Once again, the city of Birmingham hosted a major grassroots Squash tournament – the 2018 world university Squash Championships.
Despite the lack of extensive coverage of the tournament, social media played its part with updates and live interviews with the participants, streamed via YouTube Live.
With the success of the Men’s and women’s individual competitions, plus the teams competing against a strong Malaysian Team, it can cascade to the grassroots community programs and help boost health clubs with Squash courts in local communities.
Key lessons for UK Squash operators
There were important lessons that UK Squash operators should take note of the success, in order to improve their participation in the sport at their facility:
- Build a collaborative partnership with a local university, notably a sponsorship deal
- Have junior Squash players watch the event at the club
- Have players come to the club and get additional training
- Host charity match with players to raise the profile of the event, like a send-off
Either way, it’s a win-win for both the local health & squash club operator, plus the university as the student Squash player could act as a brand ambassador.
Case for England Squash to capitalise
Given the recent events with David Lloyd Leisure looking to do away with their Squash courts for some untested fitness fad – the governing body could use the success of Josh Masters and Lily Taylor, as ambassadors for grassroots Squash initiatives at universities, as well as support them as they progress to senior ranks.
Also create a sort of elite academy (not too much), for those young players to enable to combine studies and Squash coaching – without impacting both endeavours.
Birmingham – the new home of Squash
Looking at the famous things that Birmingham is known for – Balti, Bullring Shopping Centre, Birmingham Super Prix to name a few – but the city is becoming the new home of Squash.
The great city is four years away from hosting the Commonwealth Games, already there is a strong legacy for the Squash contingent, there are two major grassroots Squash tournaments thus Birmingham is the new home of Squash.
So, what are the chances of a senior-level Squash tournament in Birmingham, backed by the Professional Squash Association, aligned with England Squash? Very good by the looks of it.
Final Thoughts
Overall, the lessons learned are that Squash at a university level should be a priority sport like Rugby and Football plus enhanced coverage is crucial to the success of the event.
The great revival of Squash is happening and Squash operators need to jump on it straight away, other they end up with nothing but empty courts.
