About the club

Mölndal is the biggest rowing club in Sweden. They have a strong program for youth and elite rowers and lots of young athletes training hard. But the club wanted to grow in a new way. They wanted to bring in more adults aged 20 to 50, and they wanted to teach their young rowers how to become good coaches.

Problem

Even though the club was big, it was very focused on young athletes. There was no system to bring in adults who just wanted to try rowing or train seriously without competing. They also had no way of turning young rowers into paid coaches. It was a missed opportunity.

Solution

We introduced a clear system for coaching and helped train their younger rowers to become paid beginner coaches. Then we ran a course that was all about reaching adults who wanted to try something new. We kept the messaging simple and showed that rowing could be for anyone, not just for kids or pros.

Result

110 people signed up. Out of those, 80 wanted to continue. The club accepted 50 of them to keep the group manageable. Everyone who stayed paid 100 dollars per month. That created a strong new stream of income for the club. Now they are planning to run the course again next year, and they have a better structure for growing their coaching team and their member base.