3C Sports Training

3C Sports is a youth sports league powered by the Boys & Girls Clubs of Southeast Michigan, serving athletes ages 6–18. While the program is athlete-facing, parents are the primary decision-makers—responsible for evaluating safety, value, and developmental outcomes.

I began working with 3C Sports during a period of strategic expansion. The organization was moving beyond its roots as an affordable, after-school league into group and private football training—a new offering that required a different value perception and pricing structure.

The challenge was that the existing brand was closely associated with low-cost, accessible programming designed for after-school participation. As 3C Sports entered the higher-commitment training space, their pricing and messaging no longer aligned with the expectations—or financial reality—of their existing audience.

3C Sports’ audience was complex, made up of parents balancing ambition, safety, and value. Two key personas emerged: Concerned Safety Moms, who prioritized injury prevention, recovery, and trustworthiness above all, and Competitive Glory Days Fathers, who wanted high-level skill development and competitive growth opportunities for their children.

Parents were hesitant to pay more because they needed to see clear return on investment for their child’s development—without compromising balance or safety. Many perceived higher-priced training as unnecessary or inaccessible, and were cautious about shifting from a familiar, affordable program.

We positioned 3C Sports as a youth football training brand that delivers safe, skill-focused, and developmental programs for families who want their children to grow athletically while minimizing risk—not just another high-priced training league.

By reframing the program for each persona—emphasizing injury prevention and recovery for Safety Moms, and structured, measurable, skill-based progression for Competitive Fathers—the brand was able to justify higher pricing and differentiate itself from competitors. Strategic partnerships and upgraded equipment reinforced credibility and created a tangible signal of value for parents.

The brand strategy translated into both digital performance and on-the-ground activation. A targeted social media ad campaign generated 12K views, 189 interactions, 101 website visits, 20 trial participants, and 5 sign-ups, validating demand for the reframed training offering.

Beyond digital, 3C Sports executed a Ford Field takeover activation, leveraging a high-credibility environment to reinforce legitimacy, trust, and perceived value among parents. This experiential moment played a key role in signaling the program’s evolution from affordable league play to structured, higher-level training.

As a result of the clarified positioning and persona-driven messaging, 78% of existing youth league participants converted into training programs, demonstrating strong alignment between brand strategy, pricing justification, and parent decision-making.