By Billy Ketman, Sport Welfare Manager, London Sport
When we talk about positive culture in sport, it can sound like another job to add to an already long list. More policies. More training. Another meeting.
I know how much is asked of clubs. From my time at The FA, volunteering with British Orienteering and now supporting clubs across London, I’ve met people giving up evenings and weekends to make sport happen. The last thing I want is to make that feel harder.
That was on my mind when I ran a short session earlier this month, on positive club cultures earlier this week. I wanted people to leave with one or two ideas they could actually try.
Because culture is really just “how things are done around here”. And people notice it quickly, sometimes before they even arrive. Does your website feel welcoming? Is someone there to greet a new participant? Do people feel comfortable asking questions, giving feedback or making mistakes?
Clubs I’ve worked with have shared some really good examples of getting this right without spending a fortune. A tennis club in Bromley has a children’s noticeboard, where young people can add their own positive quotes alongside welfare information. At a football club in Lewisham, children can take turns leading the warm-up. Small changes, but they help people feel the club belongs to them too.
And that’s the bit I keep coming back to: listening.
Not just asking members what they think, but showing them that their views can make a difference. Someone at the session introduced me to Roger Hart’s Ladder of Participation, a model I hadn’t seen before. It asks us to consider whether young people are genuinely involved in decisions or whether we’re just giving them the appearance of a say. A really useful reminder, and I enjoyed learning something from the group myself.
Of course, it can be hard to spot what needs changing when you’ve been running a club for years. The Culture Reflection Tool, which we’ve added to London Sport’s Sport Welfare page, is a useful starting point. It helps clubs understand what it’s really like to be a member, recognise what’s already working well and identify small, practical ways to improve. It’s not about finding fault, but helping clubs build on the good things they’re already doing.
You don’t have to tackle everything tomorrow. Pick one thing, try it, and ask people how it feels. If it doesn’t work first time, try something else.
And remember, our Sport Welfare team at London Sport is here to help, not add to your workload. The goal is a club where coaches, volunteers and participants all feel supported and want to come back.
Notes to Editor
At London Sport, we aim to help all Londoners live longer, healthier, and happier lives by being active. A big part of that is connecting organisations, people and communities who can help create more opportunities for Londoners to take part.
