Badminton Europe recently hosted a successful webinar focused on the European Framework for the Recruitment and Retention of Young Badminton Players (SHUTTLERS), a comprehensive guide developed to support clubs and federations in attracting and keeping more young players in the sport.

The webinar featured Prof. Dr. Sergio Lara-Bercial from Sport Coaching Europe, who played a leading role in developing the SHUTTLERS Framework. During his presentation, Prof. Dr. Lara-Bercial provided valuable insights into the research underpinning the project and shared key findings on what drives participation and long-term engagement among children and young people in badminton.

The SHUTTLERS Framework explores the current state of youth badminton participation in Europe, the motivations and barriers influencing young players, and practical strategies to strengthen recruitment and retention. It highlights the importance of creating engaging, fun, and inclusive environments for children, empowering coaches and parents, and developing partnerships between clubs, schools, and communities. The framework also encourages innovation — from rethinking training and competition formats to leveraging modern communication channels and social media to reach Generation Alpha.

Badminton Europe would like to thank Prof. Dr. Sergio Lara-Bercial for his inspiring presentation and all attendees for their participation, and also a big thank you to Eramus+ and EU for the support. Together, we continue to strengthen the foundation for the future of youth badminton in Europe.

If you missed the session or would like to revisit the key points, you can watch the full recording of the webinar here.