SPORTSCLUB MANAGEMENT SUMMER SPECIAL 2016
Calling all clubs... Olympics 2016 – on the road to Rio It’s time to shine. Club Awards – could you be a winner? Page 42. Brands Report 2016 – top brands at the bar
Contents
SPORTSCLUB MANAGEMENT
SUMMER SPECIAL 2016 6 Club News
Top stories: Harlequins show their Mettle, Club Awards call for entries, Queen recognises sports ambassadors and Social Media Awards launch. South Shields FC gains £50k grant.
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10 So what’s new? Latest launches and new brews for the bar.
11 News special – UK sports strategy Spotlight on Sporting Futures: a new strategy for an active nation.
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16 Sporting fixtures
42 Time to shine!
58 Ask the Experts – Instagram
Sports4Bars.com presents key live sporting fixtures during July.
Is your club using social media to engage with members? Then enter the first ever Hospitality Social Media Awards.
Instagram in an instant.
19 Olympics 2016 Let the Games commence. Fast facts, top tips and the essential club guide for what's on and when.
59 Ask the Experts – Negotiating How to get what you bargained for.
44 News from HQ Listing clubs as community assets, the Minimum Living Wage, risk assessment and avoiding IT fraud.
61 Association listings
48 Brands Report 2016
66 The last word
In our annual and exclusive Brands Report we reveal the UK's top club brands at the clubhouse bar.
Jeff Morgan, CEO of the Club Managers Association of America, shares his views on the club sector and examines the challenges that managers face.
An A-Z of associations providing advice and support to clubs across the land.
28 Glory Down Under Celebrations continue after England’s 3-0 series victory over Australia. But Head Coach Eddie Jones believes the best is yet to come.
33 Calling all clubs... A whirlwind tour of just some of the sports clubs entering the 2016 Club Awards – from cricket clubs to rugby clubs and everything in-between.
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36 Club Awards 2016 The 2016 Club Awards have launched – and we want you to enter.
39 Tennis on trial Should female tennis players be paid as much as their male counterparts? Results from a new report.
40 Why social media means business As marketing tools go, social media is hard to beat. Here’s why.
SPORTS CLUB MANAGEMENT 3
LEADER
SPORTSCLUB MANAGEMENT
Contributors
SUMMER SPECIAL 2016
Ashley Cairnes
Chris Colverd
Haley Cox
Karen Foreman
David Foster
Larry Hardcastle
Jonathan Hardy
Mark Newton
Justin O’Regan
Caroline Scoular
Jill Slingsby
Victoria Romero-Trigo
Calling all clubs... Olympics 2016 – on the road to Rio It’s time to shine. Club Awards – could you be a winner? Page 42. Brands Report 2016 – top brands at the bar
Welcome to the first issue of Sports Club Management. Timed to coincide with an amazing summer of sport, this magazine aims to provide a lively, useful tool for sports club managers across the country, as well as, of course, a darned good read. Packed with news, views, reports and expert advice, this latest launch comes from a stable which has been publishing into the club sector since 1968 – so regulations, legislation, membership matters and businessbuilding advice are all an integral part of all that we do. ABOUT US Club Mirror, in its 48th year, spans all types of licensed clubs (see www.clubmirror.com) with sport providing a common theme. More recently we launched Club Rugby and Clubhouse Europe (www.clubrugby.org.uk and www.clubhouseeurope.com) as well Sports4Bars.com, an easy-to-navigate site providing a one-stop destination for up-to-date broadcast information to keep your club screens busy. ABOUT YOU Sports Club Management recognises the pivotal role sports clubs play in today’s communities and long may that continue. We want to profile, recognise and highlight best practice whilst as the same time applauding those people that make this happen. On the subject of applause, why not enter our Club Awards? With eight sports categories, we welcome entries from sports clubs of all sizes and all disciplines. (Turn straight to the Express Entry Form on page 37). AND FINALLY Our thanks go to all the readers, the suppliers and the associations who have helped us put out this first issue. We hope you enjoy reading it.
SPORTSCLUB MANAGEMENT www.alchemycontractpublishing.co.uk OUR CLUB PORTFOLIO www.sports4bars.com www.clubhouseeurope.com www.clubrugby.org.uk www.clubmirror.com www.awards.clubmirror.com www.hsma.biz Contact us info@alchemycontractpublishing.co.uk
Sean Ferris
Publishing Director SPORTS CLUB MANAGEMENT 5
CLUB NEWS
Figures healthy for active people More and more people are turning to a healthier lifestyle, according to Sport England’s Active People Survey. The number of people becoming more active in their daily lives has increased by over 340,000 in the past year, says the survey, meaning that 15.83 million people over the age of 16 are now playing sport regularly. These figures mark a return to the level seen just after the London 2012 Olympic and Paralympic Games. While more men are playing sport, the overall increase is largely down to women who are accounting for over 75% of the
increase, further reducing sport’s gender gap. Going to the gym and exercise classes
Stop Press – Calling all clubs
remain hugely popular but team sports such as cricket, rugby union and netball are also on
the increase. Meanwhile, the running boom looks set to continue, with 138,100 more people running regularly in the past year and 1 million more people now running than a decade ago. Sport England chief executive Jennie Price said: “These figures are encouraging, especially the significant increase in the number of women playing sport. Running has continued to be a powerful driving force.” She added that the needs of disabled people need to be maintained. “We will work hard with the sector to address this as we implement our new strategy.”
Social Media Awards
Added drama for next season’s FA Cup
From Facebook to Twitter and websites to e-shots, social media is a dynamic weapon in clubland’s marketing armoury. To encourage and applaud this, now is the time for clubs of all sizes to enter the inaugural Hospitality Social Media Awards (HSMA). Turn to page 42-43 on how to enter and why you should. Good luck!
The FA Cup is undergoing something of a revamp and next season will see eight clubs battle it out over one weekend in the quarter-finals with each tie to be played to a finish on the day in a sudden-death format, adding to the drama and impact the competition has enjoyed in recent years. There’s a big drive to ensure that the world’s oldest domestic football competition retains its status and appeal in spite of the European competitions arguably overshadowing the tournament these days. The plans also form part of The FA’s commitment to help ease English football’s
Harlequins show their Mettle Harlequins Foundation has launched its flagship mental health campaign, METTLE, which sees them becoming the first professional rugby union club to sign the Mental Health Charter for Sport and Recreation. The charter has five actions which the club are fully committed to fulfilling. Mental health issues affect one in four people in the UK and through the METTLE campaign, the Harlequins Foundation will raise awareness of mental health issues something that has been seen by many to be severely lacking over the years. They also aim to build the mental resilience of young people in the community and equip coaches to deal with mental health issues and 6 SPORTS CLUB MANAGEMENT
support the well-being of both staff and players. METTLE will educate children and young people to deal with stressful and challenging times and situations and an innovative mental resilience programme will be trialled in local primary schools from September 2016, before being rolled out in January 2017. Harlequins Foundation Ambassador Ugo Monye said: “Mental health is an evergrowing issue for young people in the UK. We are excited to be launching METTLE, the new mental health campaign, which over the coming years will be the cornerstone of the Harlequins Foundation’s activity and partnerships.”
congested fixture schedule which causes regular headaches for managers and players. FA chief executive Martin Glenn said: “While fully respecting tradition and history, this new development will help the Cup retain its status as a much-loved and worldrenowned competition.”
HEINEKEN announces F1 partnership HEINEKEN has become a Global Partner of Formula 1 (F1) beginning with the renamed F1 Gran Premio Heineken D’Italia 2016 in Monza. From the 2017 season onwards, Heineken will be Event Title Partner of three Formula 1 Grands Prix, will have a presence at additional events and will be F1’s exclusive Global Beer Partner. The brewer will create integrated campaigns surrounding ‘Open your World’ and ‘If You Drive, Never Drink’ messaging. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns. Gianluca Di Tondo, Senior Director Global Heineken Brand, said: “This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator
numbers and 400 million unique television viewers every year. The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One.” Bernie Ecclestone, CEO of the Formula One group, said: “Some time ago I started a ‘Think Before You Drive’ campaign at F1 Events. I am pleased that this important initiative now has such strong and committed support from Heineken, through its “If You Drive, Never Drink” campaign. We will now evolve and reinforce these messages in a way that reflects the Heineken personality and values.”
Club Awards 2016 – call for entries
The Club Awards, now in their 25th year, take place at a Gala Dinner and ceremony on 24 November at the Palace Hotel, Manchester. Show your members what a great job you're doing. Enter your club into the prestigious Awards – turn to page 36 for more details on how to enter.STOP
STOP PRESS: ENTRY DEADLINE 31 JULY, 2016
Turn to page 36 for the Club Awards Express Entry Form or enter online at www.awards.clubmirror.com
Her Majesty rewards sporting greats in birthday honours The Queen’s 90th Birthday Honours list has seen England football legends Alan Shearer and Marieanne Spacey honoured for their services to the sport and to charities. Former England captain Shearer, already an OBE, was elevated to a CBE in recognition of his work for charities in the north-east of England, particularly as patron for the Sir Bobby Robson Foundation and the Alan Shearer Centre for people with complex disabilities. Spacey had her work recognised with an MBE for her services to football, over a career where she represented England 91 times, scoring 28 goals. She is now assistant head coach with England Women’s Senior team and was born in the year that England’s men lifted the World Cup. Meanwhile, Chelsea manager Emma Hayes, who last year won the FA WSL and SSE Women’s FA Cup double, was also given an MBE, an accolade also bestowed upon Rachel Anderson, the first female FIFA-licensed football agent. Middlesbrough chairman Steve Gibson was honoured with an OBE for his services to the economy, sport and community on Teesside and Anna Kessel, journalist and chair of Women in Football, received an MBE for services to journalism
and women’s sport. In cricket, test captain Alastair Cook (pictured above) and fast bowler Stuart Broad were honoured in the Birthday Honours List. Cook received a CBE - the second time he has been honoured after becoming an MBE five years ago after his record-breaking efforts in England’s memorable Ashes 201011 triumph in Australia. He recently became the first England batsman to score 10,000 Test runs. Meanwhile Broad receives an MBE and is now third on the list of England’s all-time Test wicket-takers behind Sir Ian Botham and new-ball partner James Anderson, after he produced one of the greatest bowling spells seen in Ashes history last summer.
Refugee Olympic team a symbol of hope Ten refugee athletes will act as a symbol of hope for refugees worldwide in a bid to bring global attention to the magnitude of the refugee crisis when they take part in the Olympic Games Rio 2016 this summer. The athletes will compete for the Refugee Olympic Team (ROT) – the first of its kind – and march with the Olympic flag immediately before host nation Brazil at the Opening Ceremony. The athletes are: • Rami Anis (m): Country of origin – Syria; host – Belgium; sport – swimming • Yiech Pur Biel (m): Country of origin – South Sudan; host – Kenya; sport – athletics, 800m • James Nyang Chiengjiek (m): Country of origin – South Sudan; host – Kenya; sport – athletics, 400m • Yonas Kinde (m): Country of origin –
Ethiopia; host – Luxembourg; sport – athletics, marathon • Anjelina Nada Lohalith (f): Country of origin – South Sudan; host – Kenya; sport – athletics, 1500m • Rose Nathike Lokonyen (f): Country of origin – South Sudan; host – Kenya; sport– athletics, 800m • Paulo Amotun Lokoro (m): Country of origin – South Sudan; host – Kenya; sport – athletics, 1500m • Yolande Bukasa Mabika (f): Country of origin - Democratic Republic of the Congo; host – Brazil; sport – judo, -70kg • Yusra Mardini (f): Country of origin – Syria; host – Germany; sport – swimming • Popole Misenga (m): Country of origin – Democratic Republic of the Congo; host – Brazil; sport – judo, -90kg SPORTS CLUB MANAGEMENT 7
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CLUB NEWS
Brexit debate rages on the bowling greens
Both the seaside town of Clacton-on-Sea and the profile of lawn bowls received a boost recently, thanks to a special film featured on the BBC’s The One Show in early June. The sport was featured as part of a series of special reports looking ahead at, what else but, the EU referendum. The report featured the Chair of Bowls England, David Mitchell-Gears MBE, and fellow members of his club Clacton-on-Sea BC who took part in a match against a representative side of British expatriate’s currently residing in Spain. The film was organised in conjunction with Bowls England and players from both teams also provided their views on the referendum as to whether they were bowling for the Leave or Remain camp.
South Shields FC gains £50k grant South Shields FC, South Tyneside, has received a boost of £50k thanks to its 33 year old amateur player Warren Byrne from Durham. Warren beat thousands of players from across the UK to be crowned Dream Goal winner with a £50k grant awarded by Budweiser Club Futures. The announcement was made on national television during Sky Sports’ main halftime slot with his goal then analysed by Sky Sports pundits Jamie Carragher, Jamie Redknapp and Ed Chamberlin. “I’m still in shock that the pundits chose my goal, especially given there were so many great contenders shown on Sky Sports over the last few weeks!” said Warren. “Getting a call from Carragher, Redknapp and Chamberlin was also an absolute highlight, and one I won't forget anytime soon – thank you Budweiser Dream Goal!” Since the announcement, Warren has gone onto win a Best of South Tyneside Award and CNN’s Goal of the Week. The goal has now been viewed well over 5million times online, and several million more times on Budweiser TV adverts.
Laura Salway, Senior Brand Manager at Budweiser, said: “Budweiser is a huge supporter of British football – from grassroots to glory – and we’re delighted that we have given Warren, and a number of other contenders, the chance to see their incredible goals celebrated how they deserve to be – on a national stage.” Budweiser Club Futures has also awarded five £10k grants and FA training session to runners-up for their outstanding goals. They are: Chris Bacon – Wisbech Town FC; Raymond Westbrook – Portsmouth Amputees FC; Louis Webster – Home Rangers; Colm Coveney – Blackpool Celtic; Neil Clydesdale - Banbridge Rangers FC.
Footballers flying the flag at the Paralympics
Legend Watson to make Carnoustie return
With the Olympics in Rio not far off, the British Paralympic Association has announced the 14 footballers who will compete for Paralympics GB – with 10 England internationals taking part. All but two of the team are to make their Paralympic debut, with former Everton academy player Michael Barker and Scottish veteran Jonathan Paterson competing in their
In the stuff that fairy tales are made of, star of yesteryear Tom Watson has confirmed that he will make an emotional return to where it all began when he returns to Carnoustie, which was the scene of his first Open Championship victory. The tournament, which takes place this month, will see the affable American go in search of his fourth Senior Open Championship, presented by Rolex. The 65 year old is relishing the chance to roll back the years at the world-famous links in the county of Angus, which also hosted the Senior Open Championship in 2010, when Bernhard Langer won his first Senior Major. In spite of not being the prolific winner of old, he admitted: “I still love to compete. That’s the buzz. I felt I played pretty well in my last Masters at Augusta, shooting 74 and 78, and I hope to be in good shape when I get across to Scotland. I love teeing it up in Scotland. It’s something else.” Watson will be joined at Carnoustie by a glittering array of fellow Major champions and a host of legends such as Colin Montgomerie and Miguel Angel Jiménez.
ECB mourns legend Donald Carr The world of cricket has been paying its respects to Donald Carr, who passed away aged 89 on June 11. A former Secretary of both the Test and County Cricket Board [TCCB] and the Cricket Council, and an Assistant Secretary (Cricket) of MCC, Carr also enjoyed a highly successful playing career. ECB Chairman Colin Graves said of his passing: “Cricket has lost one of its greatest friends; someone who gave a lifetime of service to our game; as a cricketer, a captain, a club secretary, an England tour manager, and, of course, as a senior administrator.”
third Games. The new players include former Birmingham City midfielder and England captain Jack Rutter (pictured above), and Sean Highdale, who has played for Liverpool
and also represented England at U16s level. Both joined the England seven-a-side teams after being victims of brain injuries. Captain Jack Rutter said: “There is no greater honour than to represent your country on the international stage and it’s a proud moment for me today to be announced as captain of this team of outstanding players.”
England’s young stars aim for continued success Up-and-coming Arsenal defender Calum Chambers is determined for England Under21s to take their success from Toulon into next season’s crucial Euro Qualifiers after they won the competition for the first time since 1994. Chambers was a key member of the Three Lions team who lifted the title in the prestigious Toulon Tournament in the south of France last month. Former England defender Gareth Southgate’s side are currently sitting pretty at the top of their qualifying group for next summer’s Euro Finals in Poland and Chambers believes there’s no reason why the team can’t take the confidence and spirit
gained from Toulon into the new campaign. “We’ve just got to take it now into the next trip when we next meet up and take this energy and take this vibe straight into that,” said Chambers. “Let’s carry on what we’ve created here and take it into the games coming up and use that as a strength,” he said. The next scheduled game for England is against Norway, who they host in a Euro Qualifier on Tuesday 6 September with the venue still to be confirmed. This is then followed by a couple of potentially tricky ties in Kazakhstan and at home to BosniaHerzegovina.
