When parents choose a sports facility, they’re doing more than just picking a place for their kids to burn energy. They’re deciding who they trust with their child’s time, safety, and development.
This isn’t a small decision. It’s emotional and personal.
And while your program, coaching, or equipment might be top-notch, trust is what turns a one-time signup into a long-term relationship. That trust is what fills your rosters, keeps families coming back season after season, and sparks word-of-mouth referrals that money can’t buy.
So, how do you actually build that trust? We dug into real conversations from parents, facility owners, and coaches across Reddit, Quora, and private forums. What we found came down to five consistent themes — things that have less to do with hype and more to do with how you show up every single day.
If there’s one non-negotiable for parents, it’s safety. But safety isn’t just a checkbox on your insurance form — it’s something they expect to see, feel, and hear about regularly.
Parents look for signs of:
Staff background checks and training: They want to know that anyone working with kids has been vetted — and not just once, but on a recurring basis.
Emergency readiness: Is your staff CPR-certified? Do you have protocols for injuries? Is there a clear plan in place for emergencies?
Clean, well-maintained spaces: From sanitized restrooms to court conditions, safety also includes the physical environment.
One facility owner we spoke with shared a simple habit that’s earned trust with parents over the years: “We do a full walkthrough every morning. We check for slippery spots, loose equipment, and anything that might trip someone up. Then we post a ‘safety checklist complete’ sign by the front door.”
It’s not about perfection — it’s about visibility. Make your safety standards public: on your website, posted at the front desk, or as part of your social content. A parent who sees you take safety seriously is already halfway to saying “yes” to your program.
There’s a balance between running a tight ship and creating a welcoming atmosphere. Parents want to see that your facility is organized with great customer service.
Professionalism looks like:
Classes starting on time, every time
Coaches who are dressed appropriately, show up early, and are actively engaged
No last-minute changes or confusion around schedules
A polished but approachable front desk experience
What they don’t want is the cold, robotic energy of a place that’s “all rules, no soul.” A warm smile, a helpful staff member, or a coach who remembers a kid’s name — those moments build loyalty faster than any ad campaign.
If your team is growing, consider implementing a short training guide or welcome script for new staff. This ensures consistency across your brand and builds confidence among parents that everyone, from admin to trainers, is on the same page.
Pro tip: You can even promote this professionalism by offering downloadable guides or outlining your coach onboarding process on your website. It builds credibility while subtly marketing your values.
Here’s the #1 complaint we’ve seen from parents online: “I never knew what was going on.”
Lack of communication doesn’t just create frustration — it breaks trust. When parents are left in the dark about schedules, changes, or even progress, they start questioning whether their investment is worth it.
What great communication looks like:
Automated reminders for upcoming sessions or payment deadlines
Real-time updates for cancellations, delays, or changes in location
A clear system for reaching someone when questions come up — and a fast response time
Modern tools make this easy. Platforms like Upper Hand offer automated reminders, centralized messaging, and parent-facing updates.
Parents appreciate it when you anticipate their concerns and address them effectively. A quick “due to the weather, we’ve moved all sessions indoors today — check your app for court assignments” text shows that you’re on top of things. These messages don’t just inform — they build confidence.
You might know that a child is getting stronger, faster, or more confident. But if parents can’t see that progress, trust starts to fade.
This is especially true for programs that last longer than a few weeks. Without feedback, parents start asking questions like, “Is my child really improving, or are we just showing up and paying for play time?”
You can counter this by:
Offering progress reports or milestone tracking — even something as simple as a 3-point checklist emailed monthly
Highlighting achievements through social posts, printed certificates, or shoutouts during class
Storytelling — share before-and-after moments, video comparisons, or testimonials from parents and kids
One facility we consulted implemented a quarterly “progress email” system — a short, personalized message from the coach summarizing what the child is working on, where they’ve improved, and a suggested focus for the next 30 days. Parents loved it — and referrals jumped 18% the following season.
Remember: the more parents understand the value of your program, the more likely they are to stay.
Trust isn’t built in a day. It’s built through consistency — in your coaching, your communication, and your community.
Parents notice when:
The same coach shows up every week, with the same energy and dedication
Schedules don’t shift without notice
The environment feels safe, inclusive, and upbeat, for kids and adults alike
They’re invited to participate through community nights, team events, or open house sessions
A strong community gives parents something more than just sports — it gives them a sense of belonging. It’s also the foundation for word-of-mouth marketing. When parents feel proud to be part of your facility, they talk about it to friends, neighbors, and school groups.
A simple but effective idea: Send a monthly recap email. Include updates, photos, upcoming programs, and even spotlight a parent or athlete. It’s low-effort, high-impact, and it helps your facility feel like more than just a transaction.
Building trust with parents doesn’t happen through a single email or flashy flyer. It’s something your facility earns — day by day, moment by moment.
To recap, here are the five areas to focus on:
Safety — Make your protocols visible and consistent
Professionalism — Stay organized, punctual, and welcoming
Communication — Keep parents informed, not guessing
Progress — Help families see the value you’re delivering
Consistency — Build habits that turn customers into a community
Take a few minutes today to reflect: Where does your facility already excel? Where could you improve? Then choose one of the strategies above to implement this month.
Trust, after all, isn’t built in theory — it’s built in action.
One of the most common challenges that come up in conversations with customers is customer retention. So, how can you identify and understand the issues your sports facility faces? And more importantly, how can you implement a solution that keeps your business moving up and to the right? Here are a few common issues that we’ve seen related to customer retention, and how you can fix it.
Discover how to effectively manage client feedback through active listening, analysis, and communication to enhance client satisfaction.