Brookside Commercial Social Club
Winning the award for 'Turnaround Club of the Year' at the 2025 Club Mirror Awards, the Brookside Commercial Social Club in South Elmsall is looking to the future with huge optimism
Brookside Commercial Social Club in South Elmsall, West Yorkshire – The Brooky to its members – has executed a remarkable financial turnaround in recent years, turning a £3,000 operating loss in 2023 to a £40,000 profit for the 2024 financial year, supported by an impressive half-a-million-pound turnover.
This achievement was recognised at the 2025 edition of the Club Mirror Awards held in Leicester in November when the club won the 'Turnaround Club of the Year' category.
"It was really pleasing for the club to gain national recognition for our efforts at the end of last year," says Club Secretary Andrew Shaw. "There has been a lot of hard work going on behind the scenes for a few years now to get to this point and we want to keep on moving forward as a club."
The achievement is all the more remarkable when you consider that the improved financial performance was realised without a single price increase to members for over two years – a conscious decision to provide value in a cost-of-living crisis. "The committee decided they wanted to hold off on passing on cost increases to the members and just see how it went," Andrew explains. The strategy worked, proving that trust and value can be more powerful drivers than margin.
Andrew, who stepped into the Secretary role just three years ago, became the architect of this turnaround. His blueprint involved smart growth, enhanced value and reconnecting with both existing and potential members.
The cornerstone of this approach was the introduction of a simple yet powerful two-tier pricing system. For the modest £5 annual membership fee, members save around 20p on every drink. "Within a year, you've got your membership back," says Andrew. "For a double vodka and coke, the saving becomes 60p so the benefit of joining is tangible." This move has seen membership forms flowing in at a steady rate of two to three per week, building a solid base of over 500 members.
Understanding that a club must evolve with its members' tastes was the next pillar. The bar line-up received a strategic refresh, introducing contemporary favourites like Rattler Cider and, most notably, Hawkstone Premier Lager. In a masterstroke of promotional timing, the club leveraged the popularity of the Clarkson's Farm show on Netflix. "We basically got a free barrel off Clarkson's brewery," says Andrew. "The beer had a really high profile at the time and we wanted the people actually interested in drinking it to try it.
"It has just shot off from there and become a flagship product for the club. Some members, including myself, have switched from their previously favourite beers to become regular Hawkstone drinkers. Of course, we make sure that everyone is catered for at the bar with a wide selection of brands and styles available, including John Smith's Bitter, alcohol-free options and even a selection of cans which some of the our regulars like to drink."
For the committee at The Brooky, generating profit is never an end in itself. "It's a members' club so any profit we make goes into improving their experience as well as to secure the club's future." Hence, brand-new chairs and tables have replaced worn-out furniture to make the club a more comfortable and inviting place in which to socialise. Outside, the Beer Garden has undergone a complete "much-needed revamp," and now features an outdoor TV for summer sporting events. Meanwhile, the club takes great pride in its facilities for darts, snooker and pool and has various teams competing in local leagues, ensuring busy midweek nights when hosting fixtures.
Practical investments have also addressed a number of longstanding issues. The installation of over-door heaters and thermal curtains on external doors has solved chronic heat loss, especially from the busy smoking area door. "It's made a massive difference," says Andrew. "It has made the club more comfortable throughout and energy-efficient."
This transformation is powered by a remarkable volunteer spirit. Andrew and the Club Treasurer Stephen Nickson are often found with paintbrush in hand. "Obviously there are certain jobs where you need to pay a professional to come in but myself and the Treasurer are happy to save the club some money by doing the decorating ourselves. In addition, other committee members do so much for the club in their spare time, including Nicola Shaw and Josie Simpson.
"It's important to keep investing in the club as a venue like ours will only survive by attracting new, younger people alongside the existing members. If you don't modernise and move forward, then you're in that situation where you can stagnate." He contrasts The Brooky with some neighbouring venues, which he describes as being "like walking back into the '60s," a fate he is determined to avoid.
This forward-thinking even extends to small details like installing phone charging points in the Lounge. "The cost of allowing people to do that is so minimal to us in terms of electricity but charging your phone is a really important part of modern life and they are very likely to have a couple of drinks while they're doing it," he says. "We are near the main shopping area so you get people coming in for the first time, liking it and then becoming members further down the line."
Andrew highlights the huge influence of Bar Manager Diane Whitehead. "Diane is totally committed to the club and does so much unseen and unpaid work, even when she is on holiday. My job as Secretary is made so much easier with having her dedicated to the club." He credits her with making the bar side of the operation so seamless that he can focus on strategy and governance.
Meanwhile, the club's commitment to the local community is total and it serves as a warm, welcoming social haven, particularly for the older generation and is open from 11am to 11pm every day. He fondly describes one regular who, schedule permitting, occupies his favourite spot to watch repeats of 'Only Fools and Horses' on one of the club's TV screens. "It's important that people feel they belong," says Andrew. "Clubs like ours are really important for people who may otherwise be isolated socially, particularly those in the older generations."
This commitment to inclusion finds its most powerful expression in the ground breaking 'Disco-bility' night. Once a month, the club's main room is given over to adults with physical or learning disabilities. "It gives carers a chance to chill and gives the young adults some independence," Andrew explains. The event's reputation for being a safe and joyful space is so strong that participants travel from as far as Wakefield city centre, 12 miles away. The initiative has had a ripple effect, inspiring a local care home to now host its own talent shows at the club. It is a profound example of a club filling a vital gap in community provision.
The Brooky also proudly upholds traditions of respect and service and any serving or ex-serving member of the armed forces, police, fire, ambulance or prison service is granted automatic life membership. "We do have quite a few veterans that come to the club," Andrew says, himself being ex-military. This gesture cements the club's role as a place of camaraderie and respect for public service.
The club's central location in South Elmsall is leveraged for broader community engagement. For the past two years, it has played a key role in the town's Christmas lights switch-on, offering free hot drinks to families enjoying the funfair.
As the club looks ahead, challenges remain. Andrew speaks of the relentless pressure from rising beer prices, Sky and TNT subscriptions and government taxes. He expresses a common frustration about business rates and the tax burden on hospitality.
Yet, the mood is overwhelmingly optimistic. The club is debt-free, owning its building outright. And a monumental milestone is on the horizon – 2027 marks the club's 100th anniversary. The award-winning turnaround has secured the foundation for this celebration and for the next century.
