Case study / Rally at Sherwood Village
From indoor courts to a full club experience: how we rebuilt Rally at Sherwood Village's website to sell the whole club, lifting court bookings by x%, memberships by x% and event bookings by x%.
Rally at Sherwood Village had outgrown its website. The club had 15 indoor courts, a bar, a recovery space, coaching programs and private event hosting, but online it still read like a place to rent a court. We redesigned and rebuilt every page so the site finally matches the club people walk into.
At a glance
| Client | Rally at Sherwood Village |
| Industry | Sports and hospitality (indoor pickleball club) |
| Location | Mississauga, Ontario |
| Services | Brand positioning, site architecture, UX and UI design, development, conversion optimization, local SEO |
+x%
Court bookings
+x%
Membership sign-ups
+x%
Event booking inquiries
01 / The challenge
A full club, sold as a court rental
The old site told visitors one thing: this is a place to play pickleball. A dark hero, a single "Game on. Rally here." headline and a court booking link did the job for regulars, but undersold everything else the club had built.
Amenities were invisible. The Courthouse Bar, Restore at Rally and the pro shop barely registered, so visitors never pictured staying past their game.
Memberships had no clear pitch. Tiers, pricing and perks were hard to compare, so casual players defaulted to one-off court rentals.
Events had no front door. Corporate team building, birthdays and group bookings, among the club's highest-value revenue, had no dedicated path or simple way to inquire.
Programs were buried. Clinics, coaching and leagues lacked a clear starting point for new players.
Rally needed a site that positioned it as a full-service club and turned more visits into bookings, members and events.
02 / Our approach
Built around three revenue drivers
We built the strategy around Rally's three revenue drivers: court bookings, memberships and private events. Everything else on the site exists to make those three easier to say yes to.
01
Reposition the brand
We moved the message from "indoor pickleball" to "a club built around you", leading with community, hospitality and amenities alongside the courts. The new line: Your court. Your community. Your Rally.
02
Rebuild the architecture around intent
Each revenue driver got its own clear path: Book a Court, Membership, and Book an Event, with persistent calls to action in the header on every page.
03
Give amenities their own stage
The Courthouse Bar, Restore at Rally, coaching and programs each got dedicated pages so the club reads as a destination, not a facility.
04
Show proof everywhere
Live club stats, member reviews and an events calendar build trust with first-time visitors.
05
Win local search
The homepage hero rotates through the neighbourhoods Rally serves (Mississauga, Port Credit, Erin Mills and the GTA) to meet players where they search.
03 / What we built
Every page, rebuilt
| Area | Before | After |
|---|---|---|
| Homepage | Dark, single-message hero: "Game on. Rally here." | "Court time for everyone" hero with Join the Club and Host Your Event CTAs, rotating local neighbourhoods |
| Club story | Courts only | "A club built around you": 15 indoor courts, Courthouse Bar, Restore at Rally, demo paddles, clinics |
| Social proof | None above the fold | Live stats (65,000+ games played, 250+ events hosted, 15 indoor courts) and member reviews |
| Memberships | Hard to compare | Side-by-side Individual, Couples and Unlimited tiers with clear pricing and perks |
| Events | No dedicated path | Corporate, birthday and group event pages with a "Book in 4 easy steps" flow |
| Programs | Buried | "Not sure where to start? Talk to a coach" with clinics, private lessons, leagues and youth academy |
| Hospitality | Barely mentioned | Courthouse Bar page with menus, bar hours and happy hour |
| Mobile | Desktop-first | Fully responsive, built mobile-first |
Memberships made easy to choose
Three tiers sit side by side, with the most popular plan highlighted and the initiation fee value spelled out, so visitors can pick a plan in seconds instead of booking another drop-in.
A reason to stay after the game
The Courthouse Bar now has its own page with menus, hours and happy hour, turning a court visit into a night out and supporting event bookings.
One job per page
Membership, Book an Event, Courthouse Bar and Programs each have a single job and a single primary action, all connected by a sticky Book a Court button.
04 / The results
Growth across all three drivers
In the first x days after launch, all three revenue drivers grew compared with the same period before the redesign.
+x%
Court booking conversion rate
Persistent Book a Court CTA, clearer hero, mobile-first booking flow
+x%
Membership sign-ups
Side-by-side tiers, highlighted best-value plan, initiation fee perks
+x%
Event booking inquiries
Dedicated event pages and the 4-step request flow
+x%
Average time on site
Amenity pages, events calendar, member reviews
+x%
Organic search traffic
Neighbourhood-targeted hero and page structure
The biggest shift was perception. Visitors now arrive at a club with a bar, a recovery space, coaching and a community calendar, and they convert like it.
"[Client quote placeholder: one or two sentences from Rally on how the new site changed the way members and visitors see the club.]"
[Name], [Title], Rally at Sherwood Village
05 / Key takeaways
What other brands can take from this
Sell the experience, not the facility
Amenities and community are what turn a court rental into a membership.
Give every revenue driver its own path
Courts, memberships and events each need a dedicated page and one clear action.
Proof beats promises
Live stats, reviews and a busy calendar show a thriving club better than copy can.
Designed. Built. Operated.
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