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The Perfect New Client Welcome Email (+ tips for writing your own)

We’ve said it before, and we’ll say it again.

First impressions are everything.

So, how can you make a positive one?

A simple way to immediately connect with your clients and start building rapport is through positive communication. One opportunity to engage with your athletes or parents is through a new client welcome email.

What is a New Client Welcome Email?

New client emails can be powerful tools for sports coaches and facility owners to win over new athletes. When done right, they provide an excellent starting point for your customer journey, and can lead to strong client retention.

The challenge with writing a new client welcome email, however, is crafting the perfect message. You want to make each athlete feel valued and appreciated. And, you want the email to be both inviting and professional. You also want to avoid overwhelming your athletes with too much information.

So, what does the perfect new client welcome email look like?

The Perfect New Client Welcome Email

Email Subject: Welcome to [Business Name]


Dear [Athlete Name],

We are thrilled to have you join our [business, for example, basketball skills academy]! We’re so excited to help you achieve your [basketball] goals and reach your full potential.

Your first private lesson is just around the corner, and Coach [Name] is excited to work with you every step of the way to help you reach your goals.

Please make sure you wear [any specifics, for example, basketball shoes] and bring a water bottle to stay hydrated.

We want you to feel confident and comfortable when you show up for your lesson, so if you have any questions or concerns, please reach out to us! We’re here to help.

Thank you for trusting us to be a part of your [sport] journey. We’re looking forward to helping you develop the skills and confidence you need to succeed on and off the court.

See you soon!

[Your Name]

P.S. Don’t forget to arrive a few minutes early so that you have time to get settled in and ready for your lesson!

Tips for Crafting your Own New Client Welcome Email

If you would rather draft your own new client welcome email, here are some tips for crafting an effective message.

Thank the athlete

Create a warm and friendly tone that lets your new athlete know that they are appreciated. Welcome them to your “family” or “team” by thanking them for joining your community and taking the next step towards improving their game.

Share important information about training

If there are any specifics your athletes should know prior to showing up to their lesson. For example, if they should bring any specific equipment (like cleats or their own ball) or if they should meet you at a particular “spot” within the training location, this would be a great opportunity to share this information. This will help them feel comfortable as they head into their first session.

If you utilize an athlete registration software like Upper Hand, your athletes will receive automated event reminders at the time of booking, as well as at a set interval prior to training (for example, 24-hours in advance).

Validate their decision

Your athletes are likely already excited about starting training. But, by quickly reiterating the benefits of their decision, you will continue to build anticipation and excitement for the upcoming session. This will help athletes stay excited about joining your business.

Share a point of contact

Another element to include in your new client welcome email is contact information. Should any questions or issues arise prior to the athlete’s training session, they should know who to reach out to. Additionally, you may choose to share the contact information for the coach they will be training with, in order to facilitate communication and foster relationships. Doing this will help establish security and accessibility for your athletes, and their parents.

Reiterate the excitement

Close your new client welcome email by reiterating the excitement and anticipation for the session. Again, this not only helps build excitement within the athlete, but it also makes them feel like a valued member of your community.

Ready to get started

Now that you’ve built the perfect new client welcome email for your sports facility, you can effectively communicate your excitement as you welcome new athletes to your growing business. A simple email sent to clients can go a long way when it comes to creating a positive impression with your clients.


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