# Swift vertical pages — evidence ledger (2026-09-10)

Campaign context: Swift (runswiftapp.com, Swift App Inc.) is a Lutiq brand (channel #lutiq538, C0BRF290N73). On 2026-09-09/10 Michael Alexander said Swift will test landing pages on non-baseball verticals; Trevor (Fresh Fuel) named **pickleball, basketball, golf** and shared his own pickleball sales page (saved at `trevor/trevor-pickleball.html`). Colin committed to building a couple more options per vertical plus an improved version of Trevor's page.

Primary conversion event: **demo booking** → `https://www.runswiftapp.com/demo/book` (verified HTTP 200; the page embeds Cal.com). Secondary: none. No pricing is published anywhere on the site — never state prices.

## First-party claims (verified on runswiftapp.com, 2026-09-10)

Testimonials (homepage, verbatim):
- The 5 Baseball & Softball ("LA's premiere baseball facility"): "From the moment we adopted Swift, the change was nothing short of revolutionary. In the first month alone, we saw our revenue skyrocket by over 200%." (Also on the EZFacility comparison page: they migrated from EZFacility.)
- Tyler LeClair, Owner, IYG Baseball: "A huge problem for us was collecting money and tracking people down. Since we started using Swift our bookings for lessons and camps have more than tripled."
- Steve LeBel, Owner, 413 Athletic Training Center: "We're doing $5k/annually more in membership revenue, just because of how easy it's been to book and pay. I also save 2-3 hours per week."
- Merrick Palmer, Owner, **Capital Courts** (basketball facility): "We've cut down on registration for camps and clinics by 100%. This saves us a minimum of 10-15 hours per week that we can dedicate to grow the company."
- Jeremias Sucre, Facility Manager, Baseline Sports: "I think we now spend about 30-40% less time handling bookings than we used to. So instead of spending about 2-3 hours a day, we are down to about 30-60 minutes."
- EZFacility comparison page (unnamed customer): "EZFacility gave the experience of an early 2000's internet app. We needed something that was dynamic, modern, and matched the high-tech culture of our facility…Swift is great from an ops standpoint: scheduling, managing coach schedules, customer management."

Product/brand facts:
- All-in-one sports facility software: online booking & payments, drag & drop scheduling, memberships, packages & credits, access control (marked "New"), notifications, liability waivers, email marketing, coupons, gift cards, retail & product sales, invoicing, staff & permissions, payroll, branded app, reports & analytics, instant onboarding, integrations.
- "Hundreds of the world's best sports facilities"; "Join hundreds of the world's best sports facilities".
- Capterra: brand shows a 5-star Capterra badge on the homepage ("Rated 5 stars on Capterra" is official usage).
- Onboarding: "Get set up in minutes without any training"; dedicated account manager; "$0 setup fees & 1hr setup" (compare page); "drops typical onboarding times from weeks to hours".
- Migration: free; from eSoft Planner, EZFacility, Mindbody, Upper Hand, Baseline "and the rest"; basic customer data (names, emails, phones) typically migrated within 2-3 business days; memberships "may be available" depending on plan structure; bookings/services/package credits not auto-migrated.
- Support: world-class, every customer, every plan, no tiers; no setup fees; month-to-month (no long-term contract); no free trial — 30-day money-back guarantee instead.
- Founders/team (verified on /about 2026-09-10): co-founders Jeet Mehta (CEO, ex-Shopify PM), Shahid Mawji, Arbaaz Shah. Also on the about page: Brian Kim (Account Executive), Marcus Miceli (Account Executive), Walsh Owen (Sales Development Representative), Moe Labinjo (Sales Development Representative), Taysia Thompson (Customer Onboarding Specialist), Marga Sison (Customer Onboarding Specialist), Lydia Lam (Customer Support Specialist), Anas Jamous (Senior Full Stack Developer), Grace Li (Full Stack Developer), Lennon Richards (Marketing & Design), Sophia Lu (Software Developer Intern).
  - NOTE: Trevor's page lists "Keely Cromwell, Support Specialist" and calls Taysia Thompson "Senior" — not verified on /about; do not reuse. Trevor's "Shahid Mawji COO / Arbaaz Shah CTO" titles are unverified; keep to "co-founder".
- Brand story language (official): "Swift is bringing sports facilities into the 21st century"; "Existing solutions look and feel like they were built in the 90s"; "Swift looks and feels like a modern day tech company"; "engineers & athletes"; "built from a blank slate"; "the easiest sports facility management tool there is".
- Home hero: "Grow your sports facility on auto-pilot"; golf page hero: "Grow your golf facility on auto-pilot… get online booking, scheduling, and payments setup for your course or driving range in minutes without any training."
- Official vertical one-liners (footer industries nav): Basketball "Rent court times, schedule lessons, run clinics and more with ease." Golf "Rent indoor/outdoor bays, schedule private training, and so much more." Pickleball "Rent courts, sell memberships, schedule lessons, + more!" (No dedicated pickleball page exists on the site yet.)
- The "three growth levers" copy block appears on home + basketball + golf pages: (1) Lightning fast online booking — "spend less time answering phone calls… free up tens of hours every week"; (2) Automated reminder texts + emails — "stop losing money on no-shows… confirmation emails and 24h email reminders"; (3) Seamless membership management — "unlock new sources of recurring revenue… combat the seasonality of the sports business".
- Growth-guide content: "Fill your Calendar Before Your Sports Facility Opens" (pre-selling guide). Case studies are baseball (The Yard Athletic Centre, Cambridge ON — 22,000 sq ft; Armour Athletics; "Toronto's largest baseball facility saves 10 hours every week").
- Fonts used by brand site (Webflow): Inter/Instrument Sans/Lato/Space Grotesk family look → use system sans stack with Inter first if present. Brand blue: #0050ec.
- Webinar banner live on site: "[Dec 3 @ 8PM EST] Free AI facility management webinar" (dates from site, may be stale — do not surface on LPs).

