British Cycling gears up for more and better data

The UK’s fastest-growing two-wheel sport just got even faster. That’s thanks to a comprehensive project completed by Goodform which has boosted British Cycling’s prospective membership database.

Goodform’s work not only analysed existing customer data, but also harnessed several previously-untapped data sources and touch points. All have now been combined into a central data warehouse.

The warehouse now provides a single customer view of everyone connected to British Cycling, whether a rider or ticket-buyer for a cycling event – or both.

“It means we can now embark on highly-targeted communications strategy to people we know a lot more about” says Terry Greenwood British Cycling’s Head of Membership Services and Insight. “Goodform applied an insight-led approach to the data analysis project, rather than a straight amalgamation of our various existing data sources. This approach revealed touch points where we had collected data, but not considered part of our integrated marketing efforts.

“In turn, it means we are now much better placed to understand our customers’ relationship with cycling, enabling us to cross sell products, services and events. It means we can enhance the attraction of cycling further.”

Leading the analysis was Goodform’s Abigail Cockayne, who notes: “Apart from the more relevant dialogues British Cycling can now create with it’s followers, this work can have a profound effect on the financial stability of the sport. It means the governing body is better placed to leverage existing sponsorships by providing more intelligent activation opportunities – and arms them with really hard evidence to attract new commercial partners.

“The insight-led methodology we employ is intended to generate genuine sustainability for sport, allowing them to secure their present and flourish in the future.”

Formula E appoints Goodform to drive global data growth and fan engagement

Formula E has appointed Goodform to drive global data growth and fan engagement.

Goodform will be focused on building a better understanding of the current Formula E audience, while bringing new fans into the sport through strategic data acquisition and engaging communication campaigns designed around the different audiences.

“Formula E has seen impressive growth in a number of areas since its start and is an incredibly progressive organisation that everyone at Goodform is proud and excited to be working with” says Goodform Marketing Director Joe Kyle. “Our role will be to take Formula E to the next level in terms of data, insight, and fan communications for season four and beyond.”

The 2017/18 season of the FIA Formula E Championship sparked into life in Hong Kong on December 2 & 3, and will stage 14 races, in 11 cities, including new races in Santiago, Rome and Zurich.

Ben Padley, Marketing & Brand Director at Formula E, said: “It’s fantastic news to be working with Goodform on this exciting new partnership. Goodform has unrivalled knowledge in understanding fan-bases across a variety of sports and with their expertise we look to broaden the electric street racing series to a new audience.”

Goodform research reveals the most captivating sports event of 2017

It’s been another engrossing year of sport involving UK teams and individuals. Annual events such as Wimbledon (tennis) and The Open (golf) have been augmented with major one-off events such as London 2017: the IAAF World Athletics and Para Athletics Championships.

But research conducted by Goodform has revealed that the most captivating event for UK sports fans took place more than 11,000 miles away: The British & Irish Lions rugby union tour of New Zealand in June/July.

34% of those surveyed pinpointed the Lions tour as the event ‘they most looked forward to’ in 2017. This level of backing will be music to the ears of those who want to ensure the future of Lions tours in their current form.

The first survey of its kind was conducted by Goodform using its unique Sports Fan Panel, a database of more than 32,000 sports enthusiasts that’s growing every day.


Major Events Survey final


“The Lions stat is the headline figure, but the survey went much deeper,” notes Goodform head of research and insight, Alexandra Kyrke-Smith. “It’s also provided valuable information for event owners and rights holders in individual sports. We’ve been able to rank the main events in each sport in order of popularity – whether here or overseas.”

For sports marketers, the survey also delivers excellent insights on which to base marketing strategies. For example, it ranks the media channels most used to find out about events and the most-recalled advertising media.

“It’s also drawn back the veil on attendance drivers, such as the main factors dictating ticket purchase and the distance people are prepared to travel to an event,” Kyrke-Smith continues. “These are clearly vital in planning the feasibility of an event, whether a tournament, multi-day championship or a one-off event.”

The Sports Fan Panel results will be of particular interest to Goodform’s already-impressive client list, which spans the sporting world. It also builds on the agency’s core services, which focus on the use of data and insight to drive tangible growth – whether in revenue, participation or membership – or all three at the same time.

