How Vancouver Phoenix Gymnastics saves 40 hours of admin work during registration week

Four big registration periods a year, hundreds of parents refreshing at the same time, and a system that couldn't keep up. Here's what changed when Vancouver Phoenix switched to Activity Messenger.

4

Major registration peaks a year, now run without the crashes

40 hours

Admin time saved in their busiest registration week

< 1 hour

Typical response time from our team during the migration

The day after

One of their biggest registration peaks, Kate had time to record a podcast

“If you’re looking to grow your club, or even just run things smoother with less staff, I would jump. I wish I did it sooner.” – Kate Wall, Vancouver Phoenix Gymnastics Introduction Vancouver Phoenix Gymnastics has been offering safe, inclusive, athlete-focused gymnastics in Vancouver since 1969. From recreational classes to competitive programs, the club serves a large membership, and its programs fill up fast.

That success came with a problem: four major registration periods a year, every one of them a test for the software behind it. Kate Wall and her team moved registration, communication and, more recently, their website to Activity Messenger. Registration day has gone from the most stressful day of the season to just another busy day.

The Situation

The club had outgrown its software. Managing a large membership, keeping waitlists moving, and keeping communication consistent for parents and staff had all become harder, and the old platform was falling behind. “We were doing our best, but our best wasn’t good enough.” The breaking point was registration itself. When a period opened, parents rushed in, and the system couldn’t handle the load. Some families couldn’t register at all. Others got stuck mid-checkout and never knew why. And when some people got their spot while others didn’t, it didn’t feel fair. “Parents were talking. This person got a class and this person didn’t, just because the system crashed. It wasn’t fair.” Every parent has a schedule to plan around and a specific class in mind. When the system crashes, the question in every inbox is the same: did I get my spot or not? Multiply that by four peaks a year, and the front desk spends its time answering emails instead of running the gym. The Solution A platform that adapts to the club, not the other way around Kate wasn’t looking for a quick fix. She wanted something that could keep up as the club grew. “I really liked that we could adapt it to our needs. I wanted something that would grow with us, because I know what we need right now will look different in a year.” Every club runs its programs differently. Activity Messenger works like building blocks: the team picks the pieces it needs and shapes the platform around its own workflows. And when a feature doesn’t exist yet, the team can ask for it. Trust first, then the big switch Vancouver Phoenix didn’t start with registration. The club first used Activity Messenger for the tools around it: forms, waivers, email marketing, and texting. By the time it moved registration over, the team already knew how the platform worked and how the support team responded. A migration that didn’t feel like one Moving your whole database, your staff, and every parent onto a new system is a big decision, and Kate doesn’t sugarcoat it. “You’re going to be nervous, and you should be. It’s a big deal to move everything over. But the migration has been so smooth.” What made the difference was planning: weekly meetings with our team, a clear change-management plan, and fast answers. “If we email, you answer within an hour, quicker if it’s urgent.” The other key was communicating with parents, early and often, so nobody was surprised on launch day. Automations that make the club proactive Before, session reminders and seasonal emails were sent by hand, often in the same busy week staff needed to prepare for classes. Now they’re automated and go out on schedule, every season. “It’s allowing the club to become more proactive rather than reactive.” Kate can also see whether parents actually opened an email, so the team knows who to follow up with, instead of guessing. Texting for last-minute changes and waitlists When a spot opens up five days before a class starts, an email sent 48 hours later is a missed opportunity. With text messages, the next family on the waitlist sees the offer right away, takes the spot, or passes it on. The same goes for last-minute cancellations, and texts can reach both parents. “Rather than having staff check the waitlist, email the parents again, then call them… it has been transformative.” The Results “The stress has been massively relieved.” Registration peaks no longer mean crashes, angry emails, or unfair outcomes. Parents find it easier to sign up, especially on mobile, and the feedback has been positive. For the team, the time savings are biggest exactly when they matter most. In their busiest registration week, Kate estimates the platform saves the admin team around 40 hours, the equivalent of a full-time staff member. Reports that used to take hours (financials, class attendance, rosters) are generated in a few clicks and already well formatted. The best proof: the interview was recorded the day after one of the club’s biggest registration peaks. Instead of digging through her inbox, Kate had time to sit down and talk about it. Vancouver Phoenix has since launched its new website on Activity Messenger, so registration, communication, and the club’s public face all live in one place. “Every time I log in, there are new features that weren’t there yesterday. It’s been a great experience.” If your club dreads registration day, Vancouver Phoenix’s story shows it doesn’t have to be that way. Start with the tools around registration, build trust with the team, then make the switch with a plan.

What Vancouver Phoenix uses

Registration, communication and their website, all in one platform.

Online registration

Waitlist management

Online forms

Automations

Email marketing

SMS

Digital signatures

Website builder

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