Sports clubs, federations, events and media platforms: we build brands, apps and content that connect fans, members and sponsors.










Everymatchdeservesastage.
Sport is all about experience, and that experience increasingly happens online. Fans want to rewatch matches, members want to arrange everything in one app and sponsors want visibility they can measure. M7 helps sports organisations and media companies live up to those expectations, from a video platform for sports clubs to websites and campaigns for athletics.
We combine branding and web and app development with video, motion design and social content. That is how we build platforms that members and fans love coming back to, and content that radiates energy on every channel. With email marketing and automation you keep your community engaged all season long.
Challenges in this sector
What we often see.
Engaging fans and members
Attention is fleeting. With a member portal, app or community platform you offer a place fans and members keep coming back to.
Video at scale
Matches, highlights and analyses call for a robust platform. We design and build video platforms and apps that work on every device.
Content that keeps pace
New moments every weekend, new channels every day. With social video, motion design and templates you quickly create content that fits your brand.
Giving sponsors visibility
Partners want reach and experience. We integrate sponsors smartly into your platform, content and campaigns, with insight into how they are seen.
Projects
Work we're proud of
An all-new web app for the leading video platform for sports clubs
ATL+: athletics technique in clear videos
CV10: a website at full throttle
The Filmcar: rolling shots, nicely framed
Speedbar: tailor-made for time trialists
Eredivisietoppers: a football-card savings campaign, as a creative concept
Amain Films: a brand and a website as cinematic as the work
PySport: one logo for the conference and the playground
The pricing table that brings clarity
Rebrand and website for the korfball coaches
A streaming platform for the equestrian world
Sports pitches in 3D, before the first spade hits the ground
A sophisticated data system for horse and rider, simply explained
Happy horses, happy websiteRelevant services
How we help
Frequently asked questions
Frequently asked
Can you build a video platform for sports clubs?
Yes. We design and develop platforms where clubs and teams can upload, analyse and share video, with accounts, subscriptions and an app for iOS and Android.
Do you also work for amateur clubs and associations?
Absolutely. From a fresh identity and a website volunteers can update themselves to a member portal: we find a solution that fits your budget.
Do you also create content for social media?
Yes. We produce social video, motion graphics and templates for match days, transfers and sponsor content, and can run your campaigns too.
Can sponsors get a place on the platform?
Yes. We design space for partners in your website, app and content, for example with sponsor pages, branded content or ad placements.
For sports clubs and associations, from football, hockey and tennis to athletics and padel, with boards and volunteers who keep the club running alongside their day jobs. Everything for clubs & associations
What should a sports club website include?
What members and parents look for every week: fixtures, results, training times and where they need to be. Alongside that, a clear route to join or book a trial session, plus room for sponsors and volunteering. Where possible, we pull match data automatically from your membership administration or federation system, so nobody has to retype results on a Sunday evening. We build a website that volunteers can update themselves, even when the website committee looks different again next year.
How can our club find more members and volunteers?
Keep the threshold low and the message concrete. A page where you book a trial session in a few clicks works better than a PDF of membership fees. For volunteers it helps to make tasks small: 'two bar shifts per season' sounds different from 'we are looking for volunteers'. With local social media and a few targeted campaigns around the start of the season you reach families nearby. And above all, let your members tell people why it is fun.
Can you help with a sponsorship brochure or presentation?
Yes. A sponsor is not buying a board along the pitch, but a place in your community. You tell that story with a clear sponsor presentation or brochure: who your members and visitors are, which packages exist and what a partner concretely gets in return, online and on the sidelines. We design it in your club's style and deliver it print-ready or as a presentation. That way your sponsorship committee stands stronger at the table with local businesses.
Does a club need its own app?
Not always. For many clubs a good mobile website already does what is needed. An app of your own becomes interesting when members actually arrange things in it: signing off for a match, booking a court, getting a push notification when a game is cancelled or showing a digital membership card. Then we build a member portal or app that connects to your membership administration. We give honest advice, because an app nobody opens is mainly a cost item with a nice icon.
How do you approach a new club crest without losing your members?
