AlBahia Stables
Equestrian, where the customer commits for years or not at all.
The business
An equestrian facility in the UAE offering riding lessons, training and stabling, a category where a single acquired customer can stay for a decade, and the lifetime value dwarfs the cost of the first lesson.
The brief
Stop optimising for the cheapest trial booking and start optimising for the parent who enrols a child for three years.
What was in the way
- Equestrian is a category where one acquired customer can stay for a decade, or leave after the trial lesson and never return.
- Marketing was optimised for the cheapest trial booking, which is exactly the wrong target when lifetime value is measured in years.
- The buyer is usually a parent with no equestrian background at all, being sold to in the language of people who have one.
- Distance decides retention in this category more reliably than price does, and the targeting ignored it.
What I did
Reframed around the beginner journey
The offer was rebuilt to speak to a parent with no background, what the first month looks like, what the child needs, what happens if they do not like it.
Optimised for enrolment, not trials
The target was changed from cheapest trial to the parent who enrols for a term, which reversed which audiences and creatives looked successful.
Targeted by realistic drive radius
Distance predicts retention here better than price does. Spend was concentrated on families close enough to still be coming in year two.
Made the trial a real entry step
Positioned as the first lesson of a programme rather than a discounted one-off, which attracts people who intend to continue instead of people collecting discounts.
What changed
Delivered as part of the Outbox Agency portfolio.
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