Marketing Racquet Sports - with Padel expert Marcos del Pilar
Welcome
Episode Narration:to Racquet Fuel, where we launch into great conversations and share powerful tools to help you become a stronger rackets leader. Your hosts are Kim Bastable, a former all American tennis player and now director of tennis management at the University of Florida, and Simon Gale, the USTA National Campus director of Racquet Sports. Today on Racquet Fuel, we'll hear from the energy source behind Padel in The United States, Marcos Del Pilar. Compared to Europe, The US is late to join the Padel party, but Marcos's energy cannot be denied. From Spain, he brought the sport to the USTA's national campus where it's become immensely popular, and he'll share about how your facility can build and monetize Padel.
Episode Narration:Now, here's Kim and Simon.
Kim Bastable:Welcome to Racquet Fuel. I'm Kim Bastable, and I'm here with my cohost, Simon Gale. How are doing today, Simon?
Simon Gale:Fantastic. And I cannot wait to introduce Marcos to our audience today.
Kim Bastable:Yes. We are thrilled to have Marcos Del Pilar as our special guest. While he hails from Spain, he currently calls Orlando, Florida his home, and he is regarded as the foremost global expert on Padel. You'll see that his enthusiasm shines through. In our conversation, you're going to feel his passion and ambitious outlook for propelling this game within The US market.
Kim Bastable:He's on a mission to establish Padel as the next prominent Racquet Sport, bringing people together and making significant impact in The US. Thank you for being here, Marcos. We're excited.
Marcos del Pilar:Hey. Thank you very much. What an intro. Thank you very much. I I feel honored to be here and and really humbled, guys.
Marcos del Pilar:So with people like you in the room, I should probably be quiet and listening and learning. So thank you very, very much for the opportunity. It's a it's a true honor, you know, being with such big leaders, you know, in the industry, and it's it's fantastic. Thank you for the invite, guys.
Kim Bastable:Well, I think Simon and I I know about as much in our pinky fingers as you know about Padel, so we don't want you to be silent. You gotta talk. We need to know about this great sport. Alright. Take it away, Simon.
Simon Gale:100% agree. Marcus, we've worked together now for a couple of years at the National Campus and been through a lot over those two years to to get Padel into the campus as well as as build it to to to where it is today. And I've seen firsthand the impact it can have on a facility and the tremendous social aspect of the sport. And I think we're on the same page with what Padel does for people, first and foremost, in addition to what the sport is from a playing point of view. Can you talk a little bit to give some perspective to everybody, the impact Padel has had globally?
Simon Gale:Because it's just getting started here, but it's huge in other parts of the world. And your passion or mission to bring it to the The US.
Marcos del Pilar:Well, as as you said, Simon, I think Padel is a is is a worldwide movement. So it's literally, you know, taking taking the world by storm. I I still remember six years ago, six or seven years ago when I first came to The US, it might be kind of a dream of this crazy Spanish guy, you know, that he's always talking about the same thing, you know, Padel, what is this guy talking about? Blah blah blah. But I I think it is not a dream anymore.
Marcos del Pilar:It's a reality now. And, I could say that numbers are are speaking by themselves, you know, like, with the hope of getting 85,000 cords, by 2026, you know, almost up no. In fact, doubling. You know, the number of cords that we have today, 40 k cores, you know, all over the world, and expecting to have, you know, a $6,000,000,000 industry by 2026. You know, I think it is a it's a no brainer.
Marcos del Pilar:So in The US, I I would also say that we'll be doubling the number of cords in one year. We'll be getting close to 500 maybe, you know, with expectations to have, like, several thousands by the end of the decade. So obviously, you know, my mission is in life, you you both know it. You know, my mission in life is kind of growing Padel while while creating opportunities for everybody. And after doing that for so many years in Europe, I had this this big dream in my mind, like, you know what?
Marcos del Pilar:I wanna go to The US. I wanna build and conquer the largest market in the world. And, at that point, it sounds kind of crazy thought, you know, of a very humble and ordinary guy. Now we all can see that this is, as I told you, this is becoming a reality. So for the last six or seven years, I dedicated myself, you know, every single minute, you know, of my life to making this happen, know, putting everything that I have inside and and try to create opportunities for for people And listen where we are today.
