Bowls Australia strengthens club sustainability and growth with Kinetica’s data-driven club categorisation framework.
The challenge
Bowls Australia sought to enhance its strategic approach to club development by better understanding the unique challenges and opportunities of clubs across the country. While participation remained strong in certain areas, a few clubs faced declining membership, ageing facilities, and resource constraints.
There was a need for a data-driven approach to prioritise club support and investment.
Club Support Managers required clear insights to engage clubs effectively and identify growth potential.
The lack of structured intelligence made it difficult to match demand with club capacity, leading to inefficient allocation of resources.
The solution: Prioritising for potential
Kinetica worked with Bowls Australia to develop a robust Club Categorisation Methodology. This analysis enabled Bowls Australia to identify facilities with the highest growth potential, with recommendations to enhance these facilities, ensuring they meet the specific needs of the communities they serve.
Leveraging Kinetica’s data intelligence, Bowls Australia was able to assess each club’s catchment and performance based on two key dimensions:
- Demand – Understanding growth potential through population trends, sport-specific interest, and general community activity levels.
- Ability to Cater to Growth – Assessing infrastructure, club management, umpire/coach availability, and regional competition dynamics.
The categorisation framework empowered Club Support Managers with clear, data-backed insights to inform club planning, investment decisions, and resource allocation.
Outcome: Unique, data driven strategy
This partnership led to significant outcomes for Bowls Australia:
- Data-led Evidence: Club Support Managers engage clubs with data-led conversations.
- System Integration: Easy access to insights enabling monitoring of progress.
- Planning & Funding: Clear data supports club planning and funding decisions.
- Resource Allocation: Prioritising resources in clubs with growth potential.
“Our partnership with Kinetica has enabled us to adopt a uniquely localised, data-driven approach to club development strategy and prioritisation. By integrating Kinetica’s insights with our own sport-specific data, Bowls Australia can deliver more targeted support through our Club Support Managers – tailored specifically to the needs of each club and region.”
Chris Evans, General Manager – Participation and Programs, Bowls Australia