By taking the history seriously and involving members early. The strength often lies in a few elements, such as the colours, an animal or the founding year, which you keep and sharpen. We show a few directions, test them with a small group and explain at the presentation why the crest is what it is. With a well-considered rebrand the new crest feels like a polished version of the old one, not a stranger.
How do you organise bar shifts and volunteer tasks digitally?
With an overview where members pick a shift themselves, and a system that remembers the rest. A reminder goes out the day before, and if there is a gap in the rota, a few members automatically get a request. Many clubs already have software that can do this; then we connect it to your site and app. With a bit of smart automation the volunteer coordinator no longer ends up behind the bar every Saturday because someone forgot.
How do you keep a club website affordable and up to date?
Choose a foundation volunteers can maintain themselves, and automate what comes back every week, such as fixtures and results. Start compact and expand when the club wants to, rather than doing everything at once. With hosting and maintenance the technology stays secure and up to date, without the board having to worry about it. What it costs depends on the integrations and wishes; we discuss that honestly up front.
For gyms, fitness clubs, boutique studios, personal trainers and yoga, pilates and CrossFit locations that want more trial sessions and loyal members. Everything for gyms & fitness
How does a gym get more trial session sign-ups?
With one clear action and very little hassle. A landing page with a free or paid trial session, real photos of your space and trainers, and a three-field form. We point local campaigns on Instagram and Facebook to it, targeting people within a radius of your location. With Meta Ads you test different offers and images and see what brings in sign-ups. And anyone who signs up gets an automatic reminder, so the trial session actually happens.
Can our class timetable and bookings go on the website?
Yes. If you already use booking or membership software, we connect it to your website so the timetable is always current and members reserve a spot straight away. If you have nothing yet, we look together at what fits: a simple booking widget for a studio with a few classes a day, or a more extensive system with memberships and class passes. The key is that it works in a few taps on a phone, because that is where someone books the last spin class spot at ten to seven.
How do you keep gym members for longer?
By helping them get started properly in the first weeks and not losing sight of them afterwards. A welcome series with tips and a personal plan, a message when someone has not been in for a few weeks, congratulations at a milestone. With marketing automation that happens automatically, based on check-in data from your system. To the member it feels like personal attention, while your trainers can simply do what they are good at: training.
How do you stand out as a boutique studio or personal trainer?
By choosing clearly who you are there for. A studio for busy professionals needs a different look from a community box where everyone knows each other by name. We translate that into a visual identity, imagery and tone you see everywhere: website, socials, apparel and the wall of your studio. Real photos of your own members and trainers do more than stock images of models who have never held a kettlebell.
How does a gym or yoga studio get found more easily in its own town?
People who want to start exercising almost always search close by: 'gym Oss', 'pilates Uden' or simply 'yoga near me'. A complete Google Business Profile with up-to-date photos, opening hours and reviews is your shop window. On your website, a page per class type and per location helps, with your town name in it. With local SEO we make sure you are visible at the moment someone decides it really is time.
Should you put your membership prices on the website?
In most cases, yes. People compare, and anyone who cannot see a price often checks the competition first. Show clearly what each membership includes, so choosing is easy, and put the trial session front and centre. With conversion optimisation we test how best to present your prices and packages. If you work with tailored offers, as in personal training, a 'from' price already helps a lot.
Is an app of your own worthwhile for a gym?
Sometimes. A lot of gym booking software already offers an app you can brand in your own style, and that is often a fine start. A custom member app becomes interesting when you want to offer something the standard app cannot, such as your own training plans, challenges or a loyalty programme. We first look at what your software can already do, so you do not pay for something you already have.
For organisers of sports events, running races, tournaments, cycling races and sporty public events, from a local run to an international tournament. Everything for events & competitions
What does a website for a sports event need?
Above all clarity for participants and spectators: distances or categories, the route, the schedule, how to get there and how to enter. On the day itself everyone wants results and live updates, so the site has to handle a spike in visitors. If participants come from abroad, a multilingual website is no luxury. Where possible we connect your registration system or timing provider, so start lists and results do not need updating by hand. Afterwards the site keeps working as the run-up to next year.
