About the club

Jönköping is a city with about 150000 people. It’s not a big city by international standards, but it has a strong local identity. The rowing club here had worked with us the year before and was ready to take things to the next level. They wanted to run the biggest course we had ever done in a smaller town like this.

Problem

Even though the club had some coaches and a working structure, they didn’t have a way to reach lots of new people. In a small city, people quickly get tired of seeing the same ads. You need to change things up and keep it fresh. The club needed new tools and ideas to reach more people without just repeating the past.

Solution

We worked closely with the club and brought back student coaches from the previous year. We also trained new coaches from last year’s group of participants. Then we launched a massive campaign with over 90 different videos made just for this town. Each video focused on a different part of the community. We talked about health, friendship, fun, and the chance to try something new.

Result

105 people signed up for the course, the biggest number we had ever seen in a city of this size. The club decided to cap participation at 50 people for the continuation program to keep the quality high, although they could easily have taken 60 or more. Right after the course ended, they brought in more than $15,000 in a single week, money they chose to invest in a new boat. The new members are now training regularly and even preparing for races. The club proved that even in a small city, big things can happen with the right system.