The Boardroom

Algorithm

Beating the Algorithm without a Marketing Department

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Beating the Algorithm without a marketing department

BOTR: Club ops 101 series

 

Editor’s Note — Behind the Scenes of Clubland

This article marks the third article in our Club Ops 101 series taking an honest look at the off the field realities of running a grassroots rugby club. The series aims to pull back the curtain on what it actually takes to run a rugby club. The goal isn’t to criticize or overwhelm, but to share lessons learned, spark better conversations, and help clubs build systems that are sustainable for the long haul. 

Most grassroots rugby clubs don’t have the luxury of a marketing department. We don’t have interns scheduling posts in the content calendar, advertising agencies testing engagement funnels, and we definitely don’t have budgets to “boost” every post that falls flat.

What we have is a cracked clubhouse door, beat up equipment, a muddy pitch, and a 19-year-old winger who somehow knows exactly what song is trending this week.

And that’s enough.

Here’s the truth that no one tells us. Social media algorithms aren’t built for us. It’s built for brands, influencers, and professional teams with media crews.

Fortunately, grassroots rugby has something the algorithm can’t manufacture. We have authenticity along with a heavy dose of personality, a little chaos, and a community that loves all of it. 

Hacking the system is possible. There are clubs out there absolutely killing it while pulling millions of views. I’m telling you that it isn’t as far-fetched as you may think. It won’t happen overnight, but with consistency and the right approach it can happen. 

So, instead of burning up your limited marketing funds trying to buy engagement, make use of your strengths.

Here’s how.

1. Hand the Mic to the Young Players

If your social media is being run by the same three committee members who’ve been running it since 2014… we need to talk.

You don’t need to give up control, but you do need to give up some space. Provide some clear direction so that your club messaging is consistent with your mission. After that, let go. 

Find two or three younger players who:

  • Already create content – most of them are already doing on their personal accounts
  • Understand trends before you do
  • Aren’t afraid to be on camera and genuine

Make them your “content captains.”

Let them:

  • Film matchday arrival clips
  • Post locker room (appropriate, of course) moments
  • Jump on trending sounds
  • Run post-match Instagram stories

The algorithm rewards familiarity with platform behavior. Your 20-year-olds live there. Let them cook.

2. Stop Posting Like a Press Release

I’ll be the first to say that I am 100% guilty of this. I have been writing match reports since before social media existed. Even my text messages have the correct punctuation and grammar. 

Nobody logs onto Instagram hoping to read a match report. That’s why club websites exist. 

Social media needs:

  • Emotion
  • Tension
  • Personality
  • Humor
  • Conflict
  • Community

Instead of reporting the score, show the muddy prop who is covered in mud with smiles all around. 

Show your captain’s pre-game speech.

Capture the 2nd XV celebrating a win over a rival like they won a World Cup.

Give some love to your match day chefs cooking up a feast. 

Tell genuine stories. Don’t be afraid to show the messy side of grassroots rugby. 

3. Short > Perfect

You do not need cinematic drone footage cut like a Michael Bay film.

You need:

  • 7–15 second clips
  • Raw sideline reactions
  • Quick try celebrations
  • One-liner interviews

The algorithm loves:

  • Reels
  • Vertical videos
  • Native platform editing
  • Captions burned into the screen

There has been a significant shift towards short form video, reels, etc. in the last year or so. They are where it is at. Well, at least for the time being. 

Heck, even the number of followers you have doesn’t have the same impact as it did in the past. Almost 75% of the views for the Bottom of the Ruck social Instagram comes from non-followers. The bulk of those come through short videos.  

4. Build Club Characters

Every club has them. 

  • A 50-year-old front rower who refuses to retire, but never refuses a pint
  • An ambitious new player
  • The club mom who keeps everyone in line

Turn them into recurring characters.

Give them:

  • Weekly features
  • Running jokes
  • Spotlight posts

Algorithms reward familiarity. People like to follow real and genuine people, not logos.

5. Use “Us vs The World” Energy

Grassroots rugby already lives in this mindset. Our governing bodies aren’t throwing money at us. We’re used to making things work on a budget.

Be proud of the resiliency and ingenuity of your clubs. Lean right into it and show it off. Some of my favorite club accounts are doing just that all with a tongue in cheek style that doesn’t take itself too seriously. 

Examples:

  • “No cameras, No contracts, Just us.”
  • “Built by volunteers.”
  • “This is what real rugby looks like.”
  • “Still here. Still muddy.”

Tribal energy drives engagement. Club pride drives shares. Engagement is the trigger that drives people to your clubs. 

6. Post When the Emotion Is Highest

Don’t wait.

Post:

  • Immediately after the final whistle
  • During the social
  • During training when everyone is laughing

Emotion is engagement fuel. Some of my most powerful and highly engaged social media posts have come when I let down my professional facade and spoke from the heart. Messy and real. 

By Tuesday night, nobody cares about Saturday’s score. They’ve already moved on. A shaky iPhone clip posted today beats a perfectly edited highlight package posted next Thursday.

Speed wins. There is almost certainly a recency bias when it comes to the human consumption of social media. 

7. Make It About the Community, Not Just the Team

The algorithm favors conversation and posts that draw in others. Collaborating with others gets your posts in front of even more people. 

Tag:

  • Opposing clubs
  • Sponsors
  • Local businesses
  • Alumni
  • Volunteers
  • Rugby Media sites – like Bottom of the Ruck 😉 

Ask questions that provoke conversation and nostalgia. Make use of a call to action to generate engagements. 

