Two clubs have successfully used a new approach to bowls, leading to new members from younger demographics, proving adaptation to modern challenges can result in a thriving club.
Sydney’s Pennant Hills Bowling Club faced issues of risings costs along with an ageing membership base, while Melbourne’s Caulfield Park Sports Club found it had far fewer female participants in the sport.
To address this, both clubs turned to Jack Attack.
Jack Attack is designed to be a social and inclusive yet competitive game. It is more structured than barefoot bowls, but is played at a faster pace than longer format games. It runs for only 75 minutes.
The unique format is designed to appeal to new players while maintaining interest for experienced bowlers.
Committee member at Pennant Hills bowls, Ian Moyes, had the task of developing a strategy to engage and retain younger demographics, while maintaining the quality of the club’s programs for all members.
Moyes worked with Brett Hughes, who had already shown success using Jack Attack in other clubs. Together the two tailored a format of the game to suit the club’s members and prospective members.
The club ran a successful competition last year that resulted in new memberships from one third of the new players.
Following the positive community response, this year they increased the efforts. Seven Hills RSL donated participant greens fees for the competition, while local businesses donated prizes.
The club’s investment in community partnerships combined with a welcoming atmosphere has created a template for future competitions, with Jack Attack now a key strategy for the club to attract and retain new members.
Holding a similar desire for a stronger membership base, Caulfield Park Sports Club found it necessary to address the imbalance between its male and female membership.
Neil Stacey, bowls director, tried out a new approach with a ladies-only ‘Jack Attack Bubbles and Bowls’, held mid-week.
Stacey created a multi-pronged advertising campaign, employing current members, social media, paper pamphlets and other club activities.
New players were supported by volunteers, club coaches and social efforts such as a group barbecue. The club further initiated a Whatsapp group to foster communication and connection.
Building on both the social connections and participation has resulted in attracting new bowlers, the vast majority of whom joined the club socially before moving to full membership.
Overall, the positive response to Jack Attack found by both clubs has shown that when new players feel welcome and an effort is made to create a safe and non-judgemental inclusive environment, membership will increase.
Clubs can sign up to host Jack Attack here.
