How Amber Valley and Erewash AC membership grew 20% last year
We spoke with members of Amber Valley and Erewash AC recently and asked them what they’ve done to help boost their membership, particularly for young athletes.
The club was formed in 1999 by parents who wanted to get their children involved with athletics. Amber Valley and Erewash AC grew to be a club with healthy numbers until - like for many clubs - COVID left its mark.
Club Chair Jayesh Dave explained:
“During that time, obviously, we went through COVID, which was a massive change to us all. When we came back [after COVID] as a club, our under 11s, which I predominantly coach, were down at, I think, 10 athletes.”
The club committee knew that they had to work hard to get themselves back up to where they are now – a growth of over 20% in the past couple of years. And this year they were also runners-up for the England Athletics East Midlands Club of the Year.
Here are their top tips:
Have an up-to-date website
The club decided to invest in their website to generate more traffic. The site was completely functional, but needed to feel more exciting and appeal to those who would like to join.
Engage with the athletes
All the coaches engage with the athletes right from the start. One of the ways to keep those who tend to drop off at age 16 or 17 is joining the Notts Development League. Nicole Bonser competes at the League as a senior athlete now.
“It's literally the same as when I was little. Everyone is still cheering on each other, walking around the track, watching each other compete, and it's just good to see.”
Another athlete commented:
“I think it's a good training environment. If you haven't got the right people and the right tools, you can't get any better. “
Have a visual presence
The club has a strong identity; at the mini league – for under 11s up to under 15s - the teams gather round the Amber Valley flags, and they are all wearing their yellow and blue club kit, blue and yellow ribbons and blue and yellow bracelets.
Make an effort to become known in the community
Community is a really important thing for the club – they believe athletics should not be seen as an individual sport – everyone’s part of a team.
Club Secretary Richard Woodward described on way the community was kept informed:
“We made a concerted effort to talk to schools to try and get the name out basically. And I think that's probably the key thing as a club is to be known. And that leads to needing more volunteers.”
Recruit and retain volunteers
Andy McMillan is the Facilities Officer, brought in as a volunteer to match his existing skills:
“Other parents are very good at even just putting cones out supporting the kids while they're doing that. It's a massive help to the coaches and it also brings in that community spirit.”
Jayesh added: “The major thing is to keep going and asking for volunteers. Don’t give up, you've got to keep that pace going and through the under 11s - that's where the growth will come and the coaches will come.”
One of the young volunteer coaches is Erin Beresford. She said,
“I was lucky enough to do everything like my coaching and my sportsmanship here. So, it was very good and I felt very like welcome to do it. When the little kids are looking up to you, when you're teaching them to do stuff, it's really wholesome.”
Her fellow coach Henry Jack added:
“It's quite easy to get along with everyone here. It's been a part of my life for a long time and I kind of miss it if I'm on holiday or something and I miss it for a while.”
Be welcoming and keep it fun
Club members strive to be welcoming and friendly. Many of the athletes (and indeed the volunteers) say that they've made lifelong friends here that they see outside the club.