Comments are currency in the social media world.

8. Consistency Beats Virality

While they are certainly great, you don’t need to have a viral post to break through the barrier.

You need:

  • 3–4 consistent posts per week
  • Matchday rhythm
  • Training snippets
  • Sponsor and Volunteer shoutouts

Algorithms reward accounts that show up consistently. Posting once every month or so won’t get you any traction. This is where having a team approach to social media is a benefit. Instead of one person carrying the load, split it up among 2-3 people. 

Content needs to keep rolling in to feed the beast. Aim for 3-4 posts a week and at least one of those being a short video clip. Be consistent and you’ll notice the efforts within a few month. 

9. Don’t Chase Every Trend

Yes, use trending audio.

No, you don’t need to copy every dance.

Stay aligned with your club identity. This is massively important. Don’t allow trends to change who you are as a club. 

Remember, people want to see the real you. Getting in on a fun trend that aligns with your club values is a great idea. Chasing every single trend may lead to an identity crisis. 

If it doesn’t feel like your club, don’t post it.

Authenticity always outperforms imitation in the long run.

10. Remember Why You’re Posting

This isn’t about vanity metrics. Likes, shares, and views eventually need conversion.

It’s about:

  • Attracting new players
  • Keeping your members connected
  • Showing sponsors value
  • Building club pride
  • Showing your club off to the community

Look at every post as a recruitment tool. Not just for players, but for volunteers, supporters, and future committee members.

The Bigger Picture

The algorithm will change. It always does. The sooner that we catch onto those shifts, the quicker we can make adjustments. 

Grassroots rugby survives because we adapt. We adjust and lean on each other.

We don’t need production crews.All it takes is some passion, personality, and the courage to let our clubs be seen for what they really are.

Messy. Loyal. Volunteer-built

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Our Rugby Club Podcast

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our Rugby club podcast

coming soon

 

We’d like to introduce you to a new podcast, called Our Rugby Club, coming soon to Clubland.  Hosted by Gavin Chase from Advantage: The Ref Cam & The Ref Collective, Our Rugby Club aims to show off the collective heartbeat of grassroots rugby. The people who show up week after week to keep the game alive.

The podcast’s vision is refreshingly simple: bring together voices from across Clubland, from players and coaches to referees, volunteers, committee members, and familiar faces from rugby social media to talk about current events impacting grassroots rugby.

Our Rugby Club shines a light on the realities that every grassroots club knows all too well. The grassroots aren’t glamorous or lucrative. However, it is deeply meaningful, a second home built on connection, belonging, and shared effort.

At the same time, there’s no sugarcoating the challenges. Too often, clubs feel like they’re fighting these battles alone. Much like what we’re doing at Bottom of the Ruck, this channel aims to change that by creating a space where ideas, solutions, and experiences can be shared.

One club’s success story can become another club’s blueprint. This is a conversation worth joining. In fact… don’t be surprised if you see a familiar Bottom of the Ruck voice pop up there before long.

Give the video a watch and stay tuned for more!

Why “We’ve Always Done it this Way” is a Poor Strategy

Why “We’ve Always Done it this Way” is a Poor Strategy

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Why “We’ve Always Done it this way” is a Poor strategy

Bottom of the Ruck Club Ops 101 Series

 

Bottom of the Ruck Club Ops 101 Series

Editor’s Note — Behind the Scenes of Clubland
This article marks the second article in a new Bottom of the Ruck series taking an honest look at the off the field realities of running a grassroots rugby club. The series aims to pull back the curtain on what it actually takes to run a rugby club. The unglamorous, essential, behind-the-scenes work that keeps clubland alive. From managing volunteers and governance to finances, facilities, and culture, this series is about the work that happens when nobody’s watching. All of the emails, the planning, the problem‑solving, and the people holding it all together. The goal isn’t to criticize or overwhelm, but to share lessons learned, spark better conversations, and help clubs build systems that are sustainable for the long haul. 

Why “We’ve Always Done It This Way” Is a Poor Strategy

Grassroots rugby is built on tradition that rivals any sport in the world. Clubhouses carry stories on their walls. Old jerseys hang like sacred relics. Pictures of teams from through the years. Matchday routines get passed down like lineout calls and backline moves, codified through repetition and reinforced through trust. Post match traditions that stand the test of time. 

Tradition is one of rugby’s greatest strengths.

But tradition has a darker side. It can be weaponized to keep us stuck. When tradition hardens into defiant resistance, it quietly becomes one of the biggest threats a club can face. Imagine the feel of the crushing weight of tradition.

“We’ve always done it this way” often sounds comforting. Familiar. Safe.

But in club operations, in your professional career, and even in your personal life, it can also mean something else.

We’ve stopped questioning whether this still works.

And that’s a dangerous place to be for you or for your club.

The Real Cost of “Always”

Most clubs don’t fail because of bad people or lack of passion. Far from it. They fail because the world shifts and the club doesn’t.

Sometimes the obstacles are unavoidable. A shrinking population in a catchment area. Economic downturn. Field access issues. Increased costs to travel. Natural disasters. Variables that are uncontrollable. 

But often, the biggest challenges are internal: systems that outlived their usefulness years ago.

