Running a sports or recreation business isn’t just about having the best gear or offering a killer experience anymore. Whether you’re running a kayak shop, a soccer academy or an outdoor adventure tour, today’s customers aren’t flipping through brochures or calling random phone numbers.
They’re checking out Google. Comparing you against competitors. Scrolling on social to see if you’re an active business. And they’re booking online after checking out your website and reviews.
Which means it’s not enough to rely on word-of-mouth or seasonal traffic. If you want to grow and attract more of the right customers, your digital marketing must be dialed in. Here are 8 digital marketing strategies every sports and recreation business should be running with tips, examples and action steps.
1. Own Your Local SEO Like a Pro
When someone types in “kayak rentals near me” or “indoor rock climbing Knoxville,” you want to show up first. Local search is king, especially for in-person experiences.
Make sure:
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Your Google Business Profile is optimized
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You have location-based pages on your website
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Your NAP (name, address, phone number) is consistent across the web
Want to dominate your city? Start by winning the search results within 10 miles of your location. This is crucial for brick-and-mortar businesses.
Digital Play #1: Optimize your Google Business listing weekly. Add photos, answer questions and post updates consistently. Google rewards active profiles.
2. Build a Website That Sells For You
Your website should be your best booking assistant. If it provides generic information, looks outdated or doesn’t work well on mobile, you’re losing bookings. Make sure your site:
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Loads fast (3 seconds)
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Works perfectly on phones
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Includes customer reviews, FAQs, and real photos
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Has clear calls to action (like “Check Availability”)
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Offers seamless online booking or simple ways to capture leads
It doesn’t need to be fancy. It just needs to be functional, fast and focused on getting people to take action. Otherwise, you’ll lose to a competitor who gets this right.
Digital Play #2: Add a “Book Now” button to the top of every page and test it on mobile devices regularly.
3. Run Smart, Targeted Ads (Not Just Boosted Posts)
Boosting a Facebook post or tossing a few bucks into Google Ads without a plan is like throwing bait in the water with no hook. Your chances of any success are slim to none.
Instead:
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Use Google Ads to target high-intent searches
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Use Facebook/Instagram to retarget past visitors
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Set up ads for specific services, events or experiences
Ads should point to landing pages built to convert, not just generic pages with scattered info. Make sure to sell the benefits of your services, instead of providing generic information.
Digital Play #3: Run a retargeting ad to website visitors who didn’t book. Offer them a limited-time discount or bonus.
4. Get Serious About Email Marketing
If you’re not building an email list, you’re missing out on repeat business and referrals. It’s cheaper and easier to rebook a past customer than win a new one.
Use email to:
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Share seasonal offers and updates
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Promote new experiences, camps or classes
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Tell incredible stories that generate FOMO
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Feature happy customer stories or user photos
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Offer loyalty perks or early access to events
Segment your list by interest or service to keep messages relevant. That allows you to send customized messages based on interests, actions they’ve taken (or not) and more.
Digital Play #4: Create a simple email welcome sequence for new leads that educates, builds trust and leads them to a booking.
Social should spark curiosity and guide people toward action. Otherwise, it’s wasted real estate. No wonder so many business owners say “social doesn’t work anymore.” Instead, use a mix of:
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User-generated content (UGC)
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Short behind-the-scenes videos
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Real-time stories or reels from experiences
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Strategic promos that lead to booking pages
You’re not here to chase followers. You’re here to turn content into customers. There’s a huge difference in strategy between the two.
Digital Play #5: Turn your most popular social posts into paid ads, especially if they include real people enjoying your experience.
6. Create Lead Magnets to Drive Off-Season Growth
Not everyone’s ready to book on the spot. That’s where lead magnets come in. Give potential customers a reason to hand over their email, even if they’re not ready yet.
Lead magnet ideas:
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Free downloadable trail guide
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Seasonal adventure checklist
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“Top 5 Weekend Adventures” PDF
These keep you top of mind so when they’re ready, they’re calling you.
Digital Play #6: Add a simple pop-up or embedded lead magnet to your homepage. Just one clear offer and opt-in form.
7. Show Off With Real Photos and Videos
As a Sports and Recreation business, visuals can make or break you. Which means you can’t afford to use stock images of smiling strangers. Real visuals build trust and excitement.
Capture:
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Customer reactions
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Drone shots of your property
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Authentic testimonials on video
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Gear prep, team intros or setup footage
You’re not just selling a service. You’re selling a feeling. Make it visual and watch the magic happen.
Digital Play #7: Create a 30-second montage of your top experience — post it everywhere. Then run it as a video ad.
8. Lean Into Strategic Partnerships
Team up with local hotels, Airbnbs, sports stores, event spaces or tourism boards. Create bundles, co-promos or referral deals. This is one of the best ways to drive consistent leads to your business without going direct to the consumer.
If you’re a bike rental shop, partner with hiking tours. If you run a youth training program, link up with nearby schools or leagues. Referrals from trusted local partners are warm, ready-to-book leads.
Digital Play #8: Reach out to 3-5 local businesses this week with a win-win referral idea and a simple way to test it.
Stand Out In a Crowded Marketplace With Proven Digital Marketing
Your sports or recreation business is only as strong as your visibility. Today, visibility means more than just having a decent logo or the best trail map. You need a website that books. A brand that lives beyond the season. And a strategy that doesn’t just “look good” but performs.
That’s where Slamdot comes in. We help adventure companies, rental services, training facilities and outdoor recreation brands build lead-generating websites, run smart digital campaigns and get more bookings.
Want to see how? Contact us today for a free proposal!