Marcos del Pilar:So listen to this. So I'm I'm while talking, I'm realizing about the the the big, you know, milestone that we just accomplished. You know, having this Padel talk, you know, of one of the biggest, you know, and top notch, you know, podcast in the country talking about Padel, how cool is that, guys? So never never in my life I I could imagine this, like, six or seven years ago now. How cool is this that, you know, we all we all are having, you know, a talk about Padel in the industry, and and this is one more time, you know, very inspirational to me because that means that dreams come true.
Marcos del Pilar:You know? It's it's a matter of dream dreaming big and a matter of consistency.
Simon Gale:Well, I think your your passion is clearly obvious. It's it's it's coming through the the microphone as we speak. It's infectious, so people pick up on that. And I think great leaders have that level of passion and it is infectious and people wanna come along for the ride. So I think you're definitely here and creating an impact and I think people are starting to see what this sport can do for people and how it can help a facility.
Marcos del Pilar:I you know, Simon, that I I you know me, you know, a few years ago, Kim as well, but, I always had in my mind something that some people couldn't see, you know, a few years ago. And I had that in my mind like crystal clear. I was telling everybody, guys, get ready. The Padel wave is coming. I know what's gonna happen because I've I lived the same situation in a lot of countries in Europe before, and it's always the same story.
Marcos del Pilar:It's very hard working at the beginning. I'm I'm I'm I'm here to do the job. You know? I'm here to keep pushing, you know, until we get to this tipping point and we convert, you know, and and then we offer, you know, the tennis industry and other alternative to keep growing. But I I think that I was anticipating myself where the future was headed at that point, you know, because I had that in my mind.
Marcos del Pilar:And by me talking about my own experiences, and we'll be talking about it later if you guys will, I think people can feel kind of, some true in there because I'm not making things up. I'm talking about my own experience, so I leave this situation already. That's why people are are telling me like, Marcos, I mean, you are so focused. You know, you are so straightforward. You know you know exactly.
Marcos del Pilar:You know what the direction, you are going. I say, well, I don't think I'm the smartest guy in the world. It's a matter of having that in my mind because I lived that situation before. So it was a matter of just getting people convinced and probably just, validating some business model for some people to start believing. And now that this is a reality, now this is exploding.
Marcos del Pilar:You know, Padel is a reality in The US. It's not a dream anymore. You know, everybody's talking about building facilities. Everybody is is now willing to jump into the industry, and I'm happy to experience that. You know?
Marcos del Pilar:Opening these opportunities for hundreds or thousands of new teaching professionals and and investors and people and brands, you know, broadcasters and everybody involved is something that is making me very proud, to be honest.
Kim Bastable:Yeah. No. That I think this is actually a good time for us to maybe do that. Let's let's go to the history just a bit on Padel because I think it might be helpful for The US listeners to understand the game a little bit. And I'm marveling when you said six or seven years.
Kim Bastable:That puts you in The United States coming about 2017. Is that correct when you came on? Yep. Pickleball wasn't so huge at that time. It was getting there, but it wasn't quite the same.
Kim Bastable:So I find it interesting that, you know, it's obviously Padel's a harder sport to build because it requires the infrastructure, but the landscape was different. So let's first talk, if you would, about how your experience was in Spain. If you give us just a quick backstory on what you've done, you know, previously across the pond, and then come back to what are the challenges that you faced as you've tried to do that over here. So let's start with step one there.
Marcos del Pilar:Okay. Let let's try to make it short because I could be talking forever. You guys know that I'm so passionate on that that I could be talking for seven hours, both times. But let long story short, you know, I I I come from the competition level, obviously. I used to be a tennis, player, then a Padel player, and then coach, touring coach, you know, for ATP players in tennis, then padel as well, blah blah.
