Your club’s mission sets the ambition and expectation for all members.

So, it should reflect the views of all of your members.

Everyone should have the opportunity to contribute to its development and amendment.

This democratic process, along with a club-wide zero tolerance for abusive and discriminatory behaviours at the Mission Statement’s core, is putting your club’s strongest foot forward. 


  • Step 1 – Listen to your people
    Engage people in developing an authentic statement about your club’s intent and purpose by asking them what the club means to them.

    Things like:

    • What attracted you to our club?
    • What is unique about our club?
    • What do you think our club stands for?
    • How would you describe it in a few words?
    • What are the strengths of our club?
    • Where do you think it could improve?
    • What are your concerns about the club?
  • Step 2 – Collate the common elements

    Gather people’s feedback and group their responses into a set of common elements.

  • Step 3 – Develop some key statements using the feedback

    From those grouped responses, try to work the key elements into some statements.

    For example:

    • “Our mission is to provide a safe, welcoming club where people enjoy a sense of belonging.”
    • “We promote success, enjoyment and well-being of all our members.”
    • “We welcome diversity.”
    • “We treat everyone equally and have a zero tolerance for violence or abuse.”
  • Step 4 – Make sure people’s feedback is accurately captured.

    Take your summary and key statements back to people to check whether they think this is a good reflection of their input.

  • Step 5 – Link your club mission to everything you do

    It’s your bedrock.

    Refer to it regularly, display it clearly and legibly around your club, and live it every day.

    Be proud of it!

    It’s not a wall decoration, but a constant reminder for you and others, of the kind of people you are and what you strive for, individually and together, in the club and the outside world.

    Going through this process to develop it democratically with others in the club makes it the most powerful it can be; people will protect it’s practice if they see themselves in it.
  • Display it!
    Flaunt it – make it visible and accessible right across the board. 
    • Club rooms
    • Change rooms
    • The canteen
    • Court side/field side/pool side
    • On the club’s external signage
    • On the club’s website and social media


  • Celebrate!
    People’s actions that positively reflect the club mission should be celebrated wherever possible.

    Acknowledging people for their positive contributions is also helping to embed the kind of culture you’ve written about in your Mission Statement.

    Award systems are a great way of creating these opportunities.


  • Defend it!
    Use your club’s Mission Statement to help deal with negative behaviour:
    • reference your Mission Statement when member behaviour is out of line with your club’s values
    • use your Mission Statement to explain to someone why their behaviour isn’t acceptable at your club
    • consistently and fairly enforce consequences for breaches of code of conduct.
  • Revise it!

    Over time, your club’s mission and values will change as your club evolves.

    Revisit them regularly (at least every 2 years) to ensure your club remains relevant and dynamic.

Your Mission Statement is now a functional tool!