ClubsNSW New Strategic Plan

When thinking about crafting a strategy to protect and promote the interests of clubs, the obvious first step is to identify those interests. With an industry as diverse as the NSW club industry, that can be a challenge. 

ClubsNSW commissioned some independent research to better understand the interest of its member clubs. The survey of members generated over 300 responses. In addition, the researchers undertook over thirty in-depth interviews with club presidents and CEOs. This research was crucial in developing a strategic plan aligned with industry needs.

Clubs identified regulatory reform as the biggest challenge facing the industry.  The government relations and advocacy role played by ClubsNSW was seen as crucial across all member segments. This was not surprising given the major shifts in the political environment for clubs in late 2022, both in terms of gaming and workplace relations policy. Clubs found the role the ClubsNSW play in shaping policy and guiding clubs through ever-changing regulatory landscape to be invaluable. They also identified this as an area for improvement. 

In response, the ClubsNSW established ‘Reform’ as the first pillar in its strategic plan, with a clear goal to influence the regulatory reform agenda. This is underpinned by a new approach to advocacy focusing on evidence, expertise, and constructive engagement when dealing with the NSW and Commonwealth governments.

As a unified voice, the industry has far greater reach than any media outlet or activist group. 

Member clubs also expressed concern that the industry’s reputation had taken a battering in certain parts of the media. ClubsNSW reflected on the changing media environment and the more activist approach to journalism; clubs can no longer rely on fair and balanced reporting in the mainstream media.   Our strategic goal of enhancing the reputation of clubs is supported by a new approach with an increased investment in paid advertising. The ClubsNSW Board has committed to a major advertising campaign to promote the positive role clubs play in the community that will run all the way through until to the next NSW election.

The third goal in the new strategy is to strengthen relationships with key stakeholders, most notably member clubs. ClubsNSW recognises for the industry to have the best chance of being successful it needs to work together to leverage the power in its grassroots. There is club is every town and electorate across NSW; over 3.5 million people are members of registered clubs. As a unified voice, the industry has far greater reach to any media outlet or activist group. ClubsNSW is committed to engaging more closely with member clubs on key industry issues and to work together to achieve the desired outcomes.

The fourth and final goal for ClubsNSW is to support industry responsibility, sustainability, and viability. The business environment for many clubs is quite challenging with rising costs, increasing red-tape and growing community expectations. ClubsNSW will support club directors and managers navigate this complex environment by providing them with the appropriate training and tools.

Overall, the new strategy has strong focus on delivering the outcomes that matter most to ClubsNSW members, to be the voice for the industry and to help unite clubs to overcome the challenges ahead.

A copy of the of the 2023-2026 ClubsNSW Strategic Plan can be found here.