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AT THE BAR
So what’s new? Latest launches and new brews to consider stocking at the bar. Old Mout cider campaign Old Mout cider has launched a multi-million pound campaign designed to increase consumer awareness and build on the brand’s philosophy of encouraging drinkers to get ‘the Kiwi taste for adventure’. Old Mout, which originates from New Zealand, launched into the UK market in 2014 and is contributing 17% volume growth to the market in the on-trade. Emma Sherwood-Smith, Brand Unit Director of Cider Brands at HEINEKEN, said: “Old Mout drives value for licensees – a branded glass, filled with ice, a cold Old Mout and a garnish of fresh fruit, can command a more premium price and is a real point of difference to other ciders.” • www.heineken.co.uk Carlsberg UK’s Three Lions Ale Carlsberg UK’s ‘Three Lions Ale’ was launched for UEFA EURO 2016. The 4.1% ABV golden ale is available for the duration of the tournament and is supported with a bespoke pump clip featuring the England team’s official three lions emblem, behind a golden scroll reading ‘The Three Lions’. • www.wedelivermore.co.uk Carlsberg UK invests in Spanish beer Carlsberg UK has announced a major investment in 5.1% premium Spanish beer brand Mahou, including a partnership with The Telegraph and TV Michelin-starred chef and columnist, Mark Sargeant. Sargeant will present a series of four videos, alongside acclaimed chefs from three modern Spanish tapas restaurants in the UK with the aim of bringing ‘the spirit of Madrid’ to life for consumers. The beer is imported from Spain and is available in 30l kegs and 330ml bottles. New POS includes a bespoke pint glass and a 20cm-tall tap handle will support the campaign. • www.carlsbergwedelivermore.co.uk Pravha launches into on-trade Pravha, the 4% ABV premium world beer from the brewers of Staropramen, is described as having the gentle bitterness of a high quality Czech pilsner
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while also being crisp, light and refreshing. It is available exclusively on draught and is being supported by point of sale material including stylish glassware, branded fridges, bar runners, coasters and signage. • www.molsoncoors.com ‘WKD Blush Hour’ celebrates Saturday nights The launch of ‘WKD Blush Hour’ – a 10-week digital and social media campaign headlined by Binky Felstead, designer, beauty blogger and star of TV series Made in Chelsea – is designed to associate WKD Blush with getting Saturday nights off to a great start. The weekly 7pm Saturday night programme runs until September on Mixcloud radio and will be publicised on WKD and Binky’s social media pages, Twitter, Facebook and Instagram. WKD Blush was launched in February following research amongst 2,000 18 to 24-year olds. The research highlighted opportunities for expansion of the RTD category which generates annual sales approaching £226 million in the on-trade. • www.shs-drinks.co.uk • t. 01452 378500 Grolsch launches limited edition font and glassware Grolsch’s ‘Unconventional by Tradition since 1615’ campaign sees limited edition fonts and glassware available to the on-trade. The campaign, says the company, ‘heroes the brand’s essence of originality and its belief that an open-minded, unconventional approach to life is what creates the most interesting, progressive and original ideas and innovations’. Grolsch, which celebrated its 400th birthday last year, is also releasing colouring-in coasters with accompanying pen pots. • www.molsoncoors.com Molson Coors and Bavaria N.V. partnership announced Molson Coors UK is to have the exclusive rights in
the on- and off-trade to the sales, distribution and customer marketing of Bavaria and its portfolio of brands in the UK, consisting of Bavaria Premium, Bavaria 0.0%, Hollandia, Holland Import and Claro. Bavaria 0.0% is the world’s first 0.0% alcohol beer according to the company and current number 2 in the UK non-alcohol category. • www.molsoncoors.com Hi-Spirits to distribute Paddy Hi-Spirits is to distribute Paddy, the world’s fourth biggest Irish whiskey brand, in the UK from 1 July following the acquisition of the Paddy brand by US spirits company Sazerac in May. Dan Bolton, managing director of Hi-Spirits, said: “We have a very successful track record in growing Sazerac brands, including Buffalo Trace and Fireball, in the UK market. The addition of Paddy, coming hot on the heels of Sazerac’s acquisition of Southern Comfort and Tuaca earlier this year, means it’s an exciting – and busy – time for HiSpirits.” • www.hi-spirits.com Stella Artois returns as official Wimbledon beer Stella Artois has developed an ad campaign to mark its return as Official Beer of the Wimbledon Championships. The new ad campaign accompanies the brand's limited edition Wimbledon packaging which includes a special edition 660ml bottle with a white and red wrap design, as well as a variety of on and off trade activity. • www.wimbledon.stellaartois.com/ the-time-portal Smirnoff launches ciders Smirnoff hopes to revolutionise the Fruit Cider category with the launch of Smirnoff Cider. The two flavours – Raspberry & Pomegranate and Passionfruit & Lime – are lightly fizzed ciders with a blend of crisp, fruit flavours combined with Smirnoff vodka. • www.diageo.co.uk
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NEWS SPECIAL – UK SPORTS STRATEGY
Government strategy When Sporting Futures: a new strategy for an active nation was published in December 2015 it marked the biggest shift in government policy on sport for more than a decade, according to Tracy Crouch, MP Minister for Sport, Tourism and Heritage. At the heart of the new strategy lies an unwavering focus on how publicly funded sport can work better for the taxpayer, benefitting people across the country. Our focus in the future will be on the benefits that sport can bring to people and to society, built around a simple set of outcomes: physical wellbeing, mental wellbeing, individual development, social and community development and economic development. Public funding will be directed to delivering these outcomes and success will be measured against improvements in each of them. We will be working to maximise sporting success at home and internationally, to get more people from every background regularly and meaningfully involved in sport, and to deliver a more productive, sustainable and responsible sport sector. The sporting landscape has changed enormously in the last decade with shifting social patterns giving rise to new activities while others decline in popularity due, in part, to unprecedented pressure on leisure time and competing demands for people’s attention. Any new strategy has to tackle these changes head on. This is what Sport England’s new investment strategy seeks to do: put the customer first, focus on those least active and transform how sport is
delivered across the country. We should not underestimate the scale of the change that is needed across the sector, but we should also see this as an opportunity to do what we do well even better. It is the beginning of an exciting journey, but the transformation will not happen overnight. The legacy of hosting the Olympic and Paralympic Games has built the foundations for this new strategy. London 2012 propelled this country into the sporting superpower bracket and it is this momentum on which so much of our new strategy is based. The new, stronger role for volunteering capitalising on the phenomenon of the Games Makers. The strengthening of our support for major sporting events – helping to inspire a nation to take part in sport. The focus on under-represented groups – founded in what the Paralympics showcased so fantastically, that sport is for everyone. Sport in this country runs broader and more deeply than the legacy of London 2012, though. It can have an impact on almost every aspect of everyone’s life and it is this potential that we in Government, along with Sport England and the sport sector, will seek to achieve. Working together we can fulfil the ambition of a truly active nation.
INVESTMENT HIGHLIGHTS • Sport England is to invest in sport for those aged five years old and upwards. • Investment will be targeted at sport projects with a measurable impact on improving lives – from helping young people gain skills to get into work, to tackling social inclusion and improving physical and mental health. • Groups with low participation rates will be targeted for investment – including disabled people, older people and those in lower socioeconomic group. • Increased exchequer funding will support the UK’s Olympic and Paralympic athletes beyond Rio 2016 through to Tokyo 2020. • A new UK-wide sports governance code will be announced (by September 2016). The code will be mandatory for all sports bodies that want to receive public funding from 2017. • The Premier League is expected to double (or more) investment in grassroots football, funds coming from their increased broadcasting rights (pending the Ofcom investigation into how the Premier League sells its broadcasting rights). • Tackling corruption will be a focus as will ‘a duty of care’ to those that participate in sport at all levels. • A new strategy aims to help Britain bid for and host some of the world’s biggest sports events.
“
Sport has an incredible power to do social good and that is what our new strategy is all about. We will invest in sport and physical activity that shows how it can have a positive impact on people’s lives, how it brings communities together while ensuring it continues to make a significant contribution to the economy too.
” “ Tracey Crouch, Minister for Sport, Tourism and Heritage
We will be much bolder in harnessing the potential of sport for social good. In delivering this Strategy we will change sport funding so it is no longer merely about how many people take part, but rather how sport can have a meaningful and measurable impact on improving people’s lives.
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David Cameron, Prime Minister
SPORTS CLUB MANAGEMENT 11
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NEWS SPECIAL – UK SPORTS STRATEGY
It’s full speed ahead Newstrategy will tackle for Sport England Jennie Price, Chief Executive, Sport England, explains both the thinking behind Sport England’s new strategy, Towards an Active Nation and how it will be implemented. Our vision is that everyone, regardless of their age, background or level of ability, feels able to engage in sport and physical activity. Some will be young, fit and talented, but most will not. We want everyone to feel welcome, to find something in sport and activity that meets their needs and for the sector to value them as customers. This strategy is built on firm foundations. We have taken our lead from the Government’s widely welcomed Sporting Future: a new Strategy for an Active Nation. We have consulted with over one thousand stakeholders. We have looked at best practice in other sectors – including private equity, consumer goods and the charity sector, and internationally. We have built on our own experience, but we will be adopting some completely new approaches, including a new set of investment principles, seven new investment programmes (replacing the 30 odd we have now) and adopting a new measurement system. For the first time Sporting Future has put not just what we invest but why we invest at the heart of our work. We seek to increase the number of people who engage in sport and activity, not for its own sake but for the wider benefits it can bring, in terms of physical and mental wellbeing and individual, community and economic development. It
asks us to invest where the impact on these wider outcomes will be greatest. This means changing the balance of our investment to encourage inactive people to become active. So 25 per cent of our resources over the next four years, over £250 million, will be focused on this group – the largest investment in tackling inactivity ever made in England. We will continue to invest in people who play sport and are active now, including talented athletes. Our aim here is to ensure they are treated as valued customers by the sport system, and that those who support them do so efficiently and at lower cost to the public purse. We recognise this is a transition that will take time, and we will offer both practical and financial help. I am looking forward to putting this strategy into practice, as is the whole team at Sport England. We hope you will join us.
Sport England’s seven investment programmes 2016-2021 • Tackling inactivity – to help the 28 per cent of people in England who don’t do any sport or physical activity • Children and young people – to work with children from the age of 5 to increase children’s basic competence and enjoyment • Volunteering – focusing on the motivations and needs of the volunteers so that volunteering in sport attracts more people from a wider range of backgrounds • Taking sport and activity into the mass market – focusing on the sports and activities that have mass appeal and can get large numbers of people active • Supporting sport’s core markets (including talented athletes) – supporting those who already have a strong affinity for sport in a more efficient and sustainable way • Local delivery – exploring new ways of working locally by investing in up to 10 specific areas to pilot new, more joined up approaches to getting people active • Creating welcoming sports facilities – with a new Community Asset Fund, and continuing its successful Strategic Facilities Fund, prioritising multi-sport facilities and, wherever possible, co-locating them with other local services.
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inactivity
Sport England has pledged to spend £250 million to combat inactivity as part of a five-year programme. So what does that mean in practice? More than one in four people in England do less than 30 minutes of physical activity a week. But research shows that those who do the least activity stand to benefit the most, even if it’s just small changes like gentle jogging, swimming or playing rounders in the park. As well as continuing to support people who already play sport, there will be a much greater emphasis on groups who are typically much less active such as women, disabled people and those from lower-socio-economic backgrounds. Parliamentary Under-Secretary of State for Culture, Media and Sport David Evennett said: “We want to use the unique power of sport to benefit more people’s lives. Sport can bring communities together, improve physical and mental wellbeing and make a significant contribution to the economy. “Sport England has a crucial role to play in helping us become a healthier, happier nation. As well as getting inactive people involved we want to give children a great experience of sport at an early age, encouraging them to participate through life and enjoy all the positives sport brings.” Key features of the new strategy include: • Dedicated funding to get children and young
tackling inactivity through its Get Healthy, Get Active programme since 2013. So far 33 pilots have been delivered with over 36,000 inactive people taking part. Latest research indicates that over half of those who started attending sessions were still active three months later. Funding simplified The approach to funding has been rationalised, with the number of investment programmes reduced from more than 30 down to seven. More straightforward, application forms are also on the cards, aiming to help smaller organisations access funding.
people active from the age of five, including a new fund for family based activities and offering training to at least two teachers in every secondary school in England to help them better meet the needs of all children, irrespective of their level of sporting ability. • Working with the sport sector to put customers at the heart of everything they do, and using the principles of behaviour change to inform their work. • Piloting new ways of working locally by investing in up to 10 places in England – a mix of urban and rural areas. • Investing up to £30m in a new volunteering
strategy, enabling more people to get the benefits of volunteering and attracting a new, more diverse range of volunteers. • Helping sport keep pace with the digital expectations of customers – making it as easy to book a badminton court as a hotel room. • Working closely with governing bodies of sport and others who support people who already play regularly, to help them become more efficient, sustainable and diversify their sources of funding. Physical and mental wellbeing Sport England has been trialling approaches to
Consultation results Sport England received over 1000 responses to its consultation, including feedback from national governing bodies of sport, local authorities, charities and voluntary organisations. Overwhelmingly, respondents welcomed the direction set by Sporting Future and encouraged Sport England to make bold choices in setting its new strategy. “This feels to me like a watershed moment, this long awaited directional change in strategy,” said Nick Pearson, chief executive of parkrun Global. “At parkrun, we particularly welcome the extra investment into volunteering, into tackling inactivity and focussing on the next generation through extending the scope of investment to include 5-14 year olds.”
• For more information and latest details visit www.sportengland.org
SPORTS CLUB MANAGEMENT 13
Only football can do this...
The home of European Football
LIVE SPORTING FIXTURES FROM
The best of Sunday July 10, 8pm – ITV/BBC
Euro 2016: The Final Which two teams will have reached this showpiece event after the knockout stages? Four years ago, in Kiev, it was Italy and Spain who contested the final with the latter team winning 4-0. This time around there will be another name on the trophy with Spain having been knocked out by Italy at the Last 16 stage.
Sports4Bars.com looks at the key live sporting fixtures in July, including the climax of the European Championships. Friday July 1 6.30pm Sky Sports 2 HD
Wimbledon: Women's and Men's Finals, BBC 1, Saturday and Sunday July 9 and 10
Cricket: NatWest T20 Blast Surrey v Gloucestershire Surrey got their T20 campaign off to a great start with a win against Essex. Azhar Mahmood was the star turn with bat and ball. Friday July 1 7pm Sky Sports 4 HD
Golf: WGC - Bridgestone Invitational
Thursday July 14, 6.30am – Sky Sports 4 HD
Top golfing action from the Firestone Country Club in Ohio, USA. Ireland’s Shane Lowry is the current title holder.
Golf: The Open The 145th Open Championship takes place at Royal Troon in Ayrshire, the ninth occasion that Britain’s most prestigious golf tournament has been staged at the club. Last year’s event, held at St Andrews, saw Zach Johnson win the title in a four-hole play-off. Golf fans will be hoping that the extreme weather which blighted the 2015 Championship, resulting in a Monday finish, will not make a return this time around.
Saturday July 2 10.30am Sky Sports 2 HD
One-Day International Cricket: England v Sri Lanka England face a tricky challenge against one of the best one-day sides in world cricket.
Sunday July 3 5pm Sky Sports 1 HD
Major League Soccer: New York City FC v New York Red Bulls Football action from the USA and the New York derby. The Red Bulls have former England man Frank Lampard in their ranks. The Red Bulls won 7-0 last time out. Sunday July 3 8pm BBC/ITV
Euro 2016: Quarter-Final 4 Saturday July 2 6pm Sky Sports 1 HD
Super League: Catalans Dragons v Wigan Warriors The Warriors head across the Channel to take on a vastly improved Dragons team. Saturday July 2 8pm BBC/ITV
Euro 2016: Quarter-Final 3
Friday July 22, 10am – Sky Sports 2 HD
Test Cricket: England v Pakistan The Second Test of the three-Test series at Old Trafford and the home side will be aiming to seize the advantage against a highly effective Pakistan team. Half of the Pakistan squad may have failed the fitness test set for them by their management but the likes of Misbah-ul-haq, Younis Khan, Fawad Alam and Shan Masood are in absolute peak form and should pose major threats to England. For their part, England have looked dangerous over the past 12 months and will be confident of gaining revenge for the 2-0 series defeat against Pakistan in 2015.
16 SPORTS CLUB MANAGEMENT
The third of the quarter-finals as the last eight teams attempt to make it through another stage of this prestigious international football tournament.
The fourth quarter-final takes place at Stade de France in Paris where the final will be staged on July 10. Tuesday July 5 6.30pm Sky Sports 2 HD
One-Day International Cricket: England v Sri Lanka The second ODI between England and Sri Lanka. Look out for Sri Lankan captain Angelo Mathews, one of the world’s best proponents of the shortened form of the game. Wednesday July 6 8pm BBC/ITV
Euro 2016: Semi-Final 1 Sunday July 3 1pm Sky Sports F1 HD
Formula 1: Austrian Grand Prix The F1 roadshow heads to Austria for the latest race.
The first semi-final is staged in Lyon. In 2012, England failed to make it to this stage of the tournament, having lost 4-2 to Italy on penalties in the quarter-final of the competition.
July’s Live Sport on TV Euro 2016: The Final, BBC/ITV1, Sunday July 10
ALSO COMING UP... Wednesday July 6 6.30pm Sky Sports 2 HD
NatWest T20 Blast: Gloucestershire v Surrey Thursday July 7 10.30am Sky Sports 4 HD
Golf: AAM Scottish Open Thursday July 7 8pm BBC/ITV
Super League: Warrington Wolves v Salford Red Devils Saturday July 9 2.30pm Sky Sports 2 HD
NatWest T20 Blast: Notts Outlaws v Worcestershire Rapids Sunday July 10 2.30pm Sky Sports 2 HD
Thursday July 7 8pm BBC/ITV
Thursday July 14 6.30am Sky Sports 4 HD
Sunday July 17 1pm BT Sport
Euro 2016: Semi-Final 2
Golf: The Open Championship
MotoGP: Germany
Marseille hosts the second semifinal of the European Championships. Can England, Wales or Northern Ireland battle through to this stage?
The 145th Open Championship gets underway as the world’s top golfers head to the magnificent fairways of Royal Troon in Ayrshire. Can a British or Irish golfer claim the title this time around? The last player to do so was Rory McIlroy in 2014. Injury prevented him from returning to defend his title in 2015 and he is sure to be one of the leading contenders this time around.
The Sachsenring in Germany first hosted MotoGP in 1999. Its tight corners invariably produce some thrilling races although it is not the fastest of circuits.
Sunday July 10 1pm Sky Sports F1 HD
Formula 1: British Grand Prix One of the fastest circuits in Formula 1, Silverstone has produced some of the greatest races in the sport’s history. Can Lewis Hamilton find his form on his ‘home’ track?
Thursday July 14 11am Sky Sports 2 HD
Friday July 22 11am Sky Sports 2 HD
Test Cricket: England v Pakistan Old Trafford is the venue for the 2nd Test between England and Pakistan. In the last Test series played between these two nations – in 2015 on UAE soil – Pakistan won 2-0.
