Sports Clamor Ep 2: Veteran journalist Malcolm Kelly explains why sport participation isn't declining, it's fragmenting due to an explosion of choices.
Sports Clamor
In the latest episode of Sports Clamor, host PJ Kwong sits down with a true veteran of the Canadian sports scene, Malcolm Kelly. With decades of experience as a journalist (CBC Sports, National Post), author (check out his novel, "Sprog"), and founder of Centennial College's renowned Sports Journalism program, Malcolm brings a unique historical perspective to a pressing question: Are grassroots sports struggling to attract participants?
While many within specific sports organizations lament declining registration numbers, Malcolm offers a thought-provoking counter-argument.
The Big Question: A Decline in Participation, or a Shift in Choice?
PJ Kwong opens the discussion by noting a trend she's observed across several sports – difficulty growing the grassroots pipeline. But Malcolm challenges the premise directly.
"I don't believe that we're struggling to get kids into sports," Malcolm states. "I think what's happening is individual sports organizations are having a problem attracting young people to their sport."
Malcolm's Take: It's an Explosion of Choice (The Fragmentation Factor)
So, what's the root cause according to Malcolm? An unprecedented increase in options.
"If you compare even to 20 years ago, 25 years ago... there were far fewer options available," he explains. "Now parents have options like you know, over their heads. You're drowning in options."
He draws a compelling parallel to the media landscape: just as television audiences fragmented with the arrival of countless channels and streaming services, the youth sports market has diversified dramatically. Hockey, figure skating, soccer, baseball, softball now compete alongside basketball, volleyball, martial arts (like Taekwondo, where Malcolm earned a black belt alongside his son), BMX, skateboarding, breakdancing, and countless other activities vying for kids' time and parents' resources.
A Look Back: Fewer Choices, Different Challenges
Malcolm reflects on his early journalism career, recalling a time with far fewer organized sports opportunities, especially for girls. He recounts actively pushing for coverage of women's high school sports like basketball and field hockey.
"I said right from the beginning, 'I'm also covering women's high school sports'," he recalls telling his first editor in 1981. When questioned about the market for it, his reply was simple: "Well then we'll make one."
He also notes how community organizations like North Toronto Baseball (which he co-founded) and North Toronto Soccer started specifically because existing programs couldn't handle the growing demand in specific areas.
Accessibility, Cost, and Setting Expectations
The conversation also touches on the crucial factor of cost. While elite-level participation in any sport inevitably becomes expensive due to coaching, travel, and equipment, Malcolm emphasizes that many sports remain accessible at the entry level.
"Perhaps the way that you part of your promotion of it is to have people understand that when you first get started, this is not expensive," PJ suggests, which Malcolm agrees with. Being honest about the potential for rising costs at higher levels, while highlighting affordability at the grassroots, is key.
Thriving in a Crowded Field: Promotion, Exposure, Acceptance
Given the crowded landscape, how can individual sports organizations stand out and attract participants? Malcolm offers three key ingredients:
Promotion: Actively marketing the sport and its benefits.
Exposure: Creating visibility and opportunities for people to see and try the sport.
Acceptance: Being welcoming and inclusive to newcomers.
The Enduring Value
Despite the changing landscape, the fundamental importance of sport remains. It offers invaluable lessons and contributes immensely to health, wellness, and mental well-being – a point both Malcolm and PJ readily agree on.
Our Take: Standing Out in the "Clamor"
Malcolm Kelly's perspective provides crucial context for any sports organization navigating today's environment. If the challenge is less about a lack of overall interest and more about competing within a vast sea of options, then visibility, accessibility, and ease of connection become paramount.
This is where tools designed for the modern sports landscape can make a difference. Streamlining the discovery and booking process, creating dedicated community hubs via branded marketplaces, and effectively converting online interest from platforms like social media into actual registrations aren't just conveniences – they are becoming essential strategies for organizations and clubs to attract and retain participants amidst the "clamor" of choice.
Listen to the full, engaging conversation with Malcolm Kelly for more insights:
Hear stories from his decades covering Canadian sport.
Get his detailed take on figure skating's unique evolution.
Understand the historical context of women's sports coverage.
Is your sports organization or club looking to cut through the noise and make connection easier?
Learn how Communiti helps you build your Branded Marketplace (like Ontario Volleyball Connect) or Convert Social Media Buzz into Bookings: