The Leader's Guide to Negative Feedback: How to Turn Criticism into Your Greatest Asset

Visualize this: you are a dedicated volunteer at your local sport club. You show up, you work hard, and you pour your heart into making things better. You and your fellow volunteers are a team, navigating the bumps and celebrating the wins. You feel like you're making a real, positive impact.

And then, it happens.

An email lands in your inbox with a critical tone. A parent makes a sharp comment to you after a game. A negative review pops up on the club’s social media page. It feels personal, it stings, and your first instinct is to defend the work you care so much about.

If you’ve been in sport for any length of time, you’ve been here. That feeling in the pit of your stomach is completely normal. Our defensiveness is human. Our response, however, is a strategic choice—one that can either shut down communication or unlock our organization's greatest potential for growth.

Here is a five-step process for turning those difficult moments from a source of frustration into a catalyst for a stronger, more inclusive club.

Step 1: Honour Your Humanity (And Hit Pause)

Your first reaction—feeling upset, defensive, or angry—is valid. You're invested. But reacting from that emotionally activated state is never productive. The first and most important step is to do nothing at all.

Take a breath. Take five. Go for a walk, sleep on it, let it sit for a day or two. Come back to the feedback only when you can read it with a calm mind. This isn't about suppression; it's about responsible leadership.

Step 2: See the Gift in Their Candor

When you’re ready, reach out to the person who gave the feedback. If you can, do it face-to-face or on a video call where you can see each other. Start the conversation with two simple words: "Thank you."

Thank them for being honest. Thank them for caring enough to speak up. Remember, they could have silently left your club or complained to everyone on the sidelines. The fact that they brought their concern directly to the organization means they are invested in its success. They believe improvement is possible. See their feedback not as an attack, but as a gift of trust.

Step 3: Listen to Learn, Not to Reply

Your goal in this conversation is 100% understanding. Do more listening than talking. Take notes. Ask clarifying questions:

• "Could you walk me through the specific experience that led to this?"
• "What would a great solution look like from your perspective?"

This is not the time to defend, explain your rationale, or offer solutions. Your only job is to absorb. Let them know you will take their perspective back to your team to reflect on it carefully and commit to following up.

Step 4: Widen the Circle and Reflect Honestly

Now, bring the feedback to your leadership group—your board, coaches, or key volunteers. As you discuss it, be brutally honest with yourselves. This is where feedback becomes a powerful tool for equity and inclusion. Ask these critical questions:

• Is this feedback revealing a systemic gap in our program?
• Is this person's experience pointing to a barrier that might also be affecting others from similar backgrounds—like new Canadians, athletes with disabilities, or families with lower incomes?
• What is the uncomfortable truth in this feedback that we need to confront?

Brainstorm meaningful solutions, develop a clear action plan, and assign timelines.

Step 5: Report Back and Close the Loop

Follow up with the person who gave the initial feedback. Share the process you undertook and the changes you are committed to making.

Then, consider sharing this information more broadly with your membership. This single act accomplishes so much. It signals that your club is open, reflective, and accountable. It builds immense trust and demonstrates that you don't just tolerate feedback—you actively use it to get better.

From Uncomfortable to Unstoppable

I’ve often found that organizations that are uncomfortable receiving feedback simply don't do it enough. Make it a normal part of your culture. Ask for it often and learn to welcome the unexpected.

When you create a robust feedback process, you are doing more than just improving your services. You are building a culture of honesty, innovation, and psychological safety. You are creating a community where every single person—from the star athlete to the newest volunteer—feels they have a voice and a role to play in building a better future. Imagine that.

On board with this concept but not sure how to build a culture that truly welcomes feedback? This is some of the most important work a sport organization can do.

If you're ready to develop the systems and skills to turn feedback into your fuel for growth, contact me. Let's discuss what creating a robust stakeholder engagement strategy could look like for you.