The Waresport Podcast

How do you market a youth sports club, and what's the difference between branding and marketing? In Round 2, Ben D'Alessandro, founder and Executive Director of Virginia Basketball Academy (VABA) in Charlottesville, VA, explains how a non-profit basketball program reaches 2,200–2,400 kids a year without a "grandiose marketing plan." He covers referrals and word of mouth, Facebook vs. Instagram, how to price a youth basketball program across four seasons, day camps vs. overnight camps, loyalty and membership models, and the travel-tournament admission fees he calls "the racket."Waresport Podcast Ep. 4, part 2 of our conversation with Ben. Watch part 1 (culture, character and parent buy-in): https://youtu.be/Jzg1GUBWzfAIn this episode:• Brand first, then market. Ben: "the quality of your marketing is dependent on the authenticity of your brand." Your brand is the first reaction people have to your name; marketing is how you acquire and retain families.• Word of mouth wins. A referral has roughly a 90% success rate. Get your philosophy, culture and belief system right before you spend on marketing.• Facebook vs. Instagram: Facebook is VABA's biggest channel because they've been on it longest and parents use it, but younger parents (mid-30s) live on Instagram, so VABA is now investing in Instagram and TikTok.• Selling to club directors: consistent email and cold calling still work, and Ben books calls from Instagram ads. Switching club software is hard because staff and families are used to the old way, so timing matters (Ben's pick: April–May).• Pricing a youth basketball program: four seasons (winter league is the peak, spring travel, summer day camps, light fall). Margins are thin because staffing, gym rental, apparel, printing and insurance add up. Day camps cut lodging and food costs.• Loyalty: a membership model with monthly dues and perks, and "Bruins Bucks" credits for VABA's elite program.• Travel basketball: Friday Night Hoops keeps families off the tournament circuit, and parents pay $20 to park and $50 to watch. The real path to a scholarship: develop character, skill, knowledge and love of the game.CHAPTERS0:00 Intro: Round 2 with Ben D'Alessandro1:11 Meet Ben & VABA: 2,200–2,400 kids a year2:51 How VABA gets new families4:10 Why word-of-mouth referrals win5:59 Branding vs. marketing, explained7:59 Customer acquisition vs. retention9:21 Marketing gets the first date, branding keeps them10:22 An authentic brand makes marketing work12:12 Facebook vs. Instagram for youth sports clubs16:13 How software companies should reach club directors19:01 Why clubs struggle to switch software23:54 How to price a youth basketball program25:22 Four seasons: winter league, spring travel, summer camp26:48 Day camps vs. overnight camps28:10 Membership models & loyalty rewards31:28 The best time to switch club software32:42 Friday Night Hoops & travel tournament fees36:02 The real path to a college scholarship37:27 Trial and error: how VABA was built39:19 Wrap-upGUESTBen D'Alessandro, founder, Executive Director and Director of Coaching, Virginia Basketball Academy (VABA), Charlottesville, Virginia. A former Division I assistant (grad assistant at the University of Virginia, then James Madison and Clemson), Ben founded VABA as a non-profit with the mission "Building character, shaping lives through the game of basketball." In more than 20 years it has grown to 2,200–2,400 players a year and over 20,000 alumni.VABA website: https://www.playvaba.orgVABA on Instagram: @playvabaPart 1 with Ben: https://youtu.be/Jzg1GUBWzfAHOSTDevansh Kaushik, founder of WaresportLinkedIn: https://www.linkedin.com/in/kaushikdevanshRun registration, payments, scheduling, parent communication and your club website in one place: https://waresport.com/?utm_source=spotify&utm_medium=video&utm_campaign=podcast_ep4

