Due to the recent successes of our national men’s team, the Dutch Lions and the potential of the Lionesses, a beautiful future is on the horizon. That is why this is the time to increase support for cricket in The Netherlands. The KNCB wants to put cricket on the map as one of the most social and multidisciplinary of sports. In order to make this beautiful future a reality, we need a broad and sound foundation of well-organised, strong clubs and excellent youth development programmes. This may sound logical, but a great deal of work needs to be done to achieve this. Especially since cricket is faced by serious challenges. Some of these challenges are the same that other organised sports are contending with, and which are linked to the zeitgeist. Modern-day sports consumers want flexibility, so they don’t always go for the traditional membership of a club. Individual sports like running, cycling and fitness are more popular than ever. Traditional sports are faced with a great deal of competition from new challenges and activities that take place outside the confines of a club, and from social media. Club membership in the traditional sense is no longer self-evident, which has led to a shortage of indispensable volunteers.