Marcos del Pilar:So I ended up building my own facilities and my own businesses in Spain, five big locations with not only tennis padel, but also, you know, restaurants, hotels, different stuff. Right? And and we were pretty successful in there. And then I started to explore different opportunities in Europe, and I was having fun. To be honest with you, I was having a lot of fun by helping others to set up their own businesses and teaching them, you know, the way to become successful in the business and getting people inspired and coaching, you know, new coaches on how to teach and this stuff.
Marcos del Pilar:But I always had in my mind, like, listen. You know what? I wanna go to The US. It's the largest market in the world. I I I can feel it, you know, deep inside that we can make an explosion, and we can change the world through Padel.
Marcos del Pilar:And I had that, you know, in my mind, you know, and and I couldn't stop until the opportunity came. And somebody called me one day and they say, Marcos, there's an opportunity to go to Miami, you know, and are you ready for the challenge? I say, I'm in. I I I I'll do whatever I need, you know, and I sold, you know, four facilities in there, and I said, hey. Here is my bag.
Marcos del Pilar:You know, I'm ready for the challenge because this is what I've been waiting for, you know, my entire life. So now we are getting to your second question. Like, okay. Now we are in here in The US. Now we need to spread the word out and start, you know, explaining people what Padel is and and going through all the challenges that we've been through, you know, all these six or seven years in my case, which had a lot, to be honest with you.
Marcos del Pilar:And I totally understand now when when some directors or teaching professionals are willing to invest in Padel and they wanna get involved and so on, I understand all these challenges, you know, because I was living, you know, with them for for a long time. So first one, I would say that, the first one, of course, is selling the vision. You know, we need to look for these kind of visioners that can anticipate themselves for where the future is headed. So you cannot convince someone to go against their own principles. We need to find for these kind of profiles that are open to be disruptive, you know, and to look for different opportunities.
Marcos del Pilar:And there are a bunch of them in The US, I can tell you. So a lot of people that are willing for just a little bit of push to say like, hey, go, bro. Let's do it. Let's explore, you know, something that you are not used to. And then when we have, you know, found these kind of visionaries, I would say that the second big challenge is embracing Padel, to grow and offer more value to your current customers while also attracting, you know, a larger audience to our clubs, you know, and and with different sports and social, you know, opportunities and everything.
Marcos del Pilar:And I can tell you at this point, I think a lot of people initially underestimated the growth of the sport and that they or we would be able to build sustainable momentum beyond the initial high. At the beginning, people say like, oh, well, maybe this is a trend, you know, for a couple of months and that's it. But now everybody's realizing like, this is our reality. So we need to face that. Right?
Marcos del Pilar:So now that and feel free guys to stop me whenever because if not, you know, I'll I'll go on for forever.
Simon Gale:It's only a thirty minute show, Marcus, so we we might have to at some point. We have so much we wanna get to, but keep going. We love it. Well, the I could say, you
Marcos del Pilar:know, try to go straight to the point, you know, some more challenges that people are are living is, you know, how to include a new Racquet Sport on the scene, you know, without view viewing it, you know, as a as a threat. You know? Because some some of these directors could think like, hey. Maybe, you know, a new offering is gonna dilute or even cannibalize the pool of tennis players that we we have around. So, obviously, here the solution is that we need to make them understand that we need to pivot, you know, into a a racket sport business instead of, you know, a a tennis business at all.
Marcos del Pilar:And and then the challenge is like, okay. Where is the program? You know, how can we make the Padel program to fit in our different offerings? How much education or instruction or how much, you know, play based opportunities we need to put in place? How much we should be pushing Padel for not cannibalizing, you know, or putting in danger our tennis business and so on?
Marcos del Pilar:And, obviously, you know, the last challenge I would say obviously is education for coaches. You know, we are all we all are on the same industry. We know that we are living, you know, a lack of of coaches and and we also need to get people educated on Padel to be able to grow the programs properly. I live with So
Simon Gale:think to pick up on what you're talking about there, I remember it seems a long time ago, it was probably two and a half years ago sitting upstairs here at the campus with you working out how we're gonna launch this sport, how we're adding it to our three Racquet Sports now that we're gonna have here? What does it look like? Where does programming fit? Where does social fit? Where does play fit?
