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New Well Society Board sets out growth strategy for both the Society and Motherwell FC

• Well Society Board pledges a ‘fresh start for fan-ownership’ in growth strategy for both the fan-ownership group and football club.
• Well Society Board launches ‘Our Club, Our Future: Our plan for growth for Motherwell Football Club and The Well Society’.
• Plan has been endorsed by former Motherwell chairman Brian McCafferty, amongst others.

The Well Society, the majority shareholder of Scotland’s first top-flight fan-owned football club, has today (2 July 2024), pledged “a fresh start for fan-ownership” as it unveils its plan for growth, strategic investment, and a new fan-engagement model at Motherwell FC.

The plans, developed by a refreshed Well Society Board following elections in October 2023, are contained in ‘Our Club, Our Future: Our plan for growth for Motherwell Football Club and The Well Society’. The detailed prospectus, sent today to Well Society members and available online, sets out an ambitious future, a renewed take on seeking investment, and a new approach to fan engagement.

Following a period of significant calls for increased transparency and fan voice at the football club, a refreshed Well Society Board was elected in October 2023. The Society Board moved with purpose, hosting a series of fan engagement workshops on topics including governance, membership, events and communications. Building on fan priorities, the Society Board established operating priorities and a series of workstreams, supported by ‘Well supporting professionals working in finance, business, governance, engagement and communications.

A FRESH START FOR FAN-OWNERSHIP

With a fresh focus on growth, strategic investment, and commercial partnerships, the refreshed Well Society Board conducted a review of best practice from fan-ownership models including Exeter City Football Club, where the club has successfully engaged local investors through community share schemes, as well as AFC Wimbledon, Portsmouth FC, and FC United of Manchester.

Developing its fan-focused approach to sustainable investment, the Well Society Board has been backed by a series of business leaders, including fintech strategist David Cullinan, multi-business CEO Kyrk McMillan, former Paycare Chief Executive Kevin Rodgers, and US-based football business consultant Gus McNab, amongst others.

The plans, in development since the beginning of the year, take four strands:

• A new vision for Motherwell Football Club
• A new approach to investment, focused on local partnerships and strategic investment
• A new strategy for growth of the Well Society
• The identification of further opportunities around season tickets, the women’s team, and off-pitch revenue growth

The Well Society has already invested more than £2m as a direct result of the fan-ownership model and now believes the time is right to further develop that model. It is understood that the strategy’s development was expedited to ensure that Society members were given sight of it before a forthcoming ballot on Wild Sheep Sports investment proposals. The ballot commences on 8 July for a fortnight, with the Well Society having already set out its reasoning behind its recommendation to reject the proposal.

As part of the strategy, the Well Society Board has outlined plans for new Strategic Investment Partnerships. The plans would see links with new potential partners who share a vision of enhancing Motherwell Football Club through sustained financial backing and valuable expertise. Strategic Investment Partnerships would seek broader objectives, and be focused on funding strategic projects such as developing new facilities at Fir Park or upgrading the training ground. These improvements would not only enhance operational capabilities, but would support additional revenue streams.

New purpose driven commercial partnerships are also a feature of the Well Society Board’s plans for growth. The Society, noting the opportunity to strengthen the Football Club’s commercial operations, in line with the arrival of new Chief Executive Brian Caldwell, revealed ongoing discussions with a series of new commercial partners.

The Society has also undertaken detailed fanbase modelling, including the significant opportunities to grow Well Society membership and contributions. Doing so could deliver a net increase of 2,700 contributors per month. Additional modelling highlights significant potential to drive club season ticket revenue, beyond the 2% of residents in Motherwell, Wishaw and Carluke, and beyond the less than 1% in neighbouring 25 towns and villages.

Finally, in addition to a new, more open and transparent governance framework, the ‘Our Club, Our Future’ strategy outlines a fresh approach to fan voice, engagement and communication, while maintaining the Society’s baseline position as a financial safety net for the football club.

Well Society Board member Maureen Downie has resigned from the Society.

In a statement issued last night (Monday 10 June) she said: “It has been a privilege to serve on the board of The Well Society over the last eight and a half years.

