The challenge
Boston Athletic Training is a sports-performance training facility in Newton, Massachusetts, working with athletes on speed, strength, football and basketball development. Like most local service businesses, its website explained its programs well but gave families little reason to return, and few reasons for Google or AI assistants to surface it when people searched for Greater Boston high school sports. BAT also needed its operations in one place: booking, packages, memberships, group programs, clinics, waivers and lead follow-up.
What we built
We built Boston Sports News, a sourced high school sports section on BAT's own website. It covers what BAT's families follow: MIAA football, Independent School League (ISL) schools, Newton and South Shore programs, and soccer. Every story links its sources and says when we did not attend an event. A published standards page discloses that the section belongs to BAT. Each article carries structured data for search and AI engines, and the section includes an ISL hub plus evergreen reader guides, such as how MIAA power rankings work and what the new Super 8 football format changes. Behind the site, we built BAT's operating platform: online booking, session packages, memberships, group programs, paid clinic links, digital waivers, a lead pipeline, athlete performance tracking and a coach portal.
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