Simon Gale:How do we develop a staff that can teach it? And so we've learnt on the fly. Think what we rolled out day one versus what we look like now is very different. And I think that's part of this adopting something new is you have a vision for it, but what it actually will become will be dictated by your customers to an extent. So we've adapted to our customers, we've adapted to what their demands are, and we've we've we've been able to pivot quickly, make changes, and give them what they need versus this is how it has to be to be successful.
Simon Gale:And so we've attracted a different audience here than than I expected. It's a it's a it's a new group of people who would never have come to the campus for tennis. So we've introduced people to our facility, and hopefully there's some spin offs for tennis as well. And I think I think it's it's been healthy for for what we are and the activity that that we have at the campus. So what I'm interested in is is the business model.
Simon Gale:When we've got listeners thinking about adopting this, what does that business model look like from a, you know, I've built my courts and now I need to launch it. How do I how do I set up a business model where the blend of programming and and play and the number of courts I might have versus say, the large number of tennis courts I've got, How do I make that business model work for Padel? You
Marcos del Pilar:you I couldn't agree more on everything that you said, Simon. And let me let me tell you publicly, you know, kudos to you, men, for for all the programs and everything that you did on campus. You made the the national campus not only an incredible success for tennis and all the Racquet Sports, but for Padel as well. So congrats. Being said that, I I agree.
Marcos del Pilar:The let me let me clarify two things because I I have a very particular way to to see the the racket industry. And and you guys can agree or not, maybe, you know, this is my way. You know, this is the way that I see the industry. To understand the business model, I think it is important. So I think we all need to make an effort to understand that we are not or we are not only in the Racquet industry, but the experience slash emotions industry.
Marcos del Pilar:I feel more comfortable saying that we are in the emotions industry, we're more than the Racquet industry. We don't we don't usually sell even services. I know that we are making people happy with the Racquet in our hands, but we need to understand, you know, that we are on the emotions and messages and and experiences industry. And second is something that you said that is really, really important. We all need to become more customer centric or member centric or whatever is is the name that you wanna use it for that.
Marcos del Pilar:Because when you understand your audience and you understand, you know, what they are looking for and how to solve their pains, then you are always right. Some people are coming to us saying, hey, Marcos. All the programs that you guys are putting together, you know, are always a success. And I said, well, listen. I don't think I'm I'm the smartest guy in the world.
Marcos del Pilar:It's because I'm listening to my audience, and I'm just pivoting and adapting the offering to what they are in need of. So understanding, you know, the audience and and making those decisions always for and by them, you know, is is crucial. But in order, you know, or just talking, you know, about monetization, which is is part of the business model, I I would put attention on on two things. The first one is, let me ask for let let me get a study for the second one, which is the intangible monetization. So people only focus on on revenue generators.
Marcos del Pilar:You know, all the things that they are focusing on is is how can we create more revenue, and they forget about this important one for me at least, which is intangible monetization. You know? How can you improve your customer experience? You know? How can you, boost the engagement and rotation of members and also your own staff?
Marcos del Pilar:You know? How you can design a career pathway for the people that is working for you so they all breathe, you know, kind of your philosophy? How can we sell our big why? You know, getting people to understand. Our customers need to understand what our big why is.
Marcos del Pilar:You know? What is what we are coming from and what is the main reason that we are doing things? And also, you know, focusing on on different, you know, aesthetics like net promoter score, how to create referrals, you know, organic growth, and this kind of stuff. And and this is a big piece of the things that we usually do for facilities on a consultancy basis, you know, because the growth is also coming from that side too. And you you guys agree on this, on the intangible monetization?
Simon Gale:I think if you if you take care of your customers and you have great staff and you you you listen to your customers and are constantly pivoting to make sure they're getting what they need, I think the money takes care
Marcos del Pilar:of itself. 100 percent, Simon.
Simon Gale:That's always been my philosophy and I think that's why we've worked well together is you take care of the intangibles, it takes care of the finances. And I think that's worked for us here. So I agree a 100%.
