Success story
Pole position: TeamSport triples prospecting CTR with Crimtan AI Segments
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TeamSport
TeamSport is the UK's largest indoor go karting company, operating 38 tracks nationwide. Since 1992, the brand has become a leading leisure destination, known for multi-level tracks and high-speed karting.
Its audience is unusually broad: adult racers, juniors in its Race Academy, birthday parties, stag and hen groups and corporate team-building events, across venues in London, Manchester, Birmingham, Leeds and beyond.
Race Academy
Championships
With appeal stretching from birthday parties to corporate events, TeamSport's biggest growth opportunity lay in reaching people who had never engaged with the brand online.
After sustained programmatic activity, prospecting click-through rate had plateaued as the most responsive audience pools were reached. Existing segments showed signs of saturation, a common pattern in mature campaigns.
TeamSport needed a smarter way to find high-intent audiences before they ever visited the website, at scale and without relying on third-party cookies.
What the campaign set out to do.
Break the CTR plateau
Break through the prospecting CTR plateau with fresh, high-intent audiences.
Reach new customers
Reach new customers who had never visited the TeamSport website.
Scale without cookies
Scale acquisition without dependence on third-party cookies.
Feed the funnel
Feed quality audiences into retargeting and loyalty activity.
AI Segments, powered by ActiveID.
In summer 2026, Crimtan activated its next-generation AI Segments on TeamSport's prospecting activity, replacing the previous targeting approach with audiences built from first-party signals, contextual intelligence and ActiveID.
AI-powered audience segments
Crimtan's AI identified people who had never visited the TeamSport website but showed behavioural and contextual signals of a strong propensity to book, using lookalike modelling to find more of them at scale.
ActiveID keeps them fresh
ActiveID, Crimtan's privacy-first identity technology, dynamically extended the segments to audiences that were constantly refreshed and optimised, unlocking new, always-on and relevant customers for TeamSport.
One connected strategy
- 1Prospecting
AI Segments find people who have never visited the website.
- 2Retargeting
Quality audiences flow straight into retargeting.
- 3Loyalty
Loyalty segments bring racers back to the track.
Crimtan AI Segments transformed prospecting performance.
- Year-on-year CTR
A blended CTR of 0.19%, against 0.06% for prospecting in the same months of 2025, an uplift of 216%.
- Average industry benchmark
Well ahead of the typical 0.06-0.10% click-through rate for programmatic display.
- Improvement vs previous strategies
Earlier in 2026, prospecting had plateaued at 0.11% CTR.
Click-through rate across the lanes
- Prospecting, Jul to Aug 20250.06%
- Prospecting, earlier in 20260.11%
- With Crimtan AI Segments, Jul to Aug 20260.19%
Typical programmatic display: 0.06-0.10%
Source: Crimtan reporting, TeamSport UK prospecting campaigns, July and August 2026. CTR = clicks / impressions.
Since activating Crimtan's AI segments we've seen a 3x higher CTR on prospecting, but the bigger story is what happens next. Those quality audiences flow straight into Crimtan's retargeting and loyalty segments, so we're filling the funnel with people who actually convert and come back. That's the advantage of a full-funnel partner, it's one connected strategy, not separate campaigns stitched together. It's made a tangible difference to our bottom line.
Michael MatthewsDigital Director, TeamSport