Why we do what we do
Every club should have the means to thrive. Not just survive.
Grassroots clubs give people somewhere to belong, and behind them are people giving their time, passion and care to something they love. We’ve run clubs too. We believe that commitment deserves support, and the chance to build something that lasts.
We do it for the love of community
Grassroots organisations are the beating heart of every community but by their very nature, are volunteer-run. Unpaid volunteers don't have the luxury of, nor should they have to make growing their club their vocation.
Volunteer passion should be protected and nourished at all cost.
Love alone doesn't always keep the (flood)lights on
The way clubs currently generate money isn't sustainable or hugely repeatable. They shouldn't have to periodically raise member fees, fundraise through families or beg sponsors to increase their own contribution based on just wanting to 'do the right thing'. It's a situation where no one actually wins.
In a perfect world, we should all be able to just show up and practice the sport we love with no more worry than getting there on time.
All That time and effort builds immense value
There's limitless power in communities: trust, shared interest, passionate members and people that simply want to show up for the things they enjoy. That value is almost tangible, but it isn’t something clubs can freely tap into.
We've made it our purpose to help them use it.
Clubs need an easier, repeatable funding model
We want funding to match a club's value and give volunteers more confidence about next season, with more room to think beyond a bill or chasing funds. In our day-jobs, we know there are businesses and organisations that care about these communities too.
We believe that by demonstrating that worth in a way they understand, there is a way for that shared commitment to become financial.
Can solving a connection problem solve a growth one?
Almost £47 billion was spent on advertising in the UK in 2025. Businesses spend heavily trying to reach communities - often inefficiently - while the clubs bringing those same people together struggle for funding. We believe some of that money could work much harder for both.
Helping businesses waste less and build genuine, conscientious relationships with those communities could give clubs more freedom to do the things they care about:
- Help people take part when money would otherwise stop them
- Cover team entries and the cost of getting there, so more members can represent their club
- Give volunteers the training and confidence to look after others
- Open up opportunities for people whose background or circumstances might otherwise hold them back
- Make room for more people to form a sense of belonging through sport
- Or, just the simple stuff like post-session cake, tea and biscuits
That’s why we're here: to help businesses spend their money better, in a way that feels right, so volunteers can just focus on what makes clubs great.
The people behind Cliqy
Built by people who love sport and the clubs that bring people together.
Alex's running began with a bet that he couldn’t get round a parkrun without walking, which he duly lost. Since showing up again, he’s spent over six years coaching a run club in South Manchester and become connected to the local running community. Alex is happiest in the Lake District fells. He's now taken that first Parkrun to the extreme, becoming a multiple Lakeland 100 finisher, and currently eyeing up a Bob Graham Round.
Professionally, Alex’s background is in creative services – first in design, then advertising and now consultancy, helping businesses find their purpose and tell the real story behind why they started in the first place.
Chris’s love of running has taken him through plenty of marathon training and into club life, where he’s also served as treasurer. He’s working towards completing five major marathons and is now aiming for an Ironman. Being able to run a fast marathon once helped him land a particularly unusual job, which is all we're going to say about it.
Chris’s career began in policing, where he became an officer in the Metropolitan police before moving back into business. He has since led companies and held board-level roles across different sectors, most recently in M&A.
Ben has recently started taking his running quite seriously, with a sub-1:30 finish at the Manchester Half suggesting the training is definitely paying off. He’s now preparing to toe the line at his first ultra, having decided to see what happens when he keeps going beyond the 26.2 mile finish line.
Ben’s background is in software and payments technology, including his work as Technology Director at AccessPay.
Dom’s love of sport first led him towards a career in sports journalism, an ambition he'd still like to realise. He still follows cricket, football and rugby, along with most other sports that happen to be on.
Dom has worked in automation, digital transformation and now works in product coordination at Cliqy.
Still have questions?
Get in on the ground floor
We’re getting Cliqy ready for launch and inviting clubs, businesses, sponsors and associations to take part.
We're also looking for partners, and to just generally have interesting conversations around the future of clubs and grassroots sport in the UK.
Want to join as a club or business, or chat to us some more?
Join our launch list by telling us how we can help
Be the first to set up an account or become a partner
Be a part of the movement putting cash back into clubs
