In the last ten years or so, there has been a change in how a small businesses grows, connects, and educate their audience. What originally was Facebook Groups has now evolved into powerful, all-in-one platforms like Skool, changing the game for coaches, creators, consultants, and also local small business and clubs.

The Facebook Group Era

In the early 2010s, Facebook Groups became the go-to tool for anyone looking to build a tribe around an idea. Entrepreneurs began using them to create niche communities—fitness tribes, parenting advice, DIY forums and of course sporting clubs.

But while they become super popular, the user experience was not so smooth. Your course lived on Teachable, your events in Calendly, your community in Facebook, and your payments somewhere else. People created communities on Substack, Kajabi and others which all had their own advantages but then along came the founder of Consulting.com, Sam Ovens, with the creation of Skool. Entrepreneur and influencer, Alex Hormozi, also became a huge investor and the platform has kept on growing and improving.

Skool brings everything under one roof:

• A community feed (like Facebook Groups, but clean and without the distraction)
• An online course hub where you can upload videos, PDFs, and structured learning paths
• A calendar for live sessions, coaching calls, or masterclasses
• Gamification to reward members for engaging, contributing, or completing lessons
• Payments built-in (monthly memberships, one-time courses)

All on desktop or mobile.

From Tennis Clubs to Vet Clinics

In 2024 I started building my community, The Art of Tennis, as a hub for tennis coaches. Somewhere where I can store my resources (mostly youtube and blog) to help tennis players become better tennis coaches and tennis coaches become more business savvy. I get to combine my expertise in tennis clubs and coaching, brand strategy and entrepreneurship. Currently I am focused on creating youtube content for the next year before I further embrace the benefits of the Skool platform.

You could start an entire tennis coaching business, club, or community using nothing but Skool:

• Create a free or paid group for your academy with resources and more.
• Upload your lesson plans and technique videos in the classroom.
• Host monthly Zoom calls or local tournaments using the calendar.
• Take membership payments or coaching fees through Skool.
• Build culture by rewarding players or parents for participation.

But the power of Skool isn’t limited to coaches. Picture these:

• A vet clinic builds a community of local pet owners, offering free tips, paid courses (“Puppy Training 101”), and a private group for specific breeds.
• A landscaping business teaches home owners how to maintain their garden while offering paid consultations.
• A dentist creates a mini course on oral health for kids and rewards families for completing it.
• A consultant or educator runs mastermind groups, paid private sessions and more.

Online communities allow people to find their people.

• Dog lovers join breed-specific clubs.
• Aspiring coaches join groups like The Art of Tennis.
• Parents of kids with autism connect in support groups.

And business owners? They become the curators of those experiences. You don’t just offer a service. You host a space. And when done well, people don’t just pay for information. They stay for community.

Check out Skool

So if you are a business owner or oversee a club or community of any type, consider how you can use Skool.

Free resources, paid courses or workshops, communication, payments, calendar or everything?

Check out how you build your Skool here

Cheers

Rick Willsmore

The Art of Tennis

Scarborough Tennis