Marketing automation for sports technology companies
Clubs, coaches and athletes buy sports technology when they can see how it helps on the pitch, the track or the court. Maggie, your AI CMO, writes the explainers, pre-season posts and LinkedIn updates that show them, and you approve every one.
Free to start · No credit card · 30 free posts
Used by 600+ users and trusted by teams at
aeglesriphal.com
moonlakespa.com
shop.theteagroup.com
clo100.com
logtrics.io
mymorez.com
nextidal.com
otisapp.com
storaitelling.com
theheatpumps.co.uk
web-translations.com
exposeai.tech
orielipo.com
whitelabelcrowd.fund
elliptic.co
med.moonlakespa.com
netdex.co.il
orawellness.uk
reenest.com
syngage.ai
thepenthouseliving.com
zengolf.studio
imaintain.uk
rebuildingsociety.com
aurasocial.world
goaimex.com
moneyparents.com
newgenrenewables.uk
osmosisai.co
saunders.ac
teeza.app
thursdayclub.com
Why sports technology companies struggle to keep their marketing going
Your team is building product, supporting clubs on matchdays and travelling to trials. Content that explains why any of it matters keeps getting pushed back.
The season sets the buying window
Clubs decide on new kit and software before pre-season and during the off-season. If your posts only start when the season does, the budget has already been spent.
Data means nothing without the story
Coaches don't buy dashboards, they buy fewer injuries, sharper sessions and better selection decisions. Your website lists metrics, but rarely explains what a coach should do with them on a Tuesday night.
Buyers range from volunteers to performance staff
A grassroots club secretary, an academy manager and a head of performance all want different things. One generic product page speaks to none of them well.
Bigger names fill the feed
Well-funded brands sponsor teams and athletes and fill Instagram with highlights. A smaller company needs consistent, useful content to be noticed and trusted.
Pre-season starts in five weeks, and your posts for clubs are already queued.
It's Monday in June, clubs are planning pre-season and your team has just released a new load-monitoring report. Your blog's latest post is about last year's trade show.
You paste your website into cmo.so. Maggie reads it and writes your brand profile: your wearable tracking system and coaching app, the semi-professional football and rugby clubs and academies you sell to, the competitors they compare you with, your simple setup for clubs without data staff, and the knowledgeable but down-to-earth voice you use. You correct one thing: you now support netball and hockey too.
By Tuesday the drafts are waiting, each with a picture in your brand's look: a blog guide to building training load sensibly through pre-season, an explainer on what sprint distance tells a coach and what it doesn't, a LinkedIn post for academy managers about the new report, and an Instagram post with three quick session ideas for the first week back. You approve three and add a coach's tip from your own team to the fourth.
The posts go out at the times you set for each channel and each comes back with its link. While your team visits clubs for setup days, Maggie is already planning mid-season posts on recovery and selection, and Search Console in cmo.so shows which coaching guides people are finding.
Content that shows what your technology does for performance
Each of those problems has an answer, and you still decide what goes out under your brand.
Coaching explainers on your blog
Guides on using data in training, reading the numbers your product gives and planning sessions around them, written for Google and for AI answers. Published to your WordPress, Shopify, Wix or Webflow site, or any site through the cmo.so API.
Blog on autopilotPlanned around the sporting calendar
Off-season reviews, pre-season planning, the start of the season, mid-season recovery, end-of-season budgets. Posts are queued ahead of each window clubs buy in.
Season scheduleLinkedIn for clubs and performance staff
Posts written for club directors, academy managers, heads of performance and governing bodies, about outcomes they care about rather than features.
LinkedInYour sport, your voice
Enter your website and Maggie builds your brand profile: your products, sports, buyers, what sets you apart, competitors and voice. Every post and picture starts from it.
Brand profileOne idea, every channel
One idea becomes a post for each channel in its own style: Instagram, TikTok and YouTube for athletes and coaches (in beta), Facebook for grassroots clubs (in beta), LinkedIn for decision-makers.
Every channelProduct and coaching staff approve
By default nothing goes out until it's approved. Add your sports scientists and marketing people in Me → Team so the right person checks each claim.
ApprovalsYour marketing team, in your pocket
Real screens from the cmo.so app on iPhone.
From your product site to a season of posts in four steps
Enter your website
Maggie reads it and drafts your brand profile in minutes.
Check your profile
Correct your sports, buyers and features, and choose the channels you want.
Review the drafts
Your first week of posts arrives with pictures. Approve, edit or skip each one.
Let them go out
Approved posts go out at each channel's times and every one comes back with its link.
Why not just…
The usual ways sports technology companies try to reach clubs, and where each one runs out.
…rely on sponsorships and ambassadors?
A well-known athlete or club can raise your profile, but it costs a lot and says little about how the product works for a club like theirs. Clear explainers and steady posts do that every week.
…let the sales team do demos?
Demos convert people who already know you. Content reaches the coach searching for how to monitor training load before they've heard your name.
…hire a content marketer?
A full-time marketing hire in the UK costs around £3,000 a month before tools, and needs time to learn both the sport and the science. Maggie starts from your website today.
