When clubs and organisations talk about growing girls’ sport participation, the focus is often placed on players themselves:
- How do we recruit more girls?
- How do we retain players?
- How do we improve confidence and enjoyment?
But one of the biggest influences on whether girls start, stay in and enjoy sport is often sitting on the sidelines: Their parents.
Across grassroots sport, parents play a huge role in shaping girls’ experiences, confidence and long-term participation. And yet many clubs underestimate just how important parent engagement really is.
Parents are often the decision-makers
For younger girls especially, parents are usually the people deciding:
- whether their child joins a club
- whether they return after the first session
- whether sport fits into family life
- whether they feel comfortable in the environment
If parents do not feel:
- welcomed
- informed
- reassured
- included
…there is a much greater chance that participation will drop away early.
This is particularly important in girls’ sport, where families may have had fewer previous experiences of female participation pathways.
First impressions matter
Many parents make decisions about clubs very quickly.
Often within the first few sessions they are assessing:
- Is the environment welcoming?
- Are the coaches approachable?
- Does my child feel included?
- Is communication clear?
- Does the club feel organised and safe?
- Would my child enjoy returning?
Clubs sometimes focus heavily on recruitment activity but overlook the importance of creating positive experiences for families once girls arrive.
You can read more about creating inclusive environments in our previous blog: Creating a safe and supportive environment for girls in sport.
Parents influence confidence and retention
Girls are far more likely to continue participating in sport when they feel supported at home.
Positive parental support can help girls:
- build confidence
- recover from setbacks
- enjoy sport socially
- stay involved during difficult periods
- develop long-term positive relationships with physical activity
Equally, negative experiences around pressure, criticism or poor communication can quickly damage enjoyment and motivation.
This is why culture matters so much within grassroots clubs.
Communication is often overlooked
One of the biggest frustrations parents experience in grassroots sport is poor communication.
Simple things make a huge difference:
- welcoming new families properly
- explaining club expectations
- sharing information clearly
- introducing volunteers and coaches
- helping parents understand pathways and opportunities
Parents are much more likely to stay engaged when they feel connected to the club rather than simply treated as spectators on the sidelines.
Parents can also become volunteers and supporters
Many grassroots clubs are currently struggling with:
- volunteer shortages
- coach recruitment
- sustainability challenges
In reality, parents are often one of the biggest untapped resources clubs already have.
Not every parent wants to coach a team, but many are willing to help when:
- expectations feel manageable
- roles are clear
- support is available
- the club environment feels positive
Small volunteer roles can often become the starting point for much longer-term involvement.
Our recent blog on Why grassroots clubs struggle to recruit volunteers (and what can help) explores this further.
Girls’ pathways need family support
Sustainable girls’ football pathways are not built through teams alone. They are built through strong relationships between:
- players
- coaches
- volunteers
- schools
- and families
Parents who feel connected to the club are far more likely to:
- encourage long-term participation
- support club activity
- recommend the club to others
- help create positive environments
This is especially important when clubs are trying to grow new girls’ sections or expand participation at younger age groups.
You can also read our blog: How clubs can build a girls’ pathway that lasts
Final thoughts
Parents are not just spectators in girls’ sport. They are one of the biggest influences on whether participation succeeds long-term.
Clubs that genuinely want to grow girls’ sport sustainably should think carefully about:
- communication
- culture
- family experience
- and parent engagement
Because when parents feel welcomed and connected, girls are far more likely to stay involved, enjoy their experiences and continue participating long-term.
At Sport Sister, we support clubs and organisations with the sustainable growth of women’s and girls’ sport through consultancy, strategy and development support.
