From being in the industry for longer than I'll admit due to revealing my age (haha), I'd say the top things I hear from parents that come in are:
1) Cost - no hidden charges & the ability to fundraise
2) Family Atmosphere - they want their kids to feel part of a family, not just a number or kid on a team
3) Equipment - proper training equipment
4) Travel - no ridiculous travel competitions back to back or near the holidays
5) Coaches - proper safety & certifications
6) Communication
Excellent response!:chestbump:
The only thing I would elaborate is under communication. This is not just to communicate with parents information about practices, competitions, fundraisers, responses to e-mails, etc. Inevitably there will always be those few who claim they never got the e-mail, text, call, voice-mail, FB notice or webpage update. It is far better to communicate as many ways as possible to ensure your message reaches the greatest percentage of your client base.
It is to be intentionally and purposefully clear as to your goals as a gym, your goals for each team, and ideally each athlete. Not every gym aspires to win Worlds, go to Worlds, or go to the Big Three. This does not mean that they do not desire to be a good gym or a competitive gym, just that that may not be in their immediate plans. These things should be discussed up front. It is far better to recommend to send a prospective parent to a competitors gym that may be a better fit for them competitively speaking, than to accept them in your program when what they desire for their child and what your goals are as a program are diametrically opposed to one another.
It is to communicate about your philosophy on progressions and how teams are pout together and why. Because once you make an exception for one athlete, every parent will want to sooner or later claim that same exemption for theirs to bump them up a level, or to be on a team they don't have all the skill for.
It is to communicate what it means to compete vs what it means to be competitive. How to win humbly and to lose gracefully. At the end of the day no matter how much you prepare to win, want to win and your fans think you deserve to win, you won't win every single time. Sometimes you beat yourself and sometimes you just get beat. Sometimes you just are not ready mentally to win, even if it shows on the scoresheet that you have the skills to be in range for a win. How to handle that and learn from it is even more critical than handling your wins. That only happens with positive communication.