Sports fans can sign up to Goodform’s Sports Fan Panel and express opinions to help shape the decisions of some of the UK’s leading sports clubs, organisations and governing bodies.

To sign up, click here 

Understanding fan experiences at the Aviva Premiership Rugby Final

After a nail-biting Aviva Premiership Rugby Final at Twickenham back in May, which saw Exeter Chiefs edge out Wasps after extra time, Goodform conducted a fan experience survey with attendees as part of their ongoing partnership with Premiership Rugby.

With a view to continuously improve the event for future years, Goodform provided Premiership Rugby with insight on a variety of areas including feedback on ticket purchase process, understanding drivers to attend, and event experience including the Fan Village, sponsor activations and catering.

Having carried out research on the event since 2011, the feedback for the 2017 Final was the most positive it’s ever been, with the event receiving an unprecedented +70 Net Promoter Score and with over half of those who’ve attended multiple finals stating it was the best they’ve ever experienced.

The fan experience survey followed another hugely successful season in Goodform’s CRM and research partnership with Premiership Rugby, which also saw unprecedented engagement rates and a record amount of ticket sales revenue driven via Premiership Rugby’s email campaigns.

Commenting on the partnership, James Tyler, Head of Marketing at Premiership Rugby, said, “We have worked closely with Goodform for a number of years and the insight they provide continues to inform our strategies around ticket sales, event experience and fan communications. Their reporting always provides clear recommendations which enable us to adapt our approach and implement new strategies as Premiership Rugby continues to grow.”

For more information or to discuss your Research & Insight requirements, contact


Aviva Premiership Rugby Final 2017 Infographic

Brentford FC continue match day experience research

Brentford FC will continue their focus on understanding the needs of their supporters and how they can improve aspects of their engagement with the club, after commissioning Goodform to deliver Match Day Experience research for the third consecutive season.

For the 2016/17 season, surveys were sent out after 22 of the 24 home matches at Griffin Park. The surveys covered areas such as travel time, match companions, overall spend at the stadium, experience across key areas such as stewarding and food & drink quality, as well as entertainment before and at half-time.

Goodform provided match by match analysis, looking into comparisons by ticket type, demographic profile, and match profile, as well as providing overall detailed findings and recommendations which have been used by Brentford in the planning for the 2017/18 season.

This season will see all home matches form part of the research conducted by Goodform, as the Bees aim to continue to improve both on and off the pitch.

Kurt Pittman, Brentford’s Director of Marketing commented, “We’re now into the third season of our match day research programme with Goodform, the positive impact is really coming through in our day-to-day planning. This programme is also directly informing our business strategy, assisting us to evaluate our progress as we work towards promotion to the Premier League.”

Ali Kyrke-Smith, Head of Research & Insight at Goodform, added, “Brentford FC are really leading the way in placing fan feedback at the heart of both day to day operation and longer term strategy. The insight which we’ve provided for the past two seasons has given the club the opportunity to continually improve fan experience and we’re delighted to be continuing our relationship with the Bees for the 2017/18 season.”

IAAF World Championships awarded Guinness World Record

Great Britain and Northern Ireland’s relay runners rounded off the 2017 IAAF World Championships in superb style, completing a clean sweep of medals as the women’s 4x400m team clinched silver and the men’s 4x400m quartet won bronze on the last day of competition in London.

On the track success was followed by the news that the London championships has been awarded an official Guinness World Record for the number of tickets sold at any IAAF World Championships event. The figure recorded on the official Guinness World Record certificate is 701,889 but with that taken two days before the end of the Championships, it will be updated to reflect the over 705,000 eventually sold.

Held in the UK for the first time ever, the championships saw over three times the amount of applications to places available. As official CRM and Marketing partner of the event, Goodform has played a key role in the engagement and sales strategy that has driven such interest and demand for tickets.

