Camel Ski School’s season lasts eight weeks. For years, the data collected during those eight weeks sat unread until the following season, by which point it was too late to act on any of it.
Charlie Toogood and his brother Simon took over Camel Ski School in 2001, a business founded in 1977 on the Camel estuary in Rock, Cornwall. “It has shelter from most wind directions, which means we almost always find flat water for skiing,” Charlie said. “I very often have to pinch myself when I’m driving the boat as I get to see some amazing views.” What started with four small boats has grown into a fleet of six, a 15-person staff, and a full lineup of kayaks, water skis, wakeboards, paddleboards, and inflatables.
What Camel Ski School Was Missing
Guest tracking ran on a paper journal, and waivers got filed away the moment they were signed, taking whatever useful data they held with them. Charlie needed those forms for the company’s insurance provider, and the paper system wasn’t cutting it.
“In the past, our biggest hurdle, being a seasonal business, was that the paper-based information we collected over the season couldn’t be reviewed or acted upon until the following season.”
— Charlie Toogood, Camel Ski School
The team would only sit down to look for trends once the season had already ended.
What Happened When They Switched to Wherewolf
Charlie implemented Wherewolf in early 2017. “I realized there was something flexible about Wherewolf that would work well for us.”
Guests now answer a few marketing questions and sign a digital waiver on a custom-branded iPad, in the same amount of time a paper waiver alone used to take, or less.
“A big plus is that I can ask questions and collect the data that I require, and I can then act on that information quickly. With Wherewolf, I’m able to see a snapshot immediately, so I can implement effective marketing.”
A Clearer Picture, Sharper Marketing
Two quick questions, age range and location, gave Charlie a real read on who was actually showing up.
“A simple question of age range or location gives me a clear idea of who our client is, and I’m then able to target our social media marketing towards that demographic.”
Peak summer traffic comes from London, Bristol, and the Midlands, and now Charlie knows that instead of assuming it.
Turning Data Into Shoulder-Season Revenue
With only eight weeks of peak summer trade to lean on, Charlie and Simon used what the data showed them to build business into the quieter months: school camps, a climate change workshop, banana boats and inflatable rides, boat charters, stag and hen parties, and a floating cafe launched in 2017. Guest and activity data, tracked over time, now shapes staffing and advertising decisions instead of gut instinct.
Safety First
More activities and more guests mean more chances for something to go wrong. Every Camel Ski School guest doesn’t just sign the waiver, they check a box confirming they understand the specific risks of the activity they’re about to do, activity by activity, not a single blanket disclaimer.
Camel Ski School Still Has Room to Grow Into Its Own Data
Charlie’s the first to admit they haven’t hit the ceiling yet.
“We look forward to passing the iPad around and getting more data so we know what to offer our guests in our ever-evolving on-water activities and off-water products.”
— Charlie Toogood, Camel Ski School