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“Our volunteer concept is based on community, clear structures, and genuine appreciation,” says Romina Heßler, Managing Director of HSG Bensheim/Auerbach Flames, in an interview with the spized Club Academy – and adds: “For us, volunteers are not helpers in the background, but key pillars of our club.”
Den Flames Bensheim/Auerbach gelingt es dank ihres Ehrenamtskonzepts, freiwillige Helfer dauerhaft zu binden. Foto: HSG Bensheim/Auerbach
“Flames Heroes” – From helpers to a visible team
The fact that the Flames take this statement seriously is particularly evident in the area of appreciation, which the Bundesliga club consistently pursues. A central component of the concept is the wording. “I realized relatively quickly how crucial language is,” explains Heßler. For this reason, she tries to avoid terms such as “helpers” or “volunteers.” At HSG, volunteers are called “Flames Heroes.”
The Heroes, who become “Matchday Heroes” at every game, receive their own shirts, have a dedicated section in the arena magazine, and are regularly recognized on the club’s social media channels. Individual helpers have thus become a visible team. A team that b
Clear roles for all Heroes
Currently, the volunteer pool includes around 70 people, of whom 40 to 50 Heroes are on duty depending on the matchday and capacity. Before each home game, availability is requested. The Heroes are then assigned to the various clearly defined roles. Experience and personal interests are also taken into account.
By now, matchday operations would no longer be possible without the Heroes, says Heßler: “The Flames Heroes secure our processes and are largely responsible for ensuring that everything runs professionally, both athletically and organizationally.” Responsibility is deliberately distributed across several shoulders. Each area of responsibility has its own team leader from the Heroes team, who organizes everything and enjoys decision-making freedom. “We also have to delegate responsibility and simply let people take charge,” is the Flames’ guiding principle.
Bis zu 50 Heroes sind an einem Spieltag im Einsatz. Foto: HSG Bensheim/Auerbach
No one has to be afraid of making mistakes, explains Heßler. Mistakes are explicitly part of the process: “Errors will happen, and that’s completely okay.” Only in this way can trust and a learning process develop. This also includes regular feedback sessions with the team leaders after home games. Heßler and the club place great importance on their Heroes being able to express criticism openly and contribute their ideas.
Community and identification
The Heroes document their shifts and hours worked via their “Hero Card,” a digital time card. The recorded hours are then converted into points, which can be redeemed for rewards in the fan shop. In the future, the offerings will be expanded with additional rewards. “I’m already thinking a lot about how we can make the entire concept even broader and more attractive,” says Heßler, explaining that the “social aspect is also super important” to her. This includes joint Heroes outings or the barbecue with the team. The idea behind it: strengthening community and identification.
The impetus for the structured volunteer concept was the sporting success of the Flames and the resulting increasing demands of the league. Suddenly, volunteering had to be thought of strategically, “to remain stable and attractive in the long term.” Tasks such as setting up the arena floor and LED technology can no longer be managed without clear structures.
With their concept, the Flames now demonstrate how volunteer helpers can be permanently tied to the club. Heßler is convinced: “Whoever shares responsibility, listens, and understands volunteers as part of the whole, creates sustainable club work.”
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