NatWest T20 Blast: Durham Jets v Leicestershire Foxes Wednesday July 13 2.30pm Sky Sports 2 HD
NatWest T20 Blast: Derbyshire Falcons v Lancashire Lightning Saturday July 16 7pm Sky Sports 2 HD
Darts: World Matchplay Thursday July 21 11.30am Sky Sports 4 HD
Golf: Senior Open
Test Cricket: England v Pakistan Sunday July 10 8pm BBC/ITV
Euro 2016: Final Four years ago it was Spain and Italy who reached the final in Ukraine, Spain producing another great performance to win by 4-0 and claim successive Euro titles.
The first Test at Lord’s, the home of English cricket, as England face a tough challenge against one of the game’s undisputed giants. England’s opener against Pakistan in their most recent Test series back in 2015 ended in a draw and Pakistan went on to win the series 2-0. England will be out for revenge this time.
Tuesday July 26 1pm Channel 4
Channel 4 Racing: Glorious Goodwood The South Downs National Park provides the backdrop to five days of fantastic flat racing at Goodwood.
www.Sports4Bars.com
SPORTS CLUB MANAGEMENT 17
YOU NEED US ON YOUR SIDE...
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OLYMPICS 2016
Faster, Higher, Stronger Welcome to the 2016 Olympics UK clubs are expected to make an Olympic effort to draw in members for the 2016 games. Will your club be holding a torch for Rio 2016? Read on for Sports Club’s Top Tips and Guide to the Games.
C
itius, Altius, Fortius – Faster, Higher, Stronger – is the motto of the Olympics. It's this breaking of records and bursting through barriers that makes the sporting spectacle such an invigorating one, regardless of sporting affiliations. And it's no surprise, then, that clubs around the country are galvanising members into action on an Olympic scale. Whether that’s hosting your own version of the Olympics for sporting members and/or kids, or persuading members that watching sport is a team event – to be enjoyed ring-side in the club and not from the sofa – the opportunity to take more money at the bar is there for the taking (or, to be more accurate, takings). Here are our Top Tips to getting over the first
hurdle (pulling members in) and then flying over the second one (keeping them there). 1. Plan and promote the major sporting events in advance. Build up the excitement and dismiss any negativity – the Olympics are once every four years so make the most of them. Use Sports Club’s Olympics
Schedule on pages 22-25 to help plan activity. 2. Brush up on interesting facts and figures and astound members with your knowledge! (See overleaf.) 3. Atmosphere is key – here’s yet another excuse to get the Union Flags out. 4. Maintaining interest while some of the less mainstream sports are on can be tricky. Use ‘interesting fact’ commentaries, top tipped winners in each event etc. 5. Olympics-related quizzes and competitions might help to hold members’ interest. You'll find
SPORTS CLUB MANAGEMENT 19
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OLYMPICS 2016
Why social media deserves a medal Dubbed the first social media Olympics, the 2012 London Games saw 10 million Olympics-related tweets sent each day. And this year? The International Olympic Committee estimates that the majority of its 33.9 million social media followers will use additional devices while watching the Games, and will generate over 2 billion impressions across Facebook, Twitter and Instagram.
plenty of them online, or visit sister title clubmirror.co.uk. 6. While our athletes are out there hungry for medals, make sure your members don’t go hungry for anything. Hand held food which is quick and easy to serve – and eat – will help keep them in their seats. 7. Simplify prices for busy periods to ensure speed of service; think about running a cash-only bottle bar.
DID YOU KNOW? 1.
2. 8. Still busy at the bar? Then how about time trials – first members to do a circuit gets pole position at the bar (impractical, but you get the gist). Award medals as you see fit.
3. 4.
9. If your members feel they’re going through the hoops to get served, then make them do just that. The five hoola hoops you’ve borrowed to make your Olympic rings symbol can come into their own. First member to complete 10 non-stop hoolas wins a seat at the bar (and a neater waistline). 10. Get the bar team into athletic gear, wearing supporting t-shirts, national colours and – hopefully – a big smile. 11. As always, when screening big events, the quality of your screen, its size and position are paramount. 12. Sport is an inclusive activity. Underline the sociability of watching a game with friends in the club – four pint pitches, sharing platters – whatever works. Just think ‘group friendly’.
5. 6. 7.
8. 9.
10. 11. 12. 13.
13. Without trying to predict the weather, could you make use of your grounds for outdoor screenings? And add in a barbecue?
14. 15.
14. Make sure any smokers are catered for outside and turn the smoking shelter into a sports-themed dug out.
16.
15. Obvious of course but always promote future events and let people know about them before they leave the club.
18.
Finally, enjoy the fun and games and have a great Olympics.
20.
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17.
19.
Electronic timing was used for the first time 100 years ago at the 1912 Stockholm Olympics. Swedish inventor Ragnar Carlstedt used his expertise in electromechanics to develop a system where reference clocks automatically started at the firing of the gun. The 1952 1,500m victory of Luxembourg’s Josy Barthel was so unexpected that no one had the music for their national anthem. The band was forced to improvise as Barthel had his medal presented. Around 10,500 athletes from 206 countries are expected to take part in 17 days of the Olympiad, competing across 306 events. The Rio Games take place in four different areas: Copacabana (beach volleyball), Barra (home to the Olympic Park), Deodoro (aquatics, BMX and equestrian) and Maracanã (two large stadiums). Around 60,000 meals per day will be served to athletes. A team of 10 refugee athletes will participate in Rio, aiming to bring global attention to the worldwide refugee crisis. In 1928’s Amsterdam games quarter-final, Australia’s Henry Pearce stopped rowing in to let a family of ducks pass safely in front of his boat. He still managed to win the heat and took gold in the final. In 1904, Fred Lorz’s marathon victory was overturned when it was found that American had hitched a lift in a car for most of the distance. Unlike his portrayal in the film Chariots Of Fire, devout sprinter Eric Liddell did not arrive at the 1924 Paris games to find out he would be asked to run on a Sunday. He already knew and had withdrawn from the tournament. Nor did he take the place of a friend in the 400m, which he won with an Olympic record time. American swimming great, Johnny Weismuller, never lost a race. He went onto star in 12 movies as Tarzan. In 1932, steeplechasers at the 1932 Games had to run an extra lap on top of their normal 7.5 when an official lost count. Russian Martin Klein was too exhausted to compete in the 1912 Greco-Roman wrestling final after his semi-final with Finland’s Alfred Asikainen took 11 hours. Bad weather in the 1948 London Olympics saw the final two events being held at dusk, with car headlights providing the lighting. The Olympic symbol (the Olympic rings) represent the union of the five continents. Bill Nankeville, father of the comedian Bobby Davro, finished sixth for Great Britain in the 1,500m at the 1948 London games. Because of segregation in the USA, returning 1936 Olympic hero Jesse Owens had to travel in a Waldorf- Astoria goods lift to reach the official reception before a ticker-tape parade in his honour. During medal ceremonies, each country is only allowed one minute’s-worth of its national anthem to be played. Bad news for Uruguay, whose anthem is six-and-a-half minutes long. Tough Australian quarantine rules meant that all the equestrian events at the 1956 Melbourne Games were held 9,700 miles away in Stockholm. The mascot for 2016 is Vinicius. The yellow and blue mascot has the power to stretch its limbs and body as well as representing Brazilian wildlife. In 1960, Ethiopia’s Abebe Biikila won the Rome marathon barefoot; official manufacturers adidas could not find a pair of running shoes which would fit his feet comfortably.
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OLYMPICS 2016
Olympics schedule 2016 FRIDAY
5
Opening Ceremony Archery
AUGUST
SATURDAY
6 AUGUST
Archery
Judo
Artistic Gymnastics
Rowing
Basketball
Shooting
Beach Volleyball Boxing Cycling Road Equestrian
Medals will be awarded at events marked with
Rugby Sevens Swimming
7 AUGUST
Table Tennis Volleyball
Football
Weightlifting
Archery
Judo
Artistic Gymnastics
Rowing Rugby Sevens
Basketball
Shooting
Beach Volleyball Boxing Canoe Slalom
Tennis
Fencing Handball
SUNDAY
Cycling Road Diving
Water Polo
Equestrian
Swimming Table Tennis Tennis Volleyball Weightlifting
Fencing Football
Hockey
Handball Hockey
Did you know? Arrows can leave a bow at over 150 miles per hour.
MONDAY
8 AUGUST
Archery
Rowing
Artistic Gymnastics
Rugby Sevens
Basketball
Sailing
Beach Volleyball
Shooting
Boxing
Swimming
Canoe Slalom
Table Tennis
Diving
Tennis
Equestrian
Volleyball
Fencing
Water Polo
Handball
Did you know? The course is 2km long, wide enough for up to six boats to compete in a race.
Weightlifting
Hockey Judo
Did you know? The first Beach Volleyball games were played in the US on the beaches of Santa Monica, California in the 1920s.
TUESDAY
9 AUGUST
Archery Artistic Gymnastics Basketball Beach Volleyball Boxing Canoe Slalom Diving
Equestrian Fencing Football Handball
Hockey Judo Rowing Rugby Sevens Sailing Shooting
Swimming Table Tennis Tennis Volleyball Water Polo Weightlifting
Did you know? In Boxing there are two bronze medals awarded (rather than both semi-finalists having to compete for the one bronze medal).
22 SPORTS CLUB MANAGEMENT
WEDNESDAY
Archery
10
Artistic Gymnastics
AUGUST
Basketball Beach Volleyball Boxing Canoe Slalom Cycling Road Diving Equestrian
Hockey Judo
Rowing Rugby Sevens Sailing Shooting
Swimming
Table Tennis Tennis
Fencing
Volleyball
Football
Weightlifting
Handball
Water Polo
Did you know? Canoes and kayaks have to pass through 18-25 gates to complete the slalom course.
THURSDAY
11 AUGUST
Archery Artistic Gymnastics Badminton Basketball Beach Volleyball Boxing Canoe Slalom Cycling Track Equestrian Fencing
Hockey Judo
Rowing
Rugby Sevens Sailing Shooting
Swimming
Table Tennis Tennis Volleyball Water Polo
Golf Handball
Did you know? Judo fights last five minutes for men, four minutes for women.
FRIDAY
12 AUGUST
Archery
Athletics
Hockey Judo
Badminton
Rowing
Basketball
Sailing
Beach Volleyball Boxing Cycling Track Diving Equestrian Fencing Football Golf Handball
Shooting
Swimming Table Tennis Tennis Trampoline Gymnastics Volleyball Water Polo Weightlifting
Did you know? In track cycling, only the last 200m of the 1000m total are timed, meaning a burst of speed in the last few seconds.
Athletics
Rowing
13
Badminton
Sailing
Basketball
Shooting
Beach Volleyball
Swimming
AUGUST
Boxing
Table Tennis
Cycling Track
Tennis
Diving
Trampoline Gymnastics
SATURDAY
Fencing Football Golf Handball
Volleyball Water Polo Weightlifting
Hockey
Did you know? Diving scores are based on starting position, approach, height, flight and entry into the water.
SPORTS CLUB MANAGEMENT 23
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OLYMPICS 2016
Olympics schedule 2016 SUNDAY
14 AUGUST
Artistic Gymnastics
Handball
Athletics
Hockey
Badminton
Shooting
Basketball
Sailing
Beach Volleyball
Synchronised Swimming
Boxing
Table Tennis
Water Polo
Fencing
Weightlifting
Equestrian
Artistic Gymnastics Athletics
Wrestling
Hockey Marathon Swimming
Badminton
Sailing
Basketball
Synchronised Swimming
Beach Volleyball Boxing Canoe Sprint
Table Tennis Volleyball
Cycling Track
Water Polo
Diving
Wrestling
Equestrian
Weightlifting
Handball
Did you know? In ancient times, male gymnasts competed naked; women were banned from watching.
AUGUST
Boxing
Equestrian
Did you know? Individual fencing bouts consist of three 3-minute rounds or until one of the competitors scores 15 points.
16
Beach Volleyball
Diving
Golf
TUESDAY
Basketball
Volleyball
Football
AUGUST
AUGUST
Badminton
Tennis
Diving
15
17
Athletics
Canoe Sprint
Cycling Track
MONDAY
WEDNESDAY
Artistic Gymnastics
Handball
Badminton
Marathon Swimming
Athletics Basketball
Beach Volleyball Boxing
Canoe Sprint
Cycling Track
Hockey Sailing
Synchronised Swimming
Table Tennis Volleyball
Diving
Water Polo
Equestrian
Wrestling
Football
Weightlifting
Did you know? In handball, if the scores remain level after two periods of extra time, there is a penalty shoot-out consisting of five 7m shots, followed by ‘suddendeath’ shots if necessary.
24 SPORTS CLUB MANAGEMENT
Cycling BMX
Handball Hockey Sailing
Table Tennis Taekwondo Volleyball Water Polo Wrestling
THURSDAY
18 AUGUST
Athletics
Modern Pentathlon
Basketball
Sailing
Beach Volleyball
Taekwondo
Badminton
Boxing
Canoe Sprint Cycling BMX Diving Golf
Football
Handball
Golf
Hockey
Did you know? An 18-hole competition golf course is played four times during a championship.
Synchronised Swimming Triathlon Volleyball Water Polo Wrestling
Did you know? In Volleyball ‘Liberos’ wear a different coloured uniform from their teammates and can only play defensive roles.
FRIDAY
19 AUGUST
Athletics
Hockey
Basketball
Modern Pentathlon
Boxing
Rhythmic Gymnastics
Canoe Sprint
Synchronised Swimming
Badminton
Cycling BMX Diving Equestrian Football Golf
Taekwondo Volleyball
Water Polo Wrestling
Handball
Did you know? The BMX rider who gets the best start is said to ‘get the holeshot’.
SATURDAY
20 AUGUST
Athletics
Badminton Basketball
Handball Modern Pentathlon
Boxing
Rhythmic Gymnastics
Cycling Mountain Bike
Triathlon
Canoe Sprint
Diving
Football Golf
Taekwondo Volleyball
Water Polo Wrestling
Did you know? A Hogu is a chest guard worn by Taekwondo fighters. It has a red or blue area representing the opponent’s target.
SUNDAY
21 AUGUST
Athletics
Basketball Boxing
Cycling Mountain Bike Handball Hockey
Rhythmic Gymnastics Volleyball
Wrestling
Closing Ceremony
< SPORTS CLUB MANAGEMENT 25
SKY SPORTS PROMOTION
Countdown to Kick Off With the Euros over, thoughts immediately turn to the upcoming domestic football season, and what a season 2016/17 is set to be.
W
ith big names arriving in the Premier League and EFL Championship, both on and off the field, interest from football fans up and down the country is set to reach fever pitch. Big name managers and players like Pep Guardiola, Jose Mourinho, Antonio Conte, Zlatan Ibrahimovic, Henrikh Mkhitaryan and Michy Batshuayi have joined the league’s biggest teams in
time for the new season, and will no doubt play a major role in efforts to reclaim the title from Leicester City’s grasp after the Foxes’ heroics last term. Star names on and off the pitch will add extra intrigue and excitement to what is already the most watched league in the world. What’s more, the newly renamed English Football League (EFL) will feature two Champions
League winning managers in Rafael Benitez at Newcastle United and Roberto Di Matteo at Aston Villa, as well as Champions League winning player Jaap Stam in charge at Reading. For clubs with a Sky Sports subscription, there’s even more reason to look forward to the 2016/17 season with Sky Sports. Friday night fever Ten Friday evening games have been added to the Premier League schedule, and are exclusive to Sky Sports customers. The extra games give the perfect opportunity for club members to start their weekend in style, and for clubs themselves they offer the chance to attract people through their doors who are ready to make a full night of it with live football the main attraction. Guaranteed money-making opportunities from August to May The Premier League, EFL and SPFL guarantee clubs the opportunity to show the top English and Scottish teams throughout the season from August to May and therefore make more money continually throughout these months. Last season Sky Sports showed 85 matches involving the top 7 finishers and 75 involving Arsenal, Chelsea, Liverpool, Manchester City and Manchester United, bringing its customers the biggest matches week in, week out. Carling is now a partner of the Premier League Carling is the new official partner of the Premier League, which is great news for clubs as the beer brand becomes front of mind for football fans. And don’t forget – clubs that stock Carling or other Molson Coors brands can take advantage of a dis-
26 SPORTS CLUB MANAGEMENT
count off their Sky Sports subscription for the season ahead. Sky Sports offers the following tips to licensees: • Advertise the events you’re showing in your venue. Use posters, chalkboards and digital screens to ensure your members know when to
watch all the big matches will be shown in your club • Get fixture posters up as soon as you can. If you have fans of a specific team in your venue for one match, then letting them know when they are next on is an easy win in terms of attracting
them back again. Sky provides its club customers with free posters each month showing the full range of games - get those up early to maximise the number of people who will see them. • Be clear on the full range of different sports available to you via your Sky Sports subscription. The quality of football matches on Sky Sports is strong enough to attract members into your venue for the game, but with rugby union, rugby league, cricket, golf, darts and more throughout the week, there’s plenty of reason to get in early and stay longer. Check you free Sky Sports Preview magazine each month for all the latest listings. • If you have multiple viewing cards you can show different sports at the same time. This means those who want to watch football, for example, can do so in one area, while those who want to watch cricket or rugby can do so in another. • Enhance your listing on Sky Sports Pub Finder. All clubs in the UK with a Sky Sports subscription are automatically listed on Sky Sports PubFinder. PubFinder is integrated into Sky Sports Score Centre and Fast Connect apps, with over 17 million downloads. You can tailor your listing through myskysports.com and write a description of your venue so that customers know exactly what to expect, plus you can update specific fixtures you’ll be showing.
SPORTS CLUB MANAGEMENT 27
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RUGBY TOUR REPORT
No.8 Billy Vunipola was one of the key England players during the Test series.
Glory Down Under England completed an historic 3-0 series whitewash over Australia during the summer but Head Coach Eddie Jones believes the best is yet to come for a talented squad which has effected a remarkable turnaround since they crashed out of the 2015 Rugby World Cup at the group stages. t’s the mark of the ambition of this current England side that even after securing their historic 3-0 series win against Australia with that epic 44-40 victory in Sydney, the immediate talk from the players and management was about the need for all-round improvement in several areas. During their tour Down Under England moved up to second in the World Rugby Rankings but under coach Eddie Jones the shared objective for the men in white is clear: to become the best team in the world and knock No.1-ranked New Zealand off their throne. Under Jones, England have certainly effected a major turnaround in fortunes given that eight months previously the team was in disarray having just been eliminated from a home World Cup before the knockout stages after a disastrous performance in their group.
