Goaliesmith Success Story with The Lacrosse Marketing Co.

client start DATE

January 23, 2022

INDUSTRY

Lacrosse

272%

Increase in Shopify Store Sessions

164%

Increase in New Visitors on Goaliesmith.com

64%

Increase in Email List Subscribers

Introduction

Goaliesmith is a nationwide training source for goalies and goalie coaches. Founded by Andrew and Mike Gvozden, Goaliesmith offers high-intensity training sessions, overnight camps, and online coaching content. On the field, Goaliesmith events are structured to get results for each individual goalie by focusing on new training material, competition amongst the best goalies, and a unique approach to performing consistently in the goal. Their goal is to elevate each player’s game.

Challenge

When I first met Mike and Andrew, it was at First Class Lacrosse’s Best In Class event in Wilmington, Delaware. As one of the inaugural events in July of 2021, we stayed in touch and eventually linked up in the winter of 2022. The guys were in desperate need of a new website, email marketing solution, and eCommerce platform. They had lost touch with their old WordPress developer, were burning money with MailChimp blasts, and were building a huge demand for their merchandise. This reality had set in while their business and flagship event, The Goaliesmith Experience, had skyrocketed demand.

Solutions

We had to move fast, stay lean, and keep up with the brand’s killer reputation. I often recommend to clients that they move their web hosting provider to GoDaddy for three reasons: perfect integration with HubSpot, great customer service, and an easy-to-use interface. Trust me, this can be a black hole of frustration for other providers. We then launched a "Coming Soon" page on HubSpot's CMS to create anticipation for the new site. We had a strict deadline to get things done before lacrosse season started back up, so while we templated out what we envisioned for the site, we exported our email list out of MailChimp and began data cleanup before jumping into the deep end of HubSpot's CRM.

Solution 1 - HubSpot's CRM

HubSpot’s CRM is the focal point of all solutions that we provide here at TLMC. With a few thousand players, parents, and lacrosse coaches on their mailing list, and a growing demand for event notifications and merch drops, Goaliesmith needed a centralized location to manage all of this. In keeping these efforts integrated, we designed a thorough new website on HubSpot’s CMS platform. This allowed us to create a contact database, create an email marketing flow, host website and system pages, publish new content quickly, and open the door to an eCommerce integration.
Solution 2 - Shopify Integration

Shopify and HubSpot offer a beautifully seamless integration with one another. The increasing demand for merch at Goaliesmith meant that we needed to build an organized order pipeline using HubSpot’s Deals Dashboard. After we did just that, we designed Goaliesmith’s Shopify store to match aesthetically with their website on HubSpot’s CMS. Every single customer, order, and product data line is logged immediately from Shopify into HubSpot, allowing the Goaliesmith team to see their data in real time and shape future merch strategies.
Solution 3 - LeagueApps Integration

The last piece of the puzzle was integrating an events sign-up feature with HubSpot. LeagueApps is a widely used software in the lacrosse world and provides easy-to-use automations through Zapier. We focused on a cost-effective solution to have LeagueApps talk to HubSpot through Zapier, automatically adding every single parent and player who registered for a Goaliesmith event. This efficient buildout, while tedious and sophisticated, freed up countless hours for the team members by no longer creating contact lists and segmenting emails themselves.

"Ryan is simply put, in a league of his own. He knows how to translate website jargon for those who are not experts, while providing his clients with the opportunity to be hands-on in creating their website/hub spot systems. Working with him is not only improving the way we do business, but is very enjoyable. Highly recommended!"

- Mike Gvozden, Goaliesmith

Results

We certainly do not take credit for Goaliesmith’s success and top-tier service offerings, but we do gloat in knowing that we helped them free up their time and maximize their budget to keep improving those service offerings to goalies around the country. Andrew, Mike, Matt, and Meg have set an industry standard for training athletes in not just lacrosse, but all sports, and it should be commended. We’re thankful to have continually worked with them since 2022 and look forward to watching the rocket ship keep ascending.

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