Marcos del Pilar:Being said that, then we we could probably jump into the tangible monetization, you know, on on how to create programs and activities that are appealing for our audience, right? And, I could say that, at the beginning, you gotta create, you know, based on your customer needs, you know, a basic program that you can grow along the way. But something that is really important to me is how can you cross sell and upsell, you know, different activities. You know? And and you can become very creative on this once again by listening to your needs.
Marcos del Pilar:You know, these kind of cross selling and upselling activities or or strategies, you know, are are increasing the average ticket, you know, which is something really, really important, and that is happening very organically. I would also say that it's important, to work on the we are living the digital era. Right? So we need to leverage, you know, different opportunities for people to make something that I teach in their certifications, you know, to make the click right away. We gotta be able to design the customer journey for our customers even before they get to know us for the first time.
Marcos del Pilar:Everything gotta be super very well designed for creating opportunities for them to engage because we we we all think that people are just waiting for our emails and our proposals, and everybody's busy. At that point, you know, we gotta be able to drive them, you know, in this customer journey when they find it super easy to get engaged, and we gotta be able to trigger, you know, our our selling options, you know, when the opportunity comes and at the very right moment. So I would say that creating the right customer journey is is something that is is a must in this industry. I would also put attention on what I usually call the Blue Ocean. You also mentioned that before.
Marcos del Pilar:You know, we gotta be able to start looking for customers where where where there are no customers so far. Let's say that we gotta be able to start attracting people that have never been attracted to Racquet Sports because that is where the real challenge and the big opportunity for all of us is. Right? Also, I mean, it's pretty easy. So it's just creating, you know, the need on people, you know, that has never been connected with any any other bracket spot.
Marcos del Pilar:And by doing this, it's so amazing. The universe is so amazing because these guys are less price sensitive, obviously, because they are not coming from that world. You know? And second is because you create, you know, an engage and a loyalty program with them that is going out of charge. Because if you get to convince or you get to appeal or, or instruct someone, you know, to get into this new sport and they are being happy with that, the power of, you know, retention and also their referrals, you know, is going like like crazy.
Marcos del Pilar:And that is what the net promoter score is going up to one and, you know, these kind of numbers are working very properly. Last thing that I would mention, I could say that we gotta find a way to make ourselves absolutely different. And this is very connected, you know, with with selling our own identity, you know, we we don't need to be like somebody else. We don't need to be like the other facility next door or whatever. We just need to find a way, our own personality, our own identity as a facility selling our big why because when people get to understand the big why of the facility and that is usually coming from the leadership team or the managers, people get attracted to to do and resonate with your big why.
Marcos del Pilar:And when that happens, this is kind of the the end of the story because when customers feel, this feeling of belonging and they feel that they belong to the community, at that point, they will follow you forever. So the rest is history. Then you can offer whatever you want because they will be following you no matter what. I usually use this as an example but in my previous experience in Europe, we were basically offering crazy, crazy products, you know, and crazy activities and services in our Racquet's facility. We're we're selling ski trips.
Marcos del Pilar:We were, you know, going hung away, you know, like for for a weekend. We were selling rollers. We were I mean, at the end of the day, it doesn't matter when you have activated this strong feeling of belonging, you know, everything is easier. And that is always coming, you know, from customer journey and everything that I said.
Kim Bastable:No. That's that's very good, Marcos. Very very good. And I think going back to your experience in in Europe, I I think what people in America would love to understand since Padel is kind of new to us, what what is the crossover effect? I'm I think I've heard that there have been many tennis courts in Spain that have been eliminated and that Padel has popped up in many, many, many and become highly prominent.
Kim Bastable:I don't know what the exact data is around that. I think that would, of course, be a fear, in the world of tennis in America if that was true. I don't know that it needs to be that by any means. I'd love I think people would be very encouraged to know what's the crossover data that maybe the campus has experienced between sports? You brought in new Padel people.
Kim Bastable:Do they dabble in pickleball? Do they dabble in tennis? They're new to your facility, or do they stay only in in Padel? Do the tennis people who leave tennis to go try Padel, do they go back to tennis, or do they forever leave? What what's been happening?