How do you grow a youth soccer club to 3,000 players? Peter Stogsdill, Executive Director of SDSC Surf (San Diego Soccer Club), explains how a community club in Rancho Peñasquitos and Rancho Bernardo grew to roughly 1,250 competitive players and 1,500–2,000 rec players. He covers why Instagram beats Facebook for his club, how AI now builds a 300-team tournament schedule in under a minute, what's changed in Southern California youth soccer, and the first steps to starting a soccer club.Waresport Podcast Ep. 3. In this episode:• Growth came from two things: the boom in SoCal youth soccer (competitive play now starts at U7/U8, and State Cup grew from a handful of teams) and staying responsive to families with good programs from top to bottom.• Soccer people run the soccer and business people run the business. SDSC Surf has a social media director, a registration team and a part-time accountant who used to be an administrator at Coca-Cola, while the soccer staff make every soccer decision.• Instagram beats Facebook for SDSC Surf. They post several times a day, players engage, and parents scroll too, especially before tryouts.• Technology: AI tournament scheduling (MatchPro AI) builds a schedule with no coaching conflicts in about 45 seconds, compared with mailing printed schedules to 300 teams years ago. PlayMetrics runs registration, schedules and field closures from a phone.• What's next for club software: AI help with practice scheduling, and AI that writes emails in your own voice.• What's changed: everything is about winning now, and parents chase college scholarships at U9 and U10.• Starting a soccer club: 1) secure fields (in SoCal they're at a premium), 2) surround yourself with good, trusted people, 3) have a solid financial plan, 4) be passionate about teaching kids. Your first players come from clinics, privates and word of mouth.CHAPTERS0:00 Intro: Waresport Podcast Ep. 30:40 Meet Peter Stogsdill & SDSC Surf1:29 ~3,000 players: competitive & rec3:00 How SoCal youth soccer grew5:00 Community club vs. LLC: who runs the soccer7:08 Why Instagram beats Facebook for SDSC Surf11:34 AI tournament scheduling in 45 seconds13:29 PlayMetrics, registration & the always-on director15:22 What club software should solve next17:41 AI that writes your emails19:04 Using AI to win back your time21:20 The World Cup & the future of US soccer23:17 SDSC Surf in 2030: ECNL & Girls Academy25:48 What's changed: winning & early scholarship pressure26:15 How to start a soccer club: the first steps29:47 Getting your first players: word of mouth32:58 Advice on selling to club directors34:43 Wrap-up & where to find SDSC SurfGUESTPeter Stogsdill, Executive Director, SDSC Surf / San Diego Soccer Club. He has been part of the club since 1995, first as a director of coaching, and has led it as Executive Director for about five years. SDSC Surf is a non-profit 501(c)(3) youth soccer organization in North County Inland San Diego, running recreational and competitive programs (ECNL boys, Girls Academy).Website: https://sdscsurf.comInstagram: https://www.instagram.com/sandiegosoccerclubHOSTDevansh Kaushik, founder of WaresportRun registration, dues, scheduling, parent communication and your club website in one place: https://waresport.com/?utm_source=spotify&utm_medium=video&utm_campaign=podcast_ep3

How do you use ChatGPT to run a sports club? Anton Bucher, founder and Executive Director of AMBienT Sports and Texoma Thunder Volleyball Club, explains how an AI assistant he named "Marvin" handles attendance, spreadsheets, payments workflows, graphics, emails and Facebook analytics, so he can spend his time on families and coaches. Club directors also learn the first steps to starting a nonprofit club and the Facebook tactics that fill a local youth volleyball program.Waresport Podcast Ep. 2. In this episode:• Treat AI as a thinking tool, not an answer machine. Anton says "it's just a tool, like a hammer." He reviews everything, pushes back when it's wrong, and keeps the final call himself.• Automate the busywork: scan hand-marked attendance sheets, track a 200+ player pipeline, and chain Calendly, Stripe and Make.com into a lesson tracker, all built with ChatGPT's help.