11.11 Training, founded by India Trotter, is a compelling example of sustained business growth achieved primarily through a focus on quality and reputation. Established 10 years ago in 2016, the company successfully scaled from a localized technical training solution to a comprehensive sports performance provider.
The Foundation: Technical Soccer Training in Greenville, SC
India, originally from Fort Lauderdale, Florida, started 11.11 Training after retiring from professional soccer at age 30 due to an injury. The inspiration for the business stemmed from recognizing a significant lack of high-quality technical soccer training in Greenville, South Carolina, similar to the formative training India received in Florida. The founder emphasized that extra technical work is crucial for player development, noting that elite players consistently utilize foundational principles. Driven by an entrepreneurial spirit and a desire for work-life balance, India created the business, initially co-founded with Blakeley Matter, but now solely owned.
Explosive Growth and Expanded Sports Performance Services
Over its first decade, 11.11 Training achieved significant expansion. The company now maintains a database of 2,000 to 3,000 children and serves approximately 160 participants weekly, catering to both boys and girls.
While initially focused on soccer, 11.11 Training successfully expanded its offerings to include a sports performance aspect, specializing in speed, strength, and agility training. This comprehensive approach allows the company to provide holistic development for athletes across various sports. India stresses that physical preparation is a crucial, often underestimated, role in sports, highlighting the necessity for athletes to be physically prepared to compete effectively. For example, the Greenville Hurricanes football team saw significant seasonal improvements after implementing a strength and conditioning program.
High Conversion Rates and a Neutral Approach
The success of 11.11 Training has been largely driven by grassroots marketing; word-of-mouth referrals account for approximately 90% of the marketing on the soccer side. Early on, participants sometimes kept the training a secret, but eventually shared their success, leading to rapid growth.
11.11 Training boasts a high conversion rate of around 90% for soccer clients. A powerful key differentiator for the business is its neutrality. The company remains unaffiliated with any specific clubs, allowing it to focus exclusively on the unbiased development and improvement of the player. Additionally, the company refined its website messaging based on Donald Miller’s “StoryBrand” concept to better connect with its customer base.
Essential Lessons for Scaling Businesses
Drawing on 10 years of experience, Trotter shared critical lessons for business owners:
- Strategic Hiring and Vetting: A key lesson learned was the need to be “slow to hire,” emphasizing the vital importance of thoroughly vetting potential employees to ensure a strong cultural fit within the company.
- Seeking Mentorship: India noted that decisions at age 40 differ from those made at age 30, stressing the value of seeking mentorship and advice from successful individuals to ensure decisions are targeted and effective.
- Innovating the Business Model: India highlighted the value of learning from diverse industries to innovate business models, such as creating a unique “experience” with indoor facilities and music, moving beyond basic training conducted solely in a park setting.
Furthermore, Trotter ensured that the business was built with systems in place from the start, guaranteeing scalability and ensuring the quality of training remains consistent regardless of the specific coach.
Future Direction: Selling or Expanding
11.11 Training is currently at a crucial turning point, exploring the next stage of its evolution: either expanding operations or selling the business entirely. India is leaning towards selling, believing it is the appropriate time for the company to transition to new leadership capable of taking the business to its next level, while India pursues a new venture.
When considering a successor, the founder prioritizes faith and culture, seeking an acquirer whose character aligns with the company’s established values. India emphasizes that the successor must understand and maintain the culture of treating all individuals, from professional athletes to 10-year-olds, with equal respect, ensuring the legacy of 11.11 Training is preserved and enhanced.
India Trotter has been shown to be elite, at every stage of her life. The very essence of what made her so successful is what she pours into the environment she’s created with 11.11 Training. When choosing a facility designed to make you better, train with the best.
