Pro-Manchester Sports Conference 2024.

Pippa Nash, Head of Brand Marketing at The Padel Club was asked to be on the panel of the Pro-Manchester Sports Conference 2024.

Pippa's story from the dining marketer into sports marketing is interesting and different, so Pippa was requested by Pro-Manchester to be a part of the Fan Engagement panel - based on the award winning marketing of the Club.

Pippa's career in brand building marketing began at a dining club membership, then as the dining marketer contractor before moving into sports sector.

This happened by securing the contract at Manchester United - marketing the Club’s hospitality, so that was the first real start of sports marketing. Specifically within venue, as I was responsible for brand planning and marketing of the Matchday VIP, Red Café, Exec Club membership and managing the United Events. Pippa was chosen for the Player of the Year Awards project and to measure the brand response for the Kohler Sponsorship.

Pippa decided to do a Masters in Luxury Brand Marketing and developed an app.

Pippa met Kris, and he spoke with such excitement and belief about The Padel Club – Pippa thought this is probably quite cool, its different and totally new - both to her and brand to market - exactly what she wanted to do next.

So, Pippa became part of the team at the Club and it's been really interesting 20 months.

About Padel – “why has padel become so in demand and addictive with players in Manchester/Greater Manchester?”

Padel is a vibrant, social game with high energy. The fastest growing racket sport ever is now disrupting the UK sports scene. This fast growth is fuelled by the ease of play and accessibility, whilst being a doubles game makes padel a truly addictive social activity. The post-match socialising is likely to be just as enjoyable as the game itself.

Padel is similar to a hybrid of tennis and squash, that is flexible, easy to play and extremely sociable, due to being predominantly a doubles sport. You don’t need to have experience to enjoy it. But play it and you will. As Padel does not focus on strength, but rather tactics, it is appropriate for all abilities to participate. Whether a beginner, or an elite player, everybody instantly finds padel to be an enjoyable, addictive sport.

The Padel Club team and players are obsessed with the game, a sociable sport that appeals to everyone and at every level. This is a sport that you can play with family, friends and colleagues, making it a fun, competitive and enjoyable experience. The Padel player community, especially at our Club, has such a strong feel of social connectiveness, there have been many new connections (business or social) and friendships and relationships made. Obviously, this has such a positive effect on players well-being, and the better the player can play and be more competitive – the more healthily addicted the players become.

Fan / Player Engagement – “can you describe how and why Padel is so accessible and inclusive, why are so many new players taking up the sport?”

Padel feels very familiar, as most players have played racket sports before, but it is different in terms of play. The courts, encased in glass, are compact in size and makes the game impactful, competitive and exciting, whilst also remaining inclusive for people of all abilities. A Padel racket is typically made of carbon fibre or fiberglass, and has no strings, making shots much easier to play for beginners. Using one simple grip for most shots, the padel racket has excellent playability and is easy for all players to pick up from the start. A padel ball is very similar to a tennis ball, but can be slightly smaller and with less pressure, meaning the bounce can keep the ball going for longer rallies. This sport is for everyone. It doesn’t have a gender, or an age limit. Padel doesn’t rule you out by skill level. Our Club facilitates Padel participation for all, with introduction to Padel, coaching and matchplay, drills, and bespoke sessions. Players are so committed to play, the demand of courts is so high that on rare occasion of cancellation by the Club, is due to the MCR rain - or snow – even when the courts are cleared and safe to play, the players are back on court.

Driving Player Engagement for acquisition and retention – “as Head of Brand Marketing, how have you driven Player (or Fan) engagement to make The Padel Club so in demand?”

The Club, and my brand marketing strategy is Player focussed. The Club operates to give players the best ever games, where possible, by keeping standards so high across the full player experience. From being greeted into the Club, and the player interactions – predominantly, these are unique when the player audience is so all inclusive and accessible.

The Club team have a depth of knowledge of Padel and experience in racket sports – from Club management, operations, hospitality and obviously coaching. Providing a youth development program, coaching and match play designed for progression in skills and we are now implementing a tournament and events schedule.

In relation to my brand marketing approach, I have curated a Club in the digital space that is an authentic reflection of our Club in real life. The content and marketing comms are geared towards the player, the sport, the luxury seating and pergolas, what the Club can do for Padel players experience and social life. Including Sober curious/sobriety players, and encouraging more women players.

I focus into the relatability and social connectiveness of Padel – collaborating with pro sports teams, athletes, influential and recognisable players of Padel. I have always marketed brands a touch different than expected; comparatively when the Club launched the branding and content, had more of an edge. Including the logo….

The Club is strategically and delivering as a leader in Manchester and North West. The success of the Club has exceeded all expectations and driving Padel interest significantly, in Cheshire, out to Manchester and UK.

Bradley attests that The Padel Club literally ‘saved his life, in many ways’. The chat with Bradley: https://www.instagram.com/reel/Cvbkp62of74/?igshid=MTc4MmM1YmI2Ng%3D%3D

Danny Simpson: ‘The social side. I come from football….’ The chat with Danny: https://www.instagram.com/reel/CtilzQ9IXwG/?igshid=MTc4MmM1YmI2Ng%3D%3D

Sylvain Longchambon: ‘You don’t need to be an expert…’ The chat with Sylvain: https://www.instagram.com/reel/CuOaq2Kobui/?igshid=MTc4MmM1YmI2Ng%3D%3D

Dan Cowan: ‘It means a lot to me…’ The chat with Dan: https://www.instagram.com/reel/CvMOYJTI6i0/?igshid=MTc4MmM1YmI2Ng%3D%3D

Chloe Burcham, Editorial Writer & Hannah Jobe, Restaurant Owner. The Padel Club’s most familiar faces (and come as a pair). The chat with Chloe and Hannah: https://www.instagram.com/reel/C1_eyClMc0l/?igsh=bWtncjJiMHE2eXdr