Young Fogeys is a fictional bowls club aimed at encouraging young people to play bowls. There is a stigma surrounding the sport, that it is typically for older people, so Young Fogeys aims to gain youth enthusiasm for bowls. The goal of the Young Fogeys identity is to create a bowls club that is so unhip and uncool, that it becomes cool. To appeal to young people, who are probably amateurs, Young Fogeys is marketed as a leisurely “give-it-a-go” club, rather than competitive. The branding includes posters advertising competitions, a club website, and a visor.