Volunteer Coaching Insights

The Heart of Grassroots Sport: New Research Reveals the Impact of Volunteer Coaches

Across New Zealand, volunteer coaches are the backbone of community sport. From helping young players develop new skills to creating a sense of belonging and connection, these everyday volunteers play a vital role in keeping grassroots sport thriving.

To better understand the experiences, motivations and challenges of volunteer coaches, Bunnings commissioned a national research study in partnership with research agency Honoco. Conducted in June 2026, the study surveyed 1,569 New Zealand adults and explored the perspectives of current volunteer coaches, former coaches, parents, players and club volunteers.

The findings paint a powerful picture of the contribution volunteer coaches make to communities across New Zealand, while highlighting opportunities to better support and recognise them.

Nearly One Million Kiwis Are Part of the Grassroots Sports Community

The research found that almost one million New Zealand adults are involved in grassroots sports club communities, including an estimated 265,600 current volunteer coaches.

These coaches are dedicating significant time to their teams and clubs, often juggling multiple responsibilities beyond training sessions and game days. Many also take on administrative duties, fundraising activities, communication with families and other volunteer roles to help their clubs operate successfully.

Coaching Is Driven by Passion and Community

For most volunteer coaches, the motivation to coach starts with a genuine love of the role.

More than half of current volunteer coaches said they volunteer because they enjoy coaching, while many are also motivated by a desire to give back to their club and community. Others are driven by the opportunity to stay involved in the sport they love and maintain connections within their local sporting community.

These findings reinforce what many communities already know: volunteer coaching is about much more than sport. It is about creating positive experiences for young people and helping communities stay connected.

Confidence Matters More Than Qualifications

One of the study's most valuable insights was understanding what helps people feel capable of becoming a coach.

Current coaches reported that confidence often comes from previous sporting experience, mentoring and recognising transferable skills gained through work, study and family life. Coaching qualifications were viewed as less important than many people assume.

At the same time, many people who are not currently coaching believe formal qualifications are among the most important requirements for getting started. The research suggests that helping people understand they already possess valuable skills and providing supportive mentoring could encourage more volunteers to step forward.

Coaching Is Rewarding, but Challenges Remain

The overwhelming majority of volunteer coaches say coaching feels worthwhile overall. They value seeing players learn new skills, gain confidence and enjoy being part of a team.

Interestingly, coaches ranked winning as one of the least important measures of success. Instead, they are most fulfilled when players are having fun, developing confidence and improving their abilities. Parents and players largely share these views.

However, the research also identified several challenges. Coaches highlighted the need for greater support, easier access to resources and improved respect from parents and supporters on the sidelines. Many coaches also face significant time pressures as they balance volunteering with work and family commitments.

Recognition Still Has Room to Grow

While many coaches feel appreciated, the research found widespread agreement that volunteer coaches do not always receive the recognition they deserve.

Nearly all members of the grassroots sports community agreed that volunteer coaches are essential to keeping community sport alive, while most also agreed that the impact of these volunteers often goes unrecognised.

The positive influence of coaches extends well beyond the sporting field. Coaches help build confidence, foster teamwork, strengthen social connections and create opportunities for participation and personal growth.

Celebrating New Zealand's Coaching Legends

The findings reinforce why programmes such as Bunnings Coaching Legends are so important.

Volunteer coaches invest countless hours helping others, often behind the scenes and without expectation of recognition. Their contribution strengthens clubs, supports young people and helps build healthier, more connected communities.

By shining a light on these everyday leaders, Coaching Legends aims to celebrate the people who give their time, energy and passion to grassroots sport across New Zealand.

Because behind every great sporting experience is a coach who made a difference.