The complete guide to marketing your WMF franchise. Strategy, campaigns, tactics, and resources — all in one place.
We Make Footballers is positioned as the world's number one football coaching provider for children aged 4–12. Our purpose is to make football accessible, fun, and developmental for every child who attends our sessions, regardless of background or ability.
We are not a win-at-all-costs academy. We are not a recreational childcare club with no football substance. We sit between those two extremes — professional, development-focused, and built around the belief that great footballers are not born, they are made.
| Value | What It Means |
|---|---|
| We're Leaders | We have a vision for a better tomorrow. We act and speak with authority. |
| We're Do-ers | We make things happen. We're constantly doing stuff to get ahead. |
| We're Inspiring | We believe in everyone's potential. We're educators, positive and optimistic. |
| We're Passionate | We love the game and it shows, always. We show heart, excitement, and authenticity. |
The competitive landscape is shifting. Traditional grassroots clubs are locking players into their own training. Training-only providers are adding matches and competitive elements. Parents are increasingly looking for the most complete experience to fully develop their child — but this pressure is often doing more harm than good, pushing children into poorly run competitive environments before they are ready.
WMF's ecosystem was designed with player development at its core, not bolted together as an afterthought. This document ensures every franchisee understands the ecosystem, the market, and has clear strategies to grow their territory.
Brand Guidelines & IdentityFull brand guidelines including logos, colours, typography, and tone of voice→ Brand Values & Tone of Voice — Detailed GuideHow to write and speak as WMF across all channels→Of the ~15,000 children in your territory, roughly 30–40% are already actively engaged with football — your warmest audience. The remaining 60–70% are potential first-time entrants with zero loyalty to any competitor. Both groups are your market.
| Market | Market Context | Your Opportunity |
|---|---|---|
| UK | The most mature WMF market with a dense competitive landscape. The market is evolving — more commercial operators running teams, more parents expecting a complete offering. | 12k+ players, 80+ franchisees, established national brand. The ecosystem directly addresses the retention challenge. Growing girls' football segment offers significant expansion potential. |
| US | An early-stage market with enormous growth potential. Parents are actively seeking better alternatives to traditional club structures and are open to development-first approaches. | Highly commercialised market where families invest significantly in youth soccer. WMF offers the development-focused, flexible model many parents are looking for. Foundation Leagues provide competitive football for players currently excluded from or frustrated by the traditional club system. |
| UAE | A premium market with high expectations and a transient, expat-heavy population. Digital channels are the dominant route to reach parents. | Community and belonging resonate powerfully with expat families. WMF's international brand credibility and professional coaching standards align perfectly with parent expectations. |
| Australia | A market where football sits alongside strong multi-sport culture (AFL, rugby, cricket). Grassroots football infrastructure is established but largely recreational. | WMF fills the development gap that recreational grassroots doesn't address. Positioning as complementary to other sports opens the door to families who might not consider a football-only commitment. |
Around 90% of your marketing is directed at parents — they control the wallet and the calendar. They buy trust, safety, and organisation before they buy football development. But don't underestimate children's influence. Enthusiastic children create secondary demand — "pester power." Coaches who get children excited about upcoming sessions, camps, or the Foundation League are creating marketing moments on the pitch every single week. Children also carry physical marketing — leaflets and vouchers from sessions, birthday parties, and schools — back to their parents. The best marketing happens when parents trust you and children can't wait to come back.
