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Go-to-Market Strategy for College Athletic Programs

Last Updated: 03/22/2026

Case Organization

Groov

www.Groov.me

2013 Sansom St. #3

Case Contributors

Case Disciplines

Growth Strategy Marketing Sales & Business Development

Skills & Expertise

Athlete Endorsement and Influencer Marketing Strategy Brand Positioning in Sports Performance Technology Business Development Strategy for Collegiate Programs Business Writing and Strategic Recommendation Development Competitive Landscape Analysis in Sports Technology Critical Evaluation and Validation of AI-Assisted Outputs Customer Segmentation and Athlete Targeting Strategy Data Collection and Market Research Synthesis Data Visualization and Business Insight Communication Excel or Google Sheets for Financial Modeling and Market Analysis Executive Decision Support Analysis Financial Modeling and Revenue Forecasting Generative AI Tools for Market Research and Ideation Support Go-to-Market Strategy for Collegiate Athletics Market Analysis and Collegiate Sports Industry Trends NCAA Athletic Department Structure Analysis Outreach Strategy for Coaches and Athletic Trainers Partnership and Sponsorship Strategy Development Pilot Program Design and Partnership Models PowerPoint or Google Slides for Executive Strategy Presentations Pricing Strategy for Team-Based Sales Regulatory and Compliance Analysis (NCAA and Athlete Safety) Risk Assessment and Market Entry Risk Mitigation ROI Analysis for Institutional Partnerships Sales Strategy for Institutional Buyers Scenario Planning and Strategic Trade-Off Analysis Stakeholder Alignment and Organizational Buy-In Strategy Stakeholder Mapping and Decision-Maker Analysis Strategic Planning and Decision Frameworks Value Proposition Development for Performance and Injury Prevention

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

Groov operates at the nexus of healthcare, sports, and technology, with a business model centered on the manufacture and sale of personalized performance insoles. These insoles are designed using advanced software that analyzes individual biomechanics to optimize athletic performance and mitigate injury risks. Revenue is generated through direct sales to consumers via an e-commerce platform and partnerships with sports teams. Groov's competitive advantage lies in its proprietary technology and its ability to customize products at scale, setting it apart from traditional insole manufacturers. The market perceives Groov as an innovative company with a strong commitment to enhancing athletic performance through personalized solutions.In the broader industry landscape, several macro trends are shaping the future of sports equipment. There is a growing emphasis on personalized and data-driven products as athletes and teams seek to gain competitive edges. Regulatory changes, particularly those involving athlete safety standards, are driving demand for products that can demonstrably reduce injury risks. Additionally, technological advancements in manufacturing and data analytics are enabling companies like Groov to offer more sophisticated and tailored products. However, competitive dynamics are intensifying, with both established brands and new entrants vying for market share, making differentiation increasingly crucial.Strategically, the timing for Groov's expansion into collegiate athletics is critical. The NCAA's recent policy changes, granting athletes more say in their equipment choices, present a unique opportunity for Groov to engage directly with this influential demographic. Failure to capitalize on this moment could result in lost market share to competitors who move more swiftly.
Learning Objectives

This is what students will learn as they complete the case.

As collegiate athletics evolves to allow greater athlete autonomy in equipment decisions, companies like Groov have a unique opportunity to enter a high-impact, highly networked market. This case challenges students to design a growth strategy that balances institutional sales, athlete influence, and data-driven product positioning. By working through this problem, students will gain practical experience developing market entry strategies that align stakeholder incentives, regulatory realities, and scalable business development models. 

Students completing this case will be able to: 

  • Analyze the structure of the collegiate athletics market, including decision-making dynamics across athletic departments, coaches, trainers, and athletes. 
  • Evaluate Groov’s product positioning relative to existing solutions, focusing on performance benefits, injury prevention, and differentiation through personalization. 
  • Assess stakeholder incentives and constraints within NCAA programs to determine how purchasing and adoption decisions are made. 
  • Compare alternative go-to-market approaches, including direct institutional partnerships and athlete-driven adoption strategies, and evaluate their trade-offs. 
  • Design a targeted outreach and positioning strategy that aligns Groov’s value proposition with the priorities of coaches, trainers, and athletic departments. 
  • Develop scalable partnership models that balance pricing, adoption incentives, and long-term relationship value across collegiate programs. 
  • Model the financial impact of entering the collegiate market, including revenue potential, cost structures, and growth scenarios. 
  • Prioritize target programs, stakeholders, and channels based on likelihood of adoption, strategic value, and scalability. 
  • Synthesize market research, stakeholder insights, and financial analysis into an executive-ready strategy for successfully penetrating the collegiate athletics market.
 
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