How do you fill the entries for a race or tournament?
With a plan that starts months before race day. An early-bird period gives people a reason to decide now. Last year's participants are your warmest audience, so you reach them first with email marketing. Then come social campaigns with footage from the previous edition and reminders as a price step or deadline approaches. Anyone who signs up stays engaged with training tips and practical info. That way participants arrive at the start prepared and enthusiastic, and they tell others.
Do you make aftermovies and content during the event?
Yes. On the day itself we capture what makes your event special: the start, the finish, the crowd and the small moments in between. Part of it we edit quickly for social, so you can post the same day. After that comes an aftermovie you use for sponsors and next year's registration. With drone footage you show the scale of the course, where it is allowed and safe. That way one day gives you footage for months.
Do you also handle event dressing, such as banners and signage?
We design everything you see on and around the course: banners, flags, race bibs, route signs, the podium and sponsor walls. All in one style, so the event is instantly recognisable in photos and video. We deliver the files print-ready to the specifications of your printer or stand builder. With well-planned signage participants find their way. And your sponsors show up exactly where most photos are taken.
How do you find sponsors for a sports event?
By showing what a partner concretely gets. A clear sponsor presentation with your participants and visitors, your online reach and the places where a brand becomes visible makes the conversation easier. Only use figures from your own registrations and channels, so the story holds up. Footage from previous editions, such as an aftermovie or short videos, lets a sponsor feel what it is like to be part of it.
Does our event need its own app?
Often not. A good mobile website with schedule, course and results does what most events need, and nobody has to download it. An app becomes interesting with live participant tracking, push notifications on the day itself or an event that grows every year. We give honest advice, because an app that is used one day a year has to really add something on that day.
When should you start promoting an event?
Earlier than you think. For most running and cycling events the run-up starts months in advance, in a fixed order: first last year's participants, then an early-bird, then campaigns and reminders before each deadline. With a content plan you know week by week what goes online and who makes it. That way you avoid cramming all promotion into the last three weeks, when most people have already made their plans.
For sports media companies, video and streaming platforms, sports apps, podcasts and magazines, esports organisations and sports brands with their own channel, and the product and editorial teams that improve them every day. Everything for sports media & platforms
How do you design a sports platform that coaches, players and fans all understand?
By looking at what each role comes to do. A coach wants to analyse footage quickly, a player wants to see their own actions again and a fan just wants to watch. That calls for clear routes, smart defaults and an interface that also works on a phone on the sidelines. For TeamTV we designed the UI/UX of the renewed web app, where streaming, analysing and publishing come together. With UX/UI design we test the key steps with real users before anything gets built.
How does a sports platform or app pay for itself?
There are a few common models, and a combination often works best. Subscriptions for clubs or individual users, a free basic version with paid extras, or space for partners and advertisers. Which fits depends on who experiences the value and who is willing to pay, and those are not always the same people. We build the platform so you can work with different plans, trial periods and payment methods, and adjust as soon as you see what catches on.
How do you grow the reach of a sports podcast, magazine or sports site?
By making your content work in more than one place. One podcast episode becomes short clips for social, an article for your site and an item for the newsletter. Articles that answer questions clearly are found more easily in Google and cited by AI assistants. AEO helps with that: structure, clear answers and data that search engines understand. And a newsletter of your own makes you less dependent on other people's algorithms, which can change from one season to the next.
How do you turn viewers or readers into paying subscribers?
Give away enough to show what you are worth, and make the step to paying small. A fixed balance between free and paid content, a trial period and a payment page that takes a minute on a phone all help. With a funnel and good email flows you follow up new users with their favourite club, sport or section. And measure where people drop off, because that is where the gains are.
Can you use AI for sports content without it feeling fake?
Yes, if AI does the boring work and people tell the story. Think of pre-selecting clips, creating subtitles and transcripts, writing a first draft of a summary or translating content. The editorial team stays in charge and checks everything before it goes live. With AI content production we set up that kind of workflow, with clear agreements on what AI does and does not do. That way you save time without giving up credibility.
