So what is the role (and future) of the traditional sports body and club?

Across many Western countries, we are seeing significant changes in the way that community sport and physical activity is being developed and delivered.

There is a strong focus across on increasing levels of physical activity. This will mean reaching new audiences which, by definition, must include the inactive. The social benefits which are brought to communities by being physically active are wide ranging and well documented. From health and wellbeing to educational attainment and social cohesion. However simply moving active people into new and different activities will not be enough to achieve these bold ambitions.

Many of us aspire to leverage the power of sport to bring people from different backgrounds together – strengthening our communities whilst improving the physical and mental health of everybody. Whilst such ambitions share many commonalities, it is important to recognise that they are not always complementary to the current landscape for sport and physical activity. We must understand that sport does not resonate with everyone and hence it will not act as a cohesive ingredient by default in every situation; least of all with those for whom sport is not a current part of their lives. However, by identifying a common cause within sport and physical activity which anyone, whether active or inactive, can get behind, we can broaden the appeal and create a sense of shared ownership behind which people from different backgrounds can unite.

We are also seeing a growing trend where non-traditional sports and activity providers are playing a stronger role in engaging with people who previously have not felt at home at the conventional sports club or leisure but prefer to be active in parks, mosques, car parks or the streets where they live.

We are also seeing new trends in physical activity such as the 10,000 young girls in Finland who are enjoying their ride on happy horses.

Or, what about J.K.Rowling’s Harry Potter’s invention of quidditch which has are now running their own World Cup where there now is a UK Governing Body.

 So, the days of ‘the way we do things around here’ are surely gone and there is considerable scope for developing our workforce in community sport and physical activity

These trends surely must also have an impact on the way train and educate our coaches. There needs to be a much stronger focus on creating great experiences in comfortable and welcoming environment.

The traditional coach development programmes have primarily been focused on how the coaches can help develop better technical skills and a winning mentality.

Kids, parent, and others are seeking quality experiences delivered by passionate and caring coaches and others.  

Some sports bodies believe they own their sport. They set the rules, they control the competitIons and leagues and they sit at the top of the table.

Sorry, no more…More than half of football is played away from clubs, twice as many golfers are nomadic golfers as arr club members and there are more than 100 trampoline parks across the UK, with no involvement from British Gymnastics…the list goes on.

People want their own experiences, on their terms, in their community. Not something dreamt up in some far-away-office by someone with little connection to the real world.

Old sport is gone…Things are not going back to the good old days when your local club was full of families all keen to play competitive sport unless you are prepared to make some significant changes.  

Change your coaching to become more focused on enjoyment, fun, and togetherness. If someone wants to become a competitive athlete, that can come later.

Don’t believe that modified games, on their own, will grow your sport. It’s about the whole experience. A golf club can still an unwelcoming place for a teenage girl, even she is only five holes!

Accept that the traditional sports bodies and clubs no longer have all the answers. Now, sport is owned by, driven by, led by, delivered by – people. Increasingly people are taking back ownership of sport and physical activity. In the past, people sat back and waited for sports bodies and governments to roll out new programs and projects. Now people are creating the sports experiences they want, where, how and when they want it…so who needs sports bodies and clubs?

Sports bodies should help people develop and provide exciting, flexible and interchangeable opportunities for people to enjoy sport. Give people the environments and opportunities to create the sports opportunities they want. Rules and controls do not grow sport. Innovation and enterprise do. 

More money is rarely the solution. “If we only had better facilities, equipment, etc. etc. then we could deliver better sessions”.  An unengaging coach does not become creative and friendly just because there is a new piece of equipment. An unwelcoming club does become a great place to be in a new facility.

It’s all about people. Invest in people. When you see people doing things that are working, then invest in them and their ideas. Support people at the local level and grow your sport from the ground up.

Community sport and physical activity must work with new partners, providers and funders. You must learn to understand the priorities and objectives of education, housing, social services and community development.

We must improve the way we use technology to en engage with our audiences. How’s your Instagram account doing these days?

Yes, I appreciate that this a bit daunting, but if the conventional sports body and providers is to survive and stay relevant, you simply have to change – BIG TIME.

So, your next Board meeting should have one item on the Agenda. How are we going to change – now?

If you want a sparring partner, then get in touch.