Revolutionising In Store Radio for TeamSport Indoor Karting
Introduction
In this case study, we’ll explore how Sonair partnered with TeamSport Indoor Karting, the UK’s largest indoor karting company, to deliver custom in store radio services that enhance their customers’ racing experience. We’ll cover the challenges faced, our tailored solution, and the outcomes of the collaboration.
About TeamSport Indoor Karting
Founded in 1992 in Guildford, Surrey, TeamSport has grown from its modest beginnings to become the UK’s largest indoor karting company. Known for its innovative multi-level tracks and top-of-the-line karts, TeamSport operates 35 tracks across the UK and five in Germany, attracting over 1.3 million visitors annually. With 20 electric and 20 petrol tracks, the company combines thrilling karting experiences with excellent customer facilities, including food and beverage options and additional leisure activities. TeamSport’s commitment to offering the ultimate indoor karting experience is fueled by its 1,000-strong crew, ensuring every race is unforgettable.
Challenges
Before partnering with Sonair, TeamSport Indoor Karting faced significant challenges in managing their in-store audio across multiple locations. Without a centralised solution, they relied on either terrestrial radio stations or manually curated playlists sent from head office to each site. This process required substantial manual intervention and resulted in inconsistent audio experiences from one venue to the next.
Some of the key challenges included:
The Solution: Sonair Radio – A revolutionary in store radio service.
To meet TeamSport’s need for a consistent, engaging, and fully managed in-store audio experience, Sonair provides a powerful, industry-grade solution: Sonair Radio. Unlike a typical playlist or standard in-store radio service, Sonair Radio operates as a real radio station, delivering uniform audio across all of TeamSport’s locations with minimal manual intervention.
Our solution includes the following key features:
With Sonair Radio, TeamSport is able to fully standardise their audio experience across all sites, reinforcing their brand, enhancing the customer experience, and allowing for effective promotions — all without adding to their team’s workload.
Hear It...
Don’t just take our word for it. Take a listen to TeamSport Radio now to discover just how amazing in store radio can truly sound.
Implementation
The implementation of Sonair Radio at TeamSport began with an in-depth discovery phase. To capture the true essence of the brand and karting experience, the Sonair team spent time at various TeamSport locations, immersing themselves in the atmosphere. We also analysed their YouTube videos, social media channels, and brand imagery from their website to ensure that the in-store radio reflected the energy, excitement, and values of the TeamSport brand.
Once we had a clear understanding, we crafted a demonstration system that included custom jingles, sweepers, and advertisements, all tailored to TeamSport’s dynamic environment. After an initial 30-day trial at one site, the full rollout began.
With audio systems already in place at all venues, the installation process was straightforward. Sonair Radio’s downloadable player software was remotely installed across all locations, and the entire network was operational within two weeks. The only challenge we faced was reaching site managers to initiate the installation process. Once contact was made, the rollout was seamless.
To ensure smooth adoption, we provided comprehensive training to the TeamSport contacts responsible on how to use the Sonair Radio portal. Additionally, instructional videos were circulated to site staff, covering the basics of the player software. Sonair continues to offer full support through a dedicated ticket system and a WhatsApp support service, ensuring that any issues or questions are resolved quickly and efficiently.
Results and Outcomes
The implementation of Sonair Radio has had a significant impact on TeamSport, improving operational efficiency, enhancing brand consistency, and boosting customer engagement.
Next Steps
Sonair Radio has become an integral part of the TeamSport experience, providing a seamless, fully-managed in-store radio service that enhances the brand’s atmosphere while freeing up time for their staff and management. The consistent audio output across all venues, combined with the flexibility to promote new events and offers, has helped TeamSport maintain a strong brand presence and engage customers more effectively.
As TeamSport continues to grow and expand, Sonair is committed to supporting their future needs. We’re excited to explore new opportunities for collaboration, whether through additional content customisation, expanding into new locations, or introducing even more dynamic audio solutions to further enhance the customer experience.
