Creating a Great Club Experience: Tips on Building a Welcoming Grassroots Sports Club

What makes a grassroots sports club feel like home? How do you create an environment where every member, (new or experienced, young or old), feels like they belong?

Below I have unpacked the essential elements of building a positive, inclusive and welcoming club culture.

1.      First Impressions Matter: Create a Warm Welcome

A great club experience starts the moment someone steps through your doors. It’s vital to have a structured welcome process. That means:

·        Volunteers and staff greet new faces with a friendly introduction.

·        New players are quickly integrated into teams.

·        Volunteers are introduced to the wider support network.

·        Facilities are clean and display positive, inclusive messaging.

·        A welcome pack or short guide introduces the club’s values, social media and code of conduct.

2.      Define and Live by Your Values

Belonging starts with shared purpose. Clubs must have clear values like respect and inclusion that are understood and embraced by everyone, from players to parents.

These values should be:

·        Shared regularly at meetings, events and in communications.

·        Visible around the club (e.g., posters, signage).

·        Included in parent and player codes of conduct.

3.      Value Every Member. At Every Level

Making members feel valued doesn’t take much. Here’s some basic thoughts:

·        Offer authentic thank-you, both privately and publicly.

·        Celebrate contributions in team meetings or newsletters.

·        Use people’s strengths.  Ask for their input and involve them meaningfully.

4.      Empower Leadership and Coaching with the Right Training

Leadership sets the tone. Whether it’s a club or club captain, leaders must model club values in how they communicate, organise and support others.

Positive coaching styles, centered around encouragement rather than criticism, should be the norm. This takes training and mentorship, especially for newer coaches and volunteers.

5.      Make Diversity and Inclusion Non-Negotiable

Creating an inclusive space isn’t just good practice, it’s essential. Steps to take:

·        Develop a clear diversity and inclusion policy.

·        Offer regular training on inclusive behaviour and language.

·        Actively include diverse voices in club decision-making.

6.      Mentorship Builds Confidence

Mentorship  (both formal and informal) helps new players and volunteers feel connected and supported. Whether it’s a senior player guiding a rookie, or a lead coach mentoring a junior assistant, mentorship helps:

·        Build confidence

·        Reinforce club values

·        Develop long-term commitment

7.      Balance Competition with Fun and Support

Sport is competitive but fun & enjoyment should always come first. Teaching resilience through sport means:

·        Celebrating effort as much as results

·        Supporting players when they don’t win

·        Creating a team-first culture built on friendships

8.      Keep it Social

Off-the-field activities strengthens bonds. From night outs to BBQs, these moments help members connect on a personal level.

9.      Address Conflicts Early with Kindness

Conflict is inevitable but clubs must deal with it swiftly and respectfully. Key strategies:

·        Address negative behaviour one-on-one.

·        Tie feedback back to the club’s values.

·        Keep communication open and proactive.

10. Engage Parents and the Community

Parents and local supporters are key to a thriving club. Here’s how to bring them in:

·        Host a season kickoff meeting to share club values and needs.

·        Communicate regularly (newsletters, WhatsApp groups).

·        Create community projects or fundraisers to unit people beyond sport.

11. Use Tech to Spread Positivity

Social media and messaging platforms can reinforce your club culture. Use them to:

·        Share good news and club values.

·        Post match highlights and member spotlights.

·        Create hashtags that reflect your mission (e.g., #TogetherWePlay).

12. Retain Members by Respecting Their Time and Talents

Long-term retention comes down to:

·        Matching members with roles that suit their skills.

·        Limiting time commitments.

·        Avoiding burnout by sharing the workload.

13. Final Thought

A great club experience doesn’t happen by accident. It takes:

·        Clear values

·        Welcoming people

·        Clear structure

·        And most importantly, many hands working together.

About Geoff Wilson

Geoff runs his own consultancy business, with a focus primarily on sport.  Previously Head of Marketing and Communications at the Irish FA, Geoff now consults to a wide range of global sports organisations on areas such as strategic planning, marketing and communications, digital, fan engagement, public affairs, women’s football, league development, club development and knowledge sharing / capacity building programmes.  Geoff has created numerous academic models for the sports industry.  Geoff is on the Advisory Panel at the English Football League and Chair of the Sports Council Trust Company (Sport England organisation).

Geoff has written a book which focuses on ‘developing grassroots sports clubs’ to order a copy check out https://www.routledge.com/Leading-a-Grassroots-Sports-Club-A-Practical-Guide-to-Managing-and-Developing-Your-Club/Wilson/p/book/9781041094883?srsltid=AfmBOooMPgFpXYSGYwNBOLxrR6mYShU8mWeM_rbVCGlipdpjnsfqlqVD

1.      Check out Geoff’s online course in strategic planning at https://geoffwilson.teachable.com/

2.      The other sports models created or co created by Geoff can be found below:

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