From Grassroots to Glory: How People, Process, and Technology Are Revolutionising Football Clubs

For those football fans who have been using the Euro's and the Olympics to get their sporting fix, August brings with it scorching days and the start of the football season! With EFL and National League already back in action and the Premier League starting this weekend, I thought I would leverage this article to look at some of the complexities of football club operation, with the usual focus on People, Process and Technology. There is so much to unpack that I wouldn't be able to cover everything but will give an introduction to it all.

As the primary shirt sponsor for Farnborough Football Club , Tratech Consulting has been heavily involved in the last 12 months supporting them on their journey to grow the club and identify business opportunities for evolution. But you may not realise, particularly at non-league level, how much work goes on in the background to ensure these community-driven machines continue to operate within their financial means, whilst balancing the fan's demand for success.

At the core of football is, as we all know, finances and sensible financial administration. We see clubs going into administration and liquidation each season for one reason or another, be it lower than expected gate receipts, higher player salaries, pitch challenges due to the weather! The example of Torquay United FC being on the brink last season but really coming back from the precipice to be back in strong contention for the National League South title (according to the bookmakers) this year, is a testament to not only what happens when things go wrong, but what happens when you bring in people who care about the club. Check out more details on what happened here.

The heart of any club - the people

Running a football club isn’t just about match days; it’s about finding and nurturing talent that can propel the club forward, and in the lower leagues, it’s also about relying on the dedication of volunteers who keep the club running. Traditionally, scouting involved a lot of intuition and personal judgement, with scouts travelling far and wide to spot the next big thing. While that personal touch still holds value, the way clubs discover and develop players has changed dramatically.

Modern clubs, even those in non-league, are adopting data-driven approaches to scouting. Advanced analytics, video analysis, and even AI are now part of the toolkit. It’s not just about who’s good now—it’s about who will be good in a few years and how they’ll fit into the team’s long-term plans. This shift is crucial, especially for smaller clubs that can’t afford to miss out on potential stars. With the right data and tools, they can make smarter decisions and uncover hidden gems that might otherwise go unnoticed.

But beyond scouting and player development, it’s the people behind the scenes who form the backbone of these clubs, particularly in the lower leagues. Here, volunteers are the unsung heroes. They’re the ones who sell the tickets, prepare the pitch, run the social media accounts, and even man the turnstiles on match day. These are roles that, in larger clubs, might be filled by full-time employees, but in non-league football, they’re often taken on by dedicated individuals who give their time for the love of the game and their club.

Without volunteers, many of these clubs simply wouldn’t survive. Their passion and commitment allow these clubs to operate on limited budgets and maintain the community spirit that’s so essential in lower league football. It’s not just about keeping the club afloat financially; it’s about preserving the connection between the club and the local community. These volunteers are the heartbeat of their clubs, and their contributions go far beyond what happens on the pitch. So this is a call out to all volunteers up and down the country who go above and beyond to make things possible for their clubs to keep going!

Process: Match day Operations and Beyond

There’s a lot more that goes into running a football club than just those 90 minutes on the pitch. Behind every successful club are a series of processes that keep everything ticking over, from the moment the gates open on match day to the everyday operations that happen behind closed doors.

Match day Operations

Match days are the heartbeat of any football club, but they’re also a logistical challenge. From selling tickets to managing crowds, everything needs to run smoothly to ensure fans have a great experience. Gone are the days when this could be managed with a handful of staff and some basic equipment. Now, even non-league clubs are finding ways to streamline operations.

Digital ticketing is becoming the norm, making it easier for fans to enter the stadium and reducing the burden on staff. Mobile apps are transforming the way fans interact with the club, offering everything from real-time updates to in-seat food ordering. These innovations aren’t just about keeping up with the big clubs—they’re about enhancing the fan experience and ensuring that everyone who comes to a game feels valued and connected.

Background Processes

But match day is just one part of the equation. The real work often happens in the background, where a club’s day-to-day operations are managed. Whether it’s handling finances, managing player contracts, organising training schedules, or ensuring compliance with league regulations, these processes are crucial to the smooth running of the club.

In larger clubs, these tasks are often managed by specialised departments, but in non-league football, where resources are more limited, these responsibilities might fall on a small team or even a single individual. This is where efficiency becomes critical. Clubs that can streamline these processes—using tools like cloud-based management systems or automated accounting software—can save valuable time and resources. This not only makes the club more resilient but also frees up staff to focus on what really matters: supporting the team and engaging with the community.

For example, managing player registrations and transfers is a complex process that involves a lot of paperwork and coordination with governing bodies. Traditionally, this might have involved numerous phone calls, physical forms, and manual entries. But now, with digital tools, much of this can be automated, reducing the risk of errors and speeding up the process. The same goes for handling finances; by using modern accounting software, clubs can keep track of their budgets, monitor expenses, and even forecast future cash flow, ensuring they remain financially stable.

