — quick to launch, convenient for enrollment and WhatsApp; attendance and memberships are set up with fields and widgets. Suits clubs with one or two gyms.
- Bitrix24 — more options for branches, roles and coach tasks, but needs more setup and training.
- Industry systems for clubs and learning centers (AlfaCRM, «Moy Klass» and similar) — ready-made schedule and memberships; we connect the website, WhatsApp and ads to them.
- Custom CRM — from ₸1,500,000, when the school has complex membership rules, several legal entities, state-funded and paid places, its own app.
We choose after reviewing your processes, not by a favorite system.
What drives the price of implementation.
Basic amoCRM or Bitrix24 implementation for one school: enrollment and retention funnels, WhatsApp, memberships, reminders, training for the administrator and coaches — ₸350,000–₸600,000, 2–3 weeks. With Kaspi online payment, telephony, several branches and end-to-end analytics — ₸600,000–₸1,000,000, 4–6 weeks. Custom CRM — from ₸1,500,000. CRM and WhatsApp API licenses are paid to vendors separately.
Base prices and «off-the-shelf vs. custom» options — on the CRM and automation page.
The short version.
How much does a CRM for a sports club cost?
Basic amoCRM or Bitrix24 implementation — ₸350,000–₸600,000, with Kaspi payment, telephony and branches — ₸600,000–₸1,000,000, a custom system — from ₸1,500,000. Licenses are paid separately.
Will coaches be able to mark attendance themselves?
Yes, from their phone via the CRM mobile app or a simple form — it takes under a minute per group. Coach training is part of the implementation.
How does a CRM help with membership debts?
The system knows each membership's validity and balance, sends the parent a Kaspi Pay link three days before expiry and shows the administrator a list of debtors.
We already use AlfaCRM or a similar system. Should we replace it?
Not necessarily. If it works for schedules and memberships, we connect the website, WhatsApp, ads and analytics to it instead of migrating your records.
Can the CRM handle both state-funded and paid places?
Yes, students are tagged by funding type and reports are built separately. For complex state-funding schemes a custom CRM is more convenient.
Same service for other industries
Losing students between the trial and renewal? Describe how you keep records now — we'll propose a setup and estimate.
Tell us how many branches, groups and coaches you have, how you take payments and where you track attendance. We'll reply with a funnel design and estimate within 1–2 business days.