“Whilst differences of opinion are to be embraced as they ensure that all perspectives are considered, I’m at odds with the strategic direction currently being taken and cannot in all considered conscience continue in my role as Board Member.

“Therefore, I tender my resignation with immediate effect.”

The Well Society Board wishes to place on record their thanks to Maureen for her service.

The Well Society Co-Chair, Douglas Dickie, will step down from the Society Board.

Douglas said: “Following the statement released today from the majority of the Well Society Board, I unfortunately cannot align myself to much of the content. Accordingly, I find my position of Co-Chair of the Well Society untenable, and I announce my resignation from that position with immediate effect. I also intimate my resignation from the Well Society Board at the same time.”

The board wish to thank Douglas for his leadership and service to the Society.

An update from The Well Society Board relating to the Wild Sheep Sports proposed investment in Motherwell Football Club has been released and is available here.

Well Society member Niall Kane was delighted to discover he’d won the cost of his Season Ticket in our recent competition.

Niall joined the Society last month, and bought his Season Ticket for 24/25, automatically entering the draw. He joined 48 others in the hat who had either joined, increased their monthly membership contribution or restarted payments recently.

He was refunded his £395 Season Ticket cost.

Niall said: “I’m delighted. I joined the Society because I wanted to help the Club any way I can. To win, and to get the Season Ticket cost refunded, is fantastic. Here’s to a successful 2024/25 season.”

Over the course of the initiative the Society received recurring payments which will be worth more than £4000 annually.

Sean Baillie from the Membership Workstream said: “Thanks to everyone who joined the Society, who restarted payments or who committed to increasing their monthly contribution – it all goes to supporting the Club we love. We are delighted with the additional income this will bring in annually, all of which will contribute to the future success of Motherwell FC.”

The roar of the crowd, the excitement as you step out of the tunnel and onto the hallowed Fir Park turf – here is your chance to Live the Dream as a Motherwell player for the day.

Today we launch an exclusive opportunity for fans to play on the pitch on the evening of Friday 24 May 2024, with all money raised going to The Well Society.

There are 32 places available, each giving you the chance to experience life as a professional footballer. Four of these places will be given free to fully paid up Well Society members who apply through a draw. The rest of the places will go on sale tonight on a first come, first-served basis.

To take part in the event you need to:

• Be available from 6.30pm on Friday 24 May 2024
• This is a physically demanding event – you must be healthy enough to take part
• Read and agree to our terms and conditions
• Sign our disclaimer

In return you will:

• Have the chance to grace Fir Park with your footballing skills
• Enjoy a rare opportunity to experience life as a Motherwell player
• Receive a playing shirt with your name and number
• Catch up with fellow players at our post-match reception
• Gather photos and memories which will last a lifetime

Buy your place

Buy your place here. The teams are open to all genders and abilities. There are 14 places available on each team, with prices ranging from £150 for the opportunity to come off the bench as an impact sub, to £200 for a place in the starting line up.

FREE places

To be in with a chance for one of the free places you’ll need to be a current member of the Well Society. If you are not a member you can subscribe via this link (join by 5pm Tuesday 14 May). To get your name in the frame, email us with your details by midnight, Thursday 16 May. The draw for the places will take place at noon on Friday 17 May 2024.

Supporters

Help us create a great atmosphere for the players and celebrate fan ownership by joining us for the big match on the night. Entry will be priced at £5 per person with all proceeds going to support the Club through The Well Society.

“Heritage is our legacy from the past, what we live with today, and what we pass on to future generations. Our cultural and natural heritage are both irreplaceable sources of life and inspiration.” (UNESCO)

Many of you may recall that in 2016 Motherwell fans received questionnaires to collect their views on what a Club heritage project might look like. And now we’re looking to update that with a special event in April to collate thoughts and gauge interest in such a project.

The key findings from the 2016 questionnaire were:

• 100% of respondents thought the heritage of Motherwell Football Club is either very important (78%) or important (22%) to the local community
• 100% of respondents agreed that the heritage of Motherwell Football Club should be collected, preserved and made available to the community and future generations
• 85% of respondents would like to see a permanent exhibition of the Club’s heritage at Fir Park;
• 62% would like to see a Heritage Trail at Fir Park.