• Data security: Anton uses a paid business seat and keeps his club data connected to Waresport through a contained ChatGPT connector.• Starting a nonprofit club: use AI as your guide for IRS registration, the Texas registered agent, a unique name, a logo, a website, a branded email and a Google Voice number.• Facebook still wins for reaching local families. Join community groups (and follow their advertising-day rules), boost posts instead of creating ads, and target custom 25-mile radiuses. Then have AI read the analytics.• What directors want next from club software: help with logistics such as tournament registration, gym-space scheduling and team travel.Texoma Thunder runs on a scholarship model, where most families pay about half, so cost never stops a girl from playing.CHAPTERS0:00 Intro: Waresport Podcast Ep. 20:31 Meet Anton Bucher & AMBienT Sports2:24 Club costs & the nonprofit scholarship model5:24 Relationship-first, tech-forward directors7:21 Meet "Marvin," Anton's ChatGPT assistant8:41 What ChatGPT is (and isn't) for10:21 Automating attendance & registrations with AI15:17 Custom GPTs & a Calendly + Stripe lesson tracker18:22 Connecting ChatGPT to club software safely26:07 How to start a nonprofit sports club32:45 Facebook marketing for youth sports clubs39:25 Facebook groups & boosted posts vs. ads43:27 Using AI to read Facebook analytics47:21 What club software should solve next53:14 Wrap-upGUESTAnton Bucher, founder and Executive Director, AMBienT Sports, nonprofit organization behind Texoma Thunder Volleyball ClubWebsite: https://texomathundervbc.comInstagram: https://www.instagram.com/texomathunder_vbcHOSTDevansh Kaushik, founder of WaresportRun registration, dues, scheduling, court booking, parent communication and your club website in one place: https://waresport.com/?utm_source=spotify&utm_medium=video&utm_campaign=podcast_ep2Previous episode: Ep 1 with Ben D'Alessandro https://youtu.be/Jzg1GUBWzfA

How do you build a youth sports club that parents believe in? Ben D'Alessandro of Virginia Basketball Academy (VABA) explains why "a coach is a salesperson," and how club directors earn belief from athletes, parents and coaches by leading with a mission that goes beyond the scoreboard.Waresport Podcast Ep. 1. In this episode:• Define winning as more than outscoring an opponent• Build buy-in among parents, players and coaches• Let your club's mission guide everyday decisions, with no shortcuts• Develop character alongside basketball skills• Stand out through your values and how you communicate with families• Keep good coaches and strengthen your coaching culture, knowing real development takes timeFor basketball program directors, youth sports club leaders, academy owners and coaches.CHAPTERS0:00 Intro: Ben D'Alessandro and VABA3:00 Why a quality youth coach matters5:58 How the VABA philosophy was born7:09 Teaching kids to bounce back from a loss8:55 Coaches must prepare themselves first10:27 Why parents can't put the team first12:10 Coaches are salesmen: building buy-in14:54 Defining success like John Wooden17:21 VABA's programs and player pathway19:51 What sets VABA apart from other clubs24:00 Challenges of running a club at scale28:23 Ben's wishlist for club software30:12 AI vs. the personal touch with families37:12 Social media and the founder's role43:11 Where to find VABAGUESTBen D'Alessandro, Executive Director and Director of Coaching, Virginia Basketball Academy (VABA), Charlottesville, VirginiaVABA website: https://www.playvaba.orgVABA on Instagram: https://www.instagram.com/playvaba/HOSTDevansh Kaushik, founder of WaresportLinkedIn: https://www.linkedin.com/in/kaushikdevanshNext episode: Ep 2 with Anton Bucher https://youtu.be/KRRWMhsrzacWaresport is the all-in-one OS for youth sports clubs: registration, dues, scheduling, court booking, parent communication and websites. https://waresport.com/?utm_source=spotify&utm_medium=video&utm_campaign=podcast_ep1Waresport on Instagram: https://www.instagram.com/mywaresport/Waresport on LinkedIn: https://www.linkedin.com/company/waresport