Technology: Behind-the-Scenes Efficiency and Fan Experience Enhancements

Technology has become an integral part of football club operations, offering tools that not only enhance efficiency but also elevate the fan experience. Whether it’s managing inventory, improving Point of Sale (POS) systems, or introducing food screens for easier ordering, technology is transforming how clubs operate both on and off the pitch.

Stock Management

Managing stock—whether it’s merchandise, food, or equipment—is a crucial aspect of running a football club, particularly on match days when demand peaks. Traditional stock management methods often involve manual counting and frequent stock checks, which can be time-consuming and prone to error. Modern technology offers clubs the ability to automate much of this process. With the use of inventory management systems, clubs can keep real-time track of their stock levels, set up automatic reordering when supplies run low, and reduce waste. This not only ensures that fans can get what they want when they want it, but it also optimises the club’s resources, preventing both shortages and overstocking.

For non-league clubs, where budgets are tight and every penny counts, efficient stock management can make a significant difference. By reducing wastage and ensuring that popular items are always in stock, these clubs can maximise their revenue and improve the fan experience, making sure that no one goes home disappointed because their favourite pie was sold out.

Point of Sale (POS) Systems

The days of cash-only transactions and hand-written receipts are quickly becoming a thing of the past. Modern POS systems allow clubs to process transactions quickly and efficiently, whether at the merchandise shop, the ticket office, or the food stands. These systems can handle multiple payment methods, track sales in real-time, and even provide valuable data on what’s selling well.

For smaller clubs, adopting a robust POS system can be a game-changer. Not only do these systems speed up service and reduce queues, but they also offer insights that can help clubs make better decisions—like which merchandise to restock or what promotions to run. With integrated systems, sales data can be automatically linked to inventory management, ensuring that the club is always in control of its operations.

Food Screens and Digital Menus

Food and drink are a big part of the match day experience, and technology is making it easier than ever for fans to get what they want, quickly and efficiently. Digital food screens and menus are being introduced in more stadiums, allowing fans to browse options, place orders, and even pay directly from their phones or at self-service kiosks.

For clubs, this means faster service, fewer queues, and happier fans. It also means more sales, as fans are more likely to make a purchase when the process is quick and easy. In addition, these systems can be updated in real-time to reflect stock levels, preventing situations where fans order items that are no longer available.

For non-league clubs, adopting digital food screens might seem like a big leap, but it’s one that can pay off. Not only do they improve the fan experience, but they also allow clubs to operate more efficiently, reducing the need for additional staff and minimising errors in orders.

Apps and Websites: Connecting Clubs with Their Fans

In today’s digital age, apps, social media, podcasts and websites are becoming essential tools for football clubs looking to stay connected with their fans. These platforms offer a direct line of communication, providing fans with everything from the latest news and match updates to exclusive content and merchandise offers.

For larger clubs, sophisticated apps can offer features like live match streaming, in-seat ordering, and personalised notifications based on user preferences. This not only enhances the fan experience but also opens up new revenue streams through targeted advertising and in-app purchases.

Websites serve as the digital hub for clubs, offering fans a place to buy tickets, shop for merchandise, and stay informed about upcoming fixtures and events. A well-designed website can also include interactive elements, such as fan polls, virtual tours of the stadium, and historical archives, which deepen the connection between the club and its supporters.

For smaller clubs, having a strong online presence can be just as crucial. Whilst he is a marmite type of character, what Marc White has done at Dorking Wanderers FC with his social media postings, giving a unfiltered view of his own, somewhat unique, managerial style gets people talking. Apps, social media and clear and informative websites allow non-league teams to engage with their local communities, attract new supporters, and generate additional income through sponsorships and advertising. With the right digital strategy, even the smallest clubs can punch above their weight, reaching fans far beyond their local area.

By integrating apps and websites with other digital tools, clubs can create a seamless experience for their supporters, whether they’re at the stadium or following the game from home. This not only builds loyalty but also ensures that fans feel like a valued part of the club’s journey, no matter where they are.

Staying Competitive: Embracing Change

The bottom line is that sticking to outdated methods isn’t just about nostalgia—it can actually hold a club back. Whether you’re in the Premier League or the Isthmian league, modernising your approach to people, processes, and technology is key to staying competitive. Clubs that embrace change and find new, innovative ways to do things are the ones that succeed, regardless of where they stand in the football pyramid.

By focusing on the people who make the club tick, streamlining match day operations, and using technology to boost efficiency, football clubs can not only survive but thrive in today’s challenging environment.

Until next time.....