2023 Canada Winter Games volunteers
From a kid’s first T-ball season to a company’s Sunday night hockey league, sport and recreation programs across the country depend on regular people setting up, taking down, taking on administrative tasks, handling transportation and coaching players on their own time to keep activities running.
It’s not a system of favours—it’s an expectation that parents, friends and neighbours will do what it takes to make sure the game goes on, and that expectation can put a lot of pressure on those who step up and take the lead.
The Scott McCain & Leslie McLean Centre for Sport, Business and Health at SMU has partnered with Dr. Jackie Oncescu (Associate Professor of Kinesiology at UNB), and a team of researchers at All In Research & Innovation Inc. (All In) to shine a light on an often under-represented and under-researched demographic: volunteers.
Good Idea, Better Timing
The origins of this project started in New Brunswick, with Dr. Jackie Oncescu and research designer Dr. Jules Maitland (Founder of All In) co-leading the “Reimagining Access to Sport, Recreation and Leisure” project—a wide-ranging inquiry into equitable access and inclusion to sport, recreation and leisure in New Brunswick.
2025 Canada Summer Games Volunteers with Team New Brunswick
As the original project came to a close, a growing curiosity emerged around the circumstances that contribute to access and inclusion in sport, and how that access (or lack thereof) can shape communities. This curiosity sparked ongoing conversations with Recreation New Brunswick and Sport New Brunswick—organizations that have a shared interest in examining volunteers and their role in the recreation space—and those conversations turned to the role of volunteers in community systems and how their experiences impact sport systems in New Brunswick.
Meanwhile at Saint Mary’s, the team at the Scott McCain & Leslie McLean Centre for Sport, Business and Health was studying the mental health and wellbeing of sports volunteers. Once the connection was made between these groups, the rest was history, and the “SERVE project” (Supporting and Enhancing Rewarding Volunteer Experiences in Sport and Recreation) began.
“It was just one of those lovely moments of stars aligning,” says research designer Dr. Jules Maitland. “It just made sense to build on the momentum that had already been started in New Brunswick by working with the team at the Scott McCain & Leslie McLean Centre for Sport, Business and Health.”
Understanding Volunteerism in Sport
If you’ve ever participated in a recreational sport, you’ve likely witnessed the volunteer work that makes it happen—or you’ve been the volunteer yourself.
Volunteers on the photography team at the 2025 Canada Summer Games
“This entire sector—especially when you're talking about community sports organizations and recreation organizations—really wouldn't exist without volunteers,” says Madeleine Whalen, Co-Lead on the SERVE project. “They're heavily volunteer-based all the way to the governance level. From coaches to board members, it's very rare that these positions are offered with a large salary.”
There is a lot of work to keep an athletics program running, and most of it happens before and after the game. Oftentimes, both former and current athletes use their off time to support these programs. Parents and guardians of children who are involved in sports regularly take on extra work, adding more responsibility to their everyday lives.
When the entire system depends on participants going above and beyond to keep programs running, the longevity of those programs—and the well-being of those who run them—starts to become precarious.
Supporting the Supporters
This collaboration involves a 2025 literature review completed by former research assistant Ashley Penney for the Scott McCain & Leslie McLean Centre for Sport, Business and Health
Dr. Oncescu and the All In team is now working with the centre to dig deeper into the state of volunteerism in sport and develop scalable, innovative solutions to ensure that these programs, and the volunteers that make them possible, are able to thrive.
Using human-centred design to map patterns from interviews with current and former sports volunteers, this collaborative team is gearing up to answer some key questions on how we can make sport better.
“One of our priorities is making sure the needs of both volunteers and the organizations are met, ensuring that those experiences are satisfying and sustainable. So, we’re drawing from literature on workplace burnout as a framework,” says Strategic Designer Molly Balcom Raleigh.
“When you have a lack of benefits or an extreme work overload, a lack of a sense of autonomy or are missing some key capacity and skills, things start to go out of balance, and it leads to poor outcomes for the well-being of those participating in that work.”
Frameworks for discussing burnout are a helpful way to map patterns in the sports world, as volunteers take on more without adequate resources and, on occasion, find themselves in situations they lack the training to address or the resources to support.
"Critically, it's in this gap where the demands of funders and regulators are high and volunteer skill, resources, and time are low that the greatest risk and damage emerge,” said Dr. Augie Westhaver, Academic Director at the Scott McCain & Leslie McLean Centre for Sport, Business and Health. “The sport system is effectively a para-health sector—where mental and physical health are key resources for all involved—and without adequate support, volunteers suffer burnout or worse, undermining the safety of the sport system."
The Impact to Come
The SERVE project is in its early stages, having just launched in April 2026, but the future impact of this work is profound, as understanding the volunteer infrastructure of Canadian sport will pave the way to healthier volunteers, increasing recruitment and retention for the organizations that rely on them.
This work also lays the foundation for an actionable toolkit for sporting organizations, ensuring volunteers have the resources, training and support they need to do their best work. A healthy sports and recreation infrastructure leads to stronger, healthier, and more connected communities; and Saint Mary’s is primed to be involved in the initial stages of a very necessary exploration.
Stay tuned to the centre’s social media for live updates as the project unfolds.
