Poole Runners: prioritising fun to retain their members

The summer is a great time for track and field. The sun is shining, the summer season is underway, and athletes of all ages can enjoy our sport. However, September often poses a different challenge, as children head back to school and focus turns away from sport.

We recently caught up with Poole Runners on the Dorset coast to learn about how they have seen such fantastic growth in members of all ages and abilities. The club have smashed their seven out of seven Club Standards, and are making a real difference in their local community.

Keeping it fun and inclusive

For the majority of participants in England, taking part in athletics and running is a hobby rather than pushing performance.

Poole Runners has some excellent talent brewing, but they ensure that they keep their sessions fun for athletes of all levels – something which Marketing and Communications Manager for the club, Roger, is passionate about:

"Since the pandemic, we have had a little publicity push for the club, and this has seen our junior membership go from 30 to 300+ currently with a waiting list. Our Junior Chair Haydn and his team, have really pushed the idea that we need to keep the club fun and friendly regardless of what ability the athletes are, ensuring that each person leaves with a smile on their face."

Putting enjoyment first is not only a motto for the leadership team, but it is also felt by the athletes and coaches.

"One of the things I like about Poole Runners is the amazing coaches, you really feel part of a community."

explained athlete Joel. Coaching Assistant Danielle added:

"The children are so supportive of one another and I think that is what makes Poole Runners a unique environment. Whether they are doing really well, or whether they are not having a very good day, they will always be there to support each other."

Creating a team

Unity and community are also key values for Poole Runners. Upon becoming a member, each person will receive their sought-after orange club top. Haydn joked:

"It became a badge that everyone wanted, the first thing people often say when they start is when can I get my orange shirt!

Seeing an increase in membership is great for the future of the club, but their continued growth amongst volunteers has ensured the increase in participation remained sustainable, explained Membership Secretary Laura:

"We encourage the older athletes to help with the younger athletes. They really enjoy this, and it also is important for the children to have someone they can look up to in the club."

With the growth of junior members, the club has also seen their volunteer base increase naturally - through parents bringing their children. Some parents are now helpers at the sessions, with others branching out into trying officiating.

Is your club struggling with retaining your junior members?

Whether you are looking to grow your junior section, retain members or even kickstart your junior offer, Poole Runners have some excellent tips to get you started:

• Communication and engagement - ensure you have clear and open communication with all members of your club including athletes, parents, coaches and volunteers.
• Inclusivity- make sure that you are inclusive for athletes of all levels, whether that be the stars, or those who are just starting out.
• Retention - as long as your athletes are having a good time and seeing progress, they’re unlikely to look elsewhere.
• Recruitment - focus on volunteer recruitment over waiting lists. You can control the steps you take to recruit more volunteers and by effectively engaging with parents and carers on club nights, you can welcome them into an environment they want to help out in. If you also make it fun for the helpers as well as the athletes, then recruitment will follow.