Common symptoms:

  • Volunteer burnout caused by outdated role expectations
  • Financial strain from inefficient fundraising models
  • Admin bottlenecks because “only one person knows how”
  • Stagnation of membership
  • Missed growth opportunities (youth, women’s, non-contact variations, community partnerships)

And here’s the thing, the phrase itself isn’t malicious. It’s usually spoken by someone who cares deeply. Someone who built something with sweat equity when there were no road maps, no templates, no Club Ops 101 articles floating around the internet (Note: there still aren’t many of them).

But caring alone doesn’t make a system infallible or sustainable. 

I’ve seen clubs run the same fundraiser every year. I’ve been involved in some of them myself. The one that used to be a gold mine. The one that was once a fundraising cornerstone. The one everyone remembers fondly. 

But now? It is barely worth the effort after expenses while swallowing up large amounts of volunteer time. The club keeps it alive on nostalgia alone (because we always have) and nobody wants to be the person to say, “This doesn’t work anymore.”

Recruiting is another excellent example. Every club deals with this dilemma. No one is immune. The way that we brought in players 10, 15, 20 years ago is not effective today. People don’t magically stumble into your club because you posted a flyer at the gym. 

We’re competing for a dwindling amount of free time in people’s lives and the competition is tougher than ever. Marketing and recruiting have changed dramatically and clubs that don’t adapt get left behind, wondering where all the players went. 

Nostalgia is a tool to use, but not a business model.

Tradition Should Guide, Not Handcuff

There’s a difference between honoring the past and being shackled to it.

Your club’s heritage matters. Your stories matter. Your jersey presentations. Your club songs. The way your elders speak about tours from the old days like they were classic tales of adventure. That’s rugby culture and it needs to be protected.

But most operational processes don’t need to be historic artifacts.

Tradition is culture. Operations are logistics. Don’t confuse the two.

When clubs refuse to adapt their systems, they unintentionally protect inefficiency instead of culture. They cling to broken processes as if updating them is some kind of betrayal.

It’s not. 

The Volunteer Trap

One of the most dangerous outcomes of “we’ve always done it this way” is volunteer dependency.

Same people.
Same jobs.
Same stress.
Year after year.

It’s the same invisible workload nobody applauds until it’s gone. Eventually, those volunteers don’t step away. They burn out in a ball of flames and never come back. When they leave, the club realizes too late that the system only worked because of heroics, not structure.

A club shouldn’t need heroics to function.

Here’s the harsh reality: if your club can’t survive a volunteer stepping away, you don’t have a volunteer problem. You have a system problem.

A few weeks ago, I wrote about the Myth of the Super Volunteer, so I won’t go too far down that road here. But the warning still stands: be wary of relying on the same people year after year. Sustainability comes from spreading the workload, documenting knowledge, and building a succession plan for the next generation of leaders.

Evolution Is Not Disrespect

Change often gets framed as criticism of past leadership.

It doesn’t have to be.

Most clubs exist today because people figured things out without resources, templates, or road maps. They fought for field space. Painted lines themselves. Took care of fundraising. Held things together with duct tape and stubbornness. They built culture with nothing but grit, love of the game, and the kind of resilience you only find in Clubland.

But honoring that sacrifice doesn’t mean forcing future generations to struggle the same way.

Just because past leaders struggled doesn’t mean that there’s some grand lesson in making future leaders struggle for the sake of “learning on their own” or some odd right of passage. 

We’re better than that.

If you truly want to leave your club in a better place than you found it, part of that is setting up future leaders for success, not gatekeeping knowledge and calling it tradition.

Progress is a thank you.

Applying Change

If tradition is the soul of the club, then operational systems are scaffolding. Your systems should be reviewed like any part of the game, because rugby and the world around us continues to evolve. 

When it comes to reviewing processes, events, fundraisers, activities, etc. take a long look at the implementation cycle. You may already be familiar with it through your professional career. This is the process for systematically implementing practices, reviewing them, and making adjustments as needed. 

It is a continuous loop that seeks to improve without judgement. That’s our goal right? To make our clubs better? If not, what are we doing?

When you’re evaluating any process, whether it’s brand new or has been around for decades, your first question should be simple: Does this help the club achieve its mission today?

If the answer is yes, keep on rolling, but continue looking for ways to improve it.

If the answer is maybe or no, then you’ve got work to do.

Use the Implementation Cycle

This isn’t complicated. It’s a loop. When you reach the last step, start over at the beginning. 

  • Implement
  • Trial
  • Review
  • Adjust
  • Repeat

The point isn’t perfection. The point is not being stuck.

Review, refine, and embrace change when it is indicated. Organizations that embrace this cycle of implement, trial, review, and adjust create strategies that are resilient, responsive, and capable of evolving in changing environments, rather than sticking rigidly to outdated procedures or practices.

Better Questions Build Better Clubs

Here are some great questions to explore when looking at change:

  • Does this still serve the club today?
  • Is this sustainable if someone steps away?
  • Would a brand new volunteer understand this?
  • Does this help or hinder growth?
  • Are we protecting tradition or protecting inefficiency?

Clubs that ask better questions build better systems. Don’t make it personal. Foster an environment of curiosity without judgement.

Keep the Soul, Update the Playbook

Grassroots rugby doesn’t need to abandon tradition. It needs to protect it by evolving around it.

The clubs that will thrive in the next decade won’t be the ones clinging hardest to the past. They’ll be the ones who pay respect to where they came from while having the courage to keep moving forward.

Because the most dangerous sentence in club operations isn’t:

“We need to change everything.”

