Squash has never been to the Olympics. In Los Angeles in 2028, that changes — and the sport has roughly 24 months to convert that moment into the biggest membership surge in its history. UK clubs that start now will be well-positioned. Those that wait will be playing catch-up to venues that were faster.
Add the Quilter Cheviot British Open landing in Birmingham from 30 May to 7 June — with World No.1s Mostafa Asal and Hania El Hammamy leading the draws — and you have back-to-back catalysts that a sharp club operator can turn into a sustained growth campaign. Here is how to use both windows.
Why the LA 2028 Olympic Confirmation Is Different to Previous Bids
Squash has been lobbying for Olympic inclusion for decades. This time it is actually happening. The International Olympic Committee confirmed squash for the Games on 1 February 2026, and World Squash published the full Olympic Qualification System the following day. Competition runs 15–24 July 2028 at the Comcast Squash Center at Universal Studios — a venue that will put the sport in front of a global prime-time broadcast audience for the first time.
For UK club operators, the significance is not about 2028 specifically. It is about the 24-month qualification window between now and the Games. Every PSA World Tour event, every British player's ranking match, and every Olympic qualifier will generate media coverage that makes new audiences curious about squash. That curiosity converts into Google searches, Instagram follows, and — if you are in front of them with the right message — trial bookings and memberships.
The sports that capitalised on Olympic exposure (surfing, skateboarding, sport climbing) all saw venue growth accelerate in the 18 months before the Games, not after. The clubs that benefited were the ones already visible when the interest arrived.
The British Open Window: Five Weeks to Prepare a Campaign
The British Open is the most prestigious event on the PSA Squash Tour. It returns to Birmingham's Rep Theatre for a fourth consecutive year from 30 May to 7 June 2026, with a $610,000 prize pool split equally across the men's and women's draws. World No.1 Mostafa Asal headlines the men's side; Hania El Hammamy leads the women's.
For any squash club within 90 minutes of Birmingham — and for many beyond — this is a five-week marketing window you should already be building.
What to run before the event (now – 30 May)
Run awareness campaigns on Meta targeting adults aged 25–50 in your catchment area with an interest in racket sports. The creative hook writes itself: the world's best are coming to Birmingham. Position your club as the place to experience squash yourself. A limited "Try Squash in the British Open Week" offer — two court sessions and a coaching taster at a reduced rate — gives prospective members a reason to act before the event, not just after.
Email your lapsed member list. People who joined and then drifted are far more likely to return during a period of heightened sport visibility. A personalised re-engagement email referencing the British Open and an exclusive returning-member rate can recover members at a fraction of the cost of acquiring new ones.
What to run during the event (30 May – 7 June)
Post-match social content works well in this window. Clips of Asal or El Hammamy will circulate widely on Instagram and TikTok. Position your club alongside that content with "Want to play like the world's best? Courts available this week" messaging. Keep it simple, topical, and local.
What to run after the event
The week following a major squash event is typically when casual interest converts to action. People who watched clips of the British Open and thought "I used to play that" or "I'd love to try that" will be searching for local courts. Make sure your Google Business Profile is fully optimised, your courts appear on Google Maps with accurate booking information, and that anyone who lands on your website is met with a clear, low-friction trial offer.
The 24-Month Plan Every UK Squash Club Should Start This Month
Between now and July 2028, squash will receive more mainstream media coverage in the UK than it has in a generation. British players will be in the spotlight throughout the Olympic qualification cycle. The BBC and other broadcasters who have largely ignored squash will have to cover it.
This is not a moment to wait and see. It is a moment to build.
The clubs that will benefit most are those that:
- Grow their CRM now — capturing the contact details of every trial player, every court hirer, every event attendee. Without a database you cannot market to past visitors when Olympic coverage spikes interest.
- Invest in consistent paid media — Google Ads for high-intent searches ("squash courts near me", "squash lessons [town]") and Meta Ads for awareness and retargeting. Neither channel requires large budgets to be effective at club level.
- Automate re-engagement — lapsed members and trial visitors who did not convert are your warmest future leads. Automated email and WhatsApp sequences ensure no one falls through the cracks during busy periods.
- Tell the Olympic story — update your website and social channels to reference squash's LA 2028 debut. It positions your club as part of something bigger and gives prospective members a reason to feel proud of the sport they are joining.
What Ace Rally Media Does for Squash Clubs
We run Meta Ads, Google Ads, and Rally AI CRM campaigns for racket sport venues across the UK. For squash clubs specifically, we build member acquisition funnels that convert Olympic and event-driven interest into booked trials and paid memberships — not just website visits.
If you want to turn the next 24 months into your club's strongest ever growth period, now is the right time to get a strategy in place. Get in touch with us here and we will put together a plan specific to your club, your location, and your ambitions for 2026–2028.