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Too many clubs are relying on the same people to do too much and are therefore putting too much pressure on too few people. At the same time very few clubs make any concerted efforts to assess what skills they require and how to make themselves attractive to skilled and dedicated volunteers who can make a real difference. Hence, why the myth ‘you can’t get volunteers these days’ becomes the accepted truism.

Successful clubs do engage and communicate with users, members and other stakeholders using a number of tools, often involving members and their networks, thus reaching much wider audiences at almost no cost. They embrace the changes and work with them and not against them.

Great sports providers work for and with their communities, and as a consequence, both parties benefit. They are in reality Hubs for their Communities. They link up their assets, skills and relationships with people, groups and institutions in their communities. They create Shared Value – a new kind of partnership, in which both the club and the community contribute directly to the strengthening and development of each other.