Optimising the Fan Experience: A Practical Guide for Non-League Clubs

In the fast-paced world of non-league football, where every ticket sale and pint sold impacts the bottom line, the "matchday experience" is about much more than just the 90 minutes on the pitch. For many potential loyalists - whether they are groundhoppers, lapsed EFL fans, or local families - the deciding factor on whether they return often isn't the result, but how they were treated and how easy it was to enjoy their afternoon.

With limited resources and volunteers, it can be easy to overlook the small details. However, focusing on the fan journey from the moment they arrive to the moment they leave is one of the most cost-effective ways to boost retention and revenue.

Here are four practical areas where your club can make immediate improvements to the fan experience.

1. Be Your Own 'Secret Shopper'

It is easy for your committee members, staff and regular volunteers to get stuck in the boardroom or behind a specific counter on matchdays. However, to truly understand the fan experience, you need to see it through their eyes.

Ensure you have a trusted person walking around the ground while the game is on, not only during peak times (15 minutes before kick-off and half-time) but also whilst the match is in play. This isn't about policing; it’s about observation.

• Listen to the chatter: Are people grumbling about the tea being cold?
• Watch the flow: Is there a bottleneck near the toilets that blocks the view for others?
• Check the queues: If a queue for a bar isn't moving or stretched around the ground, find out why.

Real-time feedback allows you to fix small irritations before they become reasons for a fan not to return.

2. Start Strong: Reduce Entry Queues

The fan experience starts the moment they approach the turnstile. If the first thing a supporter encounters is a slow, confused, or stagnant queue, their mood drops before they’ve even seen the pitch.

Long queues don’t just frustrate fans; they cost the club money. A fan stuck outside at 2:55 pm is a fan who isn’t buying a programme, a golden goal ticket, or a pre-match pint. Streamline your entry process. Whether it’s opening an extra turnstile, scanning pre-purchased tickets more quickly, accepting card payments more efficiently, or having a dedicated entrance for season ticket holders, getting people inside quickly sets a positive tone for the day.

3. Reduce Friction to Increase Spend

In marketing terms, "friction" is anything that makes a customer hesitate to buy. On a matchday, friction is physical: distance and effort.

If a fan on the far side of the ground has to walk halfway round the stadium, navigate a crowd, and lose their vantage point just to get a coffee or a snack, they often won't bother. That is lost revenue.

Look at your ground layout critically. Can you introduce a pop-up bar or a mobile food concession on the far side of the pitch? By bringing the product closer to the consumer, you remove the friction and make the purchase an easy decision.

4. Don't Make Assumptions

This is perhaps the biggest barrier for new fans, particularly those used to the rigid rules of the Premier League or EFL. You know where everything is because it’s your clu. But a first-time visitor does not.

Do not assume fans know the ropes. You need to communicate clearly, both online and via signage at the ground:

• The Clubhouse: Is it members only, or open to all? If a stranger walks in, will they feel welcome? Make it clear that everyone is invited for a drink.
• Alcohol: Supporters conditioned by the professional game often don't realise that at most non-league levels, you can legally drink alcohol in view of the pitch. Tell them! It’s a unique selling point of non-league football.
• Movement: If your ground isn't segregated, let fans know they can swap ends at half-time.
• Facilities: Where is the club shop? How do they request a birthday shout-out on the tannoy?
• Dogs: Are well-behaved pets allowed? This is a huge draw for many non-league attendees.

By removing the guesswork, you make the environment more relaxing and welcoming. A fan who feels at home is a fan who comes back.