As we step into a new season of growth at Friendly Manager, we sat down with CEO Rodd Penney to talk about what’s changing, why it’s taken time, and what clubs and their members can expect moving forward.
Rodd shares an honest look at the past year, outlines what’s coming next, and explains how the Friendly Manager team is building momentum the right way.
Reflecting on the Past Year
Q: It’s been a while. Why has it felt quiet?
Rodd: While we’ve been a bit quieter on the outside, there’s been a lot happening under the hood. Over the past year, we’ve been reimagining key parts of the Friendly Manager platform, not just fixing small things, but building out major improvements based on the feedback we’ve collected from clubs over the years.
Looking Ahead, What’s Coming
Q: Is Friendly Manager starting to evolve?
Rodd: Absolutely. This is the start of a new chapter for us, and it's all about delivering more value, flexibility, and better experiences for clubs and their members. You’ll start seeing meaningful updates rolling out steadily over the coming months. Here’s a snapshot of what’s on the way:
- Friendly Manager App
Our new mobile app helps keep your club connected with group chat and targeted push notifications straight to your members’ phones. You can easily showcase sponsors with a dedicated promo space and customise the app to match your club’s look and feel. Your members can also add and manage all their Friendly Manager clubs in one app for convenience. And that’s just the start—future updates will include events, attendance and club ID cards. - A Smarter Mailer
Our Mailer just got a serious upgrade and remains fully connected to your club data. It lets you create awesome-looking emails with more formatting options, auto-saving drafts, reusable templates, and the ability to schedule your sends. - A Modern Website Builder
Our new website builder gives your club more flexibility than ever. You can choose from fresh templates, add videos, animations, and custom page layouts, all while staying connected to your Friendly Manager database, so your registrations and events flow straight through to your site. You can take the reins and build your club website yourself, or let our team do it for you—we’ve got you covered either way.
Timelines & Access
Q: When will clubs start to see these updates?
Rodd: We’re already piloting the mobile app and mailer with a few clubs. Wider access will roll out by the end of this year. We're taking a phased rollout approach to give clubs time to get familiar with each feature, ask questions, and feel supported.
Q: Will clubs have to switch everything over at once?
Rodd: Definitely not. Each feature will be released independently. Wherever a change requires switching, clubs will get plenty of notice and the chance to try it beforehand.
Q: Why are you rolling features out one at a time?
Rodd: Smaller releases are less disruptive and we can support clubs properly. It also gives everyone time to learn, adjust, and make the most of each new feature before the next one arrives. Plus it means we can keep listening and refine things as we go.
Product Vision & Values
Q: How do you decide which features to prioritise and what’s coming next?
Rodd: We take our lead from club feedback. Every request is logged and considered. If the feature you’re waiting for isn't in the first few updates, don't worry, it's likely already on the roadmap. Sometimes we need to put certain features or infrastructure in place first, before we can build other improvements on top.
Multi-line invoicing, payment plans, splitting venues, family registrations, and a refreshed interface are all in the works. Our team uses Friendly Manager in their own clubs too, so we know first-hand how much of a difference these changes will make. We look forward to rolling them out to you over the next year.
Q: What are you most excited about personally?
Rodd: Honestly, it’s seeing clubs start using the new Friendly Manager app. It’s a big leap forward for member engagement and convenience. The app will continue to grow, and we can’t wait to share what’s next in the months ahead.
Q: How do these changes reflect Friendly Manager’s values?
Rodd: Clubs are at the heart of what we do—always have been. Our focus is on giving clubs tools that are easy to use, actually useful, and built around how clubs work day-to-day. These new features are a natural extension of that. It’s about better systems, less admin, and the best support possible so you can focus on what matters most for your club.
Supporting You Through the Journey
Q: What kind of help or support will be available?
Rodd: With every new release, we’ll share help guides or webinars, and our support team will be on hand. We’re making sure clubs feel supported, not left to figure things out on their own.
Q: What do these new improvements mean for your members?
Rodd: For members, things will stay simple and any changes will be small and manageable. What they’ll notice from the first few updates is better communication from their clubs. The new Mailer provides clubs with more tools to design engaging content, and the new app means members can get club messages right on their phones.
Looking forward, your members will also enjoy refreshed registration forms, more payment options, and a refreshed modern looking platform.
Q: What’s one thing you want clubs to know right now?
Rodd: This is the start of a new rhythm at Friendly Manager—regular updates, smarter tools, and a refreshed, modern platform. We’re focused, we’re energised, and we’re excited to keep making Friendly Manager even better for clubs.