It was recognised as the Community Project of the Year at the Golf Foundation President’s Awards after introducing thousands of youngsters to the sport.
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Bring it on Brum’s work with the Golf Foundation is a remarkable example of how the sport can play a role in changing lives for the better.
The initiative gained recognition as the Community Project of the Year at the Golf Foundation President’s Awards in 2024, having introduced more than 2,000 youngsters in Birmingham to golf, spanning across 28 local youth and faith groups.
The collaboration has been running for four years, with each culminating in a celebratory festival bringing more than 100 participants together.
In excess of 70,000 children and young people are eligible for benefit-related free school meals in Birmingham, more than any other city in England.
As the largest Holiday Activity and Food (HAF) programme in the country, Bring it on Brum supports those who are eligible for free school meals, ensuring participants can eat healthily, benefit from increased activity levels and engage in enriching activities during the school holidays. Through a series of holiday clubs, the scheme provides a safe environment for children and protects them from social isolation.
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Following the successful introduction of golf to the programme in 2021, the Golf Foundation partnered with StreetGames to further develop access to golf and encourage sustained participation.
As part of one summer programme, the Golf Foundation trained members of staff from 16 community organisations to deliver sessions, with golf equipment provided by Golfway.
Golf activity took place across 20 sites during the holidays and culminated in a festival at Cannon Hill Park in the centre of Birmingham, which was attended by Golf Foundation ambassador Nicola Bennett.
A total of 319 young people between the ages of four and 15 were reached and experienced golf across the duration of that summer. Of these, 70% were from an ethnically diverse background, while 45% were girls and 14% had a disability.
“Working with the Golf Foundation to provide opportunities for children in Birmingham to play golf for the first time has been brilliant for the programme,” said Matt James from StreetGames. “The offer is creative and can be flexible to include groups that wouldn’t normally consider golf as an option.
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“We’re working with children and families from some of the most deprived and underserved areas in the country, and it’s been incredible to reach so many of them and allow them to try something different.
“The Golf Foundation really have set the standard in terms of an innovative offer that engages the community.”
Reflecting on the honour of winning Community Project of the Year, he added: “We were absolutely delighted to receive this award, but huge credit goes to the Golf Foundation team themselves, and in particular the great work of Tom Sparks who has helped drive this programme on in recent years.
“The most impressive thing is the work that has gone in to train others, which means this project is sustainable. Hopefully it will now be in place for years to come, and together we can help it to grow!”
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
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