Michael Jones, Managing Director of Goodform, said: “We have been on a brilliant journey with both the London 2017 World Championships, first capturing interest in the Championships to then shaping and delivering a structured on-sale strategy which helped drive demand and ultimately achieve record breaking sales. It was an incredibly exciting project for us and we are proud to have helped them achieve such success”

The Mayor of London, Sadiq Khan, said: “The IAAF World Athletics Championships really captured the spirit of London and will live long in the memory as another chapter in an unforgettable summer of sport in our great city. We’ve seen medals won and personal bests smashed, and there’s no better honour for London than staging the final championship races of legends Mo Farah and Usain Bolt. More than 700,000 people filled the London Stadium, beating all previous attendance records, while millions around the globe have been watching what has been a truly memorable World Athletics Championships.”

Watford FC & Goodform celebrate another successful season

As Watford FC prepare for a new era on the pitch under Marco Silva, the close season offers the chance to reflect on off-the-pitch successes over the last 12 months. As CRM, Data and Research partner, Goodform have supported The Hornets for over five years on their journey to becoming a now established Premier League Club, continually achieving consistent and impressive growth in several areas.

During the 2016/17 season alone over 3.5 million digital interactions across 139 individual campaigns were delivered. Goodform’s fan segmentation ensures highly targeted communications which resulted in growth of both first-time buyers and fans attending more matches than they did the previous season, whilst there was a 45% uplift in first-time retail buyers. Overall, Watford saw an impressive 15% growth in their email-able database which resulted in increased revenue across ticketing, retail, hospitality, and Watford’s Community Sports & Education Trust.

Goodform creates fan-centric website for British Athletics

This summer promises to be one to remember for all athletics fans, with the Müller Anniversary Games, Para Athletics and IAAF World Championships London 2017, and Müller Grand Prix all taking place across the next two months. It’s a time when as well as attending events, fans are looking for the latest news and content to consume. Following the successful launch of the #Represent campaign, British Athletics have now launched their new website. Developed by Goodform, the website has been designed to engage and excite the current athletics audience, as well as providing British Athletics with a key asset in attracting new fans to the sport.

Over 3,000 fans took part in research at the start of the project to define the key features of the new website, with the insight from the research helping to shape the content architecture. Research carried out following the launch of the website showed that over 75% of the audience will visit the website more frequently.

Joe Kyle, Goodform’s Marketing Director said: “The British Athletics website has been a great project to be part of, and represents a step change in how British Athletics are able to engage with their audience. As a retained client of Goodform’s since 2009, we have in-depth knowledge of the British Athletics’ audience which provided the foundations for the project, and ensured that we built a platform tailored to the fans of the sport.”

Ryan Murphy, General Manager, Commercial, for British Athletics added: “We are delighted to now have a digital platform that allows us to interact with the British Athletics fans in a much more engaging and effective way. The insights that Goodform provided in the first stage of the project gave us the confidence that we were developing a website that truly meets the fan’s needs, and we will be working hard to create relevant and exciting content that encourages them to visit the website frequently.”

Visit the website at

Goodform delivers insight for British Water Ski & Wakeboard

Goodform recently worked with British Water Ski & Wakeboard (BWSW) to help the national governing body understand more the changing needs of its members, participants and enthusiasts across the UK.

With stakeholder insight central to the project, Goodform carried out regional focus groups, supplemented by a nationwide online survey, with findings analysed to identify trends and measure sentiment across key metrics relating to the governing body’s membership scheme.

The multi-phase project provided insight into participation rates and BWSW awareness levels, uncovering factors that would influence sentiment and decision-making. It assessed, across key audience segments, different membership purchase and renewal drivers and motivations, communication preferences, optimum price points and an evaluation of membership benefits.

Goodform’s recommendations will support BWSW ensure its membership offering is attractive and of value, with a strategy that enables the governing body to attract and retain members by directing investment in areas evidenced to deliver a commercial return.

Patrick Donovan, Chief Executive of British Water Ski & Wakeboard commented “We commissioned Goodform to help us better understand the needs of water skiers and wakeboarders across the UK. Their research findings and recommendations were clear, insightful and will help ensure British Water Ski & Wakeboard membership remains attractive to casual participants, delivers relevant value to our members and provides a commercial return to enable the governing body to continue to invest in developing the sport.”

Goodform helps drive fan engagement for the British & Irish Lions

Years of planning and preparation, both on and off the field, came to fruition as the British & Irish Lions became the first international side to avoid defeat to the All Blacks in a series in New Zealand since 1994, For Goodform, the journey started back in 2013 shortly after the Lions victory in the third Test against Australia.


