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Bartek Benewiat had a fairly simple problem. He wanted more people to play squash against.

So he built a league. A year later, that league had turned into a 350-strong squash community with six divisions, weekly promotion and relegation, coaching groups, beginner sessions, charity events and more than 30 commercial partners.

The slightly unusual bit? SQUASHBUSTERS doesn’t own a single court.

Its players meet at Hasta La Vista in Zielona Góra, but the thing holding the whole project together is the community rather than the building.

Benewiat runs a marketing agency, so when the league started growing he admits his brain went straight into work mode. Naming. Branding. Photography. Sponsors. Prizes. Events.

“We approached an amateur, niche sports project with the exact same precision, dedication and scale that we use for major corporate clients.”

That means weekly prizes, refereed matches, proper photography and the kind of attention normally reserved for much bigger sporting events. But Benewiat thinks the real reason it works is much simpler.

“People don’t come for the walls or the building. They come for the people, the atmosphere, the organisation and the emotions.”

Hard to argue with that.

‘SquashBusters — The Club Without A Club’ now at Squash Player.
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