Abstract

Sports all over the world have evolved considerably over the last two decades due to their increased popularity through various marketing communication channels and the mass media coverage. Because of this they have had take on what was originally an amateur role to more a professionalised role dealing with increased governmental pressure and also in some cases quality frameworks which they once did not have. Because of this a lot of National Governing bodies who came from predominantly voluntary roles are now paid and also working with highly trained staff.

Because of this change it could be argued there has been a great deal of resistance to this which inherently has impacted the growth and development of the grass roots stages that feed into sport (Not-for –profit sports clubs). Some key researchers such as Hoye (2004, 2002), Kikulis,  (2000), Kikulis., Slack,, & Hinings . (1995) have been the lead people with in this field to look at models like Laughlins (1991), Dawsons (1996) and many other theorists’ models that have been adopted when they have been going through the change process. Some of the sports that have been looked at when they have been going through this change process are NSO’s in Canada and also Rugby in Australia. However there has been very little work done on sport with in the United Kingdom.

This paper looks at the Formerly Amateur swimming Association now British Swimming on how they have gone through change and in what this has impacted there grass roots development. It also looks at 30 clubs in particular on how they have embraced this change.

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