PurposeThis article presents a novel case study that analyzes the applicability of DoE in the curling sport in order to improve their own performance and the performance of its athletes. Specifically, this study analyzes the most important factors to increase accuracy and precision in the draw game with curlers' opinions. It was decided to use the “Last Stone Draw (LSD)’ as an appropriate play situation.Design/methodology/approachSpecifically, this study analyzes most important factors to increase accuracy and precision in the draw game with curlers opinions from the German Curling association. Three research techniques were used in this study: case study, interviews and a well-designed experiment. The analysis through the use of DoE includes a measurement system analysis, an initial variance test between two players, a screening and a characterization experiment.FindingsThe results obtained from DoE suggest that the factors routine, stress, release, balance, and the previous play situation have a substantial impact on the score of the player's draw game. However, no factor has a statistically significant impact on the average distance to the center of the target. Moreover, the DoE analysis also concludes that the accuracy and precision of the player's performance is not affected equally by all analyzed factors, but they turn into highly significant when examining their relationship to the other factors.Practical implicationsThe findings of this study can be beneficial to other sports events in improving the performance. Moreover, DoE has proved to be an invaluable tool for many people in the German Curling Association in understanding the factors which influence the curlers performance and also factors which do not affect the curlers performance.Originality/valueThis research attempts to contribute to the existing sports management literature by identifying a way in which DoE can be an effective tool in non-manufacturing settings for identification of most important factors which influence the curling performance.