Report summary
This report examines how demographic and cultural change is reshaping Canadian sport, focusing on curling clubs in Toronto. Drawing on research conducted in partnership with Curling Canada, the Toronto Curling Association, and the Canadian Curling Association, the study explores how clubs are responding to increasing diversity and what barriers and opportunities exist for participation. The findings highlight the need for intentional strategies to support inclusion, accessibility, and long-term sustainability in curling.
What did we do?
The project investigated how Toronto-area curling clubs understand and respond to diversity and participation, with a focus on immigration, changing communities, and shifting expectations of sport spaces.
How did we do it?
The research included interviews and focus groups with curling administrators, club members, and community stakeholders. Data were analyzed to identify patterns related to participation, barriers, and organizational responses.
What did we find?
1. Immigration Is Reshaping Canadian Sport
Canada’s increasing cultural diversity is changing who participates in sport and how sport organizations must operate to remain relevant and accessible.
2. Curling Remains Largely Homogeneous
Despite growing diversity in surrounding communities, many curling clubs continue to reflect narrow social and cultural groups, limiting broader participation.
3. Structural and Cultural Barriers Persist
Barriers include cost, unfamiliarity with curling culture, lack of representation, and unspoken norms that make newcomers feel excluded.
4. Informal Gatekeepers Shape Access
Participation is often influenced by long-standing members who control access to information, social networks, and club spaces.
5. Change Requires Intentional Action
Clubs that rely on tradition alone risk becoming disconnected from their communities. Inclusion must be actively built rather than assumed.
What this means for curling
Together, these findings show that curling must adapt to demographic change in order to remain relevant and accessible. Without intentional efforts to address cultural, structural, and social barriers, clubs risk excluding large portions of their communities and limiting the sport’s future.
Next steps
The report calls for ongoing collaboration between curling organizations and community partners, along with knowledge sharing across the sport system, to support inclusive and sustainable growth.
For a copy of the full report, please email Dr. Heather Mair
Back to Partners Transforming Curling
Recommendations for curling clubs
The report outlines several strategies for clubs and organizations:
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Create welcoming entry points for people with little or no knowledge of curling
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Address structural barriers such as cost, scheduling, and access
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Build cultural competency among staff, volunteers, and members
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Share successful practices across clubs and regions