How to attract new members to your club

Updated: Mar 18, 2021

Bowling News


One of the biggest challenges facing sports clubs today is the ability to attract new members and retain existing ones. The way people participate in sport is changing and there are many more alternatives available for someone looking to become fit and active, rather than joining their local sports club (think about Parkrun, fitness bootcamps, going to the gym, and so on!).


Many clubs think the solution to this is to simply spend more time and money on marketing the club. This could help to a certain extent, but unless you truly understand your members and offer a service that meets their wants and needs, the money you spend on telling everyone how great your club is will be wasted.

It’s time to start thinking like a successful business; your members are your customers and if you don’t provide a positive customer experience, they won’t keep coming back.


The more you get to know and understand your current and potential members, the greater chance you have of providing them with a positive experience.


Everyone who plays sport, participates in physical activity, coaches or volunteers does so for different reasons. There is lots of research around why people take part in sport. Once you understand these motivations (and there can be several for one person) you can start to create a positive environment that people want to be part of.


Likewise, by identifying what might prevent them from participating in your sport or joining your club, you can start to address these barriers and make your club a more welcoming place that they want to be part of.


Help is at hand in walking you through the process of understanding from the Club Matters website which is Sport Englands one-stop-shop for sports clubs and organisations providing free, convenient and practical resources to help your club become more successful. Follow this link to take you directly to the section on Understanding your Members

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