| Segment | Who They Are | What They Want | WMF Positioning | Product Journey |
|---|---|---|---|---|
| 1A Ages 4–6 "Fun First" |
Parents making their first decision about structured sport. Zero loyalty. Actively searching for something safe, fun, and well-organised. | Safe environment. Fun. Confidence building. Social skills. Value for money. | "This is where football journeys begin" Largest sub-segment. Easiest acquisition. Top priority. |
Weekly Core Training → Foundation League over time |
| 1B Ages 4–6 "Competition Keen" |
Parent whose child may already be playing or looking at grassroots teams. Driven by competition and visible progress even at a young age. No pro pressure. | Structured development. Visible improvement. Competitive outlets. A programme that takes football seriously. | "Real development from day one" Respond to 500+ touches message and Foundation League's competitive element. |
Weekly Core Training → Foundation League → Club Teams |
| 1C Ages 4–6 "Pro Pathway" |
Their child is their project. Parent wants them to go pro regardless of natural ability level. Driving the ambition from day one. | Elite-quality coaching. A clear pathway. Connections to professional football. Evidence of player progression. | "250+ players signed professional contracts — pathways start here" Smaller segment but high lifetime value. |
Weekly Core Training → Foundation League → Club Teams → Fun Flair Festivals |
| 2A Ages 7–12 "Late Starters" |
Never started early. Not selected for teams. Lacking confidence. Parents feel child has "missed the boat." | Welcoming, non-judgmental environment. Inclusion. Confidence building. A way in. | "Start your journey at any age" Massive underserved segment. Extremely responsive to WMF messaging. |
Weekly Core Training → Foundation League |
| 2B Ages 7–12 "Grassroots Happy" |
Already playing for a grassroots team. Happy at their level. Child-led, not parent-driven. Open to opportunities if they come along. | Supplementary development. Holiday skill-building. Would consider switching if experience elsewhere deteriorates. | Don't chase — be visible. Lower acquisition priority. Capture when the opportunity arises. |
Weekly Core Training (supplementary) → Holiday Camps → Club Teams (if switching) |
| 2C Ages 7–12 "Pro Pathway" |
High ability. Wants pro pathway. Fully embedded in grassroots. Financially committed. Development is child-driven and parent-supported. | Elite coaching. Scouting exposure. A genuine competitive pathway. Evidence of success. | "More than a team — a pathway" Premium segment. Club Tryouts and FFFs are the key tools. |
Weekly Core Training → Club Teams → Fun Flair Festivals |
We Make Footballers does not sell football sessions. We sell a player journey. Every product exists for a reason, and understanding how they connect is essential to marketing them effectively.
| Product | Role in Ecosystem | Target | Revenue Role |
|---|---|---|---|
| Weekly Core Training | The universal entry point and foundation of everything. Age-specific, curriculum-led sessions focused on the technical and physical side of the game. Individual training within a group setting — every player gets 500+ touches of the football per session, far more development than traditional team environments. This is where players build the fundamentals that everything else in the ecosystem is built on. | External Seg 1A/1B/1C + 2A | Volume + cashflow driver |
| Foundation League | Entry into competitive football within a development environment. Weekly matches with a well-branded league format — score tracking, MVP awards, league tables, certificates, and prizes. Technology drives the ongoing league feeling: WhatsApp communities for results and updates, social media highlights, and digital scorekeeping keep players and parents engaged between sessions. All the excitement of competition without the travel, parent politics, or pressure to win. It's fun, it's competitive, and it's professionally run. | Internal Existing players | ↑ ARPU + retention |
| Club Teams | The full competitive football experience, delivered to world-class standards. Every team works from a centralised syllabus in uniformed coaching sessions — heavily controlled standards ensure consistency across the network. Players and parents experience a level of professional customer service and organisation that is generally unprecedented in grassroots youth football. Tryouts, fixtures, squad identity, and a genuine development pathway — all connected back to the Weekly Core Training foundation. | Both Internal + external | Premium product + retention engine |
| Holiday Camps | An extension of the Weekly Core Training product in a longer format. Full days where children spend extended time with their favourite coaches and friends in an exceptional development environment centred around fun — prizes, games, medals, trophies, and challenges. Camps take the relationships and skills built in weekly sessions and supercharge them across an immersive week. Should represent ~25% of franchise income long-term. | Both Existing + new families | High-margin revenue |
| Birthday Parties | Brand intro for new families. 10–20 children per party = direct acquisition opportunity for Weekly Core Training. Send every child home with a leaflet and birthday gift voucher for a free session. Conversion potential is significant and cost of acquisition is essentially zero. | External New families | Referral + conversion tool |
| Fun Flair Festivals | An innovative scouting opportunity unique to WMF. Direct connections to professional scouts combined with Veo camera technology for remote scouting — an affordable, guaranteed way to get your child seen by a scout. FFFs are both an aspiration tool for existing families AND a powerful external acquisition channel that attracts players from other clubs and providers. (UK primarily, with plans for international expansion.) | Both Internal + external | Aspiration + credibility + acquisition |
WMF pricing is premium, but the addressable market in every territory is large enough to capture a strong share. WMF competes on quality, professionalism, and the completeness of the experience. The key reframe in any pricing conversation is cost per activity.
