Building a more connected operation at Luton Town F.C.
How one connected platform is helping Luton Town FC modernise operations across different departments and Matchday delivery.
Operations across sport and live events are becoming increasingly complex. Growing compliance obligations, evolving legislation, larger casual workforces and rising expectations around governance mean operational teams need greater visibility and control than ever before. Success is no longer measured by what happens on matchday alone, but by the strength of the operation behind it.
For Luton Town FC, that meant moving beyond manual processes to build a more connected operation. We sat down with Sarah Denmark, HR Executive (Matchday Staff), to discuss how the club has transformed the way it manages more than 600 casual staff by bringing HR, Finance and Matchay Operations together on a single platform.
As operations become more complex, why is it so important that HR, Finance and Matchday Operations are connected?
Sarah: For us, it was important that the platform could do much more than just book shifts. We use Parim as part of our HR processes too, storing employee records, contracts, qualifications and personal information alongside workforce planning and payroll.
HR, Finance and Matchday Operations all work from the same platform, so everybody has access to the information they need. Having everything together has made a huge difference because we're no longer managing different parts of the workforce in different places.
Since bringing everything together, we've reduced manual administration by around 50%. Instead of relying on emails, paperwork and disconnected processes, our teams now work from a single source of operational information.
"It's not just about booking shifts. We use Parim as part of our HR processes as well. HR, Finance and Operations all work from the same platform."
What does operational readiness look like before a matchday?
Sarah: Matchday starts long before supporters arrive. We usually publish shifts around three to four weeks before each fixture, so staff have plenty of time to confirm their availability.
By around 72 hours before matchday, we already know where any staffing gaps are, which means we can organise agency staff well before the day itself. That's helped reduce last-minute staffing changes by around one third, giving us much more confidence going into every fixture.
Even our agency staff work through Parim, so everything stays within the same process.
On matchday itself, I always have Parim open. If somebody hasn't accepted a shift, needs help clocking in or there's a payroll query, I can resolve it immediately rather than trying to pull information together from different places.
"Around 72 hours before matchday we know exactly where any gaps are. That gives us time to organise agency staff before the day itself."
Every season brings hundreds of new starters. How has bringing everything into one platform changed that process?
Sarah: It's made a huge difference.
Every season we're onboarding hundreds of casual workers, so anything that saves time has a real impact.
We estimate onboarding administration has reduced by around 60%, which means we're spending much less time processing paperwork and much more time supporting people as they join the club.
Communication has improved too. Instead of relying on individual emails or phone calls, we can communicate with everyone or specific departments instantly. We'd estimate that's reduced manual workforce communications by around 70%, while ensuring everyone has the information they need before arriving on site.
The result is a much smoother operation where our team spends less time coordinating people and more time supporting them.
"Onboarding is quicker, communication is easier, and staff can manage everything through the app."
Governance has become a much bigger priority for sports and event organisations. How does Parim support that?
Sarah: It's a really important part of what we do.
We record staff qualifications and training within Parim, whether that's internal training like fire safety and manual handling or external qualifications such as SIA licences.
We've also started using the SIA Licence Checker and our Security Manager absolutely loves it because it makes monitoring licences so much easier.
Having all of that information available in one place gives managers confidence that people are qualified before they arrive on site rather than having to manually check everything themselves.
"Our Security Manager loves the SIA Licence Checker. It makes monitoring licenses so much easier."
What makes a technology partner valuable over the long term?
Sarah: One of the things I really like is that Parim keeps improving.
New functionality is introduced regularly, and it's included as part of our plan rather than feeling like everything is another add-on.
It's reassuring because our operation keeps evolving too, so it's good to know the platform is evolving alongside us.
If Parim disappeared tomorrow, what would have the biggest impact?
Sarah: It would be incredibly difficult.
Obviously we'd need another way of managing our matchday workforce, but we'd also lose all of our employee records, contracts, emergency contacts and qualifications because everything is stored within the platform.
Booking shifts is only one part of it; Parim has become integral to how we run the operation.
Payroll preparation now takes around 40% less administration than it did previously because attendance, approvals and workforce information all sit within one workflow.
"I genuinely enjoy using Parim. It's reliable, it does exactly what we need it to do, and it keeps getting better."
The impact
For