Playtomic have hit back strongly at claims they limit clubs’ access to their own customers’ data — by supporting Soul Padel with the launch of its new loyalty programme.
Soul Padel — the north west-based operator that has three thriving venues and another 12 in the pipeline — has launched the Soul Mates programme, which draws live booking and playing data from Playtomic’s Open API into a standalone platform.
Developed using Playtomic’s data infrastructure, the programme transforms raw booking and participation information into meaningful insight.
The pilot, launched in Stockport in summer 2025, has already seen more than 4,500 players register, and the programme has just been launched into Soul Padel’s newest club in St Helens.
Soul Mates has quickly become a central component of Soul Padel’s engagement strategy, contributing to a 78% retention rate.
By integrating directly with Playtomic’s real-time booking and player activity data, Soul Mates enables players to earn points each time they play, unlocking free sessions, exclusive merchandise and tier-based rewards.
This connection with Playtomic means Soul Padel receives accurate, live information on usage patterns, frequency and player behaviour, supported by postcode analysis and demographic data captured at player check-in points.
All of this exists because Playtomic provides full access to the underlying customer data — something not previously available in the padel sector.
This development comes after several UK multi-site operators have veered away from industry-leading platform Playtomic, notably Rocket Padel and Padium, citing a lack of accessibility to their customers.
Only this week, The Padel Paper reported on a major new club, the nine-court Padel Shed in Huddersfield, who have developed their own booking software in-house.
But Playtomic are keen to dispel such claims as a “myth” and see the new Soul Mates programme as a demonstration of how clubs on their system can capitalise on its Open API to gain deeper insights about everyone who comes through their doors.
Through the data provided by Playtomic, Soul Padel is able to build a far more precise understanding of how players behave over time, including their real playing frequency and shifting habits — rather than relying on generic active/inactive definitions.
It also allows Soul Padel to measure differences in lifetime value and long-term engagement between Soul Mates members and non-members. These insights directly drive targeted communications, tailored incentives and stronger retention-focused strategies.
Results already show that more than 500 players are active weekly, a further 500 participate at least once every fortnight, and over 1,000 travel from Manchester postcodes despite new local competition.
Mark Hewlett, CEO and Founder of Soul Padel, said: “Seeing over 4,500 players join Soul Mates is fantastic, but the most powerful outcome is the depth and strength of community behind those numbers.
“Our retention stands at 78%, and we now truly understand who plays, how often, from where and how their habits shift over time. Access to open, real-time data via Playtomic’s API has enabled us to move from assumptions to accuracy, and that allows us to support long-term engagement across every site we build.”
Pablo Carro, co-founder and CCO at Playtomic, added: “Our philosophy at Playtomic is simple: clubs should have transparent access to their data.
“Soul Padel is a perfect example of how meaningful use of open data drives loyalty, strengthens communities and creates sustainable growth. Their work showcases exactly what happens when operators analyse behavioural patterns and turn insight into action.”
