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Running a successful bowls club is about more than just keeping the lights on and the green in good condition. A healthy club needs strong membership, good communication, and an inclusive atmosphere – but these don’t always happen by accident.
That’s why it’s important for club administrators to step back and take a hard look at their club. Identifying weaknesses isn’t about being negative; it’s about spotting opportunities for growth. By recognising where improvements can be made, administrators can put the club on a stronger footing for the future.
As clubs are so often run by volunteers, this is an area where a paid Club Manager can be asked to concentrate on by the Board of Directors, in order to benefit and grow the club.
Here are three key areas where weaknesses often appear, and why addressing them can make such a big difference.
1. Membership & Recruitment
Why it matters: A club that doesn’t bring in new members will eventually struggle. Bowls has an ageing player base in many areas, and without fresh recruits, the future of the club can look uncertain.
Benefit of addressing it: By being proactive with recruitment – for example, running open days or promoting the club on social media – you keep the membership numbers strong and bring in new energy. More members mean more income, more people for competitions, more potential volunteers, and a livelier club atmosphere.
2. Member Retention & Engagement
Why it matters: Getting new members through the door is one thing, but keeping them is another. Many clubs lose beginners because they don’t feel included, or they find it hard to break into established groups.
Benefit of addressing it: When members feel welcomed and involved, they’re more likely to stay. Getting members to sign up for a second or third year usually means they are hooked on the game. Creating fun social events, offering coaching sessions, and making sure new players are invited into games helps build loyalty.
This means that everyone involved in running the club, whether it be as a Director or a bowling committee member, should have a good knowledge of the aims of the club, through strong leadership and a clear message.
A club that retains its members not only stays financially secure but also develops a strong sense of community.
3. Communication
Why it matters: Clubs often rely on noticeboards in the clubhouse, but this misses anyone who doesn’t visit regularly. If members don’t know what’s going on, they can quickly feel disconnected.
Benefit of addressing it: Clear, consistent communication helps everyone feel part of the club. Whether it’s through emails, WhatsApp groups, or a regularly updated website, keeping people informed makes them more likely to turn up for events, enter competitions, and stay engaged. Better communication also shows that the club is organised and forward-thinking.
Just to be sure that you read the communication from the point of someone who doesn’t know what is going on day to day – as it is so easy to not be clear due to a presumption that all members have the same knowledge.
Final Thought
Taking time to assess weaknesses isn’t about criticising what’s wrong – it’s about building on what’s already good. Clubs that look honestly at areas like recruitment, retention, and communication are the ones that thrive.
If you’re a club administrator, ask yourself: Where could our club improve, and what benefits would those changes bring?
Want to take this further?
These are just 3 areas that you can look at, but there are many more. I’m in the process of creating a detailed Bowls Club Health Check Report, covering over 10 common areas where clubs often have hidden weaknesses – from finances to facilities, coaching to culture. It includes a simple checklist you can use to score your club and practical steps for making improvements.