Your Sport Isn't Shrinking. Your Welcome Mat Is. 5 Ways to Invite New Participants In.

Last weekend, I was facilitating a strategic planning session with a provincial sport organization. Like almost every group I work with, a key priority was written on the whiteboard: "Increase participation."

We spent a long-time brainstorming ideas. But the most exciting shift in the conversation happened when we moved beyond just "how do we promote ourselves more?" to "how do we fundamentally change what we offer to meet the needs of a changing community?"

The old model of "if we open our doors, they will come" no longer works. The future of sport belongs to organizations that are brave enough to adapt—to redesign their programs and culture to be more flexible, human-centred, and intentionally welcoming. If growth is your goal, you need to start by expanding your welcome mat.

Here are five ways to do just that.

1. Redesign Your Game for True Accessibility

For decades, we’ve adapted sports for kids to be developmentally appropriate. We use smaller fields, different equipment, and modified rules. Why do we stop this creative thinking when it comes to adults? "The way the sport has always been played" can be a massive barrier.

• Think shorter, smaller, and simpler. Could you offer a shorter race, a smaller field of play, or a league with less time commitment?
• Adapt for different bodies. How could your sport be modified for older adults, people with disabilities, or those who are new to physical activity? Prioritizing accessibility over tradition is a direct path to growth. 

2. Create On-Ramps for Adult Beginners

As an adult, learning a new sport is incredibly vulnerable. Being thrown into a league with experienced players when you don't know the rules or basic skills is a recipe for frustration and quiet quitting. You need to build a safe on-ramp.

• Offer "Learn to Play" programs. Create structured, non-judgmental environments where adults can be taught the rules, skills, and basic tactics.
• Focus on psychological safety. Emphasize that it's a space for learning, making mistakes, and asking questions. When you set beginners up for success, you create long-term members who feel a real sense of belonging.

3. Meet Newcomers Where They Are

Who in your community has never had the chance to try your sport? For many university and college students, moving to a new city is an overwhelming experience. They are actively looking for community, stress relief, and a way to stay active.

• Go to them. Partner with post-secondary institutions to offer drop-in sessions, introductory clinics, or intramural leagues on campus.
• Be intentional about inclusion. This is a powerful way to connect with international students, Indigenous youth, and 2SLGBTQIA+ students who are looking for safe and welcoming spaces to build their new community.

4. Build a True Community Hub

People are craving connection. Sometimes, the most powerful recruitment tool has nothing to do with the sport itself. It’s about building a community that people want to be a part of.

• Think beyond the game. Host watch parties for international competitions. Support Team Canada’s national teams. Organize a season-opening festival with food, music, and games for the whole family.
• Embrace multi-generational fun. A "parents vs. kids" game or a "family skills competition" can create joy and connection that strengthens bonds to the club far more than a regular season game.

5. Build Bridges to Other Sports

Too often, we see other sports as the competition. What if you saw them as partners? By offering collaborative "cross-training" opportunities, you can create a win-win.

• Introduce your sport in a low-pressure way. A partnership allows athletes from another sport to try yours without having to leave their primary community.
• Play the long game. When an athlete eventually decides to move on from their first sport, your club will be at the top of their mind because you’ve already built a positive relationship with them. It’s a collaborative approach to growing the entire sport ecosystem.

Recruiting new participants today requires more creativity and empathy than ever before. The key isn't to shout louder about your existing programs; it's to listen harder to what your community needs and have the courage to build something new in response.

Developing a recruitment strategy that actually works requires fresh thinking and a solid plan.

If you’re ready to move beyond the usual tactics and build a plan to grow your sport for the long term, let’s talk.