I
28 SPORTS CLUB MANAGEMENT
Scroll forward a few months and England – with largely the same squad which took part in the World Cup – are now reigning Six Nations Champions and the first side to inflict a 3-0 home series defeat on the Wallabies since 1971. In terms of fitness, skills and confidence, the current squad is on a steep upward curve and Jones’ approach has transformed the fortunes of individuals as well as the overall team. For an example of a player who has been given a new lease of life under Jones, look no further than James Haskell. Despite being one of the most experienced players in Stuart Lancaster’s World Cup squad, the Wasps captain was barely afforded any game time during that tournament. Following storming performances in both the 2016 Six Nations and the series against the Wallabies, he is now one of England’s key men and tackled himself to a stand-
still in the first two tests before injury intervened and reduced him to the role of spectator in the 3rd Test. Haskell’s style of play seems tailor-made for the game plan that Jones is trying to effect, particularly as part of the rush defence that England have adopted under defence coach Paul Gustard, who first developed the system during his time with Saracens. Haskell is just one of a whole group of players who are taking their lead from the management to become more effective on the pitch, a culture that is reaping dividends already but could take the team even further. And there is plenty more to come according to the man in charge. “You can never take your foot off the pedal,” said Jones after the 3rd Test. “As soon as you take it off you get weak. And we can’t afford to get
weak because we want to be the No.1 team in the world and we are currently miles away from the All Blacks. “We’ve got to keep improving. We are proud of our efforts – brave, courageous efforts – but we’ve got to get better. There are areas where we are definitely not where we need to be but we can work on that over the next three or four months and make sure the squad we put together is the right squad to beat South Africa in the Autumn internationals.” The relentless drive to succeed displayed by Jones has clearly rubbed off on his players, many of whom are playing the best rugby of their careers, but the coach believes that the all-round quality of his squad is not yet sufficient to propel the team to the top of the tree. “We haven’t got five world-class players,” he said. “If you picked a world XV now, we haven’t got them. Players are developing and it takes years to develop a world-class player. Owen Farrell is definitely moving in the right direction, Billy Vunipola is too. “A couple of other guys have been found out on tour. They did really well in the Six Nations and have been quite poor on tour. That’s a great learning experience for them. “We’ve got character in oodles at the moment, but it can disappear very quickly. You get one person into the squad that hasn’t got it, that does the wrong things, and it can change the squad.” Unlike several of his predecessors in the England job, Jones has also displayed a golden touch when it comes to introducing young talent into the squad. All too often in the recent past, players were launched into the international arena when they clearly weren’t ready and then just as swiftly discarded. Maro Itoje, Jack Clifford
England’s Owen Farrell tackles Australia fullback Israel Folau. and Elliot Daly have come into the squad and have impressed when given their chance. And with England Under-20 recently winning the World Championship in impressive fashion there is every chance that Jones will be seeking to promote some of those players in the run-up to the next World Cup. “The guys that really impressed me in the Under-20s will get a place in the EPS squad,” said “I’ve always said there is talent in England and my job is to get that talent to perform consistently. It is a matter of practice and a matter of the environment we create. “The other thing is the assistant coaches have done a superb job. Paul Gustard, Steve Borthwick, Neal Hatley and Glen Ella have worked really well as a group, and they’ve done a great job in coaching the players. They deserve all the credit, with the players.
“The base was there. If you look at the last four years under Stuart Lancaster, they had spasmodically peak performance. All we’ve tried to do is get consistency: consistency in attitude, consistency in preparation and then you get consistency of performance.” And England were certainly consistent throughout the three tests as they out-muscled, out-thought and out-scored their hosts. First up was the opening match in Brisbane where the tourists’ resolve was tested to the extreme in the opening exchanges as the Wallabies opened up their defence to score two tries in the first 15 minutes. But England refused to panic and fought their way back into the match in impressive fashion, their forward pack turning up the intensity on their Wallaby counterparts to give Owen Farrell the chance to put them back in the game. Eddie Jones utilised his bench to create maximum impact throughout the three Tests.
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RUGBY TOUR REPORT Flanker James Haskell emerged as one of the players of the series Down Under.
TOUR RESULTS Saturday, June 11 1st Test (Brisbane) Australia 28 England 39 Australia: Tries: Hooper (2), Folau, Kuridrani. Conversion: Foley. Penalties Foley (2). England: Tries: Joseph, Yarde, Nowell. Conversions: Farrell (2). Penalties: Farrell (6). Attendance: 48,735. Saturday, June 18 2nd Test (Melbourne) Australia 7 England 23 Australia: Try: Moore. Conversion: Foley. England: Tries: Hartley, Farrell. Conversions: Farrell (2). Penalties: Farrell (3). Attendance: 29,871.
There were plenty of big moments in this game – not least James Haskell’s seismic hit on Australian No.8 James Pocock in the first half – but it was Farrell’s boot which did the most damage for England, the Saracens man kicking six penalties and two conversions to add to the three tries scored by Marland Yarde, Jonathan Joseph and Jack Nowell. The final result was a well-deserved 39-28 victory for England as they drew first blood in the series. A week later in Melbourne, England produced one of the greatest defensive displays ever seen in the international game as Australia threw absolutely everything into all-out attack in order to level the series but found themselves rocked backwards time and time again. The key passage in the game took place just before half-time when England, leading 10-7, held out for a remarkable 22 phases of Australian attack. As Australia hammered the line, there was no let-up from the England defence as they smashed
the Wallaby ball-carriers to prevent a score that would have put the home side in front. Having survived this onslaught, England came out and scored 13 unanswered points in the second half to win by 23-7 and clinch the historymaking series. Despite this major achievement, England’s celebrations were fairly muted as they stated their intent to complete a whitewash the following week in Sydney. And so it came to pass as the series finished with a thrilling nine-try encounter that saw attacking moves sweeping from end to end as the lead changed hands several times. The Wallabies led by a point at half-time following tries from Foley, Dane and Haylett-Penny for the hosts and Dan Cole and Mike Brown for the tourists. In the second-half, Michael Hooper and Israel struck back for Australia before Billy Vunipola and replacement hooker Jamie George scored for England.
Saturday, June 25 3rd Test (Sydney) Australia 40 England 44 Australia: Tries: Foley, Haylett-Petty, Hooper, Folau, Naiyaravoro. Conversions: Foley (3). Penalties: Foley (3). England: Tries: Cole, Brown, B Vunipola, George. Conversions: Farrell (3). Penalties: Farrell (6). Attendance: 44,063. The game finished with Naiyaravoro crashing over for the Wallabies but it was too late to save the home side from a 3-0 whitewash, the first time they have suffered such a defeat since South Africa in 1971. It was a remarkable conclusion to a remarkable England tour Down Under. • For more news and rugby highlights, visit sister magazine www.clubrugby.org.uk
Dylan Hartley holds the Cook Cup aloft as his squad celebrates the series win.
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30 SPORTS CLUB MANAGEMENT
RUGBY
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CLUB AWARDS
Calling all clubs... With the Club Awards closing for entries on July 31, Sports Club Management offers up a whirlwind tour of just some of the clubs who’ve entered the Awards so far – from cricket clubs to rugby clubs and from Dorset to Lancashire. Have you entered yet? Time to get inspired... COBHAM SPORTS AND SOCIAL CLUB Dorset
With an mighty membership of 2600, Cobham Sports and Social Club is one of the true jewels of the Dorset scene and one of the relative newcomers to boot, having only been open since 1971 – a mere baby compared to some. Part of the reason for the venue’s ongoing success and steady increase in membership is its modern, forward-thinking approach. This has included the redevelopment of their bowling alley into two alleys with a diner, which is proving hugely popular with children and groups. The members’ lounge is seeing the two food areas combined serving 2000 meals per week on average. There’s also a barbecue in the outside area. The club has two cricket fields, two football pitches, tennis courts, a multi-use games area and a bowling green as well as a 9-hole golf course, pool and darts. There's even a mini railway within the large grounds. The two well-stocked bars play host to sports screenings, and when the lights go down, customers can enjoy live music (including regular tribute acts) and quizzes which always go down a storm. SOUTHPORT AND AINSDALE GOLF CLUB Merseyside Opened in 1906 Southport and Ainsdale Golf Club is currently reaping the benefits of quite a major overhaul over the past year, which has seen an impressive refurbishment of the already outstanding clubhouse. The club hosted the British Boys Championships which gave the club a big boost
Astroturf installed and two canopies on the bowling green. Events have been hugely popular, including the Marston’s Open Championships. On top of all the sporting investment and activity, there’s also been £30,000 ploughed into the bar and lounge. Members can enjoy a huge function room as well as a well-stocked bar, serving up a stupendous array of real ales. Sky and BT are all present and correct and there is a whole range of regular events and entertainment such as quizzes, live music, barbecues, comedy nights and parties over the summer. and there has been an increase in ladies’ membership and a big push to increase membership for juniors. Alongside the superb course, members can enjoy a bar which is as well stocked as any in the land, with an excellent cask ale offering and a myriad of thirst-quenching post-putting tipples. Food can also be enjoyed after a busy afternoon on the fairways and the club plays host to regular social events, including snooker competitions, when golf greens are swapped for the green baize.
WORKINGTON ZEBRAS Cumbria Cumbria’s Workington Zebras club has been around a fair old while, having opened its doors in 1877. This rugby club has witnessed some massive changes including the establishment of the ladies’ rugby team which has been a big success. One of the reasons for its continued growth is that many of the ‘old boys’ have returned to join committees, providing a huge investment of time into the running the club and its events. An RFU grant has seen the
WEST HEATON BOWLING, TENNIS AND SQUASH CLUB Stockport As its name suggests, West Heaton Bowling, Tennis and Squash Club is a sports club with a range of activities. It’s been around for a while – 143 years to be exact – and has seen a membership boost of around 100 members in recent months. There’s been a real investment in facilities at this lovely venue, with new lighting on tennis courts,
changing rooms updated and there’s been a refurbishment of the existing grandstand as well as a wholesale redecorating of the club itself. The rugby teams are obviously the focal point here but there’s superb all-round catering for other activities such as pool and darts. On the social side, there’s an annual beer festival and the club regularly plays host to birthday parties and other special occasions. You could say that this is a venue that has more than earned its stripes.
SPORTS CLUB MANAGEMENT 33
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CLUB AWARDS
BASHLEY CRICKET CLUB Hampshire Nestled within the picturesque Hampshire town of Bashley, Bashley Cricket Club has been running since 1947 and does what it says on the tin, catering for the cricketing fraternity in the area. The club has been subject to refurbishments over recent times, with many improvements to the ground, ensuring that this is one of the best in the area. They’ve re-laid the main ground, for example, and extended the second ground to make it full size, topping all of this off with a spanking new pavilion. Inside the clubhouse, members can enjoy a very decent all-round selection of drinks in the main bar, a ladies’ darts team play regularly and social events – including live music and games nights – are popular, especially during the off season. A real winner amongst its community.
itself on its members’ groups such as ‘Ladies who Launch’ sailing nights on Thursdays. It’s not just about life on the ocean wave here, however, with a focal point also being a busy social events calendar. Elton’s social committee ensures that members are entertained with live music, brass bands, country and western hoedowns, quiz nights, casino nights (often 007-themed), darts nights and summer barbecues. So all in all, this is a club very much with the wind in its sails. Senior Head Coach Richie Andrews as Director of Rugby and is hosting a Harlequins Training Camp this Summer. A rugby club through and through, players and members can enjoy all that the clubhouse has to offer which includes a gym plus two bars and, on the social side, live music in the clubhouse is a particularly popular draw at this impressive venue.
MADDOCK SPORTS AND SOCIAL CLUB Shropshire
ELTON SAILING CLUB Lancashire
OLD REIGATIAN RFC Surrey Surrey’s Old Reigatian is a rugby club that has endured its share of dramas, both on the field and off, over recent years. The venue was the victim of two fires in 2014, both coming just a fortnight apart. The club has spent two years getting back on its feet with its loyal staff conducting operations from a portakabin. Despite the hardships, the club is proud to have retained its 1000-strong membership. It has recently secured former Saracens prop and Surrey
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This small but perfectly formed sailing club in Lancashire first opened its doors back in 1858. But it’s clearly not showing its age. The 158 year-old club reports that membership is on the rise and a refurbishment in the past 12 months is helping to increase its profile still further. The club also prides
Maddock Sports and Social Club in Telford caters for the sports-minded customer but is also a community establishment, priding itself on a whole host of different events to keeps its members entertained. Opened in 1981, the club has undergone a major refurbishment over the past year, having sold some land to fund it. This has now been completed and is regarded as a major success, further raising the profile of an already excellent venue which is still a relative newcomer. Members are now heading to the club in droves and new people are signing up. In terms of the sport on offer, there’s a big bowling green as well as a snooker room with three tables, both of which are used on a regular basis. The club regularly hosts big darts and pool competitions which are hugely popular, while entertainment on Saturday nights includes singers and comedians keeping the clientele happy long into the night and after.
ROSS-ON-WYE BOWLING CLUB Herefordshire This is the best bowling club in Herefordshire, according to those in charge. And the members of this club, founded in the roaring ’20s, would surely agree. There’s been a real investment in its membership which is growing steadily and has even seen people migrating from other clubs in the area. Skittles as well as bowls, is something that they do here and the green is most certainly up there with the best. For the thirsty
ST. GEORGES SPORTS & SOCIAL CLUB Shropshire A Shropshire sensation, Telford’s St. Georges Sports & Social Club is about as welcoming and friendly as they come. The club’s been in operation since 1954 and recently changed its stewardship which has seen new policies implemented. One of
these has been a drive to ensure that, as well as occasional guests popping in for a pint, they also retain their healthy membership for those wishing to use its facilities on a more regular basis. The club has cricket, football, bowling, hockey and darts teams as well as dominoes, and provides social activities in equal measure, with a function room regularly hired out and a members’ lounge serving food. For those preferring to watch sport than play it, both BT Sport and Sky Sports are on hand. Real ale is popular at the bar which has an impressive eight hand-pulls, and the club’s beer festival draws in the crowds. ASHFORD GOLF CLUB Kent This awesome all-round golf club has been playing host to putters and punters since 1903. It has a loyal membership who regularly turn up to make the most of the magnificent fairways of the 18-hole course - that membership is on the increase and it’s not hard to see why. The management have invested a lot into driving customer retention, with a reduced fee for those under 35. It has also incorporated other golf clubs in the area into its membership. Since bringing their catering in-house, members can now enjoy an excellent food offering both in the club restaurant and bar areas. The club prides itself on welcoming all ages and regularly offers incentives for younger members as a means of maintaining the club’s profile as well as that of the sport's in general.
bowlers, there’s also something to be celebrated as the club places a lot of emphasis on maintaining affordable prices at its bar. There’s also a large function room and lounge where members and their guests can relax pre and post games, as well as great outside seating areas. There’s been a major drive to increase the amount of social events, with a busy committee ensuring that there’s something for all tastes. Regular events include fun days and fancy dress occasions, live music and dances.
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CLUB AWARDS 2016
Your industry NEEDS YOU Palace Hotel, Manchester 24 November, 2016
The 2016 Club Awards have launched. And we want you to enter! The Club Awards recognise the commitment of clubs, committees and individuals who work to ensure a healthy future for their clubs. IT COULD BE YOU Do you think you could be a finalist? Do you have what it takes to beat the best and stand out from the rest? WHY ENTER? Clubs use their success to: • Raise the club’s profile • Gain coverage in the local press and media • Encourage new members • Thank existing members for their support • Demonstrate that the club is spending members’ money wisely
HOW TO ENTER ON LINE: www.clubmirror.com/awards BY POST: Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY EMAIL: Email your details to info@clubmirror.com BY PHONE: Call in your details to 01753 272022 BY FAX: Fax the entry form (opposite) to 01753 272021
DEADLINE: 31 JULY, 2016 – Tel: 01753 272022 36 SPORTS CLUB MANAGEMENT
IS THIS YOU? Are you proud of your teamwork?
EXPRESS ENTRY FORM
THE CLUB AWARDS THREE QUESTIONS AND YOU COULD BE ON YOUR WAY TO THE CLUB AWARDS 2016 1. Number of members: ___________________________________________
Are you proud of your clubhouse?
2. Year founded: _______________________________________________ 3. Club Turnover (if known / approximate) ___________________________________ (NB: This information is strictly confidential and for judging purposes only – not for publication.)
Just fill in your club details and we'll get in touch – simple as that Are you proud of your sports facilities?
Your Name: ___________________________________________ Job title/role: __________________________________________ Club Name: ___________________________________________ Address: ____________________________________________
Are you proud of your hospitality?
______________________________ Post code: _____________ CONTACT TELEPHONE NUMBERS: Daytime: ____________________________________________ Evening: ____________________________________________
Are you proud of your entertainment?
Mobile: _____________________________________________ Email address: _________________________________________ Website (and/or) social media: _________________________________
Are you proud of your management?
Then you should enter the Awards
SEND IN YOUR ENTRY NOW. HERE’S HOW: BY POST:
Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX
ONLINE:
www.clubmirror.com/Awards
BY EMAIL:
Email your details to info@clubmirror.com
BY PHONE:
Call in your details to 01753 272022
BY FAX:
Fax this page to 01753 272021
STOP P DEAD RESS: LINE FOR ENTR IES –
31 J
ULY
Fax: 01753 272021; Email: info@clubmirror.com SPORTS CLUB MANAGEMENT 37
Next Season BT Sport have more Premier League football than ever before...
AND WE HAVE THE LIVE SATURDAY GAME AT
5.30PM ...great news for our customers
MEANS BUSINESS
TENNIS TALK
Tennis on trial Whether female tennis players should be paid as much as their male counterparts is a hot potato in the tennis world given that women’s matches are routinely shorter than men’s. A new report suggests that a change in play conditions could provide a solution.
