From Analog Chaos to Digital Event Excellence
AB SportEvent GmbH
Efficiency Increase
Processing time per registration reduced from 15 min to under 2 min
Annual Revenue 2025
Growth from €400,000 (2012) to €1.9M through digital services
Max. Event Size
Scaling from 500 to over 5,000 possible participants per event
Fewer Data Errors
Automatic validation drastically reduces error rate
Initial Situation
AB SportEvent was an emerging event service provider in 2012 with a major problem: all processes were still analog. Event registrations came via fax, participant management was done in Excel spreadsheets, and communication ran through countless emails. For larger events with over 1,000 participants, this regularly led to chaos.
Arnold Bürgers, CEO of AB SportEvent, recognized: 'We're losing valuable time on manual data maintenance instead of focusing on what really matters - creating unforgettable events for our customers.'
The Challenge
Concrete Challenges:
• Manual registration processes: 3-5 hours of time per event just for data entry
• Incorrect participant lists: 15-20% of registrations contained typos or incomplete data
• Limited scalability: Events with more than 500 participants became an organizational nightmare
• No revenue transparency: Financial overview only available weeks after an event
Project Kickoff and Requirements Analysis
Comprehensive analysis of existing manual processes at AB SportEvent. Definition of digitalization goals and technology selection. Workshop series with all employees to identify pain points and automation potential.
✓Digitalization strategy developed
Website Launch and Online Registration
Successful launch of the first professional website with integrated online registration system. Automatic email confirmations and validation immediately replace error-prone fax registration. First 500 online registrations within the first 3 months.
✓End of fax era - 500 online registrations in 3 months
Event Manager Software Beta Launch
Rollout of custom event management software with automatic billing, digital check-in system and real-time reporting. Beta test with 3 smaller events to optimize user interface and workflows.
✓First automatic billing system
E-Commerce Integration and Online Shop
Successful integration of a full-featured online shop for event merchandise, t-shirts, medals and premium services. Seamless integration with registration system enables cross- and upselling during registration. Additional revenue source of €200,000 annually.
✓€200,000 additional annual revenue through online shop
Our Approach
IDENTIC Projects used an agile, customer-oriented approach to digitalize AB SportEvent step by step with minimal risk:
Iterative Development with Quick Wins
Instead of a large big-bang project, digitalization was implemented in small, measurable steps. Each sprint delivered immediately usable functions that directly improved daily work at AB SportEvent.
Co-Creation and User-Centricity
The AB SportEvent team was involved as an active partner from the beginning. Regular feedback loops and usability tests ensured that the developed solutions perfectly matched real workflows.
Scalable Architecture for Growth
From the beginning, a modular, cloud-native architecture was chosen that could grow with the company. This enabled seamless scaling from 150-participant events to 5,000+ participant events.
Results & Impact
AB SportEvent's digital transformation led to impressive business results that went far beyond mere efficiency gains:
Operational Excellence
Processing time per registration dropped from 15 minutes to under 2 minutes - an efficiency improvement of 750%. At the same time, data errors were reduced by 95% as the system performs automatic validations.
Revenue Growth
By being able to professionally handle larger events and digitally sell additional services, AB SportEvent increased annual revenue from €400,000 (2012) to over €1.9 million (2025).
Scaling and Growth
The company can now effortlessly organize events with over 5,000 participants and has established itself as the leading event service provider in the region. Average event size increased from 150 to 800 participants.
The collaboration with IDENTIC Projects was a game changer for our company. What used to mean hours of manual work is now automated. We can finally focus again on what we do best: organizing exceptional events. The investment in digitalization paid for itself within the first year.
First Kickoff-Meeting
Architecture discussion
Final testing
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