It’s:

“We’ve always done it this way.”

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The Myth of the Super Volunteer

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the Myth of the super volunteer

Why burnout can kill clubs

 

Editor’s Note — Behind the Scenes of Clubland
This article marks the beginning of a new Bottom of the Ruck series taking an honest look at the off field realities of running a grassroots rugby club. The series aims to pull back the curtain on what it actually takes to run a rugby club, the unglamorous, essential, behind-the-scenes work that keeps clubland alive. From managing volunteers and governance to finances, facilities, and culture, this series is about the work that happens when nobody’s watching, the emails, the planning, the problem‑solving, and the people holding it all together. The goal isn’t to criticize or overwhelm, but to share lessons learned, spark better conversations, and help clubs build systems that are sustainable for the long haul. 

Behind every thriving rugby club is a small group of people quietly holding the whole thing together. And that… might be the problem.

Introduction: The Hero We All Rely On

Enclosed are my opinions on what can be a sensitive subject in the grassroots. This collection is based on my own personal experiences along with lessons learned from other clubs around the globe. These are provided as insight, not gospel. Take what you will from them, use or alter what works for your club, and keep the conversation going. 

Every grassroots rugby club has at least one and if they’re lucky maybe 3-4 of them. Most people in almost every club know exactly who it is at the mere mention. 

The Super Volunteer.

They’re the first to arrive and the last one to leave. They’ve got the keys, the passwords, the contacts, the spreadsheets, the first aid kit, and somehow the answer to every last-minute crisis. When something goes wrong, everyone turns to them. When something goes right, they quietly fade into the background.

They’re celebrated. Relied upon. Sometimes even joked about.

And far too often, they’re burned out. Even if they don’t show it on the outside. They very well may not even realize it… yet.

If you know this person, be wary. If you have more than one, consider your club lucky, but know that it can change quickly if you’re not careful. If your club only has one then you should already be on high alert. Change is needed before you lose one of your greatest assets. 

Because when volunteer burnout sets in, it doesn’t just hurt people. It can quietly kill clubs.

How the Super Volunteer Is Born

The myth usually starts with good intentions.

Someone steps up “just for this season.” Or “just until we find someone else.” Or “just because nobody else will.” They care deeply about the club, the players, the kids, the culture, so they do what needs to be done whenever called upon.

Then they do a bit more.

Then a bit more after that.

Before long, one person is:

  • Running match days
  • Managing registrations
  • Fundraising
  • Booking refs
  • Coordinating socials
  • Ordering kit
  • Posting on social media
  • Chasing invoices
  • Unlocking the gates

And the club starts to believe this is normal. Members that have been around a while enjoy and respect that someone else is stepping up and doing a great job. Former volunteers love seeing someone else involved, so they can get a rest. For newer members, this person is all that they know, so the bar and expectations are already set. 

It seemingly happens overnight, but in reality it is a slow process. Before you realize what is happening, there are a few key people doing nearly everything. An even scarier position is when there is one person carrying the load. 

The danger isn’t that people care too much.

The danger is that clubs quietly build systems that depend on heroic effort rather than a sustainable structure that spreads out tasks and responsibility.

Burnout Doesn’t Look Like Quitting (At First)

Burnout rarely arrives with a dramatic exit.

It creeps in.

  • Missed emails
  • Shorter tempers
  • Tasks slipping through the cracks
  • A once passionate volunteer going quiet
  • “I’ll get to it later” becoming the norm

From the outside, it can look like someone just needs a break.

From the inside, it feels like carrying the entire club on your back. The feeling that it could all crumble at any time. Taking a line from JRR Tolkien, “like butter scraped over too much bread.”

I have felt it many times over the years, sometimes worse than others. It always starts as a noble endeavor. Then it slowly becomes an unbearable weight. The pandemic was a difficult time for most of the grassroots. The thing that most of us do in order to deal with the stresses of life was shut down. 

To make matters worse, while rugby wasn’t being played, clubs continued to operate and have expenses. This combination led to many people falling into the Super Volunteer role. It was a dangerous time and unfortunately we saw too many clubs fold during the pandemic. 

When that person finally does step away, even temporarily, the fallout can be immediate:

  • Maintenance goes unfinished
  • Planning falls apart
  • Admin tasks grinds to a halt
  • Knowledge disappears overnight
  • Resentment builds

That’s when clubs realize they weren’t short on volunteers.

They were over-reliant on one.

Why This Is a Club-Level Problem (Not a People Problem)

Here’s the uncomfortable truth:

Burnout isn’t a failure of commitment.

It’s a failure of structure.

Grassroots rugby is built on volunteerism, but too often, clubs confuse gratitude with governance. Thanking someone for doing everything doesn’t fix the fact that they shouldn’t be doing everything. 

When roles aren’t clearly defined, documented, or shared, clubs create invisible pressure:

  • “If I don’t do this, nobody will.”
  • “It’s easier if I just handle it myself.”
  • “I don’t want to burden anyone else.”

I have been there and then some. Each and every one of these phrases became my mantra for a time. Even though I was doing what I thought was the best for our club, I’m here to say that it was completely wrong. I became trapped by my own level of commitment which was fine for me, but it created an unrealistic standard for others. My level of activity was counterproductive as it scared away other volunteers who couldn’t keep pace.  

Then it became painstakingly obvious to me. 

Strong clubs don’t run on heroics.

They run on systems. 

