STACK SPORTS + ON-DEMAND LEARNING

Integrated self-service education into the customer journey.

Challenge

As Stack Sports grew, Sports Connect’s customer base expanded to include thousands of youth sports administrators, many of them volunteers with limited time and high turnover.

While webinars and Help Center content existed, customers lacked a structured, self-paced way to learn the product. This created friction during onboarding, slowed adoption of key features, and increased reliance on support.

The business needed a scalable education model that could drive product adoption and retention, without increasing support volume or requiring 1:1 training.

Approach

To meet customers where they were, I proposed a centralized, on-demand learning academy as a proof of concept. The goal was to demonstrate that structured, self-service education could measurably improve adoption and long-term customer value.

With no formal budget, and limited developer support, I had to get creative to bring this concept to life.

Solution

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 (under $700) that could scale without engineering dependency.
Content & Learning Design: Designed and produced persona-based courses and learning paths aligned to real customer workflows from getting started to advanced functionality.
Go-to-Market: Built the Academy site (learning.sportsconnect.com) and partnered with Marketing, Sales, and Customer Success to drive awareness and adoption.
Measurement: Established analytics to track registrations, completion rates, engagement, and business impact.

Results

The Academy launched in three months with an initial course catalog and saw immediate customer traction.

Based on strong engagement and feedback, the Academy became a core pillar of Sports Connect’s customer education strategy, integrated across onboarding, in-product guidance, Help Center content, and webinars.

Impact:

13,097 customers reached through scalable, continuous learning.
34% year-over-year increase in registrations (2023–2024).
90.1% average completion rate among engaged learners (40.1% overall).

Today, Sports Connect Academy enables customers to learn independently, adopt features faster, and realize value sooner, while reducing support burden and supporting long-term retention.