Exploring identity work of LGBT+ volunteers in sport through personas: the advocate, the community-minded and the sportsperson

Research question Sport volunteering can be a valued and meaningful way to engage in sport beyond participation, but sport volunteers lack diversity in the UK. Specifically, there has been a lack of insight into experiences and identities of LGBT+ volunteers in sport. Therefore, this research explores how LGBT+ volunteers construct, negotiate and manage their identities over time and through the use of personas. Research methods Using identity work as a theoretical lens and from a social constructionist perspective, this study employs topical life history interviews of 16 sexually diverse sport volunteers to explore identity work strategies adopted by participants to navigate their volunteer experiences. Results and findings Using constructivist grounded theory analysis, the study identifies three personas (1) advocate, (2) community-minded and (3) sportsperson – through which identity processes are expressed, illustrating the shifts in these personas as participants navigate their volunteer experiences. Implications By acknowledging the fluidity of identity processes and the influence of socio-political contexts, sport organisations can create more inclusive environments that accommodate the varying needs of LGBT+ volunteers. Theoretically, the study contributes to the broader discourse on identity work by demonstrating how personas emerge as outcomes of this work and how they are sustained over time, offering a nuanced understanding of identity processes within sport volunteering.