Charlotte FC Silver Member Growth Analytics

Segment profiling: Clustering analysis mapped who Silver Club buyers are and how they differ from other Charlotte FC membership tiers, forming the foundation for all downstream recommendations.
Churn diagnosis: Predictive models identified unused ticket ratio as the top non-renewal predictor, leading to a ticket buyback proposal designed to reclaim at-risk seats and offer them as trial memberships to new prospects.
Precision acquisition: Logistic regression scored a large prospect pool by conversion likelihood, narrowing outreach to roughly 10% of the original list and flipping the projected campaign ROI.

#PCA #GMMClustering #Classification #LeadScoring #SportsIndustry #MembershipRetention

Challenge

Tepper Sports and Entertainment challenged teams to unlock the profile of Charlotte FC's Silver Club buyer, one of the club's most important premium segments. With significant churn threatening its size, the club needed to know who these buyers are, what is driving non-renewals, and how to attract more of them.

Action

I started by profiling the Silver Club segment through clustering analysis, mapping how Silver buyers differ from other membership tiers in behavior, engagement, and demographics. To diagnose churn, I ran predictive models that identified unused ticket ratio as the single strongest predictor of non-renewal. From there, I built a logistic regression model to score a large prospect list by conversion likelihood, narrowing outreach to roughly 10% of the original list. I then translated all of this into a growth strategy and presented the findings to sports industry executives at MIT Sloan.

Result

The model flipped projected campaign ROI from negative to positive. The team placed top 3 among 50+ global graduate teams at the MIT Sloan Sports Analytics Conference.

Event Photos

Presenting at MIT Sloan Sports Analytics Conference

Speaking on stage at MIT Sloan Sports Analytics Conference

Team at MIT Sloan Sports Analytics Conference 2026