Hayley Wickenheiser &
Club Wick

Four-time Olympic Gold Medalist, Hayley Wickenheiser is regarded as one of the best female hockey players in the world with an uncompromised determination and dedication to her sport. However, it’s not just her lethal slapshot that is respected by her teammates, fans and peers; Hayley is also an award winner, community leader, mentor, history-maker, an athlete representative for the IOC, and an accomplished businesswoman.

Hayley has developed a membership website as well as in-person events for female hockey players and required an effective e-Commerce solution for her specific needs.

“What Sherri and her team have been able to accomplish with my website in such a short span has been phenomenal. I have felt like I have a true partner in my business, not just a vendor or supplier. We have seen, for the first time in my online business, consistent growth in both sales and new leads. We have also found that Sherri is creative and unorthodox ways to bring new customers into and through the sales funnel.” – Hayley Wickenheiser, 4-time Olympic Gold Medalist

The Challenge

The pace of digital media is changing and while it provides an incredible opportunity, it also can be overwhelming to discover what’s working and how to leverage and monetize a personal brand. There was no clear direction, goals or performance measures in place to evaluate ROI.

High engagement and a powerful user experience was something that was non-negotiable in regards to the membership site and social media. The existing platform didn’t allow for ease of use or provide the ability for quick updates from her team.

The Solution

Update the visual elements of Hayley’s brand on her website and move it to a more user-friendly platform to allow for her team to have more control of communication, CRM and the CMS.

Create a marketing and sales funnel to effectively capture and nurture leads for her membership website as well as increase value for sponsors by bringing a focused effort to messaging, reach and content distribution.

Develop and execute a content strategy and calendar for #AskWick & “Wick Wednesday” to increase engagement, attract a larger audience and leverage her brand identity in the marketplace.

The Deliverables

Custom Website Rebuild

Website Re-Launch Strategy

Updated e-Commerce Platform, CRM & CMS

Custom Digital Marketing Calendar

Tailored Social Media Strategy

Multiple Streams of Revenue Introduced

Business & Marketing Consulting

The Results

After initial website launch there was an increase in annual memberships by 422% and an increase in active subscribers by 151%.

Within the first 2 months of launching the website, it was generating a positive ROI and had paid for all of the upgrades itself.

The website not only generates revenue, it is a true reflection the reputation Hayley has built over her career.