Practical Ways Clubs Can Reduce Burnout

This doesn’t require a complete overhaul overnight. Small changes matter. Permanent, lasting cultural changes require time to build and most of all it requires consistency. 

1. Break Roles Into Smaller Jobs

Split up responsibilities into micro-roles:

  • Match-day setup
  • Match/Ref liaison
  • Kit inventory and cleaning
  • Social media posting
  • Cooking/Serving
  • Field Maintenance, etc., etc.

Smaller tasks are easier to say yes to. Something that takes six hours to complete could be finished in 1-2 hours with more people involved. All of your volunteers have lives beyond rugby. They have families, jobs, and it is important that tasks don’t overwhelm your helpers. Do you think it is easier to say “yes” to a one hour task or something that takes six hours?

2. Document Everything

If one person disappearing would cause chaos, you’re at risk.

  • Create shared folders
  • Standard operating procedures – “How we do things here” docs
  • Position descriptions
  • Simple checklists
  • Passwords to accounts – website, social media, etc.
3. Normalize Saying No

Clubs should expect volunteers to set boundaries. Then respect them. This is a cue to get more people involved, which can be difficult, but worth it in the long run. Creating a wider base of volunteers means that you don’t need to rely on the same 3-4 people over and over again. Which, in turn, allows them to say “no” at times without the guilt of letting down the club. 

4. Rotate Responsibility

Not every role needs to be permanent. Seasonal or rotating roles reduce fatigue and build depth. Many hands make light work. Spreading the workload around also helps build up skills within the club. Cross training is important in succession planning. It also helps newer volunteers grow and learn with a mentor right beside them which is way better than throwing them into the deep end. 

Building a Culture That Protects Its People

Healthy clubs don’t just celebrate volunteers, they protect them. They are a valuable resource, just as important than the players that take the pitch. 

That means:

  • Asking “Who else can help?” before asking one person to do more
  • Checking in before things break
  • Celebrating your volunteers
  • Valuing sustainability as much as success
  • Developing pathways into club leadership – succession planning

Rugby prides itself on looking after its own. That shouldn’t stop when the boots come off. A playing career is relatively short for most, but being a volunteer could last for decades if cultivated properly. The transition from player to volunteer isn’t discussed enough. 

When your playing days are over, there are so many great ways to stay involved:

  • Coach
  • Referee
  • Committee member – membership, fundraising, etc. 
  • Lending a hand with various tasks around your club

People should leave their volunteer experience feeling fulfilled and proud, not worn out and unappreciated. You want them to keep coming back. Right? If so, it is important that your club build a culture where volunteers are developed, appreciated, and not overworked. 

Closing: From Survival to Sustainability

The Super Volunteer myth tells us that clubs survive because of extraordinary people. 

The truth is stronger than that.

Clubs thrive when ordinary people are supported and set up to succeed. This gives them the space to do extraordinary things without requiring extraordinary effort. 

If we want grassroots rugby to last, not just this season, but for generations, we need to stop burning out the people who make it possible.

This series will continue to explore the realities behind the scenes: governance, admin, money, facilities, communication, and culture. Not to scare people away, but to start the conversations that help clubs build something sustainable.

Because our goal at Bottom of the Ruck isn’t to just do more.

It’s to do this together.

FEATURE

No Grassroots, No Rugby: The Truth We Need to Say Out Loud

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No Grassroots, No rugby

The Truth We need to say out loud

A couple of weeks ago I got a bit of an idea stuck in my brain. It was an old thought that I had never given room to breathe. A thought that I couldn’t shake. Even now, as I type this, it’s burning a hole straight through me. I have no expectation that I’ll get it out completely as it has already started to evolve. Maybe I’m off base. Maybe I’m completely right. But I can’t stop thinking about it, so I’m going to do what rugby people always do in moments of frustration and passion — talk it out, frankly and honestly, and hope others join the conversation.

Here goes…

Rugby exists because of the grassroots, not because of the elite levels. There, I said it. 

Let me preface that so there’s no misunderstanding: there is absolutely a rightful place for elite rugby. I love watching test rugby and top-tier competitions as much as the next person. The elite game is spectacular, inspiring, and worthwhile. But here’s the core truth that sets my teeth on edge when it gets overlooked:

Rugby does not exist because of professionals.

It never has. No matter how often we’re told that rugby “must” have successful professional competitions to survive.

It’s all BS.

The professional game is a product of rugby, not the source of it.

I’m here to say it plainly: No grassroots, no rugby.

Without grassroots rugby, there isn’t a place for the next Jonah Lomu, Ellie Kildunne, or Finn Russell to pick up a ball for the first time. Without grassroots, there aren’t volunteers lining pitches, washing jerseys, running concessions, driving vans, coaching on cold winter nights, and creating lifelong communities from nothing more than passion and a bag of rugby balls.

Without grassroots, there aren’t millions upon millions of fans across the world whose memories, joy, identity, and friendships were born at local clubs long before they ever cared which international team won on the weekend.

Without grassroots, there is no rugby at any level.

The entire rugby world stands on a foundation built by community clubs, junior programs, Old Boys teams, small town rivalries, Sunday morning touch sessions, fundraisers, hard working volunteers, and lifelong friendships that started on muddy training fields.

It doesn’t get said enough. It is time that WE take that narrative back. We, as in all of us throughout the grassroots of the sport. 

Flip the scenario: If professional rugby disappeared tomorrow, would the grassroots still exist?