| Product | UK Pricing | US Pricing | Key Reframe |
|---|---|---|---|
| Weekly Core Training | £10–£17 per session | ~$25 per session | Structured, curriculum-led coaching by paid professionals. 500+ touches of the football per session. |
| Foundation League | £14–£20 per league game* | $20–$30 per league game | Competitive football with professional coaching, league tables, MVP awards — no travel, no grassroots club politics. |
| Club Teams (League Season) | £120–£150/month (≈12 activities = £10–£12.50 each) | Within $2,500–$3,000/year (~$1,200 upfront) | Consolidates fragmented spend parents already make across multiple providers. |
| Club Teams (Registration) | £80–£150/year (league fees + Nike kit package) | Included in annual package | Comparable or better than grassroots when kit quality is compared. |
*UK Foundation League pricing to be confirmed — contact Eve (eve@wemakefootballers.com)
Franchise owners can adjust pricing based on local venue costs and income levels, provided non-negotiables are covered: venue hire, coach pay, referee costs, league fees, and 11.1% WMF management fee. Efficiencies can be created through shared training slots (e.g., two teams sharing pitch space).
This is the key model that underpins everything. Every product, every campaign, every conversation with a family should connect back to this journey.
The overarching marketing goal is simple: move families through this journey as naturally as possible, making each next step feel like the obvious choice.
Customer churn has many causes, but one of the most significant is players leaving to join grassroots teams — often driven by WMF's own success. A child who joins at age four, develops their skills over two years of excellent coaching, and then leaves at six to join a team is a success story for the child. But it is not sustainable when that player could have continued developing, competing, and progressing within WMF.
| Product | Target Segment | Marketing Type | Primary Channels |
|---|---|---|---|
| Weekly Core Training | 1A (Fun First) + 1B (Competition Keen) + 1C (Pro Pathway) + 2A (Late Starters) | External acquisition | Google Search · Social Ads · Community/School Partnerships · Flyering · Referrals |
| Foundation League | Existing Weekly Core Training families | Internal upsell | Coach conversations · Email/SMS · In-session visibility · WhatsApp |
| Club Teams | Internal players + external 2B (Grassroots Happy) + 2C (Pro Pathway) | Both | Hero video · Paid social (G Squared) · Email · Landing page · Local activation |
| Holiday Camps | Existing (primary) + new families | Both | Email · Social · School flyers |
| Birthday Parties | New families via word of mouth | Referral + conversion | Parent referrals · Gift vouchers → Weekly Core Training |
| Fun Flair Festivals | Existing families + external players from other clubs | Both — aspiration + acquisition | Eventbrite · Paid social · Email · Schools outreach · WhatsApp · Grassroots club outreach |
Step 1: Build your Weekly Core Training base — this is always the foundation. Step 2: Set up a Club Team — you can recruit an U7s squad from a local school and enter a league straight away, even while your WCT base is still growing. Step 3: Once you have volume in your Weekly Core Training, launch your Foundation League — you need enough players in WCT to make the League viable. Each layer supports the others, but you don't have to wait for everything to be perfect before starting the next.
Drive new family sign-ups through free trials and first paid sessions. This is the top of the funnel for the entire ecosystem. Weekly Core Training marketing should be "always on".
Segment 1A (Fun First), 1B (Competition Keen), 1C (Pro Pathway), and 2A (Late Starters).
Captures parents at the exact moment of intent. Optimise your Google Business Profile. Run paid search for "[town] football classes," "kids football near me," "football for 4 year olds."
Target parents of young children within your venue radius. Use real session video/photos, not stock. Clear CTA: "Book a free trial."
Flyers in book bags, after-school tasters, school fairs, PE teacher relationships. Also: church groups, Scouts, community centres, toddler groups.
Incentivise referrals (free session for referrer + new family). Actively request Google reviews. Share parent testimonials.
Nurseries, leisure centres, libraries, soft play. Clean design, QR code to booking page. Especially important for new franchisees.
Every party = 10–20 new children. Send each home with a leaflet and birthday gift voucher for a free Weekly Core Training session.
Franchisees can direct customer enquiries to the centralised WMF WhatsApp account, where questions are answered and follow-ups managed via our AI-powered customer service tool (integrated with ManyChat). This ensures consistent, professional responses to every enquiry. Lead management and follow-up should be tracked in Flowlu (flowlu.com), our CRM platform.
