Changes afoot for Squash Stars as programme set for new season

Following the success of our youth participation programme Squash Stars, we’ve made some significant changes to make it even more accessible to a wider audience.

Since the programme’s launch in May 2022, more than 144 clubs and venues across 36 counties have delivered Squash Stars, providing nearly 1,500 children with the opportunity to try squash for the first time. What’s more, over 75% of these children have transitioned onto junior activities at their venue, making the programme a successful vehicle for clubs to engage and retain juniors.

Over the last two years, we’ve sought feedback from parents, and have analysed participation data and consumer trends to ensure we meet audience expectation and stay ahead of the curve.

Commenting on the changes afoot, Jo Rowbottom, Head of Partnerships and Communities said:

“For squash to grow, we must drive awareness of the sport amongst younger audiences and break down the barriers to participation to attract more diverse audiences.

“Recent insight reveals that more than half of Squash Stars’ participants are from the most affluent socio-economic groups, this alongside other insight indicates the cost isn’t perhaps affordable to everyone, in particular those who are new to the sport.

“Given the cost of living crisis and heightened financial pressures on families, we’ve cut the cost of the programme by more than fifty per-cent to make it accessible to as many parents as possible.”

What was originally £42 for six coaching sessions and a bundle of equipment is now just £20 per child – which includes a Squash Stars t-shirt – with all equipment provided by England Squash to the club or venue delivering Squash Stars.

Alongside the cost, a challenge for delivery partners raised during our wider consultation process was a lack of flexibility around the programme’s delivery dates – something which has quickly been reviewed and adjusted.

“Delivery partners can now choose to run sessions anytime between September and May.

“This flexible, less restrictive approach means clubs and venues can run Squash Stars in a way that works for them, meaning it can be adapted locally to best suit the club and the community.

“Clubs and venues can now better use Squash Stars as a follow from their schools programmes providing a pathway into the club.

“Squash Stars has attracted many children who previously weren’t aware of the sport, or didn’t have the opportunity to play. To compliment the programme, and to increase visibility of the game amongst young people, we are developing a nationwide schools programme that aims to drive squash activity delivered in school, so more children can participate in the sport and gain an increased awareness of programmes such as Squash Stars.”

“With more than three-quarters of all Squash Stars children transitioning onto regular junior programmes, this is a genuine opportunity for clubs and venues to boost their junior membership.

“We’re excited to see the programme continue to evolve and we look forward to working with our fantastic delivery partners to attract more young players to the game.”

To learn more about Squash Stars and the benefits of becoming a delivery partner, please click here.

If you’re already delivery Squash Stars, now’s the time to upload your sessions ahead of the upcoming school year. Get started here.