As official CRM partner, Goodform have been working with the Lions to deliver engaging content to their passionate fan base, and over the last four years have helped the Lions to achieve significant growth in their fan database.


Planning for the Tour started back in 2015 and Goodform have been delivering key campaigns throughout to ensure that the fan base remained engaged. Since the Tour left for New Zealand at the end of May campaigns have delivered an average of 50% open rates, and 12% clickthrough rate (compared to 25% and 3% respectively for the sports industry).


These impressive stats are a result of strong content and the tailored nature of the emails sent to the Lions audience. There is constant tailoring and improvement with Goodform’s analytics platform generating insights which strengthen each subsequent communication.


Shane Whelan, Digital Communications Manager for the Lions commented: “Goodform have been a fantastic partner for us for the past four years, and have really helped us to understand, engage, and grow our audience.


“The analysis they provide has helped to shape our content strategy and ensure that we send the right content to the right fans at the right time.


“As a team, Goodform have always been flexible and supportive of our needs, which has been particularly important during the Tour itself when we have to deal with the significant difference in time zones.”


Paul Cartwright, Goodform CRM & Insight Manager and account manager for the Lions added “Working on such a unique sporting event as a Lions Tour has been a great privilege and something the whole Goodform team has enjoyed. The results show that the Lions fan base is highly engaged and we continue to work hard to ensure that this remains the case for the remainder of the tour and beyond.”

Goodform wins ‘Best Business Serving Sport’

Goodform was named the ‘Best Business Serving Sport’ at the inaugural Sports Business Awards, held on Friday 2nd June at the Brewery in London.

Hosted by Dan Walker, with over 400 in attendance, Goodform beat seven other shortlisted companies to claim the award.

The judging panel was made up of CEOs across all sports alongside individuals whose knowledge, expertise and experience gave them special insight into the challenges and demands of sports business success.

Speaking at the event, Alison Dalrymple, owner of Goodform said “We are incredibly proud to win this award. The last 12 months have been another successful period in Goodform’s history, and this award is great recognition for the whole team. I’d also like to take this opportunity to thank our many great clients that enable us to be creative and help grow their businesses in partnership.”

This award follows a successful 2016 in which Goodform won ‘Best Business Serving Football’ category at the Football Business Awards, and Highly commended in the ‘Outstanding Data-focused Agency’ category at the DBM Awards.

Indeed, 2016 was a flagship year in Goodform’s history: we sent 100 million emails across over 2000 campaigns, collected 150,000 survey responses, conducted 30 focus groups and received 25,000 calls. This includes delivering creative campaigns to nearly 900,000 fans across 86 football clubs each week. As well as that, we have also delivered and continue to deliver major projects for both the EFL and IAAF & IPC World Championships London 2017.

Always on…Goodform

Always ahead…introducing the new Goodform brand

This year marks the 15th anniversary of Goodform.  To acknowledge this achievement and to ready for an exciting future for the Goodform Group, a dynamic new brand has been created that encapsulates our working philosophy…continually innovating, adapting and improving. Always.

This approach to work is recognised by the infinity symbol that forms an intrinsic element of the Goodform wordmark and is named the “Always Icon”.

Six new supporting brand colours have been introduced to reflect Goodform’s core services; CRM, Data, Insight, Membership, Brand & digital, and Contact centre. The new brand also extends to that of the Sports Fan Panel, Goodform’s own insight product that consists of over 30,000 passionate sports fans.

Speaking about the new brand, Alison Dalrymple, owner of Goodform said “We are delighted with the new brand that we have created. It reflects the transformation that Goodform has undergone, delivering innovative fan engagement on behalf of some of the largest sporting events and venues in the world. Our significant growth in sports CRM, data warehousing and marketing has brought investment in great people who are delivering excellent results for our clients.  We wanted our brand to reflect our culture and values, which sit at the heart of all we do.  We now have the creative assets to support our expansion.”

