Frome Town FC × INTIX | Case Study
At a glance
- Promoted as Southern League Division One South Champions, stepping up to the Southern League Premier South
- 27 events run end-to-end on INTIX
- 12,050 tickets distributed across the season
- Broke Season Ticket Record in 25/26
- 93% marketing opt-in rate for online sales
- Ticketing, player sponsorship and corporate events all managed on one platform
Frome Town FC
Frome Town FC is one of Somerset's most established football clubs, playing at the historic Badgers hill since it was formed in 1904. Like every club at this level, it runs lean, powered by volunteers, careful budgeting and people willing to wear several hats at once.
The 2025/26 season was a defining one. Frome Town didn't just compete, they won the league and earned promotion. But ask Vice Chairman David Parry what changed behind the scenes, and the story is just as much about data, time and modernisation as it is about results on a Saturday.
The Challenge
After falling a level following the 2024/25 season, the club's ambitions for 2025/26 were clear:
- Regain promotion back into Southern League Premier South
- Grow into a bigger more sustainable operation
- Modernise operations and reduce administration.
The obstacle was equally clear. Frome Town serves a loyal, long-standing supporter base, some of whom are mature-aged and understandably wary of digital ticketing. The club needed to modernise for its younger, future fans without leaving its older supporters behind.
At the same time, the people running the club were stretched thin. Matchday admin, counting cash at the gate, chasing data after the fact, building the weekly supporter email from scratch, was swallowing hours that volunteers would far rather have spent watching football.
The Solution
Frome Town brought ticketing, season tickets, player sponsorship and corporate events onto a single INTIX platform, running 27 events across the season, online and at the gate.
Digital tickets and QR-code scanning sped up the gate. A proper marketing toolkit, set up with templates by the INTIX team, replaced the weekly scramble to put a supporter email together. And crucially, the club gained visibility over its sales as they happened, the foundation for planning every matchday with confidence.
"INTIX transformed the way we run Frome Town. The data we now have at our fingertips means we make smarter, faster decisions every single matchday. We can predict our crowd, prepare our staff and stock, and back every call with real numbers instead of guesswork.”
“The platform handed our volunteers their Saturdays back: cash-counting that used to eat into every matchday now takes a fraction of the time, that's an hour back every game to actually watch the football. And behind the technology is a team that genuinely cares. Responsive, sharp, and always one step ahead.”
“For any club serious about growing, INTIX isn't just a ticketing system, it's a partner that helps you win off the pitch as well as on it."
— David Parry, Vice Chairman, Frome Town FC
The results
Decisions are now backed by data. Advance online sales became a forecasting tool. The club knew how many people to expect on the day, based on how many had pre-purchased online by a Friday evening. This meant they could staff the gate, stock the bar and prepare the catering accordingly. As David puts it, when you have the data, you can plan with confidence instead of guesswork.
Commercial growth followed.
- Season ticket sales hit a club record.
- Pre-purchases tripled from the start of the season to the end.
- The club built a strong opted-in audience to engage with and market for future events and seasons.
Volunteers got their Saturdays back. The clearest before-and-after is the gate. Volunteers began saving at least an hour per game day on administration. Across a season, that's more than ten hours handed back to a man who has given the club nearly three decades of his time. He's out with the numbers before half-time, relaxed, watching the football he's there for.
Marketing got faster and sharper. The weekly supporter email, once two and a half hours of wrestling with clunky tools, became a quick, repeatable process. With a 93% opt-in rate, Frome Town now has a permission-based audience it can reach directly. An asset that makes its marketing more effective and gives sponsors guaranteed reach. That freed-up energy fed a social push that delivered 4.5 million Instagram impressions over three months and attracted new local sponsors.
This also set the club up for another level of marketing in the 2026/27 season where they can leverage their audience database built up from last season and hit this new, promoted season, running.
The human factor
For David, technology is only half the story. The other half is the team behind it. Any enquiries were handled by dedicated account managers in less than a day.
That responsiveness, paired with a genuine relationship, is what he values most. It's the difference between a vendor and a partner.
INTIX is a responsive, reachable partner that dedicates human resources to working closely with its partners. Events don’t happen 9-5, they are there out of hours to ensure they run smoothly.
Looking ahead
With bigger fixtures on the horizon, local derbies against other Somerset teams will draw larger crowds. So Frome Town is leaning further into the platform.
New initiatives are already in motion: using their loyal built-in audience to engage with and send live push notifications during an event, using affiliate links to turn local businesses into ticket sellers, and adding merch to the purchase flow with a Shopify integration.
This is a club growing into the platform, not simply using it.