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About

Run by club people, for club people.

Freyaa started at a kitchen table in south-east London. We were running a tennis club on a Google Sheet, a WhatsApp group and a card terminal. The software we needed either didn't exist or cost £400 a month and looked like a Windows XP control panel. So we built it.

Where we are

A small team, in public.

0
Year the first prototype ran on a real club.
0
Cities the team and infrastructure call home.
0 days
Free trial — every Pro feature, no demo call.
0%
Of changes ship behind a flag, into staging first.
Why

Most racket-sport clubs run on a spreadsheet.

The job is huge — bookings, tournaments, members, coaches, accounts, weather, events — and the tools available are either built for huge gym chains or for nobody in particular. We wanted a piece of software that fits a club the way a club actually works.

The other thing: clubs care about their members in a way that doesn't fit a generic CRM. Members aren't leads. They're the point. Software that treats them as data is software the front desk quietly stops using after a month.

How

In public, at the same time, with one tier.

Every change ships behind a flag, into staging, and then to every club at once. We don't run beta clubs or premium tiers — what you're looking at is what your subdomain renders, fonts and all.

The roadmap is shaped by the clubs already on the platform. If you're using Freyaa and there's something you wish it did, the answer is almost always to email us — we'll either explain how it does, or note it for the next sprint.

"
We're not interested in being the kind of vendor who ships in a quarter what we promised in the sales call. So we under-promise. The list of things Freyaa does is the list of things Freyaa does today — not next year.
— Founders' note · spring 2026
The path so far

A year and change.

The shipped milestones. Roadmap items aren't on this list — we don't put unshipped work on marketing pages.

1
Spring 2025

Kitchen-table prototype

Built to replace a Google Sheet at a tennis club in south-east London. Two coaches, ~60 members.

2
Autumn 2025

First clubs onboard

Three more clubs across the UK come on. Booking grid, recurring series and audit log all real.

3
Spring 2026

Tournaments + Stripe Connect

Tournament module ships, single-elim and round robin. Stripe Connect routes member payments to club bank accounts.

4
Right now

Lifecycle email + branding

Three triggers wired in (joined, subscription started, cancelled). Custom domain + brand tokens shipped.

Where things live

Three cities. EU only.

People in two cities, servers in a third. All EU. Easy to answer the residency question on a procurement form.

UK

London

Founders, product, support

Spain

Madrid

Engineering & design

Germany

Frankfurt

Postgres + servers (Neon EU)

Principles

Three things we keep coming back to.

Long shift

Built for the long shift

Club staff use this software for hours every day. Loading times, keyboard shortcuts and copy that doesn't shout at people are not nice-to-haves — they're the whole job.

Honest

Honest about what it does

If a feature isn't shipped, the page doesn't say it is. If a fix is a workaround, the changelog says so. The sales pitch is the product.

Plumbing

Boring infra, sharp UI

Postgres, Stripe, audit logs, EU hosting — the stuff that has to be right. Then a bookings grid that's fun to use on a Tuesday afternoon.

Curious how we'd fit your club?

Start a 14-day trial, or email us and we'll set up a 20-minute call.