Let’s face it: there’s no shortage of youth sports options for kids out there, and even more clubs to choose from. It can be difficult to attract new players and keep your growth momentum, especially when going up against other clubs who may have more resources or capital. That said, small clubs can still differentiate themselves in practical, yet meaningful ways. Here are just a few:
Having a good social media presence.
Families often get their first impression of a club from their online presence. They want to know how clubs promote their players, what types of programs and training they offer, and the overall culture of the club to see if it will be a good fit for them. “Both kids and their parents live on social media. If you want to reach people, you need to put together a great, authentic social media presence,” says Christian Hamm, Admin Director of Club Operations at Indy Eleven Academy.
Shelley Forrest, Head of Administration & Director of Operations for Far Post Soccer Club, echoes that sentiment. “A good social media presence plays a big role in today’s world. I’ve heard it said that Instagram is like the resume checker, so do some showing off. Don’t ignore it.”
If you don’t have the budget to hire a full-time social media coordinator, you can still uplevel your presence in creative ways. “Lean on your local high schools or colleges for help. Find out who might be willing to do some social media content to help build their portfolio. These kids are amazing, and most times, they’re looking for opportunities like this to show off their skills,” says Hamm.
Fuzzy Steeno, Executive Director at Indiana Impact SC, emphasizes personality. “One of the most fun parts about youth sports is just nerding out with the kids. If you’re a smaller club, showcase that. Use social media to show your club’s personality and culture. A small club can make itself look bigger by just having a really good social media presence.”
Doing a few things really, really well.
Many clubs try to do a hundred things really well, but fall short because they’ve bitten off more than they can chew. Instead of trying to do it all, narrow your focus to building a few core things you can do better than your competition. “I’d say developing your programming for young players ages 5-12 is an excellent place to start and is sometimes overlooked. You want to create great opportunities and programs at each year and level so the kids have consistent, positive experiences that help them grow,” says Ryan.
Sean Cochran, Executive Director at Keystone FC, reiterates the importance of focus and says it’s as simple as following through on what you say you’re all about. “If you say your mission and vision are centered around player development, then be laser-focused on player development. Don’t deviate.”
Providing unique opportunities other clubs aren’t. Seek out partnerships with other larger, influential clubs in your area for things you may not currently have the bandwidth to do, like programming and coach education.
“We’re working with a small club in a neighboring city to create a collaborative development program for 5-9-year-olds. Our club is taking on the administrative responsibilities so the other club can focus on what they want to do on the field,” shares Steve Danbusky, Executive Director at Beach FC. “We’re also providing the coaches with some in-house education opportunities, since we have the capacity and are more than happy to help support a fellow club.”
Forrest shares a similar initiative that her club is doing. “We ran a coaching class recently for emerging coaches in our area to help them start building the skills they need to be successful. We gave them tasks over the course of the program and provided real-time feedback to help better prepare them for a coaching job in the future. I don’t think that’s something everyone does.”
Setting your ego aside and focusing on player development. Being territorial about your players in a way that’s detrimental to their future playing career could turn off families from your club. Putting your ego in the back seat and the player’s best interest ahead of anything else - which seems like a no-brainer - is a great way to stand out from other clubs.
“I think it would be advantageous for smaller clubs to see themselves as talent developers. Focusing on making sure their individual players reach the highest level they can in their club and then helping them find the right placement at a larger club is doing right by the player at the end of the day,” says Hamm.
Remembering that your club is about more than just your top-level competitive players is also an ego check that every small club leader really needs to set themselves apart. “I’m a big believer in the base of your pyramid. You can’t forget that your competitive program will only be as healthy as your recreational program, because that’s where you’re developing a love of the game,” Matt Barry, Director of Coaching at Highland FC shares.
Going above and beyond for your players. It’s not just about showing up for your players on the field; it’s about going that extra mile off the field as well. “We make an effort to have a relationship with our players off the field,” says Matt Tunis, Partner & Director of Operations at Chicago Empire FC. “Checking in on their mental and physical health, watching tape with them, putting together PDP programs, and talking to college coaches for them. All these things help you stand out.”
But a word of caution from Steeno: if you’re going to make yourself stand out, be prepared to back it up. “I’m a firm believer in the purple cow,” he says, “but if you’re going to be the purple cow, you need to back it up with substance and show up as a well-organized club that provides good communication, player development, and an overall great time - always.”
Note: This post is part of a larger series called “Small Clubs, Big Wins” where top youth sports leaders share their wisdom with smaller clubs. For this purpose, smaller clubs are defined as organizations with 100 players or fewer.
Recent Posts