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hanging court conditions to address differences in men’s and women’s play might make women’s tennis matches more competitive, according to a new study, Competitiveness and Physical Characteristics: Evidence From Professional Tennis*. The study comes at a time of hot discussions surrounding whether women professionals should be paid as much as their male counterparts. “It’s a much-debated subject in the tennis world,” said the team. “Level of competitiveness is one of the most important factors in the sports industry, where uncertain outcomes generate more interest from fans and higher ticket sales. This argument also contributes to an earnings gap between professional female and male tennis players.” After analysing 3,844 men’s sets and 3,034 women’s sets, researchers found that men’s scores
were consistently closer making for a longer and more nail-biting match for the audience. The competitiveness of a match was evaluated on how close the set scores were, with men’s sets on average consistently closer (6-4, 7-5), and women’s sets found to be less so, with scores of 6-2, 6-1. Just one example given was when Novak Djokovic beat Rafael Nadal in the men’s final of the 2012 Australian Open – with a score of 5-7, 6-4, 6-2, 6-7, 7-5 – the match lasted nearly six hours. The day before, Victoria Azarenka defeated Maria Sharapova 6-3, 6-0 in 1 hour and 22 minutes. “It is important to note that the current disparity is not related to competitive drive. It is usually attributed to differences in strength and speed, particularly when serving,” said Dr. Alex Krumer from the University of St. Gallen in Switzerland. Comparing the matches of physically similar men and women found that there were no gender
differences in the number of games per set. “Lowering court nets and playing with lighter tennis balls to accommodate physiological differences would help make women’s matches more competitive, with scores closer to the men’s,” said Dr. Mosi Rosenboim, of BGU’s Guilford Glazer Faculty of Business and Management. If no changes are made, playing on the same courts make men’s and women’s tennis a completely different game, warns the study, adding that many sports adapt rules and equipment to better meet the needs of female competitors – ‘For example, the net is lower in women’s volleyball, basketballs are smaller, javelins are lighter and hurdles are lower’. *Competitiveness and Physical Characteristics: Evidence From Professional Tennis. Researchers/authors include: Dr. Alex Krumer (University of St. Gallen, Switzerland); Dr. Mosi Rosenboim (Guilford Glazer Faculty of Business and Management, Israel) and Dr. Offer Moshe Shapir, New York University, China.
SPORTS CLUB MANAGEMENT 39
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BUILDING THE BUSINESS – SOCIAL MEDIA
Why social media means business Is your club plugged into the power of social media? If not, then it’s time to think again – because as marketing tools go it’s hard to beat.
TIMELINES:
SOCIAL MEDIA IN THE MAKING 1971 • The first email is sent between two computers sitting on the same desk.
1979 • Usernets and BBS (Bulletin Board Systems) come online allowing users to exchange data over phone lines.
1980 • Compuserve and Prodigy hit the scene with the first commercial offering of news, weather, shopping and games.
1991 • America Online launches AOL for DOS which quickly becomes the
40 SPORTS CLUB MANAGEMENT
most popular online destination. Millions of people used AOL as their first gateway to the World Wide Web.
1994 • Geocities is launched.
1995 • theglobe.com allows users to personalise their online experience.
1997 • AOL Instant Messanger sees a craze of instant online communication.
2001 • Wikipedia, a free encyclopedia that anyone can edit, launches • StumbleUpon, a website that recommends web content to its users, begins.
2002 • Friendster, considered the granddaddy of social networks, launches. It has 3m users with
three months. • Technorati, a search engine for blogs, goes live.
2003 • LinkedIn begins as a businessrelated social networking site. • Wordpress is released – a publishing platform that hosts blogs.
2004 • Myspace launches. • Google begins Gmail. • Flickr goes live. • Facebook, a social networking service which began at Harvard, expands to other universities and reaches 1m members. • Yelp, a social networking site where users can review local businesses, begins. • Social news website, DIGG, goes live.
2005 • Video-sharing website Youtube goes live.
• Mashable, a news website and blog, goes live. • Facebook becomes available in the UK, Ireland, Canada, Australia, and New Zealand.
2006 • Myspace becomes the most popular social networking site in the United States. • Twitter begins. • Facebook launches its news feed feature to a mixed reaction. • Google acquires Youtube. • WikiLeaks, which publishes submissions from anonymous sources, begins.
2007 • Facebook reaches one million active users in the UK. • StumbleUpon is acquired by eBay. • Tumblr launches. • Developers gain permission from Facebook to use the site as a platform for games. • Apple releases the iPhone in the United States. iPhone users can
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s social media usage continues to grow it's becoming an increasingly effective medium through which to connect with audiences of all ages, but in particular millennials and younger generations. This means online, constant two-way communication. Car giant Ford has been using this phenomenon for years, for example supplying social media users with brand new Fiestas in return for them documenting their experience. Even the Pope has been using social media to help connect millennials to the Catholic Church, with the very successful #PopeIsHope and #GoodIsWinning campaign. Harnessing the power of social media There are many benefits to those jumping onboard the social media roller-coaster. Harnessing its power and making it work for the club is a goal worth striving for, something which the big brands have recognised and have the resources to pursue. (It’s interesting to note how many clubs are already harnessing the power of – for example – Facebook, while bypassing web sites altogether.) Online brand ambassadors While all the big brands have realised the importance of using brand ambassadors within their social media channels, the true brand ambassadors are, as always, those working for the benefit of the club – the staff, committee members and so on. Giving the right people the tools and capabilities to engage in social media on the club’s behalf is a powerful way of helping to engage and motivate them as well as communicating club activities through social media marketing. access social media sites and apps through their phone.
2008 • Facebook overtakes Myspace to become the most popular social networking site. • Facebook Connect is announced, allowing users to log onto thirdparty websites, applications and mobile devices. • The App store opens via iTunes.
2009 • Twitter becomes the third-highestranking social networking site, up from number 22. • Location-based social networking website, Foursquare, goes live. • King of Pop, Michael Jackson dies; Twitter servers crash after users send 100,000 tweets per hour when news hits. • Wordpress reaches 202m users. • Flicker hosts more than 4bn images.
2010 • Twitter users are sending 65m
Increased online presence Social media marketing helps to improve search engine rankings by providing more platforms for content to be found. YouTube is the 2nd largest search engine and combined with other channels and effective keyword use, search engine rankings have only one way to go... up! Engaging with stakeholders Stakeholder engagement with social media can be targeted and is a useful insight tool to test sentiment and opinion. New stakeholders and social media influencers (specifically in the social media landscape) can be identified and actively targeted with communications for on-going engagement. In doing so, timely and more up to date information can be gleaned through the two-way channel of communication. In other words, it’s possible to gain information directly from stakeholders which it might have been a struggle to obtain otherwise. ‘Crisis’ communications tool In the past there had been much talk about using a social media policy for crisis communications. Great idea, but in many cases there can be a major pitfall. What is the point of creating a crisis communications policy that includes the use of social media, if stakeholders have not actively engaged with it? There simply wouldn’t be the appropriate reach to ensure success. A flip side, though, was demonstrated powerfully by Dutch airline KLM. When the Icelandic volcano erupted in March 2010, KLM found that followers came to their channels for information on disrupted flights. The huge influx of people trying to contact the airline, however, saw travellers begin to
tweets per day, roughly 750 tweets per second. • Facebook reaches 500m active users. • The Social Network, a film about Facebook and its creator, Mark Zuckerburg, opens. • Instagram launches.
2011 • Social networking websites are used to organise protests in Egypt, the Middle East and North Africa. Various governments attempt to shut down Internet access with varying degrees of success. • An Egyptian baby is named Facebook in honour of the role that social media played in Egypt’s revolution. • WikiLeaks begins publishing files on Guantanamo Bay detainees.
2012 • Facebook shares go up for sales. • Twitter has 140m users globally. • Snapchat launches. One in six Britons are Twitter users.
tweet/Facebook KLM. As a result, for five days during the crisis, they set up a 24/7 customer service on Facebook/Twitter. As a result, KLM took on 40 employees dedicated to their social media hub, having been plunged into social media marketing via a crisis. KLM have embraced it ever since. But as with all benefits, there are always pitfalls. Social Media is no exception here. Resourcing for success The amount of resource needed to be successful in social media is often underestimated. Once started, it cannot be left, and to be truly successful clubs need to fully engage with their audiences, which means monitoring and replying to communications. ‘Content is king’ is a standard phrase attached to social media, and creating lively and engaging content can take time and money. Negative engagement Not every engagement with an audience is going to be successful. A small negative voice on a social media channel can create many problems; clubs need to be able to handle this. Control The nature of social media does mean a lack of control. For many, this is difficult to accept and without some precautionary measures taken the degree of control will lessen. Procedure, policies and training will all help here. So there it is; a quick snapshot of social media. How far we’ve come in such a small time. Just think, 10 years ago none of us had heard of Facebook. So just imagine what the picture will be like in the next 10; roll on 2026!
2013
2015
• Vine launches. • Social media becomes a major source of information about the Boston Marathon bombing. It is the first major terrorist attack in the U.S. during the age of Facebook, Twitter and smartphones. • One Direction Harry Styles (@Harry_Styles) has more than 18 million Twitter followers. Collectively the band reaches 29 million unique followers around the globe.
• Instagram launches Boomerang, an app where users can shoot a one-second burst of five photos that are turned into a silent video. • BBC uses Snapchat to explore new ways of reaching a millennial audience through digital storytelling around the migrant crisis for BBC Panorama.
2014 • For the first time ever, a trial based on alleged defamation via Twitter begins when Attorney Rhonda Holmes begins suing her former client, rock musician and actress Courtney Love over a tweet. • Facebook becomes the World’s 22nd biggest company with market value reaching $US200bn.
2016 • 1.04m Vine video loops play per minute. • 2.78m videos are viewed every minute on YouTube. • 2.4m Google searches happen every minute on the Internet.
STOP PRESS... • June 2016 – Hospitality Social Media Awards launch. (Turn the page to enter.)
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SOCIAL MEDIA AWARDS
The Hospitality Social Media Awards Is your club using social media to engage with members? Then we want to hear from you. Read on... DID YOU KNOW…? • The average Internet user’s span of attention is just 8 seconds. • Office workers check email 30 times per hour - on average • Only 4 out of every hundred page views last longer than 10 minutes • 17% of page views last less than 4 seconds
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lubs and the hospitality sector are engaging with social media. In fact, 55% of respondents to a survey state that they are using social media to promote their business – which means, of course that 45% are not. More opportunities for those in the know! Hospitalitty Social Me M dia Backkdrop
That means your messaging has to capture their attention quickly with direct and engaging text.
Survey resp ponses
555% 68% 4 % % 44%
ENTRIES AND ACTIONS 1. Call for entries – email your club details to: info@clubmirror.com (subject line: Social Media Awards). Or enter online at: www.hsma.biz 2. Closing date – 14 August 2016. 3. Ceremony – The newly refurbished 5 Star Palace Hotel, Manchester (November 23).
Supported by
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of responde o nts used Social Media to promote their businesss
said social networking has forced change n in business conduct
of respondents agreed that social networking saw the emergence of o new competitorrs
So ocial Media is seen s as a means of targeting a an audience
1
Survey: So ocial media in the hospitality and leisure industry
Social media is a huge weapon in club armouries. It’s current, it’s immediate and it resonates with younger members as well as older ones. That’s why we’ve launched the Hospitality Social Media Awards. From web sites to Facebook and everything in between, the Hospitality Social Media Awards (HSMA) will be seeking out those of you who are busy using social media to engage with your members. Event updates, member alerts, social interaction – however you’re using social media and whatever the size of your club we want to hear from you. NOMINATIONS AND ENTRIES Sport Club’s sister titles, Club Mirrot, Club Rugby, and Clubhouse Europe, will also be encouraging entries into the club categories, while Sports4Bars will be driving entries from the broader Hospitality sector.
If you can say yes to any of this list we want to hear from you. Are you...
1. Proud of your web site?
2. Engaging with customers?
3. Using on-line bookings?
4. Promoting the business?
5. Inspiring conversation?
6. Encouraging interaction?
Email your club details to info@clubmirror.com (subject line: Social Media Awards) or enter online at www.hsma.biz < SPORTS CLUB MANAGEMENT 43
NEWS FROM HQ
HQ sports club
Ever thought of getting your club listed as a community asset? Well Communities Minister Marcus Jones thinks you should. Here he explains why, and how it could protect your club. In April the Government’s new Minimum Living Wage was introduced. HQ provides a refresher on both the new measure for over 25 year olds, as well as the current Minimum Wage bands. Still on employment, and with suggestions that a two-week sickness selfcertification might be in the offing, it’s now more important than ever to make sure you have the happiest team you possibly can, filled with enthusiasm and looking forward to another day at the club. Also: risk assessment, feedback footprints and avoiding IT fraud.
List your club as a community asset C
ommunities Minister Marcus Jones has called on supporters and councils to up their game and do more to help boost sport locally by listing their grounds and clubs as Community Assets. Since 2012, community groups have had the right to help protect sports facilities and other much-loved local buildings or land by listing them as Community Assets. More than 3,000 assets are now listed. This means that an owner cannot sell a ground or stadium, pavilion or pitch without a supporters group knowing about it or having the chance to put together a bid to buy it on behalf of the community. “Clubs are rooted in their communities and many supporters’ trusts around the country have been exercising their rights and having more of a say in how their grounds and stadiums are run,” said Marcus Jones. “Taking control can not only secure their future, but it can also help them to grow and develop new commercial opportunities that help boost local economies.” Community Asset kits have now been made available to supporters to give them more of a say over their clubs and their grounds future. “I want to see more sports fans up their game by converting their community rights to ensure
Plymstock Albion Oaks Rugby Football Club
44 SPORTS CLUB MANAGEMENT
Oxford United Supporters Trust
Marcus Jones that their clubs and grounds remain at the heart of their local sporting communities,” said Jones. Oxford United Supporters Trust was the first club to make use of the scheme, listing the Kassam stadium in May 2013 and more recently Tewkesbury Rugby Club listed their club as an Asset of Community Value with their local council.
Tewkesbury Rugby Club In 2014, Plymouth Council handed over the 22 acre Horsham Playing Fields to the trustees of Plymstock Albion Oaks Rugby Football Club. The transfer to community control provided the club with a platform to attract investment and the club is now going from strength to strength, securing lottery funding for a new pavilion, sealing a kit deal for all of their 16 teams and gaining promotion to the Cornwall-Devon League. “No one wants to see their sports club kicked into touch so why not follow the examples of Tewkesbury Rugby Club and Plymstock Albion Oaks and explore the range of support and help available,” said Jones. • To list your club as a community asset, visit www.mycommunityrights.org.uk
National Living Wage update T
he government’s National Living Wage is now law. The National Living Wage is higher than the National Minimum Wage; anyone aged 25 or over is now legally entitled to at least £7.20 per hour (unless they are in the first year of an apprenticeship). The minimum wage will still apply for workers aged 24 and under. Current rates These rates (see box below) are for the National Living Wage and the National Minimum Wage which came into operation from 1 April, 2016.
arrears immediately. (You can visit the Government’s online calculator to work our arrears: visit https://www.gov.uk/minimum-wagecalculator-employers) HM Revenue and Customs (HMRC) officers have the right to carry out checks at any time and ask to see payment records. They can also investigate employers if a worker complains to them. If HMRC finds that an employer hasn’t been paying the correct rates, any arrears have to be paid back immediately. There will also be a fine and offenders might be named by the government.
National Living Wage and National Minimum Wage 25 and over £7.20
21 to 24 £6.70
The National Minimum Wage rates change every October. National Living Wage rates change every April. The ‘apprentice’ rate is for apprentices aged 16 to 18 and those aged 19 or over who are in their first year. All other apprentices are entitled to the minimum wage for their age. Employer checks It’s a criminal offence for employers not to pay someone the National Minimum Wage or National Living Wage, or to fake payment records. Any employer who discovers they’ve paid a worker below the correct minimum wage must pay any
18 to 20 £5.30
Under 18 £3.87
Apprentice £3.30
It’s the employer’s responsibility to keep records proving that they are paying the minimum wage – most employers use their payroll records as proof. All records have to be kept for three years. Pay reference periods Pay reference periods are usually set by how often someone is paid, e.g. one week, one month or 10 days. A pay reference period can’t be longer than 31 days. A worker must be paid the minimum wage, on average, for the time worked in the pay reference period. The minimum wage is calculated differently for some types of worker.
What’s not included in minimum wage calculations Some payments made by workers must not be included when the minimum wage is calculated. These are: • Payments that shouldn’t be included for the employer’s own use or benefit (e.g.: if the employer has paid for travel to work ). • Things the worker bought for the job and isn’t refunded (e.g. tools, uniform, safety equipment etc). What’s included in minimum wage calculations Some payments must be included when the minimum wage is calculated. These are: • Income Tax and National Insurance contributions. • Wage advances or loans. • Repayment of wage advances or loans . • Repayment of overpaid wages. • Things the worker paid for that are not needed for the job or paid for voluntarily (e.g. meals). • Accommodation provided by the employer above the offset rate (£5.35 a day or £37.45 a week) – visit https://www.gov.uk/nationalminimum-wage-accommodation for more detailed information. • Penalty charges for a worker’s misconduct . • For more information visit www.gov.uk/national-minimum-wage-rates
Top tips for reducing staff sick days A
n estimated 375,000 British workers took the day off sick on February 1, dubbed ‘National Sickie Day’. So what could employers be doing to help make club staff want to come in to work? Janice Haddon, MD of Morgan Redwood and Thrive in Life 360, says: “At some point in their lives a lot of people have experienced the feeling that they can’t bear the thought of going to work and ‘pull a sickie’ to get out of it. Often this is down to the culture of the workplace they find themselves in. But there are a number of steps that can be taken that will result in less sick days and a more enthusiastic approach to work.” Top Tips 1. Communicate. People like to be kept informed and to understand the vision and purpose of the organisation. Ensure people are kept up to date with progress and how their role contributes to this success. 2. Ensure HR and People Policies are up to date and provide for training and development with an environment free from harassment and bullying.
