Young people today are eager to develop their identities and shape their own experiences. These so-called “digital natives” have instant access to the world at their fingertips. Constantly switched on, they are more aware and informed than previous generations. 

That being said, young people want experiences that are social, collaborative, rewarding and personalised to them. Positive experiences in particular, are key to maintaining future engagement. Often competing with conflicting priorities or activities of wider interest, sport is no exception.

Young people are highly influenced by their social group. A positive experience can be communicated on average to 4-6 others; while communication of a negative experience is up to fourfold.

Spotlight on… Youth volunteering in sport

Having a clearer understanding of what motivates young people to get into sport; opportunities to achieve goals or develop specific skills act as strong motivators for volunteering in sport.

Volunteering allows youth to build on a number of key life skills such as leadership, communication and decision making, whilst making their mark on a cause they feel passionate about.

Sport England has partnered with the #iwill campaign , a UK-wide campaign that aims to make social action part of life for as many 10-20 year olds as possible by 2020.

Check out our insights video to learn about how the young #iwill Ambassadors are taking the lead on promoting positive social action opportunities that benefit themselves and their communities. Think about what your club can do to inspire and celebrate young people giving back through sport on and off the pitch: From opportunities to coach junior players to organising club events, these voluntary activities act as strong selling points in helping clubs to attract and retain current and future members.

Parents in Sport

For young members at your club/organisation, getting their parents or carers involved in their experience can be really helpful! For more information on engaging parents and building their confidence in your organisation, visit our Parents in Sport page.

The world is changing, how do you ensure your club is chosen over all the other opportunities that are competing for young people’s leisure time? By making it a place young people want to keep on coming back to. To do this you need to understand what existing and potential members want from your club and deliver a great experience to them. By consistently doing this you will create an extraordinary club that will thrive.

What to think about:
- Why delivering a great experience for young people in your club is important
- How to listen to and respond to the needs of the people in your club and potential members
- How to consistently deliver a great club experience

Last modified: Sunday, 27 June 2021, 9:19 PM