The GMA address recruitment

A recent Pitchcare article by Bradley Tennant highlighted possibly the biggest challenge facing grounds management at the moment: recruitment. Here, Geoff Webb  - CEO of the Grounds Management Association - tells us what they're doing to address the issues.

We know recruitment is tough. Our latest data shows:

77.5% of head grounds managers say it’s the biggest challenge they face

Every year, around 1500 groundspeople retire from the industry

Finding motivated, talented replacements isn’t easy.

Bradley raised some really important points around a number of key topics. As the leading not-for-profit organisation that supports groundspeople and the wider industry, tackling these issues is a priority for the Grounds Management Association (GMA), and there’s a lot we’re already doing. Key points include:

• Getting more young people to join the industry
• Creating structured career pathways
• Stronger industry collaboration

That’s where the GMA’s NextGen comes in

This group of talented young professionals are on a mission to engage and inspire the next generation of groundspeople. This includes through the GMA NextGen’s flagship Schools into Stadia initiative – open days for young people at iconic stadiums throughout the country, like Wimbledon, Lord’s and Anfield.

During these sessions, young people get hands-on experience with a range of grounds management drills, giving them a taste of the job. Crucially, Schools into Stadia also gets grounds management on the radars of not just schoolchildren but teachers and parents – showcasing it as a rewarding career path.

NextGen member Meg Lay takes a Schools into Stadia session at Lords.

NextGen also acts as a springboard for up-and-coming talent. Many of those who’ve come through the NextGen pathway have gone on to become leading figures in the sector, such as John Ledwidge at Manchester City and Ryan Golding from Leeds Rhinos. And this year, we’ve presented them with their Pioneer Marks in recognition of their contribution to the industry – a powerful reminder of how early inspiration can lead to long-term impact.

Making grounds management seen and heard

Groundspeople do an incredible job, making sport possible for millions and maintaining parks and green spaces for countless more.

But great pitches and green spaces don’t just happen – and the work behind them often goes unnoticed.

Earlier this year, we partnered with Twickenham Stadium, home of England Rugby, to secure national coverage in The Times and The Telegraph. The features highlighted the incredible work of the Twickenham grounds team and showcased the vital role grounds management plays in elite sport.

And speaking of elite sport, in September an all-female grounds team prepared the pitch for the Women’s Rugby World Cup Final and bronze medal match – for the first time ever. The GMA played a key role in bringing the event together, from recruitment to delivery, which took place in front of a sell-out crowd at Twickenham. It was an unforgettable moment for the women involved and a powerful way to showcase the profession on the biggest stage, highlighting to the next generation the central role groundspeople play at the highest level and the unique opportunities the industry offers.

The all female grounds team group shot at Twickenham.

We amplified the women’s achievements through a targeted PR push, from interviews on local radio to the BBC’s Woman’s Hour, highlighting both the event and the essential role grounds management plays in sport. The occasion also demonstrated to the thousands at Twickenham and the millions watching on TV that grounds management is for everyone – a crucial message as we work to fill the recruitment gap and attract talent from all walks of life.

Another way we raise the profile of groundspeople and the industry is our annual awareness campaign, #GroundsWeek. This year saw a strong rise in engagement, reaching over 20 million people – an 84% increase on 2024, with coverage even stretching as far as Australia. In total, #GroundsWeek reached an audience equivalent to 27% of the UK population.

Stronger industry collaboration

A really rewarding aspect of the Women’s Rugby World Cup Final was seeing stakeholders and the wider industry come together. We worked closely with England Rugby and Women’s Rugby World Cup 2025, as well as employers and clubs, to make the event possible. Twickenham’s Head of Grounds, Jim Buttar – also a GMA board member – and his team gave their full support to the event and the women taking part.

Partnerships like these highlight the power of working hand-in-hand with National Governing Bodies of sport. Over the years, we’ve built trusted, long-standing relationships with NGBs and major sports bodies across the country, and we’re proud to be their go-to source for their education, training and workforce development needs.

The partnerships are about raising standards and ensuring the profession’s voice is heard at the highest levels of sport – as well as nurturing new talent. And as I’ll touch on later, education is a big part of how we do that.

Creating structured career pathways

One common criticism of our industry is the lack of clear career pathways – both for newcomers and those already working in grounds management. The GMA’s Grounds Management Framework (GMF), launched in 2023, is helping to change that.

The GMF provides a structured, nationally recognised framework that clearly defines the skills and knowledge required at every level – from volunteer to senior professional. Whatever someone’s role, they can see the next step and understand what’s needed to progress.

To make it even easier for people to explore a career in grounds management, we’ve also launched a new hub on our website. It offers guidance on different routes into the industry – from formal education to apprenticeships and volunteering – along with links to our industry-leading training programmes.

Leading the way in education

Training is key when it comes to recruitment – and it’s at the heart of how we support the sector. The GMA offers flexible, high-quality learning opportunities designed to fit around people’s lives and careers. That includes face-to-face courses to fully online modules and formal qualifications.

We’re also the only industry association accredited by matrix Standard - a Department for Education-owned standard that recognises organisations delivering exceptional information, advice and guidance. This accreditation shows the quality and impact of our training offer and the trust the industry places in us to help shape its workforce.

Back in February, we joined forces with the England and Wales Cricket Board (ECB) to launch the ‘Apprenticeship Support Scheme’, designed to enhance the experience of grounds management apprentices in First Class counties. With the demand for skilled groundspeople growing, the scheme aims to provide apprentices with not only the technical knowledge required for cricket-specific turf care but also the essential support they need to develop their careers.

We’re also excited about the launch of a new Level 5 Sports Turf Technical Manager apprenticeship, developed by the industry-led Sports Turf Apprenticeship Trailblazer Group. This apprenticeship includes an integrated Foundation Degree (FdSc) and has now been published, pending final approval of the funding band. Delivery is expected to start in late 2025 or early 2026.

Flagship trade show

Our annual trade show showcases the new technology in the industry and brings together thought-leaders in the sector to help our visitors take their careers to the next level.

This year, the GMA’s NextGen team will take centre stage with sessions on diversity, youth engagement and career pathways into the sector.

SALTEX also has a lasting impact beyond the show. Every penny of surplus revenue is reinvested directly into the industry, unlike commercial trade shows. Income from SALTEX 2024 helped subsidise membership fees for around 63% of GMA members and funded over 2,000 subsidised training course places – creating opportunities for 7% more learners in just one year. It also means we’re able to offer free membership to students – providing the next generation with all the tools they need to take their first steps into the profession and beyond.

Work to do but green shoots

We know there’s still plenty of work to do, but we’re seeing positive signs. Our latest research shows the proportion of people under 35 in the sector is rising steadily, from 19% in 2022 to 31% in 2024.

Maintaining this momentum is crucial – the future of grounds management depends on recognising, nurturing and inspiring new talent. That’s exactly what our new 35 under 35 initiative does. It showcases the young leaders who are shaping the future of the profession – and this year’s cohort includes Bradley.

The initiative was created to not only celebrate the amazing achievements of the rising stars in our industry, but also to raise their profile and provide them with a platform to be heard and help the wider sector see the true value of investing in the next generation. These 35 individuals, and many more, will represent our industry for years to come.

Seeing these talented professionals make a real impact in grounds management is hugely encouraging and a positive sign for the sector at a time when new talent is most needed.