Padel Logan: a new sport, launched from zero.
A brand new sport, and nobody searching for it yet.
Padel Logan is a new padel club at Meadowbrook Golf Club in Logan, Queensland. Padel is one of the fastest growing sports in the world, but in Logan it was brand new: most locals had never played it, and nobody was searching Google for a padel court down the road.
The club needed everything a business needs to open its doors at once. A brand people would recognise, a website, a way to sell Founding Memberships before opening, a way to book courts, a launch that got people through the gate, and the tracking to know what was working.
Start to finish, everything it took to get online.
Brand and launch artwork
A consistent visual system across every touchpoint: a player level guide and FAQ, a social timetable, WhatsApp group boards, a monthly what's on, QR posters, free game tags and screen ads for the golf buggies, so the club looked established from the first day.
The website
padellogan.com.au, built mobile first because nine in ten visitors arrive on a phone. Clear pages for playing, memberships, corporate groups and contact, with tap to call and local SEO set up on every page so Google understands where the club is and what it offers.
Founding Memberships, sold online
Three membership tiers, each with its own online application and a secure payment link, so the club could sell memberships before the courts opened without a single phone call.
Court bookings
Booking pages connected to the club's MATCHi booking system, so players can find a time, book a court and turn up.
Tracking that tells the truth
Google Tag Manager, Google Analytics and the Meta pixel set up and tested on real devices. Every membership application, enquiry and newsletter signup is tracked as its own event, and test visits are filtered out so the numbers stay clean.
Email and CRM
A Klaviyo newsletter list, a founding list pop up and email sequences ready to turn interested locals into players and members.
Launch advertising
Meta campaigns that taught Logan what padel is before asking anyone to buy, then Now Open ads when the courts were ready. Every ad was checked in real Instagram and Facebook placements so nothing was hidden behind the app's own buttons.
The Grand Opening
Invitations, a Facebook event kit co hosted with Meadowbrook and opening day artwork, to turn launch week into a local event.
Ready for search
A Google Ads account set up and linked to Google Analytics, so the club can capture search demand as soon as people start looking for padel in Logan.
People wanted to play before they joined.
The first campaigns sold Founding Memberships directly. The ads worked, with strong click through rates and cheap clicks, but cold traffic was being asked to commit to a membership before it had ever held a padel racket.
So we changed the job of the ads. They moved to teaching people what padel is and pointing them at free first steps, a newsletter, a founding list and a simple enquiry, all tracked. That launch awareness campaign reached locals at $0.30 per landing page view with a 7.08% click through rate, and it builds the audience the club sells memberships to next.
Open, online and measurable.
Padel Logan opened as a complete business online: a brand that looks established, a website that sells memberships and books courts, launch artwork for every corner of the venue, and tracking that shows exactly where every enquiry comes from.
That is the foundation every new sports venue needs before spending serious money on ads. When the next campaign goes live, it builds on something that already works.
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