What Makes the Ideal Sports Club for Women?

Research from the Women's Sport and Fitness Foundation reveals a clear gap between how women perceive sports clubs and what clubs actually offer and the findings have real implications for any club looking to grow its female membership.

The good news? Most of what women want costs nothing to change.

🚫 The Perception Problem

Many women, particularly those who aren't already club members, see sports clubs as cliquey, male-dominated, and only for the seriously skilled. In fact, just 23% of non-members felt that sports clubs were "for people like them," compared to 79% of existing members.

That gap tells you everything. The reality of club life is often very different to the perception but clubs are losing potential members before they ever walk through the door.

👥 It's All About People

The single biggest driver of both joining and staying at a club isn't facilities, kit, or trophies. It's people.

Women want to participate alongside like-minded members, be coached by someone approachable and encouraging, and feel that the committee has their interests at heart. Where clubs get this right, loyalty follows, even members who were critical of how their club was run stayed because of the people around them.

🔄 Flexibility Matters

Rigid session structures, upfront seasonal fees, and a one-size-fits-all approach are all cited as barriers. Women want clubs that fit around their lives, not the other way around.

The ideal club offers:

🗓️ Drop-in sessions or flexible attendance — not just fixed weekly commitments

💳 A choice of payment options — monthly, per session, or seasonal

🎯 Activities for all abilities — with sessions that can be scaled up or down

🤸 Variety beyond the main sport — complementary activities that keep things fresh

🌐 Your Website Is Your Front Door

74% of women said that finding adequate information online would make them more confident about visiting a club for the first time. Yet many clubs still have outdated or empty websites.

At a minimum, your website should clearly show: session times and location, fees and how to pay, the ability levels you welcome, and, crucially, photos and stories from real members that convey a friendly, welcoming environment.

A negative first impression online often means a woman never visits at all. A negative first visit usually means she doesn't return.

✅ The Ideal Club in Practice

The research paints a clear picture: women don't want a purely competitive club or an entirely informal kickabout. They want the reliability and structure of a well-run club with the warmth, flexibility, and inclusivity of an informal one.

That's an achievable balance and clubs that get it right will retain more members, attract more women, and build a stronger community.

How We Can Help

At Club Development Solutions, we help clubs review and improve their member experience, digital presence, and communications so that the reality of your club matches the welcome women are looking for. Whether you're starting from scratch or refining what you already have, get in touch to find out how we can help.