3. Look to flexible working with a variation of contractual hours and roles. 4. Have the right competency framework and performance management processes in place. Set goals and targets for individuals and review regularly. It’s a great way to check in with someone’s needs. 5. Make sure managers have the right leadership qualities. Research shows the biggest cause of stress for employees is the manager subordinate relationship. Train manager’s skills and review them regularly. Coaching is a great way of ensuring the development of high performance in managers. 6. In recent research by Morgan Redwood, work-life balance was the number one contributor to morale. Ensure you get it right for staff, bearing in mind what works for one might not work for someone else. 7. Wellbeing is another area at the top of the list in supporting morale for employees. This isn’t simply rebadging health and safety; it’s about genuinely helping staff to build up their resilience lev-
els for mental and emotional needs as well as physical and nutritional. 8. Provide staff with encouragement and support for getting active – this could include encouraging them to join in exercise classes or funding bicycles for them to cycle to work etc. 9. Relaxation is a fundamental part of our wellbeing. Be an organisation that helps people to learn how to switch off. 10. Build in suggestion schemes, awards for a job well done, social and family events. Bring your employees together and build teamwork so you create a strong culture that everyone can connect to. “The steps to a better workplace culture are simple ones, but ones that can prove extremely effective when combined. You don’t have to implement all of the steps to notice a difference, even just a few will go some way to improving the overall culture,” says Janice. “Make your workplace one that people are enthusiastic about being part of and you’ll make unnecessary sick days, if not a thing of the past, then certainly a rare occurrence.”
SPORTS CLUB MANAGEMENT 45
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NEWS FROM HQ
Health and safety – risk assessment R
isk assessment is a legal requirement. As part of managing the health and safety of your club, risks in the workplace must be controlled. This means assessing what might cause harm to people and deciding whether you are taking reasonable steps to prevent that harm. (Please note: if the club employs less than five employees there’s no need to write anything down, according to the Health and Safety Executive (HSE).) A risk assessment is not about creating huge amounts of paperwork, but rather about identifying sensible measures to control the risks in the workplace. Your club is probably already taking steps to protect employees, but a risk assessment will help you to decide whether you have covered all you need to.
Things to think about Think about how accidents and ill health could happen and concentrate on real risks – those that are most likely and which will cause the most harm. For some risks, other regulations require particular control measures. Your assessment can help you identify where you need to look at certain risks and these particular control measures in more detail. These control measures do not have to be assessed separately but can be considered as part of, or an extension of, your overall risk assessment. How to assess the risks in your club • Identify the hazards • Decide who might be harmed and how
• Evaluate the risks and decide on precautions • Record your significant findings • Review your assessment and update if necessary Many organisations who are confident that they understand what’s involved can do the assessment themselves, says the HSE. You don’t have to be a health and safety expert. When thinking about your risk assessment, remember: • A hazard is anything that may cause harm, such as chemicals, electricity, working from ladders, an open drawer etc. • The risk is the chance, high or low, that somebody could be harmed by these and other hazards, together with an indication of how serious the harm could be. • www.hse.gov.uk
Are youexploitingyourfeedback? H
ave you any idea about the size of your ‘feedback footprint’? We hear so much about our ‘carbon footprint’, but it appears that many businesses in the UK have no idea what a feedback footprint is – which means they are in no position to exploit it. The big issue is ‘offline feedback’ – that’s the stuff you won’t find online, and those who are unaware of the size, scale and impact of their feedback footprint are damaging the health of their business. Feedback can come from anywhere: the bar, reception desk, online, but because most businesses are unsure about how to capture such valuable information, they are, in effect, operating in a ‘feedback vacuum’. Feedback, however, is important because today’s consumer rarely spends money on anything – from
buying tickets to hiring a function suite at a club – without some kind of due diligence being involved. In most cases this will mean searching online and web-surfing. A feedback footprint will help set an expectation of the product or service members will experience. Failure to live up to that experience will potentially lead to disappointed members going somewhere else in the future. These five steps should help: • Get a member’s-eye view of both your on- and offline feedback footprint by scanning Google, YouTube, Twitter and any relevant industry review sites – this will give you an immediate snapshot of your online feedback footprint. • While customer comment cards have their place, consumers are suffering from ‘survey fatigue’.
The key is to capture all ad hoc verbatim comments about your business and have a way of centrally storing and analysing them. • Don’t assume that social media is just about PR and marketing; it’s not. It’s also an excellent customer feedback mechanism. • Encourage your members to share their feedback online and use positive offline feedback to fuel online feedback channels. • Share offline feedback online and online feedback offline.
STOP PRESS: Already online and on the ball? Then enter the Hospitality Social Media Awards. Turn to page 42 in this issue.
Top tips on IT fraud prevention T 1.
2.
o help businesses prepare for the prospect of fraud, UKFraud.co.uk believes that the most useful steps that can be taken include: Ensure that any people using the club website, emails and/or databases understand the technical risks and know how to protect your club from attacks, theft of customer information and infiltration. Customer details and payment details are the most ‘at risk’ data; access security is the most important to the police. Remember that even with the best systems in
46 SPORTS CLUB MANAGEMENT
3.
the world, one of the weakest points of vulnerability is always the people using the systems, as they can easily be misled or conned. Ensure that users have strong advice and warnings of any potential dangers. Also make sure that staff cannot access sensitive areas of your systems without proper controls and that whatever they do is stored and available for audit. Look at your processes for weaknesses. These include: paper that need not be used, access to unnecessary data, who can access what and why people may need to access such details.
4.
5.
Ensure that people have what they need to do their jobs, but no more. Make sure that your anti-fraud efforts are not just ‘after the event’ investigation-led. Ensure that you set deterrents and prevention. You should consider deploying early detection processes, systems, solutions and technology and that when you see a problem you take action to fix it properly and permanently. And finally, if you employ a fraud specialist, make sure that they have the ability to take action and change the business for the better.
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CIDER WITH KINGSTONE PRESS
Kingstone Press – meet the Cider Maker With spring turning into summer, and cider orchards bursting into blossom we caught up with Kingstone Press’ Head Cider Maker Rod Clifford to find out about this special time of year. How long have you been making cider? I’ve been in the cider industry for almost 40 years and have been making Kingstone Press Cider for about nine years. I oversee the entire process from husbandry of the orchards through to enjoying a glass of the finished product!
buds to get enough light to grow.
What’s your favourite thing about being a cider maker? Making cider has been a passion of mine for a long time. I really enjoy being in the heart of the orchards and seeing our trees flourish and the fruit grow.
How many different apple varieties are you growing? We grow over 15 different varieties of dessert and bittersweet apple varieties to provide us with a variety of different taste characteristics to blend and create the most flavoursome ciders. The blend for Kingstone Press includes four different varieties of bittersweets from our local orchards across Herefordshire and Worcestershire – Dabinett, Michelin, Gilly and Ashton Bitter.
How do you prepare for blossom time to get the best results? Blossom time is when we see the fruits of our labour since the end of the last harvest in October. To prepare for blossom time, our farmers prune the trees during the winter months so when spring comes, more light can reach the trees. This helps to stimulate new wood growth and allows the fruit
So how do licences get involved with Kingstone Press? Kingstone Press Ciders are available exclusively through our exclusive partner – Marston’s. You can contact their dedicated customer services team on 0800 587 0773 or if you are an existing customer contact your sales representative to discuss install today.
REFRESHING FACTS • Our Head Cider Maker Rod Clifford is also Head of the NACM (National Association of Cider Makers) Pomology Group – leading the work to develop the UK’s cider orchards. • We have over 1,000 acres of orchards with over 25 different growers and provide 25-year contracts to secure the best quality fruit for our ciders.
• Our new orchards have over 400,000 young trees which will take 10 years to reach full maturity. • Beekeepers can use our orchards for free to house their beehives to help pollenate our apple blossoms and provide an abundant supply of nectar. www.kingstonepress.co.uk
SPORTS CLUB MANAGEMENT 47
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BRANDS REPORT – SPIRITS
Top club sellers – the 2016 brands report
In this annual and exclusive Brands Report we reveal the UK's top club brands, from spirits and RTDs to packaged beers, packaged ciders and keg beers. Mark Newton and Ashley Cairns from CGA Strategy report.
S
pirits remain a vital and successful part of the club core offering at the bar. Using the CGA Brand Index data, we’ve examined the Top 10 key spirits brands (across all styles) to see which products remain at the top of the list for both drinkers and licensees (CGA Strategy Brand Index P07 2015). Even though the last few years has seen a significant shift towards premiumisation there’s no doubt that many drinkers continue to trust and enjoy the big mainstream brands, making them a stalwart in many clubhouses.
48 SPORTS CLUB MANAGEMENT
Gin is a key performer, maintaining modest volume growth of +2.6% year-on-year, while at a lower level Tequila also sees some uplift. Looking further into the future it is likely that the key trends which will affect the club trade are the continuing innovations found within popular spirits brands with flavoured (fruit/ spice) variants and rebranding a common theme throughout. The top brands listed on the opposite page are ranked on the total GB MAT volume performance (and relative uplifts as applicable) for each brand along with their UK distributer (or owner).
Gin is a key perfomer at the club bar.
#1 Smirnoff Red
ABV: 37.5% Diageo GB
#2 Famous Grouse
Vodka remains a key option in the club market and there is no brand bigger than Smirnoff Red. Although overall there have been volume and value declines for the brand it still stands more than three times bigger in sales than its nearest spirit rivals.
#3 Jack Daniels
ABV: 40% Bacardi Brown-Forman Brands
Famous Grouse holds its position as No.1 whisky and continues to grow distribution in the trade. As the premiumisation trend continues, higher quality Scotch brands have had more success particularly within single malts. However, Maxxium are looking to turn things around for the Blended whisky category with new releases, including its Mellow Gold expression using sherry & bourbon seasoned casks.
#4 Bells
As the most famous bourbon brand in the country, Jack Daniels continues to enjoy solid support from sports club drinkers. Its instant brand recognition makes it a popular option whether straight with ice or mixed with cola and has been further boosted by recent innovations such as the Honey variant and more premium offers such as Gentlemen Jack.
#5 Jagermeister
ABV: 35% Cellar Trends
ABV: 37.5% Bacardi Brown-Forman Brands The mainstream white rum of choice in the GB on trade, it again benefits from the club market’s preference for brands with strong brand recognition and its ubiquity as a partner for a variety of mixers. It is also widely used as the base for popular summer cocktail classics such as the mojito which helps push its versatility still further.
#9 Baileys
ABV: 17% Diageo GB This classic cream liqueur remains an important brand in the club market. Especially popular at Christmas time, it has also benefitted from a variety of product innovations over the last few years with additional flavours such as Chocolat Luxe and original cocktail recipes such as the chocolatini and midnight mint.
ABV: 40% Diageo GB This instantly recognisable blended whisky is still a crucial part of the back bar for many traditional sports clubs. Although it is not a brand noted for major innovation it remains a popular choice for many drinkers – especially mixed with soda, ginger ale or cola. Its close association to the Help for Heroes armed forces charity also provides additional club appeal.
#6 Gordons
The popular shot and mixer has made further inroads into the club market in the past year with double digit (+13.3%) volume growth. This is relatively in line with performance across the wider on trade. Jägermeister has recently overtaken Jack Daniels as No.2 brand at GB level showing its power and distribution growth has begun to increase further.
#7 Bacardi Carta Blanca
ABV: 40% Maxxium UK
ABV: 37.5% Diageo GB Gin is one of the key spirits categories showing solid growth in the club sector and Gordons is still the brand of choice for many. More recently new flavoured brand extensions such as cucumber and elderflower have helped raise its profile and the easy accessibility of classic canned pre-mix options (with tonic) also add to the convenience factor for licensees and drinkers.
#8 Courvoisier VS ***
ABV: 40% Beam Suntory The dominant Cognac brand in the club sector accounts for nearly three quarters of the volume in this segment. The brand is the most widely distributed brand in GB positioned in nearly 70,000 outlets which continues to grow year on year. The brand will look for future success off its relatively recent package redesign inspired by the brand’s history and Parisian heritage.
#10 Captain Morgans Spiced
ABV:35% Diageo GB
By far the most popular golden/ spiced rum in the club market, Captain Morgan can rely on high brand recognition amongst customers and the continuing interest in the spiced sector – especially as a long drink with cola. It has seen double-digit volume growth year-on-year (+11.9%).
> SPORTS CLUB MANAGEMENT 49
BRANDS REPORT – PACKAGED BRANDS
Top club sellers – packaged beers, ciders and RTDs Packaged Beers and Ciders along with Ready To Drinks (alcopops and spirit mixers) have always had an important place in the club sector. At one time the fridge would have been dominated by standard lagers, ciders and stouts – and tradition remains important – but as the category has diversified so too has the selection available.
T
op packaged brands across all key styles were analysed using CGA Brand Index data to see which products remain at the top of the list for both drinkers and licensees. While many famous and traditional names continue to dominate, there is also a sprinkling of newer brands making significant inroads – with the potential to help broaden tastes still further in times to come.
The rankings in this Brands Report are based on the total GB MAT volume performance rank for each main brand in the main packaged sub-categories [CGA Strategy Brand Index P09 2015]. Where applicable, either a Top 3 or single key product – depending on overall category size – is included, with a brief commentary on the wider trade position for each one.
PACKAGED READY TO DRINK (ALCOPOPS/SPIRIT MIXERS)
#1 WKD
#2 VK The RTD category may be in continued overall decline, but WKD nevertheless remains the highest profile brand with continued investment in TV and PoS marketing helping to maintain a profile with younger male drinkers in particular.
50 SPORTS CLUB MANAGEMENT
#3 Crabbie’s Offering a wide range of flavour options this remains a popular and competitively priced option for those looking for a classic vodka-based RTD.
This popular alcoholic ginger beer brand has seen a number of fruit flavoured variants enter the market over the last couple of years in an attempt to keep the brand fresh. Its continued involvement with sponsorship in major horse racing events helps it maintain a high profile in the club sector.
PACKAGED CIDER
#1 Magners
#2 Bulmers
#3 Kopparberg
Since its introduction to the UK market over 10 years ago, Magners has managed to maintain a dominant position in the packaged cider market helped by regular new product development – especially in its packaged iteration – and commitment to a number of key sporting events.
With huge brand recognition Bulmers have been highly successful in the packaged cider market especially taking into account the diversity of its regular flavour innovations.
One of the original Scandinavian ciders and an originator of the fruit flavoured variants which have become one of the primary drivers of packaged cider’s continuing success.
PACKAGED WORLD LAGER
#1 Corona
#2 Peroni Nastro Azzurro This original Mexican lager brand is popular across the on-trade and its easily identifiable packaging helps it stand out in the fridge.
#3 Sol As an essentially interchangeable alternative to Corona, the popularity of Sol (and to an extent Desperados) suggests that Mexico is currently the big thing in world-styled lagers in both the sports and social club sectors.
Not being a club-focused brand, Peroni Nastro Azzurro nevertheless appears to be benefitting from the continuing popularity of Peroni across the wider on-trade. This has translated into its solid packaged sales in the sector.
PACKAGED PREMIUM LAGER
#1 Budweiser
#2 Desperados Benefiting from instant brand recognition and regular high profile TV advertising campaigns (which often include major sports sponsorship deals) Budweiser remains a popular premium option.
#3 Becks A long-standing tradition in the club sector, some of Beck’s packaged market may have been reduced by the popularity of the draught Beck’s Vier option but it is still a regular sight in many club fridges.
This Mexican-influenced, tequila flavoured beer has been in long-term, organic growth for a number of years and is now reaching a wider audience – including lagerdrinking members looking for something a little bit different.
PACKAGED STANDARD LAGER
#1 Coors Light 4%
#2 Carlsberg A long-term, high profile TV campaign has reaped benefits for Coors Light as a popular alternative to more traditional standard lager options.
PACKAGED STOUT
#1 GUINNESS
#3 Foster’s
PACKAGED ALES
#1 NEWCASTLE BROWN The successful Brewers Project continues to add reach for Guinness, with Golden Ale, Dublin Porter and West Indies Porter all driving growth in the on-trade generally. Its sports sponsorships provide continuous visibiity.
The majority of volume is the core product of Foster’s lager, supplemented by its variants such as Radler (plus Gold, although a premium lager). Another extension is Foster’s Rocks, a rum flavoured lager.
As one of the biggest brands in the club sector, Carlsberg maintains a high level of support to this segment of the on-trade and continues to be heavily involved with a variety of sporting events and sponsorships.
A hugely popular beer in its North East England heartland, Newcastle Brown remains one of the most easily identifiable bottled ales in the club market.
PACKAGED LOW/NO ALCOHOL BEERS
#1 BECKS BLUE Becks Blue is the most popular option in the club market, with many drinkers choosing a beer brand with tradition in the sector and which has instant recognition to many.
> SPORTS CLUB MANAGEMENT 51
BRANDS REPORT – BEER
Top club sellers – cask and keg beers While spirits, cider and wine are all seeing revivals in various sectors of the on-trade, cask – and particularly keg – beers are forming a particularly strong foundation for many sports club bars.
N
ew styles may come and go but there is always a solid core consumer base for ales and stouts and this is reflected in the popularity of many of the key big brands – along with a few of the newer, ‘super regional’ brands which have proven successful over the last few years. The list opposite is ranked on the total GB MAT volume performance for each brand, with a brief commentary on the wider trade position for each one.
TOP 10 TIPS FOR GETTING YOUR CASK ALE IN PERFECT CONDITION FOR MEMBERS Steps
Why?
