Built On Inclusion: The small club that’s winning big
• 3 minute read
Adel Tennis Club, a small community focused tennis club that was facing financial challenges, discovered that by focusing on becoming a safer, more welcoming and inclusive club, it could foster a greater sense of belonging and strengthen community spirit.
Adel Tennis Club is now a thriving multi-sport and community hub, but eight years ago, the club was at risk of closure. The club had just 40 members, approximately £8,000 in reserves, and an uncertain future. Like many small volunteer-led venues, resources were limited and there was a real question about long-term sustainability with the big issue around court availability and capacity.
However, working in partnership with the LTA delivery team the club's management committee developed a recovery plan focused on two simple principles: Build a welcoming and inclusive club culture; and create opportunities for more people to experience tennis.
Today, the club has over £70,000 in reserves, has secured additional investment for facility improvements, and is preparing to install floodlights and regenerate courts for future growth.
What Made the Difference?
Rather than a specific programme or funding bid, the club’s greatest success has been gathering the right people around the table. The club’s management committee places inclusion at the centre of their discussions, providing the time and focus needed to define a shared goal: using tennis as a vehicle for positive social impact and creating a welcoming environment for all.
By modelling inclusive behaviours, generosity and a willingness to support others, the committee has helped create a culture that members often describe as welcoming and inclusive.
Small Actions, Big Results
One of the simplest initiatives has also proved to be one of the most effective. The club runs regular social sessions coordinated by a volunteer committee member who ensures everyone feels included, regardless of playing standard.
The coordinator helps to introduce new members, balance pairings across different abilities, ensure players enjoy competitive and enjoyable tennis and creates opportunities for people to build friendships and connections both on and off the court. This has helped strengthen member retention and create a welcoming atmosphere without any significant financial investment.
Getting the right people on the committee matters. No egos, just people passionate about tennis and its power to create positive social change.
Increasing Women's Participation
To address a lack of female representation, the club introduced a reduced-cost membership offer for women for a season. Alongside this, they appointed a coach with experience of increasing girls' and women's participation and introduced:
- Women and girls only coaching sessions
- Female only competitions
- Social tennis opportunities that proactively encouraged participation of women and girls
The outcome was significant growth in female participation and an eventual move towards an equal gender split across the membership.
Opening Tennis to the Community
Over the last eight years the club has actively sought to make tennis accessible to people who may not otherwise have the opportunity to play. They have developed initiatives that have included free coaching for primary school pupils from disadvantaged backgrounds receiving pupil premium support and for refugees from Syria and Iran.
These programmes have helped strengthen the club's connection with its local community while reinforcing its inclusive identity.
Members rallying together to support and improve the venue
The club's inclusive approach has delivered benefits far beyond participation, fostering a strong sense of community that has been instrumental in fundraising and long-term sustainability.
Community events that are run by members have attracted people from beyond the tennis club, strengthening local connections and generating vital support. One member, inspired by the club's welcoming atmosphere, helped secure planning permission for floodlights and sponsorship funding, while a successful Crowdfunder campaign enabled the renovation and floodlighting of a two-court enclosure.
Dave Hardman, LTA EDI Strategy Manager commented: "Adel Tennis Club's journey demonstrates that creating a more inclusive venue does not always require major investment. Small, intentional actions can make a significant difference to how welcome people feel and whether they choose to stay involved. This in turn has helped secure the club's future growth and sustainability."
The impact of these inclusive initiatives has also been felt far beyond the tennis offering, impacting also the wider Adel Memorial Sports Club community including its vibrant cricket, football, hockey, archery, squash, bowls, snooker and performing arts sections, placing the club firmly at the heart of community life, creating opportunities for participation, volunteering, social connection and wellbeing across all ages, abilities and backgrounds.
Venue Support
The LTA has developed a self-assessment tool to help clubs and venues understand their current positioning and enhance their inclusivity initiatives, ensuring they truly reflect their local communities.
To view the tennis venue support toolkit and a range of resources, including the self-assessment inclusion tool, head to the newly launched Venue Inclusion Hub.
