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Abler — SportsTech SaaS
BAMM! Turning critical friction points into G2M strategy for the new market
Abler is a sports and team management platform, trusted in Iceland since 2017. It handles scheduling, attendance, communication, bookings, and payments.
But entering the UK was a different challenge.
The market was more competitive, with well-established incumbents. So, Abler needed a smart, focused way to break through and stand out. Early sales efforts suggested that existing sportstech tools weren’t addressing some of the most pressing needs clubs and members had.
Using our ProductOpp™ methodology, we spoke with UK club decision-makers to uncover the context behind those pain points and shape both Abler’s platform focus and go-to-market strategy.
The insight was clear: Booking and Membership Management (BAMM!) was the key friction point. Clubs struggled to launch new activities quickly, offer flexible payment options, manage signups and collect fees smoothly. And no incumbent was offering a solution that was both easy to use and affordable.
Mapped user pain and competitor blind spots
We spoke with UK club managers and coaches to uncover unmet needs, focusing on weak spots in current workflows, especially payments, program launches, and parent and member communications
Reshaped Abler’s value proposition
We isolated high-value features: booking and membership management. This was repackaged as a focused entry point to the UK market, including revised messaging and adjusted pricing
Redesigned a streamlined setup flow
We designed a lean onboarding experience that let clubs launch programs, enable payments, and start collecting registrations in minutes and a single place
Validated with real users
We tested the prototype with club stakeholders to ensure clarity, speed, and a clear edge over existing tools. Feedback confirmed the new flow solved a real problem and was strong enough to drive switching
Launching new programs in minutes
We streamlined the core club workflow: set up club details, create a program listing, enable payments, and publish. Clubs can now launch and manage new programs in just a few clicks
Freeing coaches from admin overload
With automated payments, reminders, invoice tracking, and installment options, coaches spend less time chasing paperwork and more time focusing on coaching and sport. No more awkward payment conversations
Smarter program listings for clubs
We redesigned the club shop to support multiple programs—clearer listings, stronger branding, and instant eligibility info. It helps users find the right program, feel the club’s vibe, and register with confidence
A marketplace that makes sport more accessible
Building on Abler’s ethos Sport matters, we created a marketplace where families can easily discover programs that fit their needs—without endless tabs and guesswork. More visibility for clubs, more access for users
QUOTE
“We had a sense of the right direction for the UK market, but we wanted to hear from real users. Resonate helped us sharpen that focus by refining the feature set and streamlining the key experience. That made all the difference.”
Markus Mani M. Maute, co-founder and CEO
Abler
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