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HOW LEICESTER IBC IS BECOMING A LIFELINE FOR PEOPLE LIVING WITH DEMENTIA |
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"The light bulb moment was
realising she had some form of cognitive memory issue," he says. "I
remember standing there thinking, 'I bet she hasn't seen a doctor or
isn't aware of her issue'." What followed was the beginning of a journey that would not only transform Leicester IBC into a dementia-friendly venue, but also spark wider conversations across the bowls community about awareness, inclusion and kindness. A hidden issue in plain sight Like many bowls clubs across the country, Leicester has a membership made up of an older demographic. But until Adam began researching dementia and Alzheimer's disease, he wasn't fully aware of many of the signs. "As a result of researching the condition, certain symptoms and scenarios became more relevant and relatable," he explains. "Grumpy old blokes who had previously been referred to as 'Victor Meldrew-esque' could possibly be showing signs of agitation and some form of memory issue." The more Adam learned, the more he realised these behaviours were not isolated incidents. "My wife jokes that I've diagnosed 400 members," he laughs. "But it was evident something wasn't right with a proportion of bowlers within this certain age group." Adam believes this is a much wider issue throughout the sport. "I guess a majority of clubs are oblivious to the potential issue within their club," he says. "Smaller clubs especially are heavily reliant on volunteers performing several duties just to keep the club functioning, and dementia gets missed in the daily life of the club. "Refusal to actually go and get concerns tested is also a stigma that needs addressing," he says. "People need encouraging to get a relevant diagnosis from a doctor." "Hopefully, raising the awareness and understanding of Alzheimers plus creating dementia aware and dementia friendly bowls clubs will help improve assistance for people suffering and that of relatives also suffering with the diagnosis or undiagnosed condition of a friend or family member. "There is still a stigma involved but the reality is that these conditions are common within the average age profile of the bowls community." Building a dementia-friendly club With Adam determined to understand dementia better, a conversation with Bowls Development Alliance officer Viki Evans led to a collaboration after Active Together's Sport Welfare Officer Gillian Haluch and Alzheimer's Society Dementia Ambassador Hayleigh Kicks came on board for the club's first Dementia Friends awareness session. The initiative brought together members, families and carers eager to learn more. "Everyone had some form of interest in exploring the condition," Adam says. "Whether that was a personal worry or concern for somebody else." One of the most powerful moments came from hearing directly from Martin, who lives with early onset dementia after being diagnosed in his early 50s. "His symptoms were things many people dismiss as forgetfulness or old age," says Adam. "But his early diagnosis has been crucial in helping him manage his condition, get his affairs in order and plan for the future. Probably the biggest lesson from this journey is not to dismiss the signs and worries. People can be reticent to reveal their fears to family, friends and health professionals., but if people have symptoms they should go and get them checked out." Small changes, big impact Following the awareness sessions, the club invited people living with dementia, along their carers and Alzheimer's Society representatives to review the venue and identify ways it could become a more understanding environment and accessible for everyone. The changes included a different coloured entrance mat to improve visual awareness, clearer signage, easier-to-use lockers and memory jogger cards for members. "Every person's dementia is individual to them," Adam explains. "The little changes are relevant to the individual struggling with that element of dementia." The response from members has been overwhelmingly positive. "There's a real sense of pride developing within the club," Adam says. "Bowls clubs can save lives" For Adam, this initiative has become about far more than awareness posters or facility changes. It is about creating environments where people feel safe, supported and understood. Adam said: "Bowls communities already have kindness and engagement at their heart. We've embraced things like combating loneliness and supporting disabilities for years. My background is actually hospitality and pubs rather than bowls," Adam explains. "But I've always believed in bringing hospitality and kindness into this friendly club environment." Adam, who describes himself as a 'people person,' said: "I love the community of bowlers, the old-school traditionalists and also the excitement for the next generation and how the sport evolves." Leicester IBC now hopes to continue developing its dementia-friendly approach through training dementia champions and extending support into the wider community. "A big win would be evolving a recognised format for becoming a dementia-friendly club," Adam says. "Not just dementia-friendly, but mental health-friendly, combating loneliness and creating a wider 'friendly club' status." He believes this work is about building sustainable clubs for the future as much as supporting current members. "A dementia-friendly club is a strategic enhancement in club culture, it's a signal that you are building a sustainable and caring community." And his message to other clubs considering taking similar steps is simple: "Reach out. Take the steps to go on the journey, it's so rewarding." Sian Honnor. We' d love to know what bowls means to you, get in touch at info@eiba.co.uk Previous Article - Interview with Charlie Beeton: A Season to Remember |
May 2026
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