New York City · Every sport · Every facility

We grow in New York.

We help sports businesses grow. Together we set clear goals and deadlines for your business, then we do the hands-on work to reach them. If we don't hit those goals on time, you get 10% of your fee back.

Book a free evaluation How it works

Free on-site evaluation
KPIs and dates agreed in writing
10% back if KPIs aren't met on time

10%Back if KPIs are missed

9Service areas

93Sports business types

Why we exist

Our mission & vision

Our missionToday

To help sports businesses scale and thrive, not just compete.

Our visionAlways

To pour everything we have into every business we work with worldwide, helping each one grow, compete and reach its full potential.

Who we serve

Every sport. Every facility.

We work with every type of sports business ready to grow. We'll pinpoint exactly where your business can improve, then put in the work to turn it into real, measurable growth.

Padel · Pickleball · Squash

Racket clubs

Fuller court calendars, smarter peak pricing and members who keep renewing.

Tennis

Tennis centers

Programs, coaching packages and lesson funnels that turn drop-ins into regulars.

Gyms · Studios · CrossFit

Gyms & fitness

Membership growth, retention, trainer staffing and a front desk that sells.

Pools · Swim schools

Swimming

Lesson waitlists that convert, lane scheduling and parent-friendly booking.

Courts · Leagues · Camps

Basketball

League and camp revenue, court rentals and sponsors from the neighborhood.

Indoor · Outdoor · Futsal

Soccer

Field bookings, youth academies and tournaments that fill every weekend.

Arenas · 7v7 · Flag

American football

Facility rentals, flag leagues and speed programs that stay booked off-season.

Cages · Academies

Baseball training

Cage time, private lessons and team packages that sell out before the season.

Search your sport or business

How we work · Our services

The playbook

We don't walk in with a fixed package. We start with a conversation, agree on the numbers together, then cover marketing, operations and finance under one relationship until the job is done.

1

Scout

We sit down with you and evaluate the business together: what we see, what you see, and what you want to change.

2

Set the score

We agree on specific KPIs, targets and dates, so everyone knows exactly what winning looks like.

3

Draw the play

A plan built around your specific issues. No templates, no 60-page report that sits in a drawer.

4

Execute

Both founders do the work with you, hands on, across every area the plan covers.

5

Final whistle

When the agreed date arrives, we measure every KPI side by side with you and walk through the results together, so you see exactly how far your business has come and where it goes next.

Our services

Nine service areas, one team. Select one to see what's included.

How we track it

Your growth, on the board

Every engagement is measured against the KPIs we agree on together, week by week. No guessing and no vague reports, just clear numbers you can see moving. Here's an example for a padel club.

Growth board Example · Padel club, Midtown

Court utilization58%+0 pts

Active members212+0%

Google rating4.1★+0.0

Weekly court bookingsWeek 1 of 12

Illustrative example of how we track an engagement

What changes on the ground

★
New 5-star Google reviewReplied within 10 minutes
3
Court 3 bookedThursday · 7:00 PM peak slot
↻
Membership renewedAnnual plan · auto-renew
+
Trial player became a memberFollow-up sequence, day 3
$
Corporate league invoice paidNet 7 · on time
✓
KPI on trackUtilization above target

Reviews answered fast, peak slots filled, members renewing, trials converting and invoices paid on time. The small wins that add up to the big numbers.

The guarantee

Miss the target? 10% back.

Once we agree on your KPIs, targets and dates, we stand behind them. If the KPIs aren't met by their target dates, you get 10% of the engagement fee back. No performance bonuses, no hidden extras. That's the whole deal.

Example engagementPadel club · Manhattan

Weekly court bookings0

Active members0

Google reviews0

Illustrative example only. Exact KPIs, target dates, measurement and refund terms are set in each signed client agreement.

The founders

Two founders. One goal. Your growth.

Sport has shaped both of our lives, from the courts and pitches we grew up on to the sports we played together across Europe. We met at a university in Barcelona, earned the same international business degree, and founded M&L to pour that same drive and competitive fire into helping New York's sports businesses win and thrive in their industry.

New Jersey → NYC

William Medina

Co-founder & Managing Partner

New Jersey born and Barcelona trained, Will lives and breathes sport. He played semi-pro basketball in Catalunya and competed in semi-pro tournaments in Italy. He understands what it takes to run a team, fill a court and keep people coming back.

Dual-award BBA in International Business from EU Business School Barcelona and the University of Derby

Financial analysisCash flow & pricingGrowth strategyCustomer retentionProject managementClient relationsBusiness developmentEnglish, Spanish & ItalianSemi-pro basketball

South Africa → NYC

Riley William Laden

Co-founder & Managing Partner

Riley grew up in South Africa, where sport is a way of life, and brings that drive and a truly global perspective to every engagement. He and Will met at a university in Barcelona and earned the same dual-award BBA in International Business. Since then they have done everything side by side, and at M&L that means every part of the work: finding clients, evaluating the business, building the plan and delivering it.

Dual-award BBA in International Business from EU Business School Barcelona and the University of Derby

Strategic planningMarket researchCompetitor analysisNegotiationStakeholder relationsCustomer experienceConflict managementEnglish, Spanish & AfrikaansSA National Colours: Jiu-Jitsu

Both of us, every stepWhen you hire M&L, you get both founders. We're at every meeting, every evaluation and every step of the work, side by side with you.

Athletes firstWe've lived on courts and in locker rooms. We speak your language and we know what your customers want.

Honest and accountableWe tell you what we actually see, set targets in writing and put part of our fee on the line.

What's holding your business back?

Book a free evaluation. We'll come to you, spend time inside your business and give you an honest take on what we see, what's working, what isn't, and where your biggest opportunities for growth are. No cost, no pressure, no sales pitch.

Email us or call us to book your free evaluation:

hello@mlconsultancy.example (212) 555-0142

We work in all five boroughs

Manhattan
Brooklyn
Queens
The Bronx
Staten Island

Questions

Frequently asked

What does the free evaluation include?

We visit your facility, spend time with you and your team, and look at how the business really runs day to day. Then we walk you through what we see, what's working, what isn't and where the biggest opportunities are. There's no cost and no obligation.

How much does it cost?

Every business is different, so we don't sell fixed packages. After the evaluation we quote a price based on the scope of work and the goals we agree on together, so you only pay for what your business actually needs.

How long does an engagement last?

It depends on the goals and target dates we set with you. Every engagement has a clear timeline agreed in writing before any work begins, so you always know what to expect and when.

What kinds of businesses do you work with?

Independent sports businesses, usually with 2 to 50 people, from gyms and racket clubs to pools, rinks, fields and training facilities. You can search your exact sport on the Who we serve page.

What happens if you don't hit the goals?

We stand behind the targets we set. If the agreed KPIs aren't met by their target dates, you get 10% of the engagement fee back, as set out in your client agreement.

Will I work with both founders?

Yes. Both William and Riley are involved in every engagement, from the first evaluation to the final review. You'll always know exactly who you're working with.

Where do you work?

Across all five boroughs of New York City: Manhattan, Brooklyn, Queens, the Bronx and Staten Island. We come to you.