Case Study: Sorrento Surf Life Saving Club – Building Alignment for Growth

Case Study: Sorrento Surf Life Saving Club – Building Alignment for Growth

Background

The Sorrento Surf Life Saving Club (SSLSC) is in a pivotal stage of renewal. With its clubrooms under rebuild, fundraising underway, and a new Committee formed, the leadership team recognised the need to align on clear strategies to guide the Club’s future. To support this, SSLSC engaged Aligned to Achieve (A2A) to facilitate a workshop with its 10 Committee members, led by President Jane Wright and Committee Member Jav Greave.

The Workshop

On 30 August 2025, SSLSC participated in an A2A Strategic Alignment Workshop facilitated by Trevor Vas. Using A2A’s unique card-based methodology, participants were divided into two groups and asked to identify strategies that would help the Club achieve its goals. At each stage, the facilitator guided the Committee in consolidating their selections into shared priorities.

The result was a strong sense of collective ownership and agreement on a path forward. As one participant reflected, “The team was fundamentally on the same page – we just needed to have the discussion so that everyone realised it.”

Key Outcomes

The workshop and subsequent report provided SSLSC with a practical, actionable framework:

Vision, Mission and Brand – Agreement to develop a clear identity that strengthens SSLSC’s presence in the community.
Marketing and Growth – Commitment to launch an integrated campaign to grow membership to 800 and improve recognition.
Committee Structure and Skills – Recognition of the need to clarify roles and access expertise to ensure effective operations.
Membership Engagement – Decision to explore a Membership Engagement System (MES) to improve onboarding, communication, and data-driven decision-making.
Community Connection – Focus on building trust and visibility through events, schools, and local partnerships.
Volunteer Development – Agreement on the importance of training and development to build capability.

These outcomes were captured in an Impact vs Effort Priority Action Matrix and supported by Key Performance Indicators to monitor progress

Survey Feedback

Post-workshop feedback confirmed the value of the A2A process:

100% of participants agreed the workshop effectively aligned the Committee.
Members rated the facilitator highly, with one noting: “The facilitator’s approach helped us reach alignment and practical strategies we would not have achieved on our own.”
Strategies were seen as both realistic and achievable: “Quick wins are easily achieved, and stretch targets are achievable with more effort.”
The MES and community engagement strategies were identified as the most impactful in driving growth.

Risks and Mitigation

The workshop also highlighted key risks, including competition from neighbouring clubs, reliance on volunteers, and budget pressures. Mitigation strategies were agreed, such as structured communication, budget monitoring, and contingency fundraising

Next Steps

SSLSC will begin with quick wins including a social media campaign, a Committee structure review, and selection of a Membership Engagement System. These will be followed by medium-term initiatives (community events, formal marketing strategy) and longer-term enablers (training, partnerships, evaluation).

Reflections

Committee members valued the process not just for its outcomes, but for the shared ownership it created:

“It has provided us with a starting point and next steps. One of the biggest benefits is that these were determined by the group, so no one can be accused of trying to lead the direction – it was a team decision, and we will therefore work together to achieve the goals.”

Conclusion

The A2A workshop enabled SSLSC to align its new Committee around a common direction, set realistic strategies, and build confidence in its ability to deliver. With clear goals, shared ownership, and a roadmap in place, SSLSC is well positioned to re-establish itself as a strong, visible, and sustainable community club.