Google Business Profile — Setup & Optimisation GuideStep-by-step guide to setting up and optimising your GBP listing→ Facebook & Instagram Ads — Setup GuideHow to create, target, and manage social media ad campaigns→ Google Ads — Setup & Keyword GuidePaid search setup with recommended keywords→ School & Community Partnership PlaybookTemplates, scripts, and tactics for building local partnerships→ Referral Programme — Setup & TemplatesHow to launch and manage a parent referral programme→ Flyer & Print TemplatesReady-to-customise flyer designs for Weekly Core Training→ Free Trial — Booking Flow & Follow-Up SequenceHow to convert trial attendees into paying members→ How to Use Flowlu (CRM)Full guide to WMF's CRM platform for lead and customer management→Convert existing Weekly Core Training players into Foundation League participants. This is an internal campaign — the audience already knows and trusts WMF.
Coaches identify ready players and have natural conversations at pickup. Not a hard sell — a recommendation based on the child's progress.
Targeted communication to existing families. Include testimonials from League parents. Time around term starts and progression milestones.
League sessions visible to WCT families. League tables, results, MVP awards on display. Let parents see what their child could be part of.
Share results, celebrate players, build excitement. WhatsApp communities drive the ongoing league feeling between sessions.
Under 6s and Under 7s are the easiest starting point. Minimal existing loyalty, parents most open, competitive landscape least crowded. You can recruit an U7s squad from a local school and enter a league — even while your Weekly Core Training base is still building.
| # | Principle | Why It Matters |
|---|---|---|
| 1 | Start with Weekly Core Training. Always. | Without a healthy base, nothing else in the ecosystem can function. When in doubt, spend your next marketing pound/dollar on WCT acquisition. |
| 2 | Younger is easier. | Ages 4–6 = lowest resistance, highest conversion, zero existing loyalty. Prioritise Segments 1A, 1B, and 1C in acquisition campaigns. |
| 3 | Retention is more valuable than acquisition. | Foundation League and Club Teams solve the historic problem of players developing and leaving. Every player who stays in the ecosystem is revenue protected and lifetime value increased. |
| 4 | Parents buy trust. Children create demand. | 90% of marketing is directed at parents — they need to trust you. But children who are excited create "pester power" that drives sign-ups, re-enrolments, and camp bookings. Market to both. |
| 5 | Brand matters more than you think. | Competitors are expanding their offerings. What they can't replicate is a purpose-built ecosystem backed by a trusted brand with 250+ professional contracts and a world-class syllabus. |
| 6 | Build with ambition. | Start WCT, set up a team, enter a league, build your Foundation League once you have volume. Don't wait for everything to be perfect — start building and keep moving. |
| Month | Key Activity | Products in Focus |
|---|---|---|
| Jan | "New Year, New Activity" campaign peak. Mid-season Club Tryouts. | WCT · Club Teams |
| Feb | Half-term camp promotion. Foundation League spring push. | Holiday Camps · FL |
| Mar | Spring term steady state. Easter camp promo begins. | WCT · Holiday Camps |
| Apr | Easter camp delivery. Summer term prep. | Holiday Camps · FL |
| May | Summer camp promo. Tournament season. FFF season. | Camps · FFFs |
| Jun | Summer campaign peak. Club Tryout campaign for Sep. | Camps · Club Teams |
| Jul | Summer camp delivery. Tryout execution. | Camps · Club Teams |
| Aug | Summer camps. "Back to football" Sep campaign prep. No team fees. | Camps · WCT (prep) |
| Sep | Biggest acquisition month. New school year. League season starts. | WCT · FL · Club Teams |
| Oct | Half-term camp promo. Steady state acquisition. | Camps · WCT |
| Nov | Christmas camp promo begins. FL momentum. | Camps · FL |
| Dec | Christmas camp delivery. Birthday party peak season. | Camps · Parties |
| Month | Key Activity | Products in Focus |
|---|---|---|
| Jan | "New Year" campaign push. Winter FL cycle. | WCT · FL |
| Feb | Spring semester steady state. Presidents' Day camp. | WCT · Camps |
| Mar | Spring break camp promo. Spring FL cycle. | Camps · FL |
| Apr | Spring break camp delivery. Spring tryout prep. | Camps · Club Teams |
| May | Season ends. Summer camp promo peak. Tryout campaigns. | Camps · Club Teams |
| Jun | Summer break begins. Summer camp delivery. Tryout execution. | Camps · Club Teams |
| Jul | Summer camp delivery continues. | Camps |
| Aug | New season starts. "Back to soccer" campaign. Biggest acquisition month. | WCT · FL · Club Teams |
| Sep | Fall steady state. FL momentum building. | WCT · FL |
| Oct | Fall break camps. Steady acquisition. | Camps · WCT |
| Nov | Thanksgiving break. Winter camp promo. | Camps |
| Dec | Winter break camps. Holiday parties. | Camps · Parties |
The following are indicative targets. Eve and Sean — please review and confirm or adjust these figures based on network data.