Absolutely. It always has.

Until the mid-1990s, the sport had no professional format. And yet rugby exploded around the world anyway. Clubs thrived, communities grew, and players were developed, not because there was a paycheck waiting, but because rugby offers something far greater: belonging, identity, values, camaraderie, a home.

Sure, we’d capture fewer “professional grade” athletes without elite pathways. But the purpose of grassroots rugby has never been and should never be to manufacture the next generation of professional superstars. Some clubs have proud histories of producing international and professional players. Certainly, something that should be celebrated. But those same clubs have produced far more teachers, nurses, firefighters, tradespeople, engineers, parents, volunteers, and good citizens that learned what community looks like because of rugby.

For 99.8% of people who pull a jersey over their heads, rugby is not a career. It’s a culture.

And personally? As much as I enjoy elite rugby, I’d choose clubland any day of the week:

  • A Saturday at a good welcoming rugby club.
  • Watching a match that won’t be televised.
  • Hearing the sideline get louder with every tackle.
  • Seeing kids chase a ball on the touchline.
  • Sharing a beer afterward with someone I didn’t know before kickoff.
  • Laughing, breaking bread, telling stories. Living the sport the way it was born to be lived.

Real rugby. Real people. Ordinary people doing extraordinary work purely out of love and passion.

Yet too often, the conversation around “the state of rugby” focuses on the top of the pyramid. Topics like World Cups, funding sustainability, professional teams folding over finances, TV deals, marketing campaigns, competition restructuring. 

All of that may have value, but it’s missing the bigger truth: the grassroots are struggling in some places.

We’ve all seen it:

  • Matches canceled or forfeited
  • Players spread thin across multiple sides
  • Declining participation in some regions
  • Clubs barely staying afloat
  • Volunteers facing burnout
  • Aging facilities
  • Great people giving everything they have and still feeling behind

And here’s the thing. We just accept it. We talk about it like it’s inevitable, like this is simply the new reality. Like watching a painfully slow march towards the end. 

I’m calling BS again.

It’s time for a revolution, not in the professional game, but in how we speak about and support club rugby. 

Because the grassroots can thrive and it is thriving in so many places. Every day on social media I see clubs telling their stories better than ever.

Photos of new players, the massive growth of women and girls taking up rugby, youth activities, packed sidelines, lively clubhouses, community fundraisers smashing goals, new spaces being built brick by brick. There is innovation everywhere not because clubs are rich, but because they are determined.

There is a new generation of players, coaches, and club admins who understand digital storytelling. Who celebrate their culture openly. Clubs who make rugby welcoming instead of intimidating. People who aren’t waiting for permission from their Unions or the professional game to succeed. They’re doing it on their own terms.

That is the real future of rugby. Communities built around a love of the sport that collectively support each other. 

So maybe this isn’t just a rant. Maybe this is a call.

Because if we start talking about these things openly, we change the narrative.

From:

“Grassroots rugby is dying.”

To:

“Look at what grassroots rugby is building.”

And when we share solutions, successes, ideas, and encouragement across borders, time zones, and club colors something powerful happens. We prove that rugby isn’t shrinking. Rugby is rediscovering itself. 

A rediscovery that doesn’t revolve around placing our fate in the hands of the top of the pyramid. We don’t need it to be successful in order for the grassroots to succeed. They don’t need to be symbiotic.

Let’s focus on the heart of the sport: People.

Clubs built on passion instead of money.
Friendships that are stronger than contracts.
Rugby played for love first and always.

Let’s start celebrating that loudly and relentlessly.

Let’s tell the stories of the grassroots heroes.
Let’s brag about our clubs and share what’s working.
Let’s encourage the clubs who are fighting uphill battles.
Let’s make belonging our goal.

Because in the end… No grassroots, no rugby.

But with grassroots?

Rugby has everything that it needs. Shout it out every chance that you get. 

If you’re reading this, I want to hear from you:

  • What is the best thing your club does to keep rugby thriving?
  • What makes your club feel like home?
  • Who is someone at your club who deserves recognition?
  • What small win did your team recently achieve that meant the world?
  • What struggle do you wish other clubs understood?
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Riding the Wave: Women’s Rugby and the Future of Grassroots Growth

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Riding the Wave: Women’s Rugby and the Future of Grassroots Growth

 

In the wake of England’s hard-fought win over Canada in the World Cup final, rugby has a golden opportunity to carry that momentum well into the future. The entire tournament was a showcase—on and off the pitch—of what makes rugby such a powerful global sport. The hope now is that clubs everywhere seize this moment and turn it into a surge in girls’ and women’s participation.

The Numbers Don’t Lie

Many clubs are already leaning into recruitment. Social media feeds are alive with content aimed at welcoming new female players, and with good reason—the iron is red hot. Globally, there are now more than 2 million female rugby participants, and the sport is only accelerating.

  • After the strong 2021 World Cup, women’s rugby participation jumped by 33% in 2023 alone.
  • The Paris 2024 Olympics fueled another surge in fan engagement and registration.
  • The 2025 World Cup has shown us once again that interest in women’s rugby can break through to new levels of growth.

Grassroots rugby has every reason to be bullish. Crowds have smashed attendance records, fan engagement is skyrocketing, and new stars are emerging. Personalities like Ilona Maher, now the most-followed rugby player in the world, have brought rugby into mainstream feeds and conversations. The momentum is not just hype—it’s real, it’s visible, and it’s inspiring future generations.