How do you turn a sports brand or esports team into a recognisable brand?
By being consistent everywhere fans see you: jersey, stream, socials, merchandise and website. A strong logo that also works as a small icon, a fixed set of colours and typefaces and a visual identity with templates make that easy. With motion design your intros, overlays and score graphics get the same look. Fans then recognise you in a split second, even among everything else in their feed.
How do you make sure your platform can handle a busy match day?
By testing in advance what happens when everyone arrives at once. Good caching, a CDN for images and video, and hosting that can scale automatically absorb most of a peak. Monitoring shows where things get tight before users notice. With hosting and maintenance we keep an eye on that, and we do not schedule updates for the Saturday afternoon of the derby.
For sports federations, governing bodies, umbrella organisations, municipal sports companies and foundations that promote sport and physical activity. Everything for federations & bodies
How do you make a sports federation website easy to navigate?
A federation has many audiences at once: clubs, members, coaches, referees, athletes, press and partners. They all look for something different. So we start with the most common tasks and build the structure around them, with good search and clear entry points per audience. With well-considered web design and attention to accessibility everyone quickly finds what they need. And your office gets fewer emails asking where that one form was again.
Can a federation manage courses and licences digitally?
Yes. In a portal coaches and officials sign up for courses, follow learning materials and see which licences or refresher training they still need. Clubs see in one overview who has completed what. That saves the federation office a lot of manual work and spreadsheets. We build that kind of portal connected to your membership administration, with roles and permissions, so everyone only sees what is meant for them. Automatic reminders make sure an expired licence is not discovered on match day.
How do you make sure clubs actually use a national campaign?
By making it easy for them. A campaign that only runs on the main channel misses the strength of hundreds of clubs. With a campaign toolkit clubs get ready-made posts, posters and banners they complete with their own logo and details. It comes with a short guide and a schedule for what goes live when. We develop the content strategy and create the templates. That way the federation speaks with one voice, while the message lands at the club around the corner.
How does a federation or sports company reach people who do not exercise yet?
Start with their barriers, not your offer. People who do not exercise hesitate about time, cost, level or the feeling that they do not belong. A product finder that suggests a suitable sport and a nearby club after a few questions removes much of that doubt. Short videos featuring relatable people, not top athletes, do the rest.
Does a sports federation website have to meet accessibility rules?
For government organisations, such as a sports company that is part of the municipality, digital accessibility is a legal requirement. For federations and foundations that is not always the case, but it is wise, especially if you work with public money and want everyone to be able to take part. Think of good contrast, clear headings, keyboard navigation and readable documents instead of scanned PDFs. In our web design we take the WCAG guidelines into account, so your site works for as many people as possible.
How do you make an annual report or policy plan people actually read?
By starting with the reader: a club board member, alderman or sponsor wants the essence in two minutes. Put the key figures and stories up front, turn them into infographics and save the details for the appendices. A well-designed annual report with photos of real athletes and volunteers reads more pleasantly than forty pages of text. And an online version with a short summary is easier to share.
Can sports venues let people book halls and pitches online?
Yes. Clubs, schools and individuals see in a booking module which halls, pitches or courts are free, and book straight away, with online payment if you like. Regular tenants get their own rates and recurring bookings. That saves your facility manager a lot of email and phone calls, and you see your occupancy at a glance. Where possible we connect it to your existing planning or access system.
Who we work for
From independents to market leaders
- Football clubs
- Hockey clubs
- Tennis and padel clubs
- Athletics clubs
- Cycling and triathlon clubs
- Swimming and water sports clubs
- Gyms
- Fitness clubs
- Boutique fitness studios
- Personal trainers
- Yoga and pilates studios
- CrossFit boxes
- Running events
- Cycling sportives
- Tournament organisers
- Sports events
- Sports media companies
- Video and streaming platforms
- Sports apps
- Sports podcasts and magazines
- Esports organisations
- Sports brands
- Sports federations
- Municipal sports companies
- Sports venues
- Sport and activity foundations
Today may be the day to meet your strategic partner.
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Martijn, Noud and the rest of the team are ready for you.