So much has changed since then.

But one thing remains the same. A desire to develop a vision for all things ‘Heritage’.

Over the past year or so, building on studies undertaken pre-pandemic, a volunteer Heritage Working Group has been tasked with assessing the feasibility of establishing a range of ‘heritage experiences’ throughout Fir Park Stadium.

Why does our heritage matter?

Brian McCafferty from the Working Group explains: “Most families have a heritage; a sense of our identity bound by stories from generations past and present – inherited possessions, photographs, and artefacts that can shape the hopes and aspirations for new arrivals.

“So too with a football club like ours. For many fans, our club is a part of our family, and a cornerstone of our local community, in which we take great pride.”

Many clubs at home and abroad have developed a variety of projects to curate, record, preserve and celebrate their history, making their heritage accessible to people far and wide.

“We have the opportunity to follow suit, preserve what we have – physical objects, documents, films, original records – and keep these safe for future generations,” added Brian.

Football heritage is not just limited to artefacts. It also includes knowledge and understanding passed from generation to generation, such as tales from memorable matches, players’ performances as well as identifying common themes that have prevailed throughout the Club’s long history.

Heritage working group

In response to the key findings of the questionnaires and extensive research, including from home and abroad, the group has now developed an outline concept plan of what might be possible.

Brian concludes: “Before setting anything in stone, we’ll seek input from Well Society members, fans and other stakeholders and their views will inform a more detailed concept plan for further consultation.”

Initially, an evening event is being proposed, hopefully in April where the group will present their design ideas and take-in suggestions. The bar will also be open. Watch out for further news on this.

When we hoist the Well Society flag above Fir Park ahead of our SPFL fixture against St Mirren it’ll signal the start of Well Society Day.

To kick off the countdown to the match on Saturday 30 March we’re today launching our hospitality package draw and giving you a peek at what’s in store on the day.

We’ll be celebrating Motherwell FC as a club for everyone, and inviting those who make the club what it is to take a bow. We’ll also:

• give Junior Steel members and their St Mirren counterparts the chance to run out with their heroes as mascots
• celebrate both clubs’ commitment – as fan-owned clubs – to their respective communities, by inviting a community champion to lead each team onto the pitch
• have an opportunity for youngsters to take part in team announcements and pitchside activity
• ensure Steelman and Raven Steel make an appearance to entertain the kids
• raise money through a bucket collection for the Society
• be on hand to answer your questions about membership and the direction of travel of the Well Society

Be in the mix

To give your child the chance to get involved in match day activity – including the opportunity to claim up to four FREE tickets – ensure they’re signed up as a Junior Steel member. You can sign up for as little as £2 per month or renew here. Please email the child’s name and date of birth to: well.society@motherwellfc.co.uk

Already a Junior Steel member?

Look out for details over the coming week on how to get involved. If you haven’t claimed your full allocation of free Junior Steel tickets this season already, now is your chance. Email: ticketing@motherwellfc.co.ukwith the child’s name, number of tickets required and a contact number. See the webpage for conditions.

Get involved in the draw

For just £20 per ticket you can have the opportunity to win a hospitality package for six people which includes:

• two course meal
• tickets for the Phil O’Donnell stand
• traditional half time refreshments
• complimentary bar pre and post-match
• the chance to make man of the match selection and be presented with a first team top

To take part in the hospitality draw scan the QR code below or click here to buy a ticket. Then drop us a line: well.society@motherwellfc.co.uk / 01698 338009 for tickets. Multiple entries are permitted. The winner must be aged over 18. The draw will take place at noon on Friday 22 March.

Doug Inglis and grandson Josh Bell were invited to the boardroom at Fir Park ahead of the recent Ross County match. Board member Maureen Downie praised Doug’s contribution to Society and handed over some gifts from colleagues.

Doug then watched as his predicted 5-0 win came to pass, the Steelmen putting the visitors to the sword. The icing on the cake for Doug was a visit from Player of the Match Blair Spittal, his favourite player.

“Meeting Blair on the night he scored two goals, had one assist (arguably two!) and was man of the match can’t be topped,” said Doug.