World Rugby’s Blueprint for Growth

Earlier this month, World Rugby released its Blueprint for Growth: Women’s Rugby Fan, Data, and Commercial Insights. The report highlighted just how quickly the game is expanding:

Rapid fan growth

  • 49% of fans have joined in just the last two years.
  • Engagement is up 65% over the past four years, including huge jumps in South Africa (72%) and the USA (69%).
  • Fans are younger (29% under 35), more gender-balanced (43% female), and family-oriented (50% with children).
  • Global attendance records keep falling—like the 66,000 fans who turned out for one day of women’s sevens at the Paris 2024 Olympics or the 82,000+ that saw the 2025 World Cup Final.

Visibility matters

  • 50% of fans say broadcast and digital visibility drew them into the sport.
  • Major tournaments are the biggest entry points, especially in France (40%) and the UK (36%).

Personalities are driving connection

  • 39% of fans say player visibility has deepened their engagement.
  • Ilona Maher now commands 8.7 million social followers, while Australia’s women’s rugby accounts have seen follower growth of 985% in just 18 months.

The commercial opportunity

  • 73% of fans agree brands have an authentic role in boosting visibility.
  • Merchandise-buying women’s rugby fans spend 16% more than men’s rugby fans.

These are not just numbers; they’re signals. Women’s rugby is exploding in reach, appeal, and opportunity. For grassroots clubs, this should ring like a starting whistle.

What It Means for Clubland

The baseline objective of every club is simple: grow participation and enjoyment of rugby. More members mean more support, more funding, and a bigger footprint in the community. The women’s game is the biggest growth area in rugby right now, and ignoring that wave would be a missed opportunity.

But growth isn’t just about numbers—it’s about engagement. One of the most striking differences in the women’s game has been how teams and players use social media. Women’s accounts tend to be more personal, more approachable, and more genuine. Yes, there’s polished content, but there’s also plenty of behind-the-scenes, authentic storytelling that makes people feel part of the journey.

I’ll admit it. I’m guilty. My own club has sometimes fallen into the trap of overly structured, overly polished posts. When we let that guard down we see engagement rise. Watching women’s rugby accounts operate has been a reminder that rugby is at its best when it feels human, welcoming, and fun.

The Call to Action: Give Rugby a TRY!

If you’ve been inspired by the World Cup and want to be part of this movement, the next step is simple: find your local rugby club. Send a message, show up to practice, and dive in. Not only will you play the best sport in the world, you’ll make lifelong friends and join one of the most inclusive, supportive families in global sport.

Women’s rugby is not just a trend—it’s the future. The only question is: is your club ready to ride the wave?

6 easy ways

Eight Ways You Can Support Your Local Rugby Club

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8 Ways you can support your local Rugby club

 

Grassroots rugby is built on community. While players put in the work on the pitch and volunteers grind behind the scenes, clubs thrive when the wider community rallies behind them. The truth is, you don’t have to be a player to make a huge difference. Every little action helps strengthen your local rugby family. Even better, most of those actions don’t even involve spending money. 

Here are some simple yet powerful ways you can support your club today:

1. Engage on Social Media

This is one of the easiest, if not THE easiest, ways to help your club or any club for that matter. Give your club’s posts a like, share, or comment. It may seem small, but online engagement helps spread rugby’s story to new audiences and keeps the club visible in the community. Social media algorithms work better with engagements. The more you engage, the wider the reach your club builds. It also does not cost anything to do it. Get to clicking!

2. Donate and Patronize Club Facilities

Whether it’s contributing to a fundraiser, grabbing a meal or drink at the clubhouse, or renting facilities for an event, your support directly fuels the club’s growth and sustainability. Grassroots rugby clubs need the support of their community to sustain and grow. Membership dues alone aren’t enough to cover club expenses.  

3. Share Your Rugby Story

This goes hand in hand with #1 on the list. Positive stories matter. Post about your rugby experiences, share what the sport has meant to you, and celebrate the friendships and memories. Your voice inspires others to get involved. When you’re doing it, make sure to tag the clubs where you had these experiences. Spread the rugby love and encourage others to get involved!

4. Wear the Colors with Pride

Let’s be honest, who doesn’t love some great club kit? Pick up some kit, put it on, and wear it out and about. It’s not just clothing—it’s a walking conversation starter and a proud symbol of the club’s presence in your town. You are a walking advertisement for your club. 

5. Invite Friends to an Event

Bring along someone who’s never been to a rugby match or social. Many people fall in love with the sport after experiencing the camaraderie and atmosphere firsthand. Touch rugby is a fantastic way to introduce people to the sport, but it is an even better way to introduce them to other people. People are statistically more likely to remain involved in sports where they make friends. 

6. Support Club Sponsors

I cannot stress this point enough. Local businesses often go the extra mile for grassroots rugby. Return the favor by spending money with them and letting them know the club sent you. It shows sponsors their investment is valued. With finances tight in many areas, sponsors are looking for mutually beneficial relationships. 

7. Cheer Loud, Cheer Proud

There’s nothing like hearing the roar of supporters from the sidelines. Show up on match day, clap, cheer, and celebrate every moment—the players feel it, and it makes a difference when it comes to the recruitment and retention of players. 

8. Share Events and Posts

Spread the word by sharing club announcements or match events on your own pages. Every share extends the reach and brings rugby into new circles. Every club needs their members to hype up events online or in their local community. 

