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THE TRANSFORMATION OF GALLOW INDOOR BOWLS CLUB'S SOCIAL MEDIA |
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Since July 2025, Dean has been
the driving force behind the social media presence of Gallow Indoor
Bowls Club, and the numbers speak for themselves. In just a matter of months, the club's online platforms have exploded with engagement, reaching millions of views and attracting thousands of new followers. But behind the viral reels and eye-catching posts is something much more powerful: a genuine passion for bowls and a belief that clubs must evolve to survive. Stepping up Dean, 27, didn't need much persuading to take on the role. "I have handled social media pages for the past 11 years, whether it be at work or our small outdoor club Shipdham," he explains. "I also used to do a lot of marketing work at my old job and, being slightly younger, I have grown up around social media and feel quite competent with it."  When the club decided it wanted to increase its online presence, fellow bowler Mervyn King approached Dean and asked if he would take it on. "I am a firm believer that we should all do our bit to help our clubs and community," he says. "Due to my experience with social media, I said I would do it." That decision has proved transformative. Generating ideas So how does someone keep a bowls page fresh, modern and engaging? "Honestly, a lot of the ideas just come to me randomly," Dean says. "I make a list on my phone of what would be a good post and then I produce it." His increasingly popular reels are often inspired by scrolling through CapCut. "I'll see a green screen video and think, 'Yes, I could do something with that.' Then I create my own captions and make it bowls-related." Alongside the humour, Dean ensures there's plenty of substance. Results posts and competition updates form a core part of the page's content. "That's valuable content that keeps fellow members and local clubs updated with people's progress in competitions and leagues," he says. "It helps everyone feel connected." One particularly inspired idea has been the creation of an international "partner" club. After following bowls clubs overseas, Dean reached out to the Windsor Wombats in Australia to collaborate which has been a major success. "It's been great bouncing ideas off each other. It brings a fun, global element to what we're doing." Posts that bring people together The most popular posts? Surprisingly simple ones. "Our most popular images have been question-related posts," Dean says. "Things like asking people's favourite bowls brands, or whether they prefer indoor or outdoor bowls." These spark debate and discussion, sometimes generating hundreds of comments and up to 900 likes on a single post. "It's great seeing people comment their reasons. A lot of people engage with these kinds of posts and it really brings people together." But it's the comedy reels that have truly taken off.  "These regularly get tens of thousands of views and hundreds of likes," he explains. By combining humour with relatable bowls scenarios, Dean has managed to present the sport in a way that feels modern, shareable and, most importantly, fun. The numbers tell the story The growth has been nothing short of remarkable. Dean only created the page in July 2025. Since then: > Over 4,700 followers > 875 page likes > 3.8 million views in the last 28 days (January 26th 2026 - February 25th 2026) > 1.2 million views in a single seven-day period (February 13th - 20th 2026) > 851 followers gained in that same week For a bowls club page, those figures are extraordinary. "The feedback has been amazing," Dean says. "A lot of people moan about social media, but this page and the audience it's grabbed has proved that social media still has many positives." He admits not every post will appeal to everyone. "I've only actually seen a couple of negative comments, and other followers kindly defended me. It's just about raising awareness of our sport and entertaining people. "I've had countless messages from people, companies, brands, and some high-profile bowlers and clubs. That's been particularly exciting." Why social media matters for clubs Dean is clear: in 2026, social media isn't optional, it's essential. "Very important," he says when asked how crucial social pages are for clubs. "When you create a page, join your local community noticeboard. Ask members to share the page with their friends and get the club recognised within your local community." He believes visibility is key, not just for attracting new players but for retaining and energising existing members. "It's really helped our members seeing fellow members' results from national competitions and congratulating them or commiserating when they lose." And crucially, it doesn't need to be overwhelming. "You don't HAVE to dedicate hours and hours to it. Just be active, stay modern and keep people informed of social events or open days. It's free advertising for a club at the end of the day." Moving with the times If Dean has one message for clubs, it's this: evolve. "The social media stuff helps. It's what most youngsters use these days so it definitely helps reach more people." But he believes change goes beyond Instagram and Facebook. "Be open to change. Move with the times. You won't lose the sport by adding a bit of colour, but you will if you don't have any bowlers in 50 years' time." He's a strong advocate for embracing technology, including livestreaming and webcams in clubs. He also points to the rise of coloured clothing in bowls. "People want to 'look good' playing sport. White and greys just don't appeal to young people; well, not me anyway." For Dean, modernisation doesn't threaten tradition, but it does protect the future. A lifelong love of the game Dean's passion for bowls began at just 11 years old. After growing bored of swimming lessons at Dereham Leisure Centre, his grandad took him down to the bowls hall instead. Bowls was already in his blood as his dad, uncle, grandparents and mum all played. "I really enjoyed spending quality time with the family, so I decided to continue." What keeps him hooked? "I love the people. What other sport can you spend time with 20-year-olds or 90-year-olds and still have a great laugh and game?" At Gallow, the social side is just as important as the competition. "We often stay behind after games for an hour or so just to catch up. It's a great social." Despite trying football, cricket, badminton and cross country, bowls is the sport that's stuck. "Every game is different. Every game is unpredictable. I've made such great friends from the game." Success on the green Dean isn't just making waves online, he's achieved plenty on the green too. He has represented both indoor and outdoor county sides and is currently a Liberty Trophy player for Norfolk. He's reached national final stages and won two National Under-25 County Double Rink titles. He's also had two England trials; one at Under-18 level and one at Under-25. "Although unsuccessful, it was a privilege to be part of." The dream So what's next? "In bowls, I'd love to get another national title. Whether it's individual, club or county, because that feeling can't be beaten." And online? "I'd just love to have a positive impact on the sport and the club that's done so much for me. I'd love to see the sport grow. I'd love to see the volumes of juniors come through that there was when I was 13-14 years old. I'd love to see the game get the recognition I feel like it deserves." Sian Honnor. We' d love to know what bowls means to you, get in touch at info@eiba.co.uk Previous Article - Interview with Amy Walters |
February 2026
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