How to run a school holiday camp that sells out

Open bookings four to six weeks before the holidays, sell full days with a multi-day discount, and plan every hour of the day before you sell a single spot. A camp that sells out is usually one that parents can book quickly, that fits around a working day, and that their kids talk about at dinner. Get those three right and the camp pays for itself, then feeds your next term.

It’s the Friday before the April holidays. Your inbox has nine emails asking whether you’re running a camp, what time it finishes and whether lunch is included. You haven’t set dates yet. Two coaches have already booked time off. By the time you post the flyer on Tuesday, half those families have booked the multi-sport camp at the leisure centre down the road.

Key takeaways

• Holiday camps fill courts, pools and halls that would otherwise sit empty for two weeks.
• Parents book camps around their work day, so drop-off and pick-up times matter more than the program.
• Open bookings four to six weeks out, and tell your current families first.
• Price per day, with a discount for booking the whole week.
• Every camper is a lead for next term. Have a plan to follow them up.

Why run a holiday camp at all?

Most coaching academies lose a chunk of revenue every school holidays. Term classes stop, but rent, insurance and your core coaches don’t. A camp turns that quiet stretch into some of the best-paying weeks of the year.

Camps also reach families who would never sign up for a weekly class. A parent who can’t do a 4pm Tuesday slot can often do five days in July. Once their child has had a good week with you, a term enrolment is a much easier conversation.

What do parents actually want from a holiday camp?

Parents choose camps on practical things first and the program second. Before you plan drills, sort out these:

Most parents booking a camp are working that week. A camp that finishes at 12pm doesn’t help them, however good the coaching is. If your venue allows it, a full day with an optional early drop-off will sell faster than a half day.

How should you price a holiday camp?

Price per day, then give a discount for the whole week. A day rate lets families fit camp around other plans, and the weekly discount rewards the families who fill your numbers.

A simple structure for a five-day camp:

Check what the other camps in your area charge, but don’t price only against them. A specialist tennis, swim or dance camp with qualified coaches is worth more than a general activity camp. For the basics of setting your numbers, see how to price coaching classes.

When should you open bookings?

Open bookings four to six weeks before the holidays start. Many parents plan care for the whole break in one sitting, and they do it early.

1. Six weeks out: confirm dates, coaches and venue.
2. Five weeks out: open bookings to current families first, for 48 hours.
3. Four weeks out: open to everyone and post on social media.
4. Two weeks out: send a reminder to anyone who enquired but hasn’t booked.
5. One week out: send the what-to-bring email to everyone booked.

Giving current families first access is a small thing that makes them feel looked after. It also means your best customers aren’t the ones who miss out.

How do you plan the days?

A camp day needs more structure than a term class. Kids are with you for six or seven hours, energy dips after lunch, and the weather changes. Plan every block before the camp starts, so coaches aren’t making it up on the morning.

Give each day a theme, like “Serve day” or “Team cup day”. It gives kids something to look forward to, and it gives parents something to ask about at pick-up. Finish the week with a mini tournament or a showcase that parents are invited to watch.

Group by level, not just by age. A nine-year-old beginner and a nine-year-old who has played for three years need different sessions. If you already use skill levels, use the same ones at camp.

How many coaches do you need?

Plan your ratios before you set your numbers, not after. A ratio of about one coach to eight children works for most land-based sports camps, and many academies run tighter ratios for younger kids. Swim programs and other higher-risk activities usually need tighter ratios again, so check your sport’s guidelines and your insurer.

• Every coach and helper needs a current Working with Children Check, or the equivalent in your state.
• Have at least one first aider on site at all times.
• Use a senior coach as camp lead, who isn’t tied to a group and can handle parents, injuries and late pick-ups.
• Older students can make great junior helpers, but don’t count them in your ratio.

What should you send families before camp starts?

Send one clear email a week before camp, and a short reminder the day before. Most of the questions you’d otherwise get by phone can be answered in that first email.

• Dates, times and the exact drop-off spot
• What to bring, as a short list
• Wet-weather plan
• Lunch and allergy policy
• Who to contact on the day, and how
• The day-by-day themes

For more on what to send and when across a whole term, see our parent communication plan.

How do you turn campers into term families?

This is where most academies leave money on the table. A family that has just had a great week with you is the warmest lead you will ever get. Follow up while the week is still fresh.

1. On the last day, hand each camper a short note from their coach on what they did well.
2. Within three days, email parents with a recommended class for next term at their child’s level.
3. Offer a small incentive to enrol before term starts, such as no registration fee.
4. A week later, send a short reminder to anyone who hasn’t replied.

Track how many campers enrol for term. If it’s under 10%, look at the follow-up first, not the camp. For more ways to fill your classes, see how to fill empty spots in your classes.

Common mistakes with holiday camps

• Announcing too late. Parents have already booked other care.
• Half days only. Working parents need a full day.
• Mixed levels in one group. Beginners get lost and experienced kids get bored.
• No wet-weather plan. You’ll spend the morning on the phone instead of coaching.
• No follow-up. The camp ends and the family never hears from you again.
• Taking payment on the day. Collect payment when families book, so you know your numbers and can staff to them.

How does Outcoach handle holiday camps?

Outcoach runs camps alongside your term classes, so families book and pay in the same place they always do.

• Publish the camp on your booking page, with real-time availability for each day
• Take payment at the time of booking, by card in the app
• Send one invoice per family with family invoicing, even with siblings across different days
• Message every family booked into the camp in one go, by push, email or SMS
• Track attendance each day, so you know who has arrived
• Follow up campers after the week with a class recommendation at their level

Read more about enrolment and online booking or see the bookings help guide.

Frequently asked questions