1. Take pride in your cellar – ensure that the cellar and all equipment is scrupulously clean
Beer is classed as a food product. Poor hygiene is one of the biggest causes of infected beer and wastage
2. Ensure you order the correct size of casks that you can sell through within three days of being put on sale
After three days the quality of cask ale deteriorates very quickly resulting in off flavours and aromas. Reduce your range in off-peak times
3. All beer should be stored in a temperature controlled cellar, maintained at between 11°C and 13°C Either way, flavour is always affected resulting in returned beer
Too cold: Casks are slow to condition and can appear ‘hazy’ – a chill haze Too warm: Casks over condition and the shelf life is shortened
4. Stillage casks as soon as they are delivered. Use self tilting stillages if possible
This gives the beer plenty of time to settle before you start conditioning the beer. Self tilts improve yields
5. Clean the beer lines every seven days between regular weekly line cleaning and improved sales
Yeast build up in the lines results on fobbing and off-flavours. There is a direct correlation
6. Do hard peg cask ales at the end of the night
This ensures cask ale will be kept in perfect condition for three days
7. Always do the CAT test on cask ale in the cellar before pulling through the lines – check Clarity, Aroma and Taste
If the beer is not fully conditioned the beer in the lines may have to be disposed of
8. Using a thermometer, regularly check the temperature of the liquid in the glass. Cask ales should be 11-13°C, standard lagers and smooths should be 5-8°C, extra cold products 2-5°C
Don’t let your customers become your Quality Control department – they vote with their feet and won’t return if the temperature is inconsistent
9. Clean the glasswasher thoroughly once a week and don’t put anything other than glasses in the machine. Renovate glassware regularly
A good product can be ruined by a dirty glass – and it can affect your yields
10. Train staff how to dispense the beer correctly without over-spilling
Overpouring or incorrect dispense techniques can ruin the product and result in massive stock losses
52 SPORTS CLUB MANAGEMENT
#1 John Smith’s
ABV: 3.8% Heineken UK
#2 Guinness
The dominant keg and cask bitter brand in the sports and social club sectors saw its first new product development for 22 years in 2015 with the release of John Smith’s Gold. This should help to further interest among younger consumers and especially appeal to those drinkers looking for a lighter style of ale.
#3 Worthington’s
ABV: 3.6% Molson Coors
Major investment in 2015’s Rugby World Cup will undoubtedly have helped to maintain visibility for the ubiquitous stout brand – especially in sports clubs. The product extension work with bottled and craft ales via the ‘Brewers Project’ is also proving a success and broadens recognition.
#4 Tetley’s
A very traditional and popular bitter, primarily in its keg Creamflow format – which accounts for the majority of its volumes in the sports and social club market.
#5 Greene King IPA
ABV: 3.6% Greene King
ABV: 4.1% Fuller, Smith & Turner PLC
#6 Sharp’s Doom Bar
ABV: 4.6% AB InBev A famous bitter with a long history, still recognised as ‘the cream of Manchester’ by many of a certain age – even though the brand is no longer made in the local area. Another beer which is anchored in tradition more than in any recent brand development or marketing ties.
ABV: 4.0% Molson Coors From its original Cornish roots, Doom Bar has risen over the last few years to become one of the best known real ale brands in the country – and from 2011 has been part of Molson Coors. Since 2013 it has also been a top selling cask ale in GB, making it a popular option for clubs looking to broaden the appeal of their beer offer.
#8 McEwan’s Best Scotch
London Pride is another of the early ‘super regional’ brands to find a broader market country-wide. It is especially popular in its London and South East heartland where sporting and charity sponsorships such as the Surrey Country Cricket League and the London Pride Walk for Cancer Research UK help retain interest and recognition.
#9 Boddingtons
ABV: 3.6% Carlsberg UK This bitter brand – produced by Carlsberg – is synonymous with the city of Leeds and Yorkshire generally, and remains the dominant ale brand in many clubs and bars across this area of the North of England. Popular both in its traditional cask variant and Smooth Flow keg option.
One of the original ‘super regional’ beers to cross over to success countrywide, Greene King IPA remains a popular choice in the sports sector both in cask and keg – especially with its strong sporting association. Last year saw a rebranding to provide a more contemporary feel and Greene King continue to increase interest via brand extensions such as IPA Reserve, Gold and East Coast IPA.
#7 Fuller’s London Pride
ABV: 4.1% Diageo
ABV: 3.6% Charles Wells A slightly darker ale style which is very popular in the North East of England. Becoming part of Charles Wells in 2011 has also helped to bring this quintessentially Scottish brand to a broader audience across the rest of the UK.
#10 Stones
ABV: 3.7% Molson Coors A beer very much of its regional area – highly popular in the social clubs and bars of South Yorkshire, where the majority of its following is still concentrated.
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ASK THE EXPERTS – CATERING
Cool advice on buying and maintaining fridges No-nonsense advice on operating your fridge with maximum energy efficiency, plus what to look out for in new equipment. More energy efficiency from the fridges you already have Location, location, location. One of the commonest forms of ‘fridge abuse’ is, quite simply, putting it in the wrong place, so that there is inadequate ventilation. This means it has to work much harder to maintain temperature. Make sure your fridge has plenty of ventilation and make sure staff don’t block it (for example, by storing trays beside the cabinet’s ventilation panels).
energy (plus, your staff will be more comfortable). Equally, putting your fridge in a cooler part of the kitchen, away from the hot cooking equipment, will mean it doesn’t have to work so hard.
Make the kitchen cooler Making better use of the kitchen’s ventilation could drop the ambient temperature by a degree or two, which means the fridges will need less
Internal layout Make sure your shelves are properly spaced out and, if you’re storing big boxes, make sure they don’t block the airflow.
Overloading Another common abuse is to overload fridges. This affects the internal airflow, reducing the cabinet’s or coldroom’s ability to chill effectively. Again, the system will constantly work to try to rectify the problem and energy will be wasted.
Shut that door Obvious but, almost unbelievably, another common abuse. Always shut the fridge, freezer or coldroom door and NEVER prop them open! If you’re constantly going in and out of a coldroom, fit a plastic strip curtain to keep the cold in. Turn off the burners A common practise in kitchens is to leave gas burners on. This raises the kitchen temperature and causes fridges to work much harder than necessary. So turn burners off when they’re not in use. Choosing energy-efficient refrigeration Look at the Enhanced Capital Allowance (ECA) tax scheme for businesses: it saves energy and saves you money. Plus you may be able to claim 100% tax allowance in the first year when purchasing the cabinets. Save energy with drawer and half door cabinets Fridges using drawers and half-doors (as opposed to full doors) are increasingly popular because they hold temperature better, since you only access the part of the fridge you need. They won’t suit everyone, but are simple and effective energy savers. With insulation, go thick The thicker the insulation, the less cold the fridge loses and the less impact the warm kitchen has. So the less energy you use to maintain temperature. Consider remote refrigeration systems This is where several cabinets and coldrooms are powered from one refrigeration system, usually sited outside, often on the roof. Systems like Williams unique Glycol are not only more energy efficient, they also chill more quickly and remove the heat and sound produced by stand-alone fridges from the kitchen. Further information Manufacturers are continuing the battle to make their products ever more energy efficient, so keep an eye out for their latest products.
56 SPORTS CLUB MANAGEMENT
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2016 CLUB AWARDS
OPEN FOR ENTRIES
Enter the 2016 Club Awards.
Email info@clubmirror.com with your club details or use the registration hotline below.
REGISTRATION HOTLINE 01753 272022
ASK THE EXPERTS – SOCIAL MEDIA
Instagram in an instant People seem to perceive Instagram as a niche social media tool that is yet to be revolutionised for social media marketing. But what if we told you it is actually the fastest growing network in recent years and has more than 400 million users? Larrytech explains.
I
n business – specifically marketing – we speak a lot about personalisation. Instagram is a great tool to personalise your credentials to your members’ needs. Tailor images to your audience Utilising the power of Instagram is essential. The first step is using personalisation to create content that will appeal and attract your members and guests. Instagram is all about storytelling. Yes it’s a photo-sharing app, but the story comes from the caption text. Trackable links One of the only drawbacks for using Instagram is limitations for adding links. Ultimately, there is just one place where you can add a live link and that is in your profile description. Ensure that this link is to your website. It’s important to use this link strategically. Reference the link when you post a photo and tell users where it will go and why they should click. Mashable changes their link when they post new photos to Instagram. In addition to mentioning the link, Mashable also tells users what they can see at the link, giving them a reason to click.
58 SPORTS CLUB MANAGEMENT
Post user-generated content The key to effective Instagram marketing is being realistic. Ultimately, many marketers would opt to create and share their content and products all the time if they could, but it all takes time. Another resourceful way to create action is to use an app like Regram (available for iOS) to reshare member photos. Better yet, create your own hashtag and invite fans to tag you in their posts. You’ll get not only some great content to share, but also referral marketing when they share their pictures with your Instagram community. Schedule posts at optimal times Planning is a fundamental aspect of any marketing strategy. However, with Instagram marketing there are a number of tools that can make your planning easier. For example, Viraltag allows you to manage all of your content in one place, edit your photos and prepare your captions. You can also schedule your posts at a specific time or automate your sharing. Ensure that you are scheduling each post at a time when your audience is most likely to become engaged. Latergramme is another great option for Instagram
scheduling. An Instagram-centric platform, Latergramme also allows you to upload photos from your desktop and schedule posts to Instagram. It will also ensure consistency for your posts to be uploaded at optimal times so your Instagram community becomes familar with your scheduling times. Larrytech was voted Creative Business of the Year at The Times of Tunbridge Wells Business Awards on 19 May, 2016. The company also recently teamed up with a local credit/debit card payments provider. The company is completely UK-based with 24-hour Kent-based account management, and UKbased telephone and online support. CONTACT LARRYTECH If your website is looking a bit tired and you’re after a brand spanking new one, or if you want to update your existing site and/or want to add more features, get in touch. Just email sales@larrytech.com or call the team for a friendly chat on 01892 888011. • www.larrytech.com
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ASK THE EXPERTS – NEGOTIATING
Negotiation – how to get what you bargained for From discussing terms of an employee’s contract to securing the best deals from suppliers, the ability to seal the deal and – ideally – keep everyone happy is essential. Enter the art of negotiation.
M
anagers and stewards with good negotiating skills are more likely to get good results and have employees who understand what’s expected of them. Negotiation means developing an ability to resolve disputes and conflicts. It also requires a willingness to work with other people to reach solutions that everyone can live with. In situations where a whole team/committee is negotiating, each individual should have their own role. Knowing who’s doing what and when, is fundamental to the overall negotiation process. Here are 10 steps to becoming a skilled negotiator: 1. START WITH THE END IN MIND Realise what you want the outcome to be and know how far you can - and are willing to – go. 2. SHOW RESPECT Listen and learn about the other person’s point of view. Think about whether you can both attain the outcomes you desire and be prepared to meet in the middle. 3. SELF-BELIEF If you believe you can achieve what you want, you are more likely to be successful. Presenting in a relaxed, confident way will help you to reach your goal. Speak clearly and concisely. Avoid appearing desperate, stressed, irritated or angry at all costs. 4. DEVELOP RAPPORT People like people who are like themselves. Take some time to warm up your negotiating partner and find areas of common ground. Remember your goal is to create and preserve a relationship. 5. USE INFLUENCING SKILLS Learn as much as you can about your negotiating partner so that you will be better equipped to influence him. Listen to the language he uses and then use it too. Find out what is important to him – does he focus on what he wants or what he doesn’t want? Does he seek approval from someone else?
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If you have agreed to do something, make sure you have a plan for carrying it out and make sure it happens.
6. USE SALES SKILLS Ask questions and present the benefits of your argument. Find out whether he/she agrees and then handle any objections. Remember to think about the benefits for both parties. 7. BE FLEXIBLE Explore all possible solutions and outcomes. Be prepared to adapt if it means you both achieve your desired outcomes. Collaboration doesn’t mean giving up or giving in. 8. BE FOCUSED, FIRM AND DETERMINED Restate your case with confidence. 9. CLOSING SKILLS At the end of the meeting, be clear about what you have asked and what you have agreed upon. Confirm in writing afterwards if appropriate.
10. DO IT If you have agreed to do something, make sure you have a plan for carrying it out and make sure it happens. Being reliable and trustworthy will make things easier when you next come to negotiate with the person.
NEGOTIATION IS MOST SUCCESSFUL WHEN BOTH PARTIES: • Recognise the value of a relationship and want to continue it • Participate actively in the process • Show consideration and acceptance of each other’s perspectives, values, beliefs and goals • Separate personality from the issue involved • Work together to develop a solution everyone can accept
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CLUB ASSOCIATIONS
Associations, affiliations and organisations Over the decades our teams have worked with many of the club associations who offer invaluable support to sports clubs across the land. This section highlights just some of them and provides their contact details and web addresses for further information. We salute them all. British Hospitality Association The BHA aims to champion the UK hospitality and tourism industry as the best in the world. This will be achieved by bringing together hospitality and tourism businesses with Government to deliver three clear aims: 1. To secure valuable new jobs 2. Growth for the industry 3. Competitive advantage for the country British Hospitality Association, Queens House, 55-56 Lincolnâ&#x20AC;&#x2122;s Inn Fields, London WC2A 3BH t. 0207 404 7744 e. bha@bha.org.uk www.bha.org.uk ___________________________________________ British Institute of Innkeeping The BII (formerly known as the British Institute of Innkeepers) represents individuals working across the licensed hospitality industry. It aims to supports members throughout their careers with member benefits including events, newsletters, a mentoring service and help-lines, offering advice on legal, licensing, financial and general business issues. The BII has charitable status and works across the industry to promote professional standards, well-managed, profitable businesses and responsible drinking as well as providing advice and support for those working in the industry. BII and BIIAB, Infor House, 1 Lakeside Road, Farnborough, GU14 6XP t. 01276 684449 www.bii.org www.biiab.org
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CLUB ASSOCIATIONS Chartered Institute for the Management of Sport and Physical Activity The Chartered Institute for the Management of Sport and Physical Activity (CISMPA) launched in 2011. CIMSPA is a professional development body for the UK’s sport and physical activity sector. It was awarded chartered status by the Privy Council; this came into effect at the start of January 2012. CIMSPA provides leadership, support and empowerment for professionals working in sport and physical activity and a single unified voice for the sector. It holds two long-term strategic priorities: 1. To provide opportunities for young leaders to develop and succeed 2. To provide leadership on the development and management of career pathways CIMSPA, SportPark, Loughborough University, 3 Oakwood Drive, Loughborough, Leicestershire, LE11 3QF t. 01509 226474 e. info@cimspa.co.uk www.cimspa.co.uk ____________________________________________
SPORT ASSOCIATIONS – LISTED BY SPORT
Club Managers Association of Europe Turn to page 64 for details of the Association’s plans for 2016. Office 8, Rural Innovation Centre, Unit 169 - Avenue H, Stoneleigh Park, Kenilworth, Warwickshire CV8 2LG t.0247 669 2359 e. debbie.goddard@cmaeurope.plus.com www.cmaeurope.org ____________________________________________
English Indoor Bowling Association The English Indoor Bowling Association (EIBA) works with affiliated clubs, county associations and bodies who are established for the promotion of the sport of Indoor Bowls. It also works with local authorities, secondary schools and further education colleges among others. EIBA objectives include growing participation across the adult population in local communities, growing female participation, growing participation in the 14-25 age range, recruiting and retaining the 50+ and 70+ age groups and growing participation by people with disabilities. English Indoor Bowling Association, David Cornwell House, Bowling Green, Melton Mowbray, Leicestershire, LE13 0FA t. 01664 481900 enquiries@eiba.co.uk www.eiba.co.uk ____________________________________________
Sport and Recreation Alliance Turn to page page 65 for more details. Also turn to page 43 for the Alliance’s advice on attracting and keeping club volunteers. Sport and Recreation Alliance, Burwood House, 14 Caxton Street, London SW1H 0QT t. 020 7976 3900 e. info@sportandrecreation.org.uk www.sportandrecreation.org.uk ____________________________________________ Sport England Turn to page 65 for more details. Also: see News Special in this issue. Sport England, 1st Floor, 21 Bloomsbury Street, London WC1B 3HF t. 0207 273 1551 t. (Funding enquiries) 03458 508508 e.info@sportengland.org www.sportengland.org ____________________________________________
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BOWLS Bowls England Bowls England is the National Governing Body for the sport of Flat Green Lawn Bowls in England, formed in January 2008 following a unification of the English Bowling Association (EBA) and English Women’s Bowling Association (EWBA). Bowls England’s responsibility is to implement future policies and to promote the true value of the sport to all external agencies. It liaises with volunteer support agencies ‘to ensure that information on new legislation is available to Bowls England Members’ and encourages feedback from its members. It produces newsletters, issues news releases and holds an Annual Conference. Bowls England, Riverside House, Milverton Hill, Royal Leamington Spa, Warwickshire, CV32 5HZ t. 01926 334609 www.bowlsengland.com ____________________________________________
CRICKET England and Wales Cricket Board The England and Wales Cricket Board (ECB) was established in 1997 as the national governing body for all cricket in England and Wales. This followed two years of research into how cricket in England and Wales could be better organised to attract more players, raise standards and promote cricket as a spectator sport. Its eventual formation was the culmination of a drive towards creating a single body responsible for the management and development of every form of cricket, from playground to the Test arena. The ECB took over the responsibilities carried out for some 30 years by the Test and County Cricket Board, the National Cricket Association and the Cricket Council, all of which ceased to exist. In April 1998 the Women’s Cricket Association was also integrated into the organisation.
