Pickleball.com / PPA Tour

Tournament management platform and professional pickleball tour. Built the entire email program from day one. No existing infrastructure, strategy, or onboarding.

The Challenge

Day one: no email program, no infrastructure, no strategy, no onboarding. Tournament management platform needed a complete lifecycle system built from scratch to drive registrations and engagement.

The Approach

• 01Created audience personas, lifecycle strategy, and performance goals from scratch; secured leadership buy-in and executed full implementation
• 02Implemented zero-party data collection to personalize content by user preferences, tournament interest, and experience level
• 03Integrated tournament registration data into Customer.io for segmentation by tournaments played, event types, frequency, and engagement
• 04Built automated tournament promotion engine using Google Sheets + Customer.io: dynamic reg links, tournament details, messaging by proximity and experience
• 05Launched welcome sequences, nurture flows (tip of the week, free courses), and newsletter that drove tens of thousands of monthly clicks

The Results

Tools & Stack