Forest Green Rovers' Dale Vince on Creating the Most Sustainable Sports Club in the World

In the podcast episode featuring Dale Vince, chairman of Forest Green Rovers (FGR), Vince details the journey of transforming the club into a global icon of environmental stewardship while achieving on-field success. Acquired in 2010 when the club was struggling financially and at the brink of relegation, FGR was revitalized under Vince’s leadership, evolving into a beacon of sustainability. This transformation occurred through bold decisions, innovation, and an unwavering commitment to ecological principles.

Vince initially focused on stabilizing the club's operations and performance. Over time, he implemented a range of environmentally conscious measures that defined FGR's identity. The club eliminated red meat from menus, transitioning to a fully vegan offering for players and fans. It integrated renewable energy solutions, including solar panels and electric vehicle charging stations, and converted the pitch to organic standards. Sustainability was not an afterthought but a principle applied across all areas of operations, reflecting Vince’s broader mission to promote environmental awareness.

FGR's sustainability initiatives gained widespread recognition, with FIFA naming it the world’s most sustainable football club. The club also became a member of the United Nations’ Sports for Climate Action Framework, underlining its leadership in integrating climate advocacy into sports. Vince emphasized that FGR’s success both on and off the pitch are intertwined. Media attention on the club’s eco-initiatives has helped grow its international fanbase, secure sponsorships, and attract talented players. These players, drawn to FGR's progressive approach, have benefited from sports science innovations and a plant-based diet, which Vince credits for fewer injuries and better recovery.

The podcast also highlights Vince’s belief in sport's unique power to drive climate action. He notes that sports organizations, with their large fanbases and influence, are well-positioned to champion sustainability. Simplifying the message around actionable steps—such as focusing on energy, food, and transport—can make the sustainability journey more accessible to other clubs and industries.

Today, FGR boasts fan clubs in 20 countries and has successfully blended football and environmentalism into a compelling narrative that attracts diverse supporters. Vince views this as a validation of his vision to turn the club into a platform for ecological advocacy. Beyond football, the club’s influence extends into merchandise, with innovative kits made of bamboo and plans for fully organic materials in the future.

Looking forward, Vince encourages other sports organizations to adopt sustainability practices, suggesting simple starting points like enhancing vegetarian and vegan menu options or switching to renewable energy. He also hopes advancements in technology, such as electric coaches, will further FGR’s green journey. For Vince, the ultimate goal is for sport to normalize sustainability, making practices like those at FGR standard across industries.