Burlington Soccer Club: A Model for Community-Centered Leadership
IYSL features Amal Chauhan’s leadership as Executive Director of Burlington Soccer Club and the journey to a thriving community organization. With innovative strategies in community engagement, leadership organization, and innovative programming, the club has grown remarkably.
Featured Leader
Amal Chauhan | Executive Director
Featured Club:
Burlington Soccer Club, Burlington, Ontario, Canada
Growth and Community Focus
Since Amal Chauhan assumed leadership in 2019, Burlington Soccer Club has experienced unprecedented growth. Membership surged from 4,500 to 16,000 athletes, a testament to the organization’s focus on community-oriented initiatives. By addressing local needs, the club has expanded its scope to include skill-building programs and multi-sport activities, making it a destination for athletes seeking an active lifestyle.
Post-COVID, families sought more fulfilling recreational options, and today, 90% of its members hail from Burlington, highlighting its deep-rooted local identity.
Organizational Structure and Leadership
Situated west of Toronto, the club’s corporate-style structure has been instrumental in its success. Amal oversees four directors managing Technical, Operations, Finance, and Marketing & Community Relations. This leadership model uniquely includes specialists like Samantha Stewart, a Marketing MBA with a strong soccer background.
Notably, the Marketing and Community Relations department stands out. Amal’s decision to elevate this function to director level reflects its strategic importance, ensuring connection and alignment with the club’s community goals.
Marketing and Community Engagement
The Marketing team’s innovative approach integrates the club into Burlington’s community fabric. Participating in 52 annual events, the club invests in initiatives like the ‘Santa Claus Parade’, foundations and charity fundraisers. These events foster goodwill and organic brand recognition.
A standout example is the ‘Joseph Brandt Hospital Gift-Wrapping Fundraiser’, where semi-pro players wrap gifts for charity. By prioritizing meaningful interactions over mere promotions, these strategies strengthen the club’s reputation.
Partnerships and Sponsorships
Burlington Soccer Club secures over $150,000 annually through sponsorships and grants, supported by a dedicated team. Collaborating with a third-party agency, the club emphasizes partnerships over transactions. Sponsors receive tailored opportunities, like booths at major events such as ‘Burli Blast’, ‘Mini Soccer Day’ and ‘Festivals’, which attract 21,000 attendees. Focus on personal connections and local relevance resonates with community sponsors. These partnerships amplify the club’s reach and foster long-term collaboration, benefiting the club’s visibility in the community.
Recreational and Supplemental Programs
Recognizing challenges in volunteer-driven coaching, the Club introduced professionally led programs like Soccer Schools and Jr Academy. This initiative ensures consistent quality of coaching while providing skill development opportunities for those players outside competitive teams.
The club’s inclusivity extends to ‘Embracing Abilities’ for individuals with disabilities and ‘Walking Soccer’ for seniors. By addressing diverse needs, Burlington Soccer Club transforms into an important contributor to the wellbeing of the community, offering more than just soccer.
Semi-Pro Team and Charitable Contributions
Operating men’s and women’s semi-pro teams in League One, the club uses game revenues to support local charities. Events like ‘Humane Society’ adoption drives and hospital fundraisers showcase its commitment to giving back. Though these teams operate at a financial loss, their impact on community engagement and charitable efforts aligns with Amal’s vision of fostering philanthropy.
Metrics and Outcomes
While Return on Investment (ROI) related to the club’s community efforts are intangible, surveys indicate that events and social media campaigns drive membership growth. Word-of-mouth referrals and visible staff presence ensure quality experiences, solidifying the club’s reputation. Embedding professionals in programs like Soccer School enhances member connections, allowing for immediate feedback and continuous improvement.
Core Leadership Insights
The club’s success stems from key leadership approaches:
- Employ qualified professionals for specialized roles.
- Adopt a corporate-style structure to enhance operational efficiency.
- Prioritize community engagement as a strategic tool for growth.
- Diversify programming to address the needs of all age groups and abilities.
- Foster partnerships based on mutual benefit and local relevance.
Amal Chauhan Bio
Amal claims to have been kicking a soccer ball since birth, but we all know it was actually when he turned One. After his first kick, his passion for sport grew and he started to play both organized soccer and hockey. He wanted to merge his two passions, sport and business, and this led him to the University of Toronto. Amal has been involved in the beautiful game for over 30 years, having coached some Canadian Men’s National team members, and has been with the Burlington Soccer Club since 2019. He continues to work in non-profit sport as he has a desire to be a part of a community and support its development, specifically by helping kids remain active and learn life skills through sport participation.