I’d seen the book Start with Why by Simon Sinek appear on several “must- read” lists from people I admire, so I finally picked it up. The book’s message is simple but powerful – most businesses can explain what they do, and a few can explain how, but very few can clearly explain why they do it. That “why” is the difference between companies that blend in and those that inspire. When I first read it, I realised that all Club & County had at the start was the why.
The book talks about companies like Harley Davidson and Apple. Apple doesn’t just sell phones or laptops. It starts with why: challenging conventional thinking, inspiring creativity, and building a community around that belief. We’ll never be Apple, but at Club & County our why has always come first.
Why We Exist
Our mission is simple:
To connect the GAA through best-in-class digital tools and an ongoing programme of education.
We believe the GAA’s greatest asset isn’t its games, or even its players – it’s community. That sense of belonging that brands like Apple or Harley Davidson spend millions trying to create? The GAA already has it, and has it in abundance.
As someone who has worked in branding and design for most of my life, I can see that what the GAA has is truly special and it needs to be protected. Community is critical, but on its own it’s not enough. We also need to ensure the visibility of our clubs and counties in the digital spaces where people now live their lives. It’s a digital world, and even amateur organisations need to be fluid, adaptable, and ready for change.
The Challenge
The GAA is one of the most respected amateur sporting organisations in the world. But its amateur status can also be its Achilles heel. At club and county level, volunteers are expected to manage websites, social media, fixtures, tickets, safeguarding, fundraising, and much much more.
The GAA’s own strategy acknowledges that communications are a core challenge. It talks about telling our own story and controlling our own narrative in a strong, branded and consistent way. But without the right infrastructure, that’s just not possible. The skills, experience and knowledge at club and county level are just not there.
If we can’t communicate effectively, we lose connection. And if we lose connection, we lose everything that makes the GAA what it is.
Where We Fit In
Back in 2009, the GAA had the right idea: a parent–child model website solution, where gaa.ie feeds down to counties and clubs. We loved the idea but it never materialised. In our youthful enthusiasm, we decided to build it ourselves.
Club & County provides not just websites, but a framework where clubs and counties can rely on structured content, automated feeds, and tailored education. The result? Officers spend less time firefighting, and more time focusing on what really matters, the people, the community, our values and the games.
Why, Not Just What
We’re not here just to “build websites.” We’re here because someone had to step in, because the gap wasn’t being filled, and because volunteers deserve better.
Our why is about building the infrastructure for one of the best amateur sporting organisations in the world, making sure the GAA can communicate effectively with its members, not just today but for the future.
It’s about protecting community and our brand, the GAA’s most valuable assets and ensuring the digital side of the Association is as strong as our coaching, our games, our welfare, our stadiums and all the other key assets of the organisation.
That’s our mission. That’s our why.