…write it with ChatGPT?
You still brief it, check it, make the pictures and post by hand, and it doesn't know your product or the clubs you sell to. Maggie remembers your company and puts posts out on schedule.
Cut the £5,900/mo marketing bill to £15/mo
Everything a marketing team does, done by Maggie.
| What needs doing | Without cmo.so | With cmo.so |
|---|---|---|
| Full-time marketing hire | £3,000/mo | Included |
| SEO and AI search (GEO) agency | £1,000/mo | Included |
| Content writer, AI-assisted | £500/mo | Included |
| Social media manager, freelance | £800/mo | Included |
| Designed pictures for every post | £300/mo | Included |
| SEO and GEO softwareRank tracking, site audits, AI visibility | £250/mo | Included |
| AI writing and image tools | £50/mo | Included |
| Working hours | Office hours | 24/7 |
| Total per month | £5,900+ | From £15/mo |
Typical UK costs for a small business in 2026, with AI already cutting freelance rates. Estimates only; your own quotes will vary.
- 5 social posts, 30 once verified
- 15 Maggie messages a day
- Upgrade any time
- 12 posts a day
- 150 Maggie messages a day
- All channels
- 96 posts a day
- 1,000 Maggie messages a day
- All channels
Per website, billed monthly. Blog and social posts share one allowance; your best plan sets how much you can talk to Maggie across all your websites.
Marketing automation for sports technology companies: your questions
Still unsure?
What is marketing automation for sports technology companies?
It's software that does the repeating content work of a sports technology company: planning posts around the sporting calendar, writing coaching explainers and social posts, making pictures and publishing them on schedule.
With cmo.so, Maggie does this from your website and brand profile, and nothing goes out until you approve it.
How do sports technology companies get more customers online?
Sports technology companies get more customers online by showing coaches and clubs what the product changes in training and matches: practical explainers, posts timed to pre-season and the off-season, and steady LinkedIn updates for the people who sign off budgets.
Maggie writes those every week, and Search Console in cmo.so shows which ones bring people to your site.
How much does marketing automation cost for a sports technology company?
There's a free plan with no card needed. Paid plans are per website and billed monthly: Air at £15 a month covers two posts a day, and Pro at £45 a month suits a growing company posting on several channels.
Founding members get lower prices for good on every plan until 1 January 2027. You can cancel any time.
Which channels should sports technology companies start with?
Most sports technology companies start with coaching explainers on their own blog plus LinkedIn, where club directors, academy managers and performance staff follow the industry.
Instagram, TikTok and YouTube are in beta and suit athletes and coaches who learn from short clips, and Facebook is in beta for grassroots clubs. Each channel has its own posting times and queue.
Can it write for different sports?
It can, as long as your brand profile lists the sports you support. Maggie then plans posts for each sport and uses the right terms for it.
Your team checks each draft, so a rugby post reads like it was written by someone who knows rugby.
Will it make claims about injuries or performance gains?
It shouldn't make any claim you haven't given it, and you check every draft before it's approved. It's best to describe what your product measures and how coaches use it, rather than promise results.
If your product touches health or medical topics, the optional Content Policy Guard can check posts against medical rules or your own house rules and hold a risky post as a draft with a suggested rewrite. These are AI suggestions, not legal or compliance advice; a qualified person should still review, and you stay responsible for what you publish.
Can cmo.so write for grassroots clubs and elite teams at the same time?
It can, because your brand profile describes each kind of buyer. Maggie writes simple, practical posts for volunteer-run clubs and more detailed ones for performance staff.
One idea can become a post for every channel, each written in that channel's style.
Can it post our training videos?
It can post the videos you upload to YouTube and TikTok, which are in beta, and Maggie writes the words that go with each one.
Uploaded videos are only used to post them and are deleted within 7 days.
Does it connect to our app or athlete data?
No, cmo.so doesn't connect to your app, athlete data or customer records. Maggie works from your website, your brand profile and what you tell her.
Developers can use the cmo.so MCP server and CLI, and you can ask Maggie from ChatGPT or Claude through the cmo.so connector.
Is it safe to let AI post for our brand?
It is safe because nothing goes out until you approve it. Approvals are on by default, and you can keep them on for every channel or let a channel you trust run on autopilot.
Social channels connect through each platform's official sign-in, so cmo.so never sees your passwords, and cmo.so never sells or rents your data.
Which websites does it publish to?
cmo.so publishes to WordPress, Shopify, Wix and Webflow, and to any other website through the cmo.so API.
Each post is reported back with its link once it's live.
Does it help us show up in AI answers?
It helps by giving AI tools clear answers to quote. Maggie writes explainers with direct answers near the top, which suits Google search and AI answers alike.
AI visibility in cmo.so shows how Google's AI answers describe and mention your company. No one can promise a particular result.
Be ready for pre-season before the clubs are
Enter your website. Your brand profile and first week of posts are ready in minutes, and nothing goes out until you approve it.
- Free plan, no card needed
- You approve every post
- Cancel any time