| Stage | New Franchise (0–6 months) | Established Franchise (6+ months) |
|---|---|---|
| Enquiry forms / leads per month | 40–60 | 80–120 |
| Free trials booked | 25–40 | 50–80 |
| Trial → Paid conversion rate | 40–50% | 50–65% |
| New paying players per month | 10–20 | 25–50 |
| Foundation League uptake (% of WCT base) | N/A (building WCT first) | 15–25% |
| Monthly player retention rate | 85%+ | 90%+ |
Recommended Budget Split — Established Franchise
Recommended Budget Split — New Franchise (First 6 Months)
Aim for 4–5 posts per week across Facebook and Instagram, plus regular Stories. Active local social media accounts on Instagram, TikTok, and Facebook are essential — they directly impact your Google rankings, build parent trust, lower your ad costs, and connect you with your community.
| Content Type | Frequency | Purpose | Example |
|---|---|---|---|
| Session clips | 2x/week | Show what parents' children will experience | 15-second clip of a drill, skills exercise, or small-sided game |
| Player spotlights | 1x/week | Celebrate players, build community pride | "Player of the Week" or development story |
| Promotional / CTA | 1x/week | Drive bookings and sign-ups | "Book a free trial," camp promo, League launch |
| Behind the scenes | 1x/week | Build trust and personality — authenticity over polish | Coach prep, pitch setup, matchday atmosphere |
| Testimonials / Reviews | 1x/fortnight | Social proof | Parent quote, Google review, video testimonial |
| Results / League tables | When active | Build excitement for Foundation League | Weekly standings, MVP awards, match reports |
Assign someone to capture 5–10 photos and 2–3 short video clips at every session. Focus on: action shots of children engaged and smiling, coaching in action, group celebrations. Always ensure parent photography permissions are in place. Authentic moments outperform polished content — keep it real.
| Communication | Audience | Frequency | Purpose |
|---|---|---|---|
| Welcome sequence | New trial sign-ups | 3 emails over 7 days | What to expect, directions, follow-up after trial |
| Newsletter | All active families | Every 1–2 weeks | Session highlights, events, player stories, promos |
| Foundation League launch | Existing WCT families | Start of each term | What it is, how to sign up, testimonials |
| Camp promotion | Full database | 4–6 weeks before holidays | Dates, pricing, booking link |
| Tryout campaign | Full database + targeted | Per 4-phase plan | Hero video, tryout details, sign-up |
| Re-engagement | Lapsed families (60+ days) | Quarterly | "We miss [child's name]" — incentive to return |
| Tactic | When | How |
|---|---|---|
| Post-trial follow-up | 24 hours after first session | Automated email/SMS with direct Google review link |
| Milestone moments | After 4 weeks, after term ends | "We'd love your feedback" email |
| Coach-led ask | When parent gives verbal praise | "Would you mind leaving us a quick Google review?" |
| Incentivised campaigns | Quarterly | "Leave a review — enter a draw for a free camp place" |
| KPI | What It Tells You | Target |
|---|---|---|
| New trials booked | Top-of-funnel health | ↑ Growing month-on-month |
| Trial → Paid conversion | Trial experience quality | ↑ 50%+ |
| Total active players | Business health | ↑ Steady growth |
| Player retention rate | Are families staying? | ↑ 90%+ for established franchises |
| Foundation League uptake | Ecosystem progression | ↑ 15–25% of WCT base |
| Cost per lead / trial | Marketing efficiency | ↓ Decreasing over time |
| Google review count & rating | Brand trust & SEO | ↑ 4.5+ rating, consistent new reviews |
| Social media engagement | Content relevance | ↑ Likes, comments, shares, saves |
| Revenue per player (ARPU) | Ecosystem depth | ↑ Growing as League/Teams scale |
| Churn reasons | Why families leave | Track and categorise every leaver |
Set aside 30 minutes on the first Monday of each month to update your KPI tracker. Review what's working, what's not, and where to reallocate. Share highlights with your coaching team so they understand the impact of their work.
Every guide, template, and tool referenced in this document — all in one place.
Questions about this document or need support with your marketing?
marketing.support@wemakefootballers.com