Elevating a Community Facility: GroClix’s Work with Ellington Racquet Club

In the past few years, Ellington, Connecticut has seen a quiet surge in community-driven businesses—especially in the wellness and recreation space. One of those businesses, Ellington Racquet Club, recently partnered with a Bloomfield-based marketing and website design agency, GroClix, to help revamp its digital presence and connect with more residents across Tolland and Hartford Counties.

The impact was immediate.

New Website, Fresh Perspective

GroClix worked closely with Ellington Racquet Club to design a custom website that reflected the club’s growing momentum. The updated site included high-quality drone footage of the facility, mobile-friendly layouts, simplified navigation, and written content optimized to show up in local searches—everything from “indoor pickleball courts near me” to “tennis memberships in Connecticut.”

For GroClix founder Nick Desrocher, the project was about more than just a visual upgrade. “We weren’t just trying to make something that looked nice,” he explained. “We wanted to build a true digital foundation—something that could grow with them over time. Ellington Racquet Club is a place where people come together, and we wanted the website to reflect that same sense of energy, accessibility, and community.”

Digital Growth in Just 30 Days

With the new site launched and a consistent social media strategy in place, Ellington Racquet Club saw a noticeable uptick in digital engagement:

• Social media views increased by 734%
• Google 5-star reviews rose by 120%
• Website traffic grew by 21%

While those numbers reflect only the first month of results, they offer a glimpse into the role that strategic web design and digital marketing can play for small businesses—even in towns like Ellington.

A Broader Trend in Local Marketing

What happened at Ellington Racquet Club isn’t an isolated success story—it’s part of a larger shift in how small and mid-sized businesses in Connecticut are approaching growth.

More and more, local business owners are recognizing that a strong online presence isn’t optional—it’s foundational. Whether it’s a neighborhood gym, a landscaping company, or a local restaurant, people expect to find clear, updated, and mobile-friendly information online. And that goes far beyond just having a Facebook page.

Here’s why this shift matters for Connecticut businesses:

• Google is the new front door. Whether someone’s looking for a roofer in Glastonbury or a boutique in Simsbury, their search almost always starts online. If your website is slow, outdated, or hard to find, you’re likely losing that customer before they ever call or walk through the door.
• SEO isn’t just for big companies anymore. Agencies like GroClix are using local SEO techniques to help businesses show up in “near me” searches—something that’s critical for service-based and location-specific businesses. That means getting found for phrases like “best chiropractor in Connecticut” or “pizza near Ellington” is now very achievable for smaller players.
• Trust is now built online. Google reviews, website testimonials, and social media interactions all contribute to a business’s credibility. Ellington Racquet Club, for example, saw a 120% increase in 5-star Google reviews after proactively encouraging members to leave feedback—a small tactic that builds big trust.
• Design and function are merging. It’s not enough for a site to just look professional. Websites now need to load quickly, work across all devices, and guide visitors to take action—whether it’s booking a session, submitting a contact form, or joining a newsletter.
• Marketing has become more personalized. With platforms like Instagram, email newsletters, and even text reminders, local businesses can stay top-of-mind with their customer base—without relying on paid ads or traditional media.

For Connecticut businesses navigating tight markets and increasing competition, marketing and web design aren’t just about promotion—they’re about survival and long-term sustainability.

The Rise of Authentic Marketing in 2025

In founder Nick Desrocher’s view, 2025 is shaping up to be a turning point in how small businesses approach their marketing. He emphasizes that consumers are becoming more selective about the content they engage with. “People can spot AI-written fluff from a mile away,” he says. “If you’re not taking the time to actually connect—through your messaging, your visuals, your tone—it’s going to fall flat. Marketing today isn’t just about showing up. It’s about showing up real.” He adds that for small businesses, this authenticity can be their biggest advantage: a way to stand out in a digital landscape that often feels overproduced and impersonal.

Across the state—and the country—audiences are gravitating toward brands that feel human. That might mean more behind-the-scenes content, more transparent messaging, or a website that actually tells the story of the business rather than relying on vague industry jargon or overused buzzwords. For local business owners in Connecticut, this shift opens up an opportunity: rather than trying to mimic large national brands, the businesses seeing the most engagement are the ones leaning into their identity—sharing what they do, why they care, and who they serve, without filters or fluff.

Authentic marketing doesn’t mean doing everything perfectly—it means doing things honestly, intentionally, and in a way that reflects the values of the business. That’s the mindset GroClix brought to their work with Ellington Racquet Club, and it’s one that more local businesses are beginning to adopt.

A Local Example, A Statewide Lesson

Ellington Racquet Club’s story shows what can happen when local expertise and thoughtful strategy come together. The club didn’t have to hire a national firm or spend six figures to see real impact—they partnered with a nearby team that understood their values and their audience.

And that’s becoming the model: small businesses leaning on other small businesses to grow smarter, not just louder.

Visit Ellington Racquet Club

If you’re in the area and haven’t visited yet, Ellington Racquet Club is located at 55 Lower Butcher Road, Ellington, CT 06029. The facility offers indoor tennis and pickleball courts, flexible membership options, and a welcoming environment for players of all ages and skill levels.

Whether you’re looking to book a court, take a lesson, or simply explore a growing part of the Ellington fitness community, ERC continues to be a hub for recreation, connection, and movement year-round.

You can follow them on social media or visit their website to learn more about current programs and membership options.

About GroClix

GroClix is a marketing and website design agency based in Bloomfield, Connecticut, serving small businesses across the state and beyond. With a focus on authentic storytelling, local SEO, and clean, conversion-focused web design, GroClix helps business owners build marketing systems that grow with them—not just for them.

GroClix blends strategy, empathy, and execution to help businesses connect with their communities in meaningful ways. From custom websites to social media growth and content creation, the agency is built around long-term partnerships—not one-size-fits-all solutions.