Soul Padel has created its own loyalty programme, Soul Mates, which draws on live booking and playing data supplied through Playtomic’s API to strengthen engagement and increase retention to 78%
More than 4,500 players have already joined, with over 500 active weekly players and sustained growth across multiple regions
Soul Padel has introduced its own loyalty and player retention program, Soul Mates, built by pulling live booking and playing data from Playtomic’s Open API into a standalone platform. Developed using Playtomic’s data infrastructure, the programme transforms raw booking and participation information into meaningful insight. The pilot, launched in Stockport in summer 2025, has already seen more than 4,500 players register, and the program has just been launched into Soul Padel’s newest club in St Helens. Soul Mates has quickly become a central component of Soul Padel’s engagement strategy, contributing to a 78% retention rate.
By integrating directly with Playtomic’s real-time booking and player activity data, Soul Mates enables players to earn points each time they play, unlocking free sessions, exclusive merchandise and tier-based rewards. This connection with Playtomic means Soul Padel receives accurate, live information on usage patterns, frequency and player behaviour, supported by postcode analysis and demographic data captured at player check-in points. Crucially, all of this exists because Playtomic provides full access to the underlying customer data—something not previously available in the padel sector.
Through the data provided by Playtomic, Soul Padel is able to build a far more precise understanding of how players behave over time, including their real playing frequency and shifting habits —rather than relying on generic active/inactive definitions. It also allows Soul Padel to measure differences in lifetime value and long-term engagement between Soul Mates members and non-members. These insights directly drive targeted communications, tailored incentives and stronger retention-focused strategies. Results already show that more than 500 players are active weekly, a further 500 participate at least once every fortnight, and over 1,000 travel from Manchester postcodes despite new local competition.
Mark Hewlett, CEO and Founder of Soul Padel, mentioned: “Seeing over 4,500 players join Soul Mates is fantastic, but the most powerful outcome is the depth and strength of community behind those numbers. Our retention stands at 78%, and we now truly understand who plays, how often, from where and how their habits shift over time. Access to open, real-time data via Playtomic’s API has enabled us to move from assumptions to accuracy, and that allows us to support long-term engagement across every site we build.”
Pablo Carro, co-founder and CCO at Playtomic, added: “Our philosophy at Playtomic is simple: clubs should have transparent access to their data. Soul Padel is a perfect example of how meaningful use of open data drives loyalty, strengthens communities and creates sustainable growth. Their work showcases exactly what happens when operators analyse behavioural patterns and turn insight into action.”
Soul Padel will roll out the Soul Mates programme across future locations as part of its mission to connect more people through padel—bringing together data, insight and genuine community engagement to build loyalty that lasts.