Kim Bastable:How's the crossover in your experience both in Europe and in The US? Well, that's a very interesting point, Kim. Thank you for addressing that. I could say that I don't think we need to to feel any fear at all. If if we do the right thing, you know, and we grow the sport with sustainability in the
Marcos del Pilar:long term and with the right map of alliances within all the racket sports, you know, respecting, you know, tennis and pickleball and so on. Based on my experience, I I literally doubled my income in my own facilities by adding Padel. And I never jeopardized my existing tennis business. It was just simply the opposite. I started to bring more and more people that were not connected with tennis for whatever is the reason, and I was able to create these cross selling strategies for people to to get more often to my facility and and to spend more money at the end of the day because, I mean, all of us, obviously, running facilities wanna create more more revenue.
Marcos del Pilar:Right? But you gotta be smart doing this. I think that Padel is the perfect complement for tennis. I don't see a lot of courts being demolished for building tennis courts, to be honest with you. Because the way that I see industry growing in The US is mainly in two ways.
Marcos del Pilar:One is, you know, Padel Penhos only, and this is already happening. You know, a lot of warehouses and a lot of, you know, lots, you know, where some people, you know, are building Padel itself, and that's it. And the second big opportunity or or pathway that I think here is that adding Padel as an amenity for an existing tennis or or racket facility as a way to boost, you know, the the power of attraction and the power of retention. So based on what I was telling you before, if we know how to operate, you know, the paddle market and we start attracting people that are not coming to our existing tennis facilities for whatever is the reason, what we are doing is reinforcing our tennis or pickleball or other programs. So we just need to be smart enough and creative enough to to start, you know, focusing on the right direction instead of trying to fight for the existing customers.
Marcos del Pilar:So I never I never feel competition in my life at all. So I'm not gonna feel it now, you know, with tennis. I I come from tennis too. I love tennis. So it doesn't make any sense to me like, hey.
Marcos del Pilar:We are trying to capture tennis players to bring them into Padel. Of course not. I mean, that will happen, you know, organically. Some tennis player will be playing Padel as well. That's fantastic.
Marcos del Pilar:But, the main challenge for us and the big business, you know, for all of us is how to start attracting these 300,000,000 play people that are not in the racket industry. I could say that, we we don't have any any competition in in within racket sports. Our competition is inactivity, is don't take me wrong with this, then I I know the main guy in Netflix, so please don't take me wrong with this, but our competitor is maybe Netflix or video games or something like that. You know? It's it's not I don't see any competition in tennis or pickleball at all.
Marcos del Pilar:It's just the opposite. If we are smart enough and we have a great example in here with Simon that is running an incredible one of the biggest and and and most important facilities in the world. And he is creating this kind of proposal, mixed proposal, where where we are addressing and bringing people from all different angles to the same spot to to live, you know, together and to enjoy together and to boost our programs together. So I'm I'm obviously the godfather of Padel and some people say, but I'm I'm a big supporter of tennis as well for sure. You know, I'm I'm I'm I'm willing to do that, and I I can envision this happening in in the future.
Marcos del Pilar:I don't think tennis court should be demolished, and I don't think it's gonna happen to be I mean, in in maybe one or two places, it will happen for sure, but that is not the way.
Simon Gale:Well, I love I I've learned something here. I've got a new name for you, the godfather of Padel. I love it. So I'm gonna adapt that.
Marcos del Pilar:I mean, I've in a couple of interviews, they they started they started to use that, and they are telling me all the time. So that's that's a big honor, you know, the godfather of Padel in The US is a big honor.
Simon Gale:I've called you mister Padel, but going forward, you will be the godfather. I'll run with that.
Marcos del Pilar:I'm Marcos is enough, you know, Marco, I love Marcos.
Simon Gale:I wanna get back to something that that you've talked about there because it was kind of what my next question was. So I think what we've seen here at the campus is it's attracted a new community of people who are spending money at your facility, right? So from a, if it was at a country club, the family members who maybe don't come and play tennis are now coming into the Racquet space and spending money. And you know what happens, we've seen it where these people have families and they bring them and they try tennis, they try pickleball, and they're investing in your facility. These are people who would never have gotten to the to the campus to play tennis.
