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RETAINING NEW MEMBERS |
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The real measure of success is
whether those newcomers are still enjoying the sport and renewing
their membership a year later - and beyond. Many clubs invest significant time and effort into open days, taster sessions and recruitment campaigns. However, if new bowlers do not feel welcomed, supported or connected to the club, there is a risk they will drift away before they have truly discovered everything that indoor bowls has to offer. So what can clubs do to improve member retention? While every club is different and dependant on a number of factors, there are several common approaches that have proven successful. First impressions matter A new member's experience often begins long before they step onto the green. Friendly communication, clear information and a warm welcome can make all the difference.  How the bowls club phone is answered when an inquiry is being made can make all the difference. How people are treated when they walk through the door of a club tells them everything they need to know. New bowlers can sometimes feel intimidated when entering a club environment for the first time. There's a high chance that they are unfamiliar with bowls etiquette, unsure of what equipment they need or worried about whether they will fit in. Clubs that provide a friendly point of contact, explain procedures clearly and introduce newcomers to other members from the outset help remove these barriers. A simple greeting and a willingness to answer questions can go a long way towards helping people feel comfortable. Help people build connections Research across many sports shows that people are more likely to remain involved when they develop friendships and a sense of belonging. Bowls is uniquely placed to offer this. The social side of the sport is one of its greatest strengths, but new members may need support to become fully integrated into club life. Introducing newcomers to existing members, encouraging them to stay for refreshments after a game and involving them in social events can help create those important connections. Some clubs operate buddy systems, pairing experienced members with beginners during their first few weeks. This provides reassurance and gives new bowlers someone they can turn to for advice. People may initially join for the sport, but many stay because of the friendships they develop along the way. Many will find themselves giving back to the club in a volunteer capacity. This should be recognised and rewarded, and many clubs successfully offer free drinks, a meal or a regular roll up as a thank you. Create opportunities to play One of the most common reasons new members lose interest is simply not getting enough opportunities to play, but it is also worth considering if new players are playing with the right people. This may not always be those at a similar level, but equally they might feel out of place within a league of experienced, decent players. New bowlers need regular time on the green to build confidence and improve their skills. Clubs that offer beginner leagues, roll-up sessions and informal competitions provide valuable opportunities for participation without the pressure of high-level competition. It is also important to ensure newer members are not left on the sidelines while established players dominate team selections. Finding ways to include less experienced bowlers can help them feel valued and motivated to continue developing. Support learning and development  Learning a new sport takes time. Some people progress quickly, while others require additional encouragement and coaching. Providing access to coaching sessions, skills and drills workshops and informal advice can significantly improve the experience for beginners. Constructive feedback helps members see their progress and gives them goals to work towards. Celebrating small achievements is equally important. Whether it is mastering a draw shot, winning a first match or representing the club in a friendly fixture, recognising progress helps maintain enthusiasm. Listen to your members Retention is often strongest in clubs where members feel their opinions are valued. Regular conversations with newcomers can help clubs identify potential issues before they become reasons for leaving. Simple feedback forms, informal chats or newcomer surveys can provide useful insights into what is working well and what could be improved. Importantly, clubs should be prepared to act on feedback where possible. When members see that their views are taken seriously, they are more likely to feel invested in the club's future. Foster an inclusive culture Go out of your way to create a positive culture and welcome people from a wide range of backgrounds, ages and experiences. Creating an environment where everyone feels respected and included is essential. People are far more likely to stay when they feel accepted and valued for who they are. The long game Retaining members does not happen by accident. It requires a deliberate focus on creating positive experiences from the moment someone first walks through the door. Clubs that succeed in retaining new members are often those that combine strong coaching with strong social connections. They make people feel welcome, provide opportunities to participate and ensure every member feels part of the club community. Member retention should always a priority and investment should be made in every person you sign up. By focusing on people as much as participation, clubs can build stronger, more sustainable memberships for years to come. By Sian Honnor We' d love to know what bowls means to you, get in touch at info@eiba.co.uk Previous Article - GLASGOW 2026 IS OVER - NOW THE REAL WORK BEGINS FOR INDOOR BOWLS CLUBS |
October 2026
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