Proform Racing: Leading provider of aggregated racing statistics and statistical analytics software for horseracing pros and punters alike.

Throughout the UK and Ireland, Proform Racing has built up a reputation for being one of the top providers of computerised horse racing form books and statistics. They approached Ascensor to modernise their online presence to allow it to better reflect the high level of professional service they provide. We were thrilled to be offered the chance to work with Proform and believe we have provided them with a site which solves their previous online issues.

A site for all your horse racing needs

Proform racing has built its reputation over a number of years and is now established as one of the country’s top suppliers of horse racing statistics.

With growing success the team at Proform approached Ascensor for their next generation website with the goals of improving user experience across all devices, reducing data administration times and building membership. Our team of creative developers set to work on replacing their existing WordPress site with one built using Ascensor Liquid, the ultimate tool for CMS flexibility and the only solution that would meet the complex needs of this project.

With a slick and easy to navigate fully responsive design, Proform’s new site provides users with a hassle-free, simplified way of accessing the wealth of horseracing statistics depending on their subscription level. As with all new sites, Proform utilises .svg imagery for total clarity on retina displays, the modern design makes using this high traffic, 24/7 website simple for anyone on any device.

Easy editing and user personalisation

The busy daily racing calendar means that Proform’s website needed to be built in a way that allowed for simple and easy uploading and editing of the content to provide users with up to the minute stats. Proform has the ability to upload bulk csv’s via the secure admin which translate into the front-end statistics engine with graphical representations for each and every daily race. Data capture and client communication is handled via MailChimp, the complex marketing automation and automated list management set-up allows Proform to personalise email communications including promotion.

The site not only delivers aggregated stats via multiple subscription levels but it also provides platinum users with the ability to download the Proform software to run their own statistics locally. The new website includes local operating system detection to ensure the correct software version is provided to users to reduce administration levels.

The client access is built on a highly complex bespoke permission based structure, with file level authorisation to provide varying levels of access for different subscription levels, protecting unsubscribed data. The payment processor and client management system allow for recurring billing that allows customers to automatically roll their subscriptions over if they choose to. We have built-in account expiry notifications and renewal features to provide flexibility to the client but ensure Proform are able to effectively manage the billing process whilst minimising administration time.

In order to minimise disruption to paid members, we facilitated a soft launch. This included migrating all existing data and providing a countdown for existing members to log into their new accounts. The launch was smooth and the new site was well received by existing members with zero downtime.

Next steps:

The new website is just the first stage in our helping Proform to grow their presence in the market.

Our marketing team are working closely with Proform to build traffic. There are ongoing development plans and like many of our larger clients, we are providing an agile environment to ensure we meet the ongoing needs of the client with regular sprints. Other future projects include developing the front-end statistical interface to allow greater interaction, rebuilding the core software to facilitate a cloud-based model and providing an App for users at the track.

This is an awesome project that has and is showcasing the highly creative and technical abilities of our team and we are very much looking forward to the ongoing opportunities this provides to the team at Proform. To learn more about this project, and how we can help with yours, contact us today!


What Proform Racing said

Ascensor re-developed our website from the bottom up and to say that we are pleased with the outcome is the understatement of the century. The new site gives us so much flexibility that it's a joy to work on. We are already, at this early stage, seeing subscription numbers increase and with the planned upgrades to the site, customers can only go up. The Ascensor team have been amazing and responded to all our requests in a timely and professional manner, I would highly recommend them!

Michael Bailey, Director of Proform Racing

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