Simon Gale:But perhaps now there's a chance that they add tennis, or their kids come and try tennis. And we're seeing tennis players not drop tennis, but add Padel to their experience. So therefore, they're spending more money. And and as you said, that ticket price, if we can upsell our current customers to spend 10% more, that's much easier than finding new customers, who we obviously want, and we will invest in finding them. But the low hanging fruit are your current customers, so I think it has only added.
Simon Gale:And the last thing I would say that's worked well for us here is these tri racket sports events where we get people to come in and they play all three sports, and then they're left with an option of which sport would I like to gravitate towards, or we're getting local businesses to come and try three sports, and they at least are coming to become part of the percentage who are starting a Racquet Sport versus doing nothing. And so I've seen nothing but health for our program, and I think knowing you have an extensive tennis background, I think that helps with understanding the model versus it's just a Padel world you live in. I think you understand exactly how this can work because you've done it before. So thank you for sharing that.
Marcos del Pilar:I agree. I agree 100%. But what if you could do both things? What if you could attract, you know, a new entire ecosystem of players that have never visited your facility and also, you know, designing a customer journey not only for that activity for Padel, but also for the rest of your existing programs, you know, and you can accelerate the way that these these players are getting engaged and spending money in your facility. So both things at a time are making are making an explosion.
Marcos del Pilar:And based on my experience in The US, a lot of directors, you know, are struggling because maybe they they are not creating this customer journey. You know, they are not designing, you know, the different touch points for the customers, you know, where where we can activate or boost their engagement and try to sell more. Selling, don't take me wrong, is selling without selling. It's just a matter of creating a need for them and just putting yourself in the middle of the equation. So when they have a need, you resolve the need, and then they they they will be always so appreciative for you at the same time that they are spending more and more and more money in your facility.
Marcos del Pilar:And, also, they they boost their feeling of belonging, so they are telling everybody about it. So it's it's kind of the chicken and egg. You know? But designing this customer journey, in my opinion, is absolutely crucial because you know where to put the attention in which moments, and everything is under the same umbrella. That's why, you know, I think where the success is coming from.
Marcos del Pilar:But you you obviously, you guys know about it better than than I do.
Kim Bastable:Okay, Marcos. You've sold us. You've sold everybody who's listened to this. What does a director or somebody who says, okay. I'm in.
Kim Bastable:I want Padel at my club. What are their steps? What do they what can they do? Because it is new, and it's it's probably going to take a learning curve. What do you recommend?
Marcos del Pilar:Well, the way that I usually do that, you know, on on a consultancy basis is at the very beginning, try not to spend a lot of time on the on the building the financial model or whatever until you get the right location because some people are doing the opposite. They are working on different business models, you know, the pro formas and everything without having the location, and then it's basically wasting your time because you don't know how the facility is gonna work until you get the location. So but when you get the location, second step, obviously, is getting in touch with someone that can give you some advice, you know, on on different proposals for building court. You know? And and as soon as you get this option, start working, you know, on permitting and zoning and everything that gotta come, you know, from a local a local partner and also the the general contractor.
Marcos del Pilar:And, as soon as you get this done or at the same time that you are working on this, start working, you know, on a program, and and start building the pool, you know, of of future clients and start building your personal brand, which is where the main challenge is. So start building your own identity, your big why, you know, in advance instead of just waiting until you open doors. Because when you open doors, you think like, oh, now it's time to start promoting and and start attracting my customers. Right? Usually, I say, that is too late, bro.
Marcos del Pilar:You should have done this before. You know? And by doing that, you are getting, like, three or four months in advance where you are actually building your your pool of players and designing these programs. So when you are opening and you can work on different strategies like presale or something like that, which is pretty easy. How cool is this?
Marcos del Pilar:You know? And we've lived this situation several times where you are actually getting the money in advance. So, basically, you are getting the money, you know, for for the expenses that you are getting involved with the with the construction in advance before you are putting the course together instead of just doing the opposite, Making all the investment in advance and waiting and just praying and looking at the sky saying, hey. I hope that they love what I'm doing. So it's kind of lean start up mentality.
