Bowls Will See a New “Normal” Beyond 2021

Ottawa (ON)

Over the course of the past year, Bowls Canada has been evaluating the ongoing and future impact of COVID-19 on bowls clubs, as well as gauging existing concerns related to membership and finances. Bowls Canada engaged Sport Law to conduct research and provide a series of recommendations to better equip the organization to make decisions to support clubs and devise a plan of action to re-launch the sport.

The resulting report illustrated that the pandemic heightened the challenges and issues already facing the sport of lawn bowls, such as stagnant or shrinking membership and a new consumer who is unwilling to engage in a traditional annual membership. But the pandemic has also provided an opportunity that, if grasped, will allow lawn bowls to emerge stronger than ever. Bowls is an ideal sport for post-pandemic recreation – even with some restrictions — and research shows that the new consumer is willing to pay more for a quality activity experience that has no strings attached.

The research emphasized that a successful relaunch would require a new way of doing business at all levels of the sport including a new way to market the sport. The Bowls Canada Belonging in Bowls campaign was born out of this research in direct response to the challenges clubs identified prior to and during the pandemic.

Learn more about the impact of COVID-19 and the relaunch campaign here. The time is now to consider how  innovation and new ways of doing things are required to revitalize the sport.

For more information, please contact Jake Schuknecht at:

About Bowls Canada

Bowls Canada Boulingrin (BCB) is the governing body responsible for lawn bowls in Canada. The BCB mission is to advance the sport of bowls in Canada. For more details on Bowls Canada Boulingrin and the sport of lawn bowls, visit