Its role now encompasses working with clubs, schools, juniors and youth, disabilities cricket, representative, first class and international cricket. The England and Wales Cricket Board, Lord’s Cricket Ground, London, NW8 8QZ t. 0207 431200 e.help@ecb.co.uk www.ecb.co.uk ____________________________________________ DARTS British Darts Organisation The British Darts Organisation (BDO) is recognised as the world’s leading darts organisation. Founded in 1973 it has over 1,000 officials and a calendar of over 800 darts events each year. It is the governing body for darts in the UK, regulating, organising, promoting, staging, administrating and fostering darts nationally, internationally and worldwide. It comprises 66 member counties in the UK and has 69 associate countries worldwide. Each BDO county stages its own domestic events and has a Super League for men and women. Some have their own youth sections. The BDO is administered by a board of directors, democratically elected annually at its AGM. Funding is by subscription from its member counties as well as sponsors. The British Darts Organisation, Unit 4, Glan-y-llyn Industrial Estate, Taffs Well, Cardiff, CF15 7JD t. 02920 811815 e.info@bdodarts.com www.bdodarts.com ____________________________________________ FOOTBALL Football Association The Football Association (FA) celebrates its 153rd anniversary this year. Founded in 1863 as the governing body of the game of football in England, it is responsible for all regulatory aspects. In August last year the FA launched the National Game Strategy for Participation and Development, announcing plans to invest a record £260m into the grassroots game over the next four years. This is a £60m increase on the funding allotted for the previous four-year period. The FA's £260m input is being supported by a further multi-million pound investment, which aims to help establish 30 new city hubs across England featuring 4G pitches and new facilities. The FA plans to improve facilities and coaching in the amateur game, as well as increase the number of people taking part. The Football Association, Wembley Stadium, PO Box 1966, London, SW1P 9EQ t. 0844 9808200 e. info@thefa.com www.thefa.com ____________________________________________ GOLF British and International Golf Greenkeepers Association Limited The British and International Golf Greenkeepers Association (BIGGA) was created in January 1987 and
today has around 6,000 greenkeepers and turf professionals as members. BIGGA is dedicated to the continuing professional development of its members, providing education and training for standards of excellence in golf course management throughout the greenkeeping profession. The association also organises the BIGGA Turf Management Exhibition each January – the biggest event of its kind in Europe. BIGGA divides the UK into five regions: Northern, Midland, South East, South West & South Wales and Scotland & Northern Ireland. Each Region, which is covered by either a part-time or full-time administrator, is then divided into sections. There are currently 26 Sections each with its own committee responsible for organising events for Section members and administration on behalf of the Association. The major policy making body is the National Board of Management comprising the Chairman, Vice Chairman and Past Chairman together with one nominated representative from each of the five Regions and two Guardians. BIGGA employs 13 full-time members of staff based at BIGGA House at Aldwark, near York, covering everything required to educate and assist greenkeepers with dedicated Membership, Learning & Development, Business Development and Communications. BIGGA House, Aldwark, Alne, York, YO61 1UF t. 01347 833800 e. info@bigga.org.uk www.bigga.org.uk ____________________________________________ England Golf England Golf is the governing body for amateur golf in England. Its development initiative ‘Get into golf’ introduces new golfers, juniors and adults, to start playing the game as well as increasing the interest and participation in golf. It offers business support to clubs to encourage more golfers to enjoy the benefits of club membership and to help promote the game as being accessible, fun and family friendly. For competitive golfers, England Golf provides championships for all ages and abilities, both in individual and team events and identifies and develops the country’s most talented golfers through their amateur careers (success stories include professional golfers such as Justin Rose, Lee Westwood, Charley Hull and Melissa Reid). It is a member of The England Golf Partnership (EGP) together with the PGA and supported by the Golf Foundation and Sport England. It is a nonprofit organisation run for the benefit of the game and its players. Funding – the majority of England Golf funding comes from affiliation fees paid by golfers which funds the core activities of the organisation. Members of each affiliated club pay an annual subscription to their County Union (men) or County Association (women) and to England Golf. The National Golf Centre, Woodhall Spa, Lincolnshire, LN10 6PU t. 44 [0] 1526 354500 f. 44 [0] 1526 354020 e. info@englandgolf.org www.englandgolf.org
Golf Club Managers’ Association See page 64 for more details. Golf Club Managers’ Association (GCMA), Bristol & Clifton Golf Club, Beggar Bush Lane, Failand, Bristol, BS8 3TH t. 01275 391153 e. hq@gcma.org.uk www.gcma.org.uk ____________________________________________ Golf Union of Wales In January 2007 the Welsh Ladies Golf Union and Welsh Golfing Union, each with well over 100 years of history, merged to become the Golf Union of Wales (GUW). It is committed to golf becoming a sport for all, and for life, and to make golf a headline sport in Wales and an integral part of community life. GUW’s mission and core objectives are: to work with clubs, partners, coaches and volunteers to grow the game, improve the quality of experience for all players and develop Wales’s best talent into world class players. GUW, Catsash, Newport, NP18 1JQ t.01633 436040 e.office@golfunionwales.org www.golfunionwales.org ____________________________________________ Scottish Golf Union Scottish Golf is now the unified governing body for golf in Scotland following 2015’s amalgamation of the Scottish Golf Union (SGU) and Scottish Ladies’ Golfing Association (SLGA) into a single governing body. Scottish golf aims to ‘maintain Scotland’s position at the forefront of golf’, to lead Scottish golf clubs, to develop champions and provide the opportunity for everyone in Scotland to play golf for life. It represents 607 golf clubs across the country, representing a total membership of over 220,000 golf club members. Based at the Home of Golf in St Andrews, Scottish Golf’s responsibilities range from staging national amateur championships and managing Scotland’s national teams to providing support services to member clubs and lobbying government to protect the interests of the game. Scottish Golf, St Andrews, Fife, KY16 8NX e. info@scottishgolf.org www.scottishgolf.org ____________________________________________ RUGBY Rugby Football Union The Rugby Football Union (RFU) is the national governing body for grassroots and elite rugby in England. Its members include 2,000 autonomous rugby clubs grouped within 35 Constituent Bodies comprised of counties, the three armed forces, Oxford and Cambridge Universities, England Schools Rugby Football Union and England Students.
These bodies are supported by 50 Rugby Development Officers, six Area Managers and 120 Community Rugby Coaches who provide some 30,000 coaching sessions a year for young people. The RFU employs approximately 500 paid staff and helps to train and support more than 60,000 volunteers whose many roles include supporting the volunteer workforce and working with clubs. Rugby Football Union, Rugby House, Twickenham Stadium, 200 Whitton Road, Twickenham, Middlesex TW2 7BA t. 0871 222 2120 e. info@englandrugby.com www.englandrugby.com ____________________________________________ Rugby Football League The Rugby Football League (RFL) is the national governing body for Rugby League in the UK. It is committed to developing and growing Rugby League at all levels. The RFL administers the England Rugby League team, the Ladbrokes Challenge Cup, First Utility Super League and the Kingstone Press Rugby League Championship and League 1 and also supports and administers the grassroots game. The team, based in Salford, Leeds and London is focused on excellence in coaching and development and helping more players start, stay and succeed in the nation’s most exciting summer sport. The RFL works in partnership with leagues, clubs and Rugby League Foundations to offer new ways to play, from Play Touch Rugby League to Wheelchair RL. Together, the sport is working hard to inspire and develop the next generation of young players and fans. Rugby Football League Red Hall, Red Hall Lane, Leeds, LS17 8NB www.rugby-league.com ____________________________________________ TENNIS Lawn Tennis Association The Lawn Tennis Association (LTA) is tennis’s governing body. The mission of the LTA is to get more people playing tennis more often, and part of its role is to govern tennis in Great Britain, the Channel Islands and the Isle of Man by acting as guardians to promote and safeguard the integrity of the sport. It aims to grow and and sustain the sport and works to develop participation in the sport through investing in places to play (clubs, parks, schools and tennis centres etc) as well as supporting coaches, volunteers and club officials. Part of its 2015-2018 strategy is to provide great support for clubs of all sizes by sharing best practice; to apply greater focus on clubs seeking to grow the game in their club and community; to help clubs achieve management excellence. LTA, National Tennis Centre, 100 Priory Lane, Roehampton, London SW15 5JQ t. 0208 4877000 e.info@LTA.org.uk www.lta.org.uk ____________________________________________
SPORTS CLUB MANAGEMENT 63
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CLUB ASSOCIATIONS
Club Managers Association of Europe Mark Newey CCM, President
CONTACT DETAILS Club Managers Association of Europe, Office 8, Rural Innovation Centre, Unit 169 - Avenue H, Stoneleigh Park, Kenilworth, Warwickshire, CV8 2LG For magazine enquries contact info@alchemycontractpublishing.com t. 01753 272022 For membership enquiries contact t. 0247 669 2359 e. debbie.goddard@ cmaeurope.plus.com www.cmaeurope.org
The Club Managers Association of Europe (CMAE) is a non-profit making professional association. Its members are involved in the management of sports clubs (golf, tennis, sailing, rowing, rugby, football, cricket), health and fitness clubs, leisure, city and dining clubs located throughout Europe. In 2013 it joined forces with the publishers of Club Mirror and the Club Report to launch an exclusive members magazine Clubhouse Europe (www.clubhouse europe.com). Key objectives of the CMAE include: • To promote best practices in club management management of all types of clubs throughout Europe, the Middle East and North Africa. • To provide and promote educational events. • To reward members with two levels of certification – the Club Management Diploma (CMDip) and the internationally recognised certification in
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•
• •
•
club management – the “Certified Club Manager” (CCM) designation. To provide members with networking opportunities, assistance with career development, employment opportunities and recruitment. To develop and maintain effective communication with members and with other external parties. To encourage ethical standards in club management. To report on changing social, governmental, environmental and economic issues on a European level. To research, develop, analyse and disseminate information/data related to club management and the club industry.
Editor's note. Alchemy Contract Publishing is the proud publisher of Clubhouse Europe which we launched in March 2013.
Golf Club Managers Association
Bob Williams, Chief Executive
CONTACT DETAILS Bob Williams, Chief Executive Golf Club Managers Association (GCMA) Bristol & Clifton Golf Club, Beggar Bush Lane, Failand, Bristol, BS8 3TH t. 01275 391153 e. hq@gcma.org.uk www.gcma.org.uk
64 SPORTS CLUB MANAGEMENT
Much of 2015 was dedicated to preparations for our biennial Conference, and I’m pleased to say that it looks like our hard work paid off. In November we welcomed a record number of delegates – over 300 – to St George’s Park in Burtonon-Trent, as the conference sold out for the first time ever. As well as our inaugural Conference Football Tournament, the conference programme included a number of inspiring keynote speakers, including a Rugby World Cup Winning Head Coach, a Solheim Cup Captain and a renowned international conductor. Sir Clive Woodward, Carin Koch and Charles Hazlewood all offered unique insights into management and the golf industry, with Charles even managing to get the whole room singing in three part harmony! Breakout sessions were also led by industry experts from across the golf management world, and the whole conference was hosted by a veteran of BBC Radio, journalist, broadcaster and keen golfer, Peter Allen. The conference also offered a chance for us to reward golf club management excellence, with the newly expanded Club Management Awards, which saw Langland Bay GC’s Andrew Minty becoming both the youngest, and first Welsh winner of the prestigious Manager of the Year award. The brand new categories for 2015 – Newcomer and Team of the Year – were won by Boyce Hill GC’s Alex Woodward and High Post GC respectively. There has been some great feedback from mem-
bers, exhibitors and speakers alike, with many telling the GCMA that it was the best GCMA Conference that they had attended. Indeed, 97% of attendees would recommend attending the next Conference. With people from across the golf industry joining us alongside our members, we hope that the GCMA Conference will remain a fixture of the industry calendar for a long time to come. Professionalising the industry Education has always been at the heart of the GCMA’s activities – never more so than in 2016, as we launch a brand new qualification in golf club management, which we are truly excited about. Created and delivered by the three partner organisations of the Golf Club Management Partnership – GCMA, BIGGA and PGA – the Diploma in Golf Management is a new, nationally recognised, golf management qualification. With an emphasis on flexible learning, the Diploma covers all the core skills required to manage a golf club, and notably will be an externally Quality Assured qualification, regulated by Ofqual (Office of Qualifications and Examinations Regulation) whose role is to maintain standards and confidence in qualifications. The Diploma will be predominantly delivered online, with optional supplementary face-to-face workshops. The Diploma sits neatly alongside our Introduction to Golf Club Management Training Course, Regional Meetings and Conference.
Sport & Recreation Alliance
James Stibbs, Head of Communications
The Sport and Recreation Alliance is the umbrella body for sport and recreation in the UK and represents 320 members including organisations such as The FA, the Rugby Football Union, British Athletics and British Rowing. Our members are the governing bodies of sport and recreation. Their job is to run their sport or activity, promote participation and set the rules and conditions under which it takes place. Our job is to make that job as easy as possible. We represent their views to people who make decisions; we promote the interests of sport and recreation so that as many people as possible know about their work; we campaign on issues affecting our members Our Vision: We are the heart of a world leading sport and recreation sector. Our Mission: As the independent voice we champion sport and recreation and provide inspirational leadership and deliver unrivalled services that enable our sector to thrive.
CONTACT DETAILS Sport and Recreation Alliance Burwood House, 14 Caxton Street, London SW1H 0QT t. 020 7976 3900 e. info@sportandrecreation.org.uk www.sportandrecreation.org.uk
What we value: • Excellence • Positivity • Passion • Imagination • Integrity • Collaboration
Our core functions and objectives: • Lead To be a trusted and valued thought leader among all stakeholders in the sport and recreation sector. • Champion To be the acknowledged, independent champion of the interests of our members and the sector as a whole. • Enable To be a provider of high quality, added value services to our members by developing and sharing knowledge and expertise, and delivering world class programmes and services. • Perform To be a high performing organisation which embodies best practice in governance and leadership. The Sport and Recreation Alliance was formally known as the CCPR or the Central Council of Physical Recreation. We are a company limited by guarantee No 474512. Registered in England and Wales. • See more at: http://www.sportandrecreation.org.uk
Sport England
Richard Davis-Boreham, Head of Clubs
In May 2016 we launched our current strategy and outlined the work we will do between 2017 and 2021 to increase the number of people getting active. It's our response to the Government's Sporting_Future strategy, which was published in December 2015. Our vision is that everyone in England, regardless of age, background or ability, feels able to take part in sport or activity. Some might be fit and talented, but others won’t be so confident.
CONTACT DETAILS Sport England 1st Floor, 21 Bloomsbury Street, London WC1B 3HF t. 0207 273 1551 t. (Funding enquiries) 03458 508508 e.info@sportengland.org www.sportengland.org
We will contribute to the government's strategy by working to: • Increase the number of people in England taking part in sport and activity and decrease the number of people who are physically inactive • Increase the proportion of young people (11-18) who have a positive attitude to sport and being active
• Make sure public facilities are used fully and effectively to get maximum use from communities • Increase the number of children who are physically literate – i.e. confident and competent in sport and activity • Increase the number of adults using the great outdoors for exercise and wellbeing • Contribute to UK and home nation performance in major sporting events at home and abroad (through our various projects to support talented individuals) • Increase investment in sport from sources outside the public sector • Increase the number of people volunteering in sport at least twice in the last year • Make sure volunteers are from a wider range of backgrounds and lifestyles to ensure this group represents society as a whole.
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THE LAST WORD
Jeff Morgan, Club Managers Association of America In 2015, Jeff Morgan became CEO of the Club Managers Association of America (CMAA). Here he shares his views on the club sector and lays out the CMAA’s plans for the future.
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s I travel the USA speaking to and visiting with CMAA members, I believe clubs and club managers have two sets of challenges – people-related and VUCA (Volatility, Uncertainty, Complexity and Ambiguity). People-related challenges include managing a multi-generational workforce that includes millennials to baby boomers. Each of these generations require different management skills and methods. These people-challenges in the US migrate to our members as clubs continue to become more familycentric, with more services and higher demands to serve each family member’s expectations – from fitness to children activities to golf. Finally, these people-challenges extend to prospective members as there is not one model for a club to evolve and clubs really need to understand their community and what prospective members are seeking as a potential club member. The second set of challenges is a concept called VUCA – Volatility, Uncertainty, Complexity and Ambiguity. While the acronym has been around for several years, the unpredictability of things like weather, economy and governmental regulation make VUCA a reality for club managers too. The answer to VUCA – Volatility, Uncertainty, Complexity and Ambiguity – is a different type of VUCA – Vision, Understanding, Clarity and Agility! These competencies will be the wind behind our back as we plan for CMAA’s future. These are core competencies we must ensure CMAA has to serve members in times of change. We want to ensure CMAA is a partner for our members providing not just education, but also best practices and research that can aid club managers as they encounter challenges and changes in their club. Education is key CMAA’s core mission over the last 88 years has been education. That’s not going to change any time soon. What will change is our need to provide the vision and clarity during changing times to club managers with more expediency. So we are expanding our own research capabilities for clubs. By adding this competency on staff and as part of our professional development staff, we believe we will be able to make our educational offerings more valuable for attendees. In addition to becoming more sophisticated in
66 SPORTS CLUB MANAGEMENT
These people-challenges in the US migrate to our members as clubs continue to become more family-centric, with more services and higher demands to serve each family member’s expectations.
content, delivery will continue to evolve. Presently we have week-long programmes, an annual conference and online offerings. I would expect that we will continue to grow our online component, but also add some multi-day programmes in the future. These may be more targeted offerings, like use of club technology. BMI International CMAA is very excited to bring BMI International back to London and appreciate the work and partnership with the Club Managers Association of Europe [CMAE]. I can’t tell you how thrilled I am to be working with CMAE as my first BMI International programme as CMAA’s new CEO! We are seeing club managers being recruited in the US with multi-language skills and coming from clubs outside the country. Many clubs have members from around the world, so they are expecting managers to have club experience from places other than the US. Exposing club managers to clubs and skills outside the US is critical for manager competencies to continue to develop. A Coordinated Global strategy Our new licensing for Management Development Programmes (MDPs) progammes has been very well received. This will allow us to create consistency and continue to develop these programmes as
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new competencies are developed for club managers. This new programme also continues to allow CMAA to help in countries that are developing an MDP-style programme for club managers. Jason Koenigsfeld has conducted programmes in South America and New Zealand in 2015 as part of the development process. A very exciting component to this new structure is for licensing participant countries to come together at CMAA’s World Conference on Club Management each year to collaborate and discuss programme changes and new competencies to ensure the club manager certification program is the best that can be offered. I believe all these changes will keep the Certified Club Manager (CCM) at the top for the foreseeable future.
CMAA membership breakdown Our membership in type of clubs hasn’t changed much over the past few years. About 78% of our clubs have golf as their key experience with yacht and city clubs making up much of the remaining 22 per cent. Our recent member survey revealed that while club type is the traditional way we look at member differences, we really need to focus on club size. Those larger clubs have greater resources to use to evolve and change and serve members. Smaller clubs have many more challenges and must use their resources wisely. They look to CMAA for that knowledge and information and we need to think about different members with different amounts of resources going forward. It is an exciting challenge and one that will help to push CMAA along its own path of evolution to better serve our members.
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