The All-in-One Bowls Club Management System
It’s a question many clubs are asking, especially after a few quieter seasons and an ageing member base. So, can we still attract younger bowls players? Yes, but not by doing what we’ve always done.
Younger players want flexibility, fun, and a sense of belonging. Fortunately, Bowls already offers all of that: it’s inclusive, affordable, and easy to learn. The challenge lies in showing up in the right places with the right message. Across the South East, clubs are starting to break the mould. They’re running open days, testing shorter formats, and modernising how they communicate. And do you know what? It’s working...
In this blog, we’ll look at what has held younger players back. We’ll discuss what’s changing and how your club can use that momentum to thrive for years.
Bowls is still one of the most inclusive, accessible sports around. However, without younger players joining, clubs are starting to feel the pressure. According to an article from The Times, Bowls England says that over 85% of its members are aged 55 or older. That’s a strong community, but it needs new faces to keep going.
That means many clubs are facing:
Sian Honnor, a double Commonwealth Games gold medallist, said it plainly:
“If clubs don’t have younger people coming through, then what happens when nature takes its course?”
It’s a harsh reality but one that clubs across the country are starting to acknowledge.
The good news? Participation is starting to rise again after a tough few years. Bowls Big Weekend has helped raise awareness. Clubs that make small changes, such as relaxing dress codes or providing shorter games, are attracting new interest. So, now’s the time to build on that momentum.
If you’re wondering why younger people aren’t joining your club, you’re not alone. One of the biggest barriers is perception. As Surrey under-25s player Ben Morgan put it to BBC News, most people still think of bowls as “an old person’s game.” That label can be hard to shake, especially if a club’s atmosphere or marketing hasn’t moved with the times. But your club's image isn’t the only challenge.
Other key challenges include:
Even when clubs do advertise, the messaging doesn’t always land. Flyers and posters in community centres won’t grab a 20-something’s attention in the same way an Instagram reel or TikTok might. If your club isn’t online or still uses paper for membership, you might be missing out. Many people expect things to be quick, straightforward, and easy to use on mobile. That’s where a digital-first approach like Bowlr’s indoor or outdoor club system can help.
Our systems make sign-ups easier, improves communication, and helps your club feel welcoming from the start. So why not let your current members be your best marketers? Invite them to bring friends, family or colleagues to try a match together. People are more likely to come along if someone they know is already enjoying the sport.
The good news is we’re not starting from scratch. Clubs are already seeing positive results from simple changes that make bowls more welcoming to younger players.
Take Bowls’ Big Weekend, for example. With over 800 clubs offering free sessions and open days, the focus is on making bowls accessible, relaxed, and fun. There’s no pressure or dress code; just a chance to try the game, and it’s working. When people watch younger players compete, especially at the national level, they see how lively and competitive bowls can be. With tools like Bowlr’s league management and knock-out competition modules, running youth or mixed formats is easier than ever. Our system modules provide smooth, organised experiences and make admin work easy.
Your club doesn’t need to reinvent the wheel. You just need to make a few key shifts. You might mix up your format with shorter games, social sessions, and bring-a-friend nights. Post pictures of younger players enjoying a game. Highlight the community feel. Make it clear that this is a space for everyone. The best part is that these games can be easily organised using Bowlr’s booking & calendar module, so players can join in whenever it suits them.
And if you’re already using a system like Bowlr, you’ve got even more to work with. By using online booking, clear communication, and built-in flexibility, you reduce admin barriers. This makes it easier for new players to join, and you’re also providing members – both new and old – with a better, smoother experience.
Yes, we can still attract younger bowls players if we’re ready to meet them halfway. It’s easy to feel like bowls are stuck in decline, but that’s no longer the whole picture.
Younger people do want to play, but only when it fits their lifestyle and feels inclusive. This means eliminating strict dress codes and offering shorter, more flexible sessions. Well, that and ensuring your club is easily found online when members search.
Bowls still has a very rosy future, but that future starts with how your club chooses to act today. If you’re ready to modernise how your club runs and reach a new generation, Bowlr can help.
Call 01202 684400 or get in touch to book a demo and see what’s possible for your club.