## Third-party market evidence (research agents, 2026-09-10 — cite source name on page)

Pickleball:
- 24.3M Americans played in 2025, +22.8% YoY, +479% over five years — SFIA Topline Participation Report 2026 (sfia.org).
- 82,613 courts at 18,258 locations; ~2,300 locations added in a year — USA Pickleball / Pickleheads 2025 counts.
- DUPR: ~2M rated players, 7,000+ clubs; now the exclusive rating for USA Pickleball and APP events (Forbes, Dec 2025).
- Utilization is bimodal: weekday mornings (7–11am) and evenings (5–9pm) near capacity; weekday midday dead — multiple operator sources (JDC Pickleball programming guide, operator posts).
- Operator pains (verbatim language, Reddit r/Pickleball): "Why does every court booking app look like it's from 2005?… zero mobile optimization"; CourtReserve "a nightmare… a terrible user experience"; no-show penalty policies ("After 3 offenses, suspended 30 days"); open-play skill-band management run on whiteboards; many facilities still take bookings by phone/Facebook Messenger.
- Software complaints about incumbents (G2/Software Advice/Reddit): EZFacility "outdated design… clunky navigation"; Mindbody "unnecessarily complex"; Upper Hand tiered feature gating; CourtReserve price hikes.

Golf (indoor/simulator/driving range):
- 2025: 48.1M Americans played golf on- or off-course (record); 29.1M on-course; **19M played only off-course** — NGF.
- "At least 1,500 commercial simulator businesses nationwide — nearly tripled since 2022"; average venue ~3 years old, 3–4 bays; >75% offer memberships — NGF (Nov 2025).
- Seasonality: peak-season (Nov–Apr) bay utilization ~50% vs ~23% summer; best month ≈2.6× worst — Tabski/GolfOClock operator data.
- Lesson cancellations run 16.3%, with 42.6% arriving under 24h notice — SwingMatchGolf analysis (n=5,383 lessons).
- Simulator market ~$2.1B (2025) → $4.1B by 2033 — Grand View Research.
- Operator pains: chasing no-show payments manually; membership hour-bank tracking ("members lose track of remaining hours"; "zero visibility into which weekday hours are dead"); league-night complexity (fees + bay time + F&B rosters by hand); unstaffed early/late hours (24/7 sim setups; access control is an active buying trigger).

Basketball (research agent, 2026-09-10, with sources):
- 29.7M U.S. basketball participants, +5.6% — SFIA 2024 Trends in Team Sports (via SGB Media); team-sport participation hit an all-time high in SFIA's 2025 report.
- $1,016/yr average family spend on a child's primary sport, +46% over five years; basketball-specific average $1,002/child — Project Play / Aspen Institute (Feb 2025).
- $2.5B+ invested in new/upgraded youth sports complexes across 2024–2026 — Baird via L.E.K. "Most Investable Segments in Youth Sports" (2026).
- Facility revenue mix benchmarks: team fees #1 (~34% of facilities' revenue), memberships (~30%), lessons/training (~14%), rentals (~9%) — WSB Sport/Baseline operator economics; "rentals alone rarely carry a facility". Court rental benchmarks $50–60/hr (CoachIQ 2025).
- Operator pains: double-booking from phone/text/email requests ("a real gap between request and calendar… exactly where overlaps happen" — SportsKey scheduling guide); paper-chart front desks as bottleneck; no-shows/cancellation-policy threads (r/smallbusiness); ~40–60% typical weekly utilization with dead weekday hours (GoodRun/WSB); camp registration admin and trainer commission tracking (Upper Hand review: "The reporting function lacks features to easily capture daily sales").
- Incumbent complaints (public reviews): Upper Hand — "Double books and crashes/hangs frequently" (App Store), "very glitchy" (Capterra); EZFacility — "most illogical, non user-friendly software" (Software Advice); Mindbody — "unnecessarily complex" (Capterra), "dated interface" complaints; CourtReserve — "mobile version was a bit clunky" (Capterra), reports of pricing doubling (operator Facebook — UNVERIFIED).

