Developing a new approach to kit buying for grassroots teams

The Challenge

A leading manufacturer of kit for amateur footballeers was  looking to disrupt the current model with a direct-to-consumer app proposition that allows teams to buy directly from the manufacturer.

Working with a leading customer experience agency responsible for designing the app Bryter was commissioned to carry out research to build a deeper understanding of grassroots football in several European markets, and to  help test and refine the proposition prior to launch. 

Our Approach

Bryter conducted a series of qualitative interviews with kit decision makers for a range of amateur and grassroots clubs in four European markets, combined with  ethnography and filmed footage with UK grassroots clubs and local tournaments

The Outcome

The research provided a deeper cultural understanding of how amateur clubs and kit are organised in the different markets, which positioning had greatest appeal and the need for a different strategy depending on club size. It also provided critical feedback on which features and services within the app should be prioritised in the next phase of development