Goodform was Founded in 2002 by Stuart Dalrymple and David Teasdale, with the duo bringing with them extensive experience of the sports and leisure industry from the public and private sectors. Goodform was at the forefront of CRM in sport. The vision was to support commercial growth, helping national governing bodies and sports organisations to adapt to drive sustainability. Today, Goodform continues to help sports organisations of all sizes grow and develop.

Goodform’s first client in 2002 was the Professional Cricketers Association (PCA), who continue to be a client fifteen years on, along with a host of retained National Governing Bodies, Sports Clubs and Venues including, British Athletics, English Football League (EFL), Premiership Rugby, Welsh Rugby Union (WRU), Silverstone, IAAF World Championships London 2017, Wembley Stadium Tours, British Cycling, Hampshire Cricket, British & Irish Lions and 6 Nations.

In the early years Goodform carved out a niche by specialising in the design and development of sports membership schemes. The business evolved into the UK’s leading Sports CRM Agency, helping organisations to effectively & profitably engage with their customers. The acquisition of market research company ‘SportsWise’ in 2008 added real strength to Goodform’s research and insight services, whilst the addition of Goodform’s data warehouse platform has provided clients with a cost-effective, scalable solution for hosting data feeds from multiple business areas. The last year has also seen Brand & Digital services become part of the Goodform offering, with both areas creating perfect synergies with other services.

The last fifteen years have seen many successes for Goodform, with notable mentions to:

  • The introduction of Commercial Audits in 2002, offering strategic consultancy to identify and develop revenue streams
  • Goodform’s role in the inaugural ‘Big Match’ between Harlequins and Leicester Tigers held at Twickenham in 2008, winning ‘Best Integrated Marketing Campaign’ at the 2009 Sports Industry Awards
  • The introduction of the ‘Sports CRM Summit’ in 2010, an event created and hosted by Goodform
  • Goodform worked with Manchester City between 2009 and 2011to develop their CRM strategy and delivery, to support their vision to become the largest football club in the world
  • Appointed in 2011 as the retained CRM and Research partner for the Rugby World Cup 2015, playing a key role in making it the biggest single sport event ever for fan engagement
  • In 2011, Goodform began working with Silverstone to define their CRM vision and strategy, and today remain a retained client
  • In 2015, the EFL recognised a need to provide a more personalised and engaging fan experience, whilst driving commercial development. Goodform was appointed as the EFL’s chosen e-CRM and Data Services partner with a brief to implement a comprehensive data and fan insight strategy

The rebrand follows a very successful 2016 in which new relationships commenced with several new clients, including British Cycling, Carr Golf, Connacht Rugby, Horse of The Year Show, UK Sport, England Boxing, and British Water Ski & Wakeboard. As recognition of our work in recent years, Goodform won ‘Best Business Serving Football’ category at the Football Business Awards, and Highly commended in the ‘Outstanding Data-focused Agency’ category at the DBM Awards.

This year has continued in similar vein, with Goodform being announced as a finalist for the ‘Best Business Serving Sport’ at the Sports Business Awards 2017.

Always on…Goodform

Goodform announced as Sports Business Awards finalist

We are delighted to announce that Goodform is a finalist in the ‘Best Business Serving Sport’ category at the Sports Business Awards 2017. Goodform are joined by seven other finalists including, The O2, The Ticket Factory, The Jockey Club Services, and

This year marks the first Sports Business Awards, which have been created to celebrate the hard work and achievements of individuals and teams who make the sporting success possible; the organisers, the suppliers, the designers, the administrators, the advisors, the technologists, the marketers and the companies who ensure that the business of sport, in all its various and myriad forms, happens successfully.

The judging panel is made up of CEOs across all sports alongside individuals whose knowledge, expertise and experience gives them special insight into the challenges and demands of sports business success.

Designed to celebrate the vital influence of business within sport the awards will recognise the organisations, teams and individuals who excel in a variety of business, CSR and sports governance disciplines.

The winners will be announced at the lunchtime ceremony on Friday June 2nd at the Brewery in London where over 400 attendees are expected.

This award nomination follows a successful 2016 in which Goodform won ‘Best Business Serving Football’ category at the Football Business Awards, and Highly commended in the ‘Outstanding Data-focused Agency’ category at the DBM Awards.

Always on…Goodform