Golf additions (research agent): all NGF/Tabski/SwingMatchGolf figures above are that agent's output with sources; Mindbody "dated interface," hidden-fee complaints round out its landscape row.

Pickleball additions (research agent): leagues/clinics ≈40% of revenue, more per court-hour than rentals — JDC Pickleball programming/ROI guides (vendor-published; attributed on page by name).

## Product-feature verification (help.runswiftapp.com + feature pages, 2026-09-10)

- Service pricing: fully customizable per service — standard public price, discounted member price (auto-applied at login; lowest rate wins), credit-only bookings; services with member-only pricing are hidden from non-members ("Service Pricing", updated 2025-10-15). ⇒ member rates, member-only sessions, session-level pricing are DOCUMENTED; "day-part pricing rules" as a named feature are NOT — pages must phrase off-peak pricing as sessions/services with their own prices.
- Waitlists: documented for lessons, camps and classes, incl. waitlist management (articles 582/583). NOT documented for open rentals/courts/bays — pages must not claim rental waitlists.
- Notifications & policies: out-of-the-box SMS/email confirmations, 24h reminders, and non-refundable cancellation policies (feature page). Reschedules/cancellations auto-notify everyone.
- Memberships: automatic recurring payments (monthly/yearly), usage limits, VIP private access to services (feature page). Past-due membership payments can be processed (help article 538) — "retried automatically" is NOT documented.
- Packages & credits: automatic credit tracking/redemption, usage restrictions (e.g. 2/week), expiry dates, performance-program packages (feature page).
- Online booking & payments: card/Apple Pay/Google Pay, branded booking page, fast online booking (feature page).
- Access control: feature category exists in help center + "New" in site nav. Door-unlock-tied-to-booking granularity is Trevor's-page-level detail (kept only on T1, flagged).
- Camps vs classes, time-slot restrictions, walk-ins, manual bookings: documented help articles.
- Demo booking: Cal.com team event `team/swift/demo` embedded at /demo/book. Duration NOT verifiable from markup → new pages say "personalized walkthrough" without a length; T1 keeps Trevor's "30-minute" claim as source copy (flag for Swift confirmation).
- Testimonial stars: the official site shows NO per-testimonial star ratings; the only star treatment is the single Capterra 5-star badge. Pages therefore use "Rated 5 stars on Capterra" as a badge-style claim only.
- "Join hundreds of the world's best sports facilities" is the official line; "across North America" geography is not — use the official wording.

## Claims carried from Trevor's page on T1 only (flag for Swift approval)

Day-part pricing as configured rates; DUPR-band caps on sessions; split-a-doubles-reservation payments; door access by booking window; failed-card retries; 30-minute demo; "Keely Cromwell" (removed); "Senior" titles (corrected); Shahid/Arbaaz COO/CTO titles beyond "co-founder" (corrected to co-founder).

## Trevor's page (source analysis)

- Self-contained 459KB HTML (inline base64 images), desktop-first, ~25 sections: hero → stats → "software built for courts, not salons" → 3 growth levers (verticalized: DUPR bands, split payments, door access) → testimonials → 4 promises → feature grid (18) → onboarding 4 steps → support/migration → team roster → FAQ → footer. All CTAs → /demo/book. Claims all match the site except "Keely Cromwell" (unverified person) and "Senior" titles.
- Improvement thesis for T1: keep the copy strength and vertical specificity; restructure for mobile-first acquisition (393px), lead with proof in the first viewport, cut page length roughly in half (LP not full website), verify every person, add structured data + analytics hooks + Lutiq-ready metadata, keep every CTA on the single demo contract with attribution passthrough.

## Rules for all pages

- One goal: Book a free demo. CTA copy consistent: primary "Book a free demo" (hero/final/sticky); supporting "See how it works" scrolls or links to demo video page — do NOT invent a video; the site has /demo/video ("Watch a 5-min overview") as a real link.
- Never state prices, plan names, or discount amounts (none published).
- Keep third-party stats attributed inline ("SFIA's 2026 report", "the National Golf Foundation").
- No fabricated urgency, counts, or testimonials. Only the testimonials above, attributed as on the site.
- Query-param passthrough allowlist: utm_source, utm_medium, utm_campaign, utm_content, utm_term, gclid, fbclid, msclkid, lutiq_ag.
- Self-contained: no external fonts/scripts/CDNs; system font stack; CSS-built product visuals; logo via relative ../assets/ SVGs.
- Mobile-first from 320px; sticky bottom CTA on mobile; reduced-motion support; semantic landmarks; visible focus.