Grassroots rugby is more than a game—it’s a community, a family, and a movement that grows stronger with every helping hand. Whether you’re a coach, volunteer, player, a parent, or simply a fan, your involvement matters. Together, we can keep rugby thriving from the bottom of the ruck all the way to the top.

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Welcome to Bottom of the Ruck

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Welcome to Bottom of the Ruck

So, where to begin? What in the world makes someone want to create a website and blog aimed at promoting a collective group that rarely gets recognized? A group that has suffered over the past couple of decades as professional sport has repeatedly tried to turn them from players into consumers meant to empty their pocketbooks.

The answer is simple: grassroots rugby is the heart of the sport. Full stop. No question about it. Without the grassroots, there is no rugby. No one to introduce new people to the sport, no one to develop young players, no one to provide an outlet for adults to help balance their professional careers, and definitely no one to fill up the stands for professional matches. 

I’ve been involved in rugby for the better part of three decades and have toiled away in the grassroots for nearly all of it. It’s hard for me not to be romantic about clubland. While membership has taken a downturn in many areas of the world, the work of rugby clubs is just as important (possibly more important) than ever.

Rugby clubs are, first and foremost, platforms for bringing people together, on and off the pitch. They are communities of people who support each other through the ups and downs of life. They’re places where strangers become teammates, teammates become friends, and friends often become family.

Beyond that, clubs serve as networking hubs, fitness outlets, leadership incubators, and living reminders of why sport matters. Rugby clubs still matter. Rugby clubs are still relevant. And rugby clubs are worth fighting for.

My Path to Here

My rugby writing journey started back in 2007/2008, when I began blogging about rugby. That little corner of the internet grew into a modest following, and eventually I helped create a more formal rugby news website. My avatar still lives on that site, even though I haven’t written for it in nearly a decade. I’m proud that they still give me a nod, because they’re doing great work.

Like many, I drifted for a bit when life and career shifts demanded attention. I continued to play, but I stopped writing about it. But rugby has a funny way of pulling you back. During the pandemic, when rugby went silent worldwide, I started a Twitter account called Rugby Clubland. It was a way to keep the conversation alive, to engage with rugby-minded folks when none of us could step onto a pitch.

And then, as the game slowly returned, so did my appreciation for those Saturdays at the club. Truth be told, I had taken them for granted. It wasn’t until they were gone for a year and a half that I realized how much I missed the buzz of a Saturday, the smell of the grass, the laughter after matches, and the stories shared around a pint.

That’s when the seed of Bottom of the Ruck really started to grow.

From Rugby Clubland to Bottom of the Ruck

By 2024, I knew the name Rugby Clubland didn’t capture the spirit of what I wanted to build. It felt too generic, too casual. Around the same time, I kept stumbling across stories of club closures, dwindling memberships, and the ongoing struggles of grassroots rugby. It hit me hard.

As an old back row forward, the feeling reminded me of being trapped at the bottom of an old-school ruck with mud in your face, studs raking your back, and no whistle in sight. And yet, despite all of that, you crawl out of the pile, dust yourself off, and prepare to dive into the next one. That, to me, is the story of grassroots rugby. Obstacles keep coming. Support from unions is thin. But we keep going. We always keep going.

That’s when Rugby Clubland became Bottom of the Ruck.

I re-branded the social media accounts, doubled down on promoting grassroots rugby at all levels, and committed to sharing the good, the uplifting, positive stories that often get drowned out by negativity. That inspiration carried me back to writing, and eventually to launching this site.

The Mission

I believe in the power of grassroots rugby. I believe in clubland. I believe in the players and volunteers who hold it all together. And I believe that if rugby is going to thrive long term, grassroots rugby and professional rugby need to exist in partnership not in opposition.

Bottom of the Ruck is here to:

  • Tell stories. The stories of clubs, players, volunteers, and communities. The good, the gritty, and the inspiring.

  • Share experiences. I’ve made plenty of mistakes and had a few successes along the way. If sharing those helps another club leader, then the bruises were worth it.

  • Promote the positive. The grassroots doesn’t need more doom-and-gloom headlines. It needs recognition, encouragement, and a spotlight on the things that make it vibrant.

  • Build community. Rugby clubs are about people, and Bottom of the Ruck is meant to be a space for connection—across towns, countries, and continents.

Why Grassroots Still Matters

Clubland is not just a feeder system for the elite. It’s a way of life. It’s where kids get their first taste of sport, where adults rediscover themselves, and where lifelong bonds are built.

It’s Saturday mornings spent chalking lines on a pitch, afternoons spent battling alongside teammates, and evenings spent sharing food, drink, and laughter.

Professional rugby has its place, but if the grassroots withers, the whole sport collapses. There’s no pathway, no pipeline, no heartbeat without it. That’s why this work matters.

Welcome to the Ruck

So here we are. Bottom of the Ruck isn’t about me. It’s about us. It’s about every club that’s hanging on, rebuilding, or thriving. It’s about celebrating the volunteers who give hours of their lives so others can play. It’s about sharing stories that make us proud to be part of rugby, whether we’ve played one season or fifty.

This is your space as much as mine. I hope you’ll read, share, and even contribute. Tell me about your club. Tell me about the wins and the losses, the traditions and the rebuilds, the challenges and the triumphs.

Grassroots rugby is special. It is vibrant. It is a way of life.

Welcome to Bottom of the Ruck. Let’s tell your story.