We want to start off by thanking every Motherwell fan who has attended a match, bought a stream to watch a game, bought merchandise from the Club Shop or signed up to join the Well Society.
The start to this season has been incredible to see in terms of the support received by our supporters. From almost selling out three home stands for our match against Freiburg, thousands travelling to Stenhousemuir and Germany, and season ticket sales going up from last year, words will never quite show just how appreciative everyone at the football club is for your unwavering support.
Over the summer, we published a fan survey to get your feedback on a wide range of topics surrounding the football club. These fan surveys are not a routine piece of content that we just go through the motions with; it’s a genuine opportunity to hear from our supporters about any concerns or improvements they have.
Actioned Points
We have used the results of these surveys to take action on some of these concerns. For example, last year, there was a majority feeling that information around attending matches, particularly away from home, was sparse, and despite having SLOs in place, more clarity was needed. This season, the club has been communicating a “Matchday Guide”, which has hopefully helped supporters gain the information they need ahead of travelling. These have been particularly in-depth for our European matches on the road, and we hope they have eased some of those concerns.
Through the use of social media and our email database, we plan to continue this level of communication on a matchday throughout the season.
Video interviews from Chief Executive Brian Caldwell and Chairman Kyrk Macmillan will continue, but the frequency of these videos has been changed as per feedback. Initially a monthly video, these videos will be every few months and will cover a wider range of topical subjects surrounding the football club.
We have also tried to organise more supporter buses leaving Fir Park for away venues. This was because feedback from supporters who used the buses the previous season was positive, and we were encouraged to explore the possibility of this being a more regular service.
In our hospitality areas, previous survey results showed people’s opinions that our areas were dull and in need of a freshening up. We have since improved the decor in our areas, with new flooring added in the Centenary Suite. We have also offered more hospitality deals for specific matches to try, with the 91 Lounge receiving an upgrade to its interior last summer. We are currently exploring further upgrades to the Cooper Bar, with plans currently being drawn up on some renovation work.
We passed on all information and data to the Well Society, who have since followed up with people who wanted more information regarding their operation and future plans.
The results from our 2026 Fan Survey have now been compiled and analysed thoroughly. This year, the survey returned 1,628 responses, an increase of over 500, with most questions being completed by at least 1,140 respondents, an increase of 700 from 2025.
We want to personally thank everyone who took the short time to complete the survey and can now publish some of the findings.
Responses
- 74.8% of respondents are Motherwell season ticket holders and 25.2% non-season ticket holders.
- 49.8% of respondents are Well Society Members (WS).
- 44.7% of respondents sit in the John Hunter Stand; 29.7% in the Phil O’Donnell Stand; 24.5% in the Dave Cooper Stand and less than 0.87% in the Disabled section
Communication/Social Media
- 76.9% reported that the amount of information presented by the club was about right.
- 77.2% received the weekly email from the club
- Only 2.7% had unsubscribed from weekly club email communications.
- 58.4% responded that they preferred information to be sent directly to them rather than finding out on social media platforms.
- 24% reported that time spent on social media platforms had increased over the last 12 months.
- 64% would not be disappointed to see programmes discontinued.
Food & Drink at Fir Park
- When asked in an isolated question, ‘Have you visited Mrs Baille’s Fanzone?’ 70.6% reported no.
- The most prominent improvement theme was “bar service, staffing, and queue reduction”, which was mentioned 80 times and represented 23.1% of the 346 usable responses.
- “Driving to matches or being unable to drink” was mentioned 39 times, accounting for 8.0% of respondents, while “not drinking or avoiding alcohol before matches” was mentioned 31 times, accounting for 6.4%.
Transport & Match Attendance
- Pre-match 67.3% head straight to the stand, 18.2% visit a pub near Fir Park, 9% visit the Cooper Bar and 5.6% visit Mrs Baillies’s bar.
- Car is the most prominent mode of transport to away games, followed by train (18.6%) and supporters’ bus (10.9%).
Well Society
- 49.8% of respondents are Well Society Members (WS). 50.2% were a member or have never been a member.
- When asked if the WS mobile app had been downloaded, 60.5% reported ‘No’ and 39.5% reported ‘Yes’.
- Only 4.1% wanted more say in the running of the club.
- 21.1% reported nothing would encourage me to join.
We will continue to listen to all feedback from supporters and endeavour to continuously improve your experience at Fir Park.
