36,800 players lost.
According to the Telegraph, there are currently 36,800 fewer players in 2025 than there were in 2024.
That’s staggering.
More and more clubs are closing their doors, struggling financially and having to make difficult decisions. Rising costs of kit, maintenance, land, and administration are trickling into membership fees, bar prices and more. There are some serious issues. Issues beyond our control.
But we can fight back a little more, a little better – by utilising the free tools at our disposal. We can fight back to make our clubs seem unique; an excellent place for family, friends and community.
“The England & Wales Cricket Board says that engaging young people has been a core focus with various initiatives that have reached almost five million children” the Telegraph reported.
Now, someone tell me – where are young people hanging out more than ever?
Social media!
I’m looking at padel and how it’s helped create such a surge. And it’s certainly made me walk over to the dark side. Yes, it’s a fast-growing sport, but isn’t the lively, fun atmosphere documented incredibly well online? I can’t go five minutes without a padel video coming up. It seems attractive, fun and inviting? And how do I know that if I’ve never been to a padel court? Social media!
What you shouldn’t be using social media for as a sports club
Here’s what social media for sports teams is not:
❌ creating teamsheets
❌ posting scores
❌ begging for sponsors
❌ looking for camp signups.
Why?
A lack of video will make it challenging to reach new audiences who may be interested. A lack of real photos shows there is no atmosphere or fun at your club. And in this economy, sponsors aren’t handing out sponsorship for goodwill – they want something in return.
Any club posting to their followers: “new players wanted” is wasting their time. Instagram is firstly going to push your photo to followers to see if they’ll engage. If they’re already a member, they’ll scroll past – there’s nothing in it for them. And then instagram won’t push it to non-followers because it’s seen as unengaging content.
The whole point of ‘new players wanted’ posts are to reach new audiences – or convert those on the fence. And the only way to get to those new audiences is through reels, tiktoks, carousels with trending audio, stories that engage people, and advertisement.
Stop using social media to put boring templates on. It won’t work. It never will.
How should you use social media as a sports club?
But social media is a place to:
✅ Create a community and social hub (an online hangout) for your teams
✅ Emphasise what makes the club unique (whether that’s the bar, social, cricket or events)
✅ Show the benefit of the club and creating an atmosphere.
✅ Develop engagement and partnering up with the right partners (not sponsors) to head towards a common goal.
That’s how you get people through the door—no wonder so many young people are heading over to the padel courts, and not a cricket pitch.
Where is the excitement?
Real Case Studies On Clubs Using Social Media Right
Normandy CC and Three Bridges CC are ahead of the curve. They’re making their club look like a great place to hang out – even if you’re terrible at cricket. They get members engaged, and I bet their bar is fuller, events are sold out, and membership has increased because of it.
Normandy have put an emphasis on their video content. Best shots, net practice, funny moments – all from the cricket season. All the content is there – prerecorded during match days and put out across the winter to keep followers engaged.
In the meantime, those who are looking to find a new club – who keep coming across these videos – guess who is going to be front of mind?
But across all of these the biggest standout – it’s people. Celebrating people and moments.
Do you see “Teamsheets” or “players wanted” posters? No. Because these clubs know what they’re doing. They know the content that appeals to people and how to nurture it.
So, for the love of all things humanity – STOP POSTING BORING TEMPLATES. Show off what makes your club special – take a photo, a video, talk about it and post for the world to see.
Otherwise, you’ll find those doors that are being closed are your own.