In 2024, the message was clear: keeping parents informed was essential. Now in 2025, strong club communication isn’t just important – it’s expected. For gymnastics clubs, swim schools, dance studios and after-school providers, staying in touch with families has become essential to keeping them happy and returning for more.
From confirming a booking, sharing a progress update, or reminding parents of an upcoming event, communication should no longer be an afterthought. Taking it seriously and using it effectively is key, so you don’t miss out on keeping families happy.
What do families expect in 2025?
We recently asked families what types of updates they most want from activity providers. Their top four communication priorities were:
- Booking information (56%)
- Child progress updates (53%)
- General news and updates (48%)
- Price changes (46%)
Nearly half of parents want regular general updates which is a huge opportunity for organisations. Plus, when families were asked what they would most like to change about their current experience, communication was the top response. Families want to hear from you – but only if the content is relevant, timely, and easy to digest.
Here are 8 ways you can make club communication your organisation’s competitive advantage.
1. Automate the essentials
- Chasing payments or answering the same questions again and again can end up eating into lots of your time. This is why automating key messages, like booking confirmations, payment reminders, and term start dates, is key to keeping families in the loop, while reducing your admin time
- Did you know that with LoveAdmin’s club management software, you can automate over 40 notifications, so your members are connected with their upcoming schedules, and outstanding payments, plus receive thank you emails, and event reminders as you wish
2. Make emails feel personal
- Generic messages get ignored. But when you tailor emails to their child, class type, interests or location, they’re more likely to engage
- Use custom fields and dynamic content to make messages feel relevant without the extra work. With LoveAdmin’s communication tools, automatic placeholders tailor each message to the recipient for no extra effort. You can also segment contacts by class, form responses, or any custom group to really target your audience
3. Create a content plan
- Consistency builds trust. A simple content calendar can help you stay organised and keep parents in the loop throughout the term. Ideas to include:
- Monthly newsletters with key dates and class news
- Tips for parents related to activities (e.g. “3 ways to support your child before a performance”)
- Behind-the-scenes updates showing prep, funny moments, or what your instructors are up to
- Weekly photo or video recaps from class are gold, especially for parents who can’t always be there in person.
- Using an email scheduling tool (LoveAdmin has this built-in!) to prep emails ahead of time and track engagement so you can keep improving
4. Get to know families early
- When a new family joins, ask a few quick questions – what their child enjoys, what they’re hoping to get out of the sessions, or any concerns they have
- If a parent mentions their child is nervous in group settings, you can follow up after the first session to say how well they settled in. It takes two minutes and means everything to a parent
5. Use texts for the urgent messages
- Parents are busy, and texts are much more likely to be seen straight away than emails, especially when plans change at the last minute
- Use branded SMS (with your club’s name, so parents know it’s you) for any time-sensitive updates like venue changes, class cancellations or “don’t forget your plimsolls” reminders. LoveAdmin has built-in SMS messaging, so you can send branded SMS straight from your class register without needing a third-party app
6. Segment your contacts so messages land
- Sending one blanket message to everyone often means it won’t land with anyone. Instead, group your contacts – by class, age group, day, or location – so the right people get the right info
- LoveAdmin makes it easy to manage sending targeted messages to specific groups or classes. Filter, sort and search to easily send comms that resonate with families
7. Make it a conversation
- Don’t just send updates – ask questions, invite feedback, and get families involved. Try short surveys (2–3 minutes tops), and or run polls to get a sense of how things are going. Make sure to act on the feedback to really build loyalty and trust
- For example: “Thanks to your feedback, we’re now offering a second pickup time.” Then shout that out in your next update – it shows you’re listening, and builds real trust
- You could also run termly Q&As, share mini polls, or just invite a bit of casual feedback now and again. People like knowing their voice matters
8. Jazz up your comms
- Plain text-only, unbranded emails can feel boring and unengaging. Try adding in a branded header with your club colours, and links to your socials in the footer to engage further
- Even better – include photos, videos, or attachments like term timetables or a photo gallery. These boost open rates and make your messages something people actually want to read
- Use a platform, like LoveAdmin, to create and send on-brand comms to your members. Track engagement rates across all your comms to consistently improve
Remember, you don’t need to do everything at once. Even small changes – like adding in some personalisation or starting a monthly photo round-up, can make a big difference.
Start with what feels doable, and build from there. Club communication isn’t just about sharing info—it’s about showing you care. And when families feel looked after, they stick around.
Want more family insights, read our full ‘What Families Want’ report here.
Interested to learn more about how LoveAdmin can boost your organisation’s engagement rates? Get started today.