Marcos del Pilar:You know, you gotta you gotta learn and pivot along the way and making the right steps. But, I would say, I don't know if I was clear enough with this kind of small step by step, but that is that is the way that I usually do that.
Kim Bastable:Well, are you willing to be a point person for consultation for our listeners? I think that would be a question. Or is there a pool of people or a web site? Or what would you say? It is somewhat new still in The US.
Kim Bastable:So what what what do you recommend?
Marcos del Pilar:Well, I'm I'm happy to do that. You know, this is part of part of the services that our company, obviously offers. You know? But, yeah, why not? You know, I I love doing that.
Marcos del Pilar:Whether we ended up getting into a business relationship or not, I'll I'll always be happy to help everybody willing to invest in Padel and growing the sport. So, obviously, this is one of the services that we that we provide, designing the customer journey and helping people to monetize better and on how to become successful in Padel. So feel free to contact me if if someone is interested. And if not, you know, I'll be doing that anyway. You know, like, giving some directions, I'll be happy to do that.
Kim Bastable:Well, maybe we should just do a quick backstory. I I don't even think we've identified the roles that you've had. You have been president of the US Padel Association, but what is your current and you're at the campus, but not in the same role you were two years ago, so what is your current exact role? Maybe that would be helpful.
Marcos del Pilar:Well, do a bunch of things, but let's say that I'm co founder and commissioner for the Propada League, which is you know, a beautiful initiative that we put together. Do you guys know about it? I also work, you know, as as founder and president of a company that is providing consultancy services for venture capitals, investment groups, and entrepreneurs that are willing to land their investments in The US. And in addition to that, we also provide education for coaches, and and I work as as as Padel consultant for the USDA National Campus with Simon hand by hand. But let's say that my my main priority now is obviously proper the league and the consultancy basis for for investment groups.
Simon Gale:So, Marcus, we've touched on a lot a lot today, I think that's it's it's been a lot to digest because you're so passionate about it and we could make this a two or three hour conversation but we condensed Could it into 30 you maybe just try and summarize for our audience maybe two or three clear takeaways on your Padel message?
Marcos del Pilar:Yeah. Let me come back to the to the very beginning. I would say, first thing, let's talk about the business model, which is I think it is is the most important thing maybe for for people. We are I would say that we need to understand that we need to create memorable moments and and creating emotion in our customers as our best way to sell. And there are, you know, many, many ways to trigger these emotions, but you gotta design them in advance.
Marcos del Pilar:So that's why the customer journey and designing all these strategies are important in advance. We cannot randomly work, you know, just simply wait for people to come and have fun. It's not enough. You gotta plan the journey. Second is probably becoming customer journey becoming sorry.
Marcos del Pilar:Customer centric or member centric, you know, understanding, you know, your audience is is a must. And, you know, focusing on this intangible monetization that we were talking about plus the tangible monetization and and be generous, man. It's it's a matter of be generous and being great people. You know? I usually say that we all need to make an effort to deserve the good things that are happening to us instead of chasing them.
Marcos del Pilar:So I think that the better person we become and the better human beings we become, you know, the more we deserve, and and lay life will pay us back with this. How cool is that?
Simon Gale:Well said, my friend. Well said.
Kim Bastable:Well said. Well said. That's that's what I found Padel to be in my life. It's an incredible experience of of just positive nature, and I still play plenty of tennis. You know, I just think it is an excellent addition to the world we the Racquet's world we now live in, and I look forward to the day when it's more prominent, you know, and easier to find a court around our country as it is in Europe.
Kim Bastable:So we are it's clear to see that your passion is huge, and you've done what you've done in Europe has been top notch, and we are getting some of that here in America. So thank you for your time. We, hope our listeners take this to heart. They build very good, strong Padel programs, and they don't just build courts and hope people come. So that's that's not gonna be a win as as as we know.
Kim Bastable:So thank you today, and and we're excited for the future of Padel. And that's all today on Racquet Fuel.
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