Transforming customer education with a Self-Service Academy.
Project
As Stack Sports continued to grow, our customer base on Sports Connect, Stack Sports’ flagship product, expanded to include thousands of youth sports administrators, many of whom were volunteers supporting their children’s sports organizations.
While webinars and Help Center articles provided valuable content, there was no structured, self-paced way for customers to learn how to use Sports Connect effectively.
At the same time, the company was looking for new ways to increase product adoption and reduce churn. We needed a scalable learning solution that could serve thousands of customers with varying levels of experience, without adding to support volume or requiring extensive 1:1 training.
Approach
Recognizing that we needed to meet customers where they were with structured, on-demand learning, I proposed creating a centralized e-learning platform, where customers could learn anytime, from anywhere, as a proof of concept.
I wanted to prove that structured, on-demand education could positively impact customer adoption and retention.
Solution
From Concept to Launch
To deliver on the vision, I led the end-to-end development of the Academy from concept through go-to-market, overseeing:
Strategy & Planning: Created a comprehensive project plan outlining goals, metrics, and launch milestones.
Technology Selection: Researched and implemented a cost-effective LMS for under $700, allowing us to deliver a seamless learning experience without breaking the bank.
Content Development: Designed and produced e-learning courses and learning paths that aligned with customer workflows from getting started to mastering advanced product features.
Marketing & Launch: Built the Academy site (learning.sportsconnect.com), created launch assets, and partnered with sales, marketing, and customer success to promote the Academy.
Measurement: Established analytics to track registrations, completion rates, engagement across courses, and overall business impact.
Results
We were able to build the Academy in 3 months and launched in September 2022 with a small catalog of courses and immediately saw traction with customers looking for flexible, on-demand education.
Based on strong adoption and positive feedback, we expanded the program into a core part of Sports Connect’s customer education strategy, integrating it with onboarding, in-product guidance, help center, and webinar training.
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- 13,097 customers reached with continuous learning opportunities
- 34% increase in registrations year-over-year (2023–2024)
- 90.1% average course completion rate among engaged learners (40.1% overall)