Organization and Website Creation for Legacy Sports Club
Situation:
Legacy Sports Club was experiencing operational challenges stemming from an unclear organizational structure. With four owners dividing leadership responsibilities and no fixed hierarchy, the business lacked defined roles and consistent processes. This ambiguity was particularly problematic given the dual-business structure, where responsibilities shifted depending on which entity was being managed. The organization had recently digitized important documents and maintained a highly flexible, employee-driven culture, but small internal issues were building into larger operational challenges. Additionally, their website did not reflect the unified nature of their two businesses, and their sponsorship management lacked a systematic approach for follow-up and retention.
Challenge:
Our team was tasked with addressing three primary business areas during this sprint. First, the client needed to define clear organizational roles and responsibilities within their structure, establishing systems of success that would keep all departments aligned as they prepared to implement Salesforce for centralized data management. Second, Legacy Sports Club required a strategy to redesign and unify their website to present both business entities as a cohesive online presence. Third, the organization sought to streamline their sponsorship and partnership processes, developing a formal follow-up and retention system to ensure consistent communication and maintain long-term relationships with existing sponsors while expanding their sponsorship network and strengthening their brand identity.
Approach:
Our team employed a strategic approach emphasizing organizational strategy, user experience, and marketing optimization. We began by researching best practices for sports facility management and analyzing how similar dual-business entities successfully operate under unified leadership.
For the organizational structure challenge, we developed a comprehensive framework that clearly delineated owner responsibilities, established reporting lines for all part-time staff, and created decision-making protocols that accounted for responsibilities shifting between the two business entities. We designed role definition matrices and process documentation templates that would integrate seamlessly with their planned Salesforce implementation.
To address website modernization, we conducted a competitive analysis of successful sports facilities and performed a user experience audit. We created strategic recommendations for unifying the two business entities under one cohesive digital brand while maintaining distinct service offerings, with focus on intuitive navigation, mobile optimization, and clear calls-to-action.
For sponsorship revitalization, we developed a sponsor relationship management system including a communication calendar, follow-up protocols, and engagement touchpoints throughout the sponsorship lifecycle. We created templated materials for sponsor outreach, renewal conversations, and appreciation initiatives based on youth sports industry best practices.
Impact:
Legacy Sports Club now has a clear roadmap for organizational success and operational excellence. The organizational structure framework provides role clarity and accountability, reducing internal friction and preventing small issues from escalating into larger operational challenges. With defined reporting structures and decision-making protocols, the four owners can more effectively delegate responsibilities while maintaining strategic oversight.
The website modernization strategy positions the facility to present a unified, professional digital presence that streamlines customer registration, improves information accessibility, and strengthens their brand identity in the competitive Lafayette sports market.
The sponsorship management system establishes a systematic approach to sponsor relationships with consistent touchpoints that will improve retention rates and support expansion of their sponsorship network. These deliverables align with the client's long-term vision of sustainable systems, supporting their Salesforce implementation and establishing a foundation for continued growth in serving the Lafayette community.
Team Breakdown
Team Lead: Anuraag Kolli
Strategist: Alina Liu
Strategist: Suraj Pilla
Strategist: Connor Lawson
Strategist: Jalen Whitaker
Strategist: Aswatha Sundar
Title: Legacy Sports Club
Relevant Background Information
Business Type: Sports & Recreation Facility
Industry: Athletic Services
Location: West Lafayette, IN
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