Jeremy Tripp

Yesterday we launched the CITY Kids Club. On the surface, it looks simple. A kids program. Some merch. A few special moments. But anyone who has worked in sports knows these programs are 𝘳𝘢𝘳𝘦𝘭𝘺 𝘴𝘪𝘮𝘱𝘭𝘦. Kids clubs sit at the intersection of a lot of hard problems. You’re not just designing for kids. You’re designing for parents who are making the purchase decision, managing trust, privacy, logistics, and value, while also trying to create something that genuinely excites a child. That balance is hard. And that’s why we took our time with this. At St. Louis CITY SC, we think about kids as a group that deserves to be designed for with the same care as any other fan. That means building something parents feel great about buying and something kids are genuinely proud to be part of. You can see that philosophy show up across the club, from our free CITY Futures program, to the intentionally family-friendly experience at CITY2 matches, to how CITY Flavor continues to expand kid-friendly options for our youngest fans. CITY Kids Club touches a lot of systems and teams, which is exactly why it mattered to design it as part of our core fan experience rather than a standalone initiative. Kids Club lives inside the same digital foundation that powers how fans interact with the club, so it feels familiar, intentional, and easy for families to navigate via the CITY app. One thing the team was especially thoughtful about was 𝘃𝗮𝗹𝘂𝗲. The cost of the CITY2 tickets included with Kids Club alone covers the price of the membership. Everything else is meant to feel like upside. That was a conscious choice, because trust with families matters. What I’m most proud of is the team behind this. Product, community, marketing, legal, operations. They worked through the hard questions together. How do we respect privacy? How do we reduce friction for parents? How do we balance what parents want with what kids actually care about? How do we make this feel unmistakably CITY? The result isn’t just a program. It’s the start of a relationship. A way for young fans to feel included and connected to the club, while giving parents confidence that the experience was built thoughtfully and with intention. Huge credit to the team who brought this to life. I’d love to learn from others doing this well. Which teams are running standout kids club programs, and who should be part of this conversation?