SMS Benchmarks for Sports and Recreation

SMS benchmarks give valuable insight into how sports and recreation organizations connect with fans, members, and participants through text messaging. In this guide, we explore the performance metrics that define effective SMS communication across this dynamic sector.

Average Response Rate

The average response rate in sports and recreation is 20 to 30 percent, reflecting how often members, players, or participants reply to texts about schedules, registrations, and facility updates.

Response rate is the proportion of delivered messages that receive a reply, found by dividing the number of responses by the total texts successfully sent.

In sports and recreation, it reveals how well clubs, gyms, and community programs connect with their audiences about practice times, weather changes, event reminders, or membership information.

When this rate holds steady, communication usually feels clear and timely, supporting smoother coordination across teams, coaches, and participants.

Average Opt-Out Rate

The average opt-out rate for sports and recreation is typically around 0.4 to 0.8 percent, reflecting a fairly stable audience for member and fan messaging.

The opt-out rate captures the portion of contacts who reply STOP or otherwise unsubscribe from your SMS list out of all successfully delivered texts.

It is calculated by taking the total number of opt-outs, dividing by the number of delivered messages, then converting that result into a percentage.

In sports and recreation, this metric shows how well schedule updates, membership notices, and event alerts are landing with your audience.

Keeping opt-out rate steady at a low level helps clubs, gyms, and leagues maintain engaged members who stay informed about activities and programming.

Average Click-Through Rate

The average click-through rate in sports and recreation is 10–18% and reveals how frequently fans and members interact with links shared in SMS messages.

This metric compares delivered texts to the number of taps on a tracked URL, highlighting the pull of each message.

To calculate click-through rate, take total link clicks, divide by total successfully delivered SMS, then multiply the result by 100.

In sports and recreation, CTR shows whether schedules, ticket offers, training content, merch drops, or membership updates feel relevant, helping teams and facilities make sure every message earns attention.

Average Conversion Rate

The average conversion rate for sports and recreation is 1.0–2.0%, reflecting how many people act on a text message after reading it.

Conversion rate is calculated by dividing the number of completed goals such as membership signups, class bookings, event registrations, or pass renewals by the total messages successfully delivered.

This metric matters in sports and recreation because it shows how effectively messages turn interest into concrete participation.

By tracking conversion rate, operators can make sure their communications support steady attendance, smarter scheduling, and healthier long term engagement with their programs.

Average Delivery Rate

The average delivery rate for sports and recreation is 98–99%, which means nearly every text message reaches the participant’s phone as planned.

This reliability supports real time updates for class schedules, game times, weather changes, and last minute venue adjustments.

Delivery rate is calculated by comparing how many texts are successfully delivered to the total sent, while excluding messages that fail because of invalid numbers or strict carrier filtering.

In sports and recreation, a strong delivery rate is crucial because coaches, organizers, and members depend on fast communication for registrations, reminders, safety alerts, and live event coordination.

Average Open Rate

The average open rate is 98%, which means fans and participants in sports and recreation almost always see texts sent to them.

That level of attention turns each message into a reliable touchpoint for schedules, ticket details, or last minute changes.

Open rate describes the portion of successfully delivered texts that people actually open and view.

It is calculated by taking the number of opened messages, dividing by the number delivered, then multiplying by 100 to get a percentage.

In sports and recreation this metric matters because important updates like game time shifts, class reminders, and weather alerts must be read quickly.

Average Time to Read

The average time to read an SMS in sports and recreation is 3 minutes.

Time to read describes how long it takes participants to open and view a text once it lands on their phone.

It is calculated by tracking the time gap between message delivery and the first open for many texts, then averaging those results.

In sports and recreation this metric matters because slow reading can affect last minute schedule changes.

It also influences weather alerts, venue updates, registration deadlines, and safety notices, helping coaches and organizers make sure everyone stays aligned.

Average Response Time

The average response time for sports and recreation is 90 seconds, indicating how quickly participants and members typically respond once a text message reaches their phone.

Response time is the span between delivery of a message and the moment a first reply is sent.

It is calculated by taking that time gap for every conversation and finding the average across all replies.

In sports and recreation this metric matters because quick replies help confirm class spots, update practice schedules, and coordinate last minute changes.

Faster responses also show high engagement, which helps staff communicate clearly and make sure everyone stays informed.

Average Bounce Rate

The average bounce rate for sports and recreation is 1–2%

this tells us that only a tiny fraction of text alerts never reach fans or members.

Bounce rate is calculated by taking the number of undelivered messages, dividing it by all texts sent, then converting that figure into a percentage.

In sports and recreation, this metric matters because clubs, gyms, and venues rely on reliable delivery for schedule changes, ticket updates, class reminders, and weather alerts.

A steady low bounce rate keeps contact lists accurate, so communication stays timely, relevant, and easy to manage.

Why Are SMS Metrics Important?

Sms metrics play a big role for businesses in sports and recreation because they show how well you stay connected with members, players, and fans.

Whether you are sending class confirmations, weather alerts, schedule changes, or event reminders, strong sms performance makes sure people actually see and act on important updates.

Delivery rate, open rate, and response rate reveal how engaged your community is and whether your messages are landing with the right audience.

Conversion and click through rates highlight how effectively texts drive signups, ticket sales, and membership renewals.

By tracking these metrics, sports and recreation businesses can refine their messaging, boost participation, and keep experiences smooth on and off the field.

Overview of Sports and Recreation

The sports and recreation industry relies on fast, dependable communication to coordinate activities, events, and participant expectations.

Customers and members anticipate timely updates, clear instructions, and instant access to essential information, often while they are on the move or actively engaged.

Traditional channels can be too slow or easily missed in environments where attention is divided and schedules change rapidly.

SMS offers immediacy, near universal reach, and very high engagement rates, making it easier for organizations to react in real time.

By delivering concise, reliable messages directly to personal devices, SMS helps businesses in sports and recreation maintain operational efficiency and support a smoother, more responsive customer experience.

SMS Use Cases in Sports and Recreation

SMS drives faster, direct communication for sports and recreation operators, improving turnout, safety, and member engagement.

Text messages help staff coordinate events, push real-time updates, and reduce last-minute cancellations.

Event reminder messages with venue details and parking tips cut no-shows and make sure attendees arrive prepared.

Field and facility status alerts notify teams and members about closures, weather delays, or maintenance windows to prevent wasted trips.

Roster and shift coordination texts let coaches and part-time staff confirm assignments quickly and manage substitutions on game day.

Ticketing and merchandising links sent via SMS speed check-in and promote upsells like concessions and gear during events.

FAQs About SMS Benchmarks for Sports and Recreation

How can sports and recreation clubs use SMS to improve member communication?

Sports and recreation clubs can use SMS to send quick updates about class times, field changes, and last minute cancellations. This helps members stay informed even when they are away from email or social media.

What types of SMS messages work best for promoting local sports events?

Short, clear texts that highlight event details, location, and any special activities tend to capture attention. Including a simple call to action like reply to reserve a spot can make registration smoother for participants.

How can coaches use SMS to coordinate with players and parents?

Coaches can use SMS to confirm practice times, share meeting points, and notify about weather related changes. This direct channel reduces confusion and makes sure everyone receives the same information at the same time.

How does SMS support customer experience in recreation facilities like gyms and studios?

Gyms and studios can use SMS to send booking confirmations, waitlist notices, and reminders for upcoming classes. Friendly follow up messages after visits can also encourage feedback and repeat attendance.