Prime Sports' Story
Mark Wareing arrived in the UAE in 2015 with a passion for sports development and experience managing a football academy in the UK. His work with Manchester City and Regional Sports hleped him build solid credentials that carry weight in the football world, and a clear picture of what professional-standard sports coaching looks like. Recognising a gap in the market, Mark partnered with Mohamed Al Hosani, a basketball enthusiast with a deep family legacy in UAE sports. The dream was to provide Abu Dhabi students with a premier sports experience and develop the next generation of athletes in their home country.
Together, they founded Prime Sports Academy in 2018, with a specific ambition: to bridge European coaching methodology with the cultural context of the UAE. The vision was not just to teach sport, but to develop character, discipline, and the values that good coaching has always produced alongside athletic skill.
The operational complexity of running what they had built was significant from the start. Different sports, different facilities, different coaching teams, all needing to be coordinated from one place with a disjointed system of Excel sheets, registers, and individual payment methods.
Classcard streamlined operations by offering a centralized system for registration, scheduling, and payments. It made information readily accessible for both coaches and parents. "Classcard is an integral part of the operation," Mark says, emphasizing the importance of the infrastructure the academy runs on.
How Prime Sports Uses Classcard
Multiple sports programmes running in one system
Football, basketball, and the rest of Prime Sports' programme offering all run through Classcard. That consolidation matters because the alternative is not just operational inconvenience; it is the accumulated time cost of maintaining separate systems, the risk of information getting out of sync between them, and the administrative overhead of managing each programme as if it were a separate business. Classcard treats them as what they are: parts of one academy.
An estimated 10 hours per week returned to the team
The manual coordination required to keep a multi-sport, multi-facility operation running smoothly before Classcard was significant. Scheduling across programmes, collecting payments for different activities, keeping attendance records consistent, all of it consumed staff time that is now directed into the coaching and programme development that Prime Sports exists to deliver.
An operation that reflects Prime Sports' ambition
Part of what Mark and Mohamed set out to build at Prime Sports was credibility: an academy that operates at a professional standard, reflecting their backgrounds and the quality of coaching they wanted to deliver. A fragmented, manual-process operation would have undermined that positioning. Classcard gives Prime Sports the infrastructure to present consistently, run efficiently, and grow without the operational complexity becoming a constraint.