The Hidden Cost of Poor Waitlist Management

When a parent contacts your club to enrol their child in coaching and the group is full, what happens next determines whether they become a future member or disappear forever. In many clubs, the answer is disappointing: the parent is told the group is full, perhaps asked to "try again next term," and that is the end of the interaction. No record is kept. No follow-up happens. The family joins another club or gives up on tennis entirely.

This is a revenue leak that most clubs do not measure because they cannot see it. You cannot report on enquiries that were never recorded. But consider the lifetime value of a junior player who stays in coaching from age five to fifteen: at typical UK coaching rates, that is several thousand pounds in coaching fees alone, plus membership, court bookings, equipment, and tournament entries. Losing that family because you did not have a waitlist process is expensive.

A structured waitlist system captures every enquiry, maintains the family's interest, and automatically converts them into a booking when a space opens. The administrative effort is minimal if the system is automated, but the revenue impact is significant.

Building an Effective Waitlist System

A good waitlist is more than a list of names. It needs to capture enough information to place the child appropriately when a space opens, and it needs to communicate proactively with waiting families.

What to Capture

Player details: Name, age, and any previous tennis experience so you can assign them to the right group when a space opens.
Preferred sessions: Which day, time, and location they prefer. Many families can be flexible, and capturing alternatives means you can offer a space in a different group if their first choice remains full.
Contact preferences: Email and phone number, and whether they are happy to receive updates about availability.
Date of registration: Waitlists should operate on a first-come-first-served basis, and the registration date establishes the order.

Automated Notifications

When a space opens in a group, the first family on the waitlist for that group should be notified automatically. Give them a defined window to accept (48 hours is common) before the space is offered to the next family. This is critical: manual notification, where someone has to remember to check the waitlist and make a phone call, is unreliable and slow. Automated notifications ensure spaces are filled as quickly as possible.

AMES handles this automatically. When a player withdraws from a coaching group, the system notifies the next waitlisted family by email, provides a link to accept and pay, and escalates to the next family if the offer is not accepted within the defined window.

Waitlist Communication

Families on a waitlist need regular communication to maintain their interest. A monthly update, even if it simply says "you are still number three on the waitlist for Tuesday 4pm Orange group," shows that you have not forgotten them. Include information about alternative sessions that have availability and upcoming taster events they could attend while waiting.

A waitlist is not a holding pen. It is a nurture sequence. Every family on your waitlist is a future customer who has already expressed intent. Treat them accordingly.

Make-Up Session Management

Make-up sessions address two scenarios: sessions cancelled by the club (usually weather) and sessions missed by the player (illness, holidays, scheduling conflicts). Your policy for each should be clear and different.

Club-Cancelled Sessions

When your club cancels a session, you have an obligation to provide an alternative. The options include scheduling a make-up session, extending the term, or applying a credit. Whichever approach you use, communicate it immediately and implement it automatically. Parents should not need to request a credit; it should appear in their account the moment the cancellation is logged.

Player-Missed Sessions

When a player misses a session for personal reasons, the policy is at your discretion, but offering a make-up option improves satisfaction and retention. Common approaches include:

Attend a parallel group: If you run multiple groups at the same stage, allow the player to attend an equivalent session in the same week. This only works if the parallel group has capacity and the player is at the right level.
Designated make-up sessions: Run a monthly make-up session open to any player who has missed a session that term. This consolidates the make-up demand into a single managed slot rather than trying to accommodate individual requests across your schedule.
Limited make-up allowance: Offer two or three make-up sessions per term, after which missed sessions are forfeited. This prevents abuse while providing genuine flexibility.

Group Rebalancing and Parent Self-Service

Coaching groups naturally become unbalanced over time. Players progress at different rates, some leave mid-term, and new players from the waitlist may not perfectly match the group level. Regular rebalancing keeps groups effective.

When to Rebalance

The best time to rebalance is between terms, when changes feel natural and expected. Mid-term moves can be unsettling for children who have formed friendships within their group, so they should be reserved for situations where the mismatch is affecting the player's development or the group's effectiveness.

Communication

When moving a player between groups, frame it positively. A child moving up is being recognised for their progress. A child moving to a different time slot is being placed where they will get the most benefit from coaching. Parents respond well to moves that are clearly in their child's interest and poorly to moves that appear to be for administrative convenience.

Parent Self-Service for Session Changes

Allowing parents to manage certain changes themselves, swapping to a different session in the same week, booking a make-up session, or joining the waitlist for a preferred group, reduces the administrative burden on your team and gives parents immediate agency. The key is defining which changes parents can make independently and which require staff approval. A system like AMES can be configured with rules: parents can self-serve for same-level swaps but staff must approve level changes.

Key Takeaways

Record every enquiry on a structured waitlist that captures player details, preferences, and registration date.
Automate waitlist notifications so spaces are offered to the next family immediately when a player withdraws.
Communicate with waitlisted families monthly to maintain their interest and highlight alternative options.
Distinguish between club-cancelled and player-missed sessions in your make-up policy and communicate both clearly at enrolment.
Enable parent self-service for routine changes like session swaps and make-up bookings while reserving level changes for staff approval.