In order for curling to grow, grow its fan base and grow its athletic pool, especially in the United States, two things are required. Those two things are aspirations and accessibility.
The first is Aspirations. Specifically, Aspirations in the manner of the prospects and potential to be a paid professional. This is the allure of so many fans of baseball, football, basketball and many other sports that have that professional side. Is it a rare shot for most? Yes. But that’s the point. It’s something to strive for and dream. Coming April of 2026, due to efforts of The Curling Group, such aspirations will become a reality with the formation of The Rock League.
Now that aspirations are on the horizon, the next point that is needed for exponential growth is Accessibility. Accessibility, from an inclusion standpoint, is one of the most enjoyable things about the sport of curling. It doesn't matter if you are just getting into it or a long time player. It doesn't matter your age, gender, or capability level. There is a way to get involved and play this amazing sport. Whether it be standard, stick, or wheelchair, this sport is open to all. Because of the various formats and the adjustable balance between athleticism and mental skills, there is a way to include everyone. Not to mention the sport’s various formats that allow for multiple levels of participation. From four-person men’s, women’s, or mixed teams to mixed doubles or triples to formats that combine various aspects of each, there are many ways to build a team and compete.
There is however, one thing in accessibility that curling is truly lacking and that is instant access. This is the idea in that anyone, in the moment, in which they suddenly “feel like” going curling, can just go. The draw of some of the most widespread sports is the ability for anyone to become involved in a moment. Many of these simply require you to grab a ball and maybe some minimal equipment, of which most people own in their household, and you are there. But unlike these, you can’t just go in the backyard and toss about the curling stone (please don’t try).
Other sports, like curling, require a specialized court or facility. This, of course, leads to usage and/or rental fees. For the most part it is nominal and many people are fine with paying $10, $20, $30 of a "one time occurrence" even if that occurrence happens two to three times a month. At this point, it simply comes down to ease of access to a facility. For example, ice skating and hockey have just under 2000 dedicated facilities nationwide. Bowling has slightly over 3000. Golf, if you count all the courses, driving ranges, and putt-putt, has almost 18,000! Most of these are “walk-in” facilities in which no reservation or prior commitment is required. Year round in the US, if you suddenly feel like going bowling or hitting some golf balls you can just go, be involved, and experience the sport, and it can be as simple as a non-competitive leisure activity.
Unfortunately, when it comes to curling, a bit more is involved. In most clubs, due to limited facilities with limited space, some sort of reservation is required and many times that reservation is at least one week in advance. Usually one’s first experience at a curling club is via an open house or learn-to-curl, but once you have done that and you want to keep curling, it is time to join the club and be part of a league in which you are now playing on a regular basis. Honestly, if you love curling and have easy access to the club, the comparative annual cost is usually of great value. But if you ask someone who just “liked” and didn’t “love” curling (yes, hard to believe) to contribute $300+ for access the whole year, that's too big of a commitment. But one can empathize with that as not only have you paid the money upfront but now you are committing to a scheduled time and place in which other people are depending on you to be there for this to happen. STRESS!
But here's the real issue. There are less than 200 dedicated curling ice facilities in the United States. So not only do you have to make a season long commitment, you may find yourself traveling a decent distance.
Okay, don’t misunderstand. This is not trying to discourage anyone from doing what it takes if they find curling to be their passion. However, for most people, curling needs to be more easily accessible. In regards to keeping the game more engaging, ideas around trimming down certain aspects to save time and finding new ways to make it more entertaining are necessary and are being tested. However, this is more from a viewership perspective and less of a participation engagement which will be required to grow the field of competitive athletes. One must also understand the challenges around cost and the idea that maybe clubs should be charging more. But what if a new approach were to be taken? Most clubs have annual dues if you wish to participate on a regular basis. For some, it's like buying the gym membership you never go to. Other sports mentioned in comparison, like bowling and golfing (in its various aspects), in which the genius here with these and similar sports is if someone suddenly feels like they want to go bowling or ice skating or hit some golf balls, all one has to do is go and the cost is minimal. Of course, understand that if someone wants to put in the time and effort to become "good" that this way of paying day by day would be expensive and they should probably join a league. But that's the beauty of this for the club or facility as they should be able to generate additional revenue on those who want to try the sport once in a while on impulse. There needs to be testing of business models in which a curling club has "open sessions" in which curling could be experienced at leisure. This way, a club could find income as they currently do but could also have sessions with individual time slot fees and rentals of brooms and shoes, as well as food and drinks at the bar.
Think about how much fun it would be to take friends who don't understand how curling is a sport and lay down a few lessons. Ultimately, for this to be feasible, the need for more clubs with more sheets and more open hours and staff will be required. Overall, it is a matter of investment. Keep in mind, the continued draw will need to be more than just curling. If one considers the model of The Tee Line in Nashville or any Top Golf location, it has to be made into an experience. Curling must be the focus, but food, beverages, other activities, and the ability to just hang out with friends is critical to sustained success. Being curling is already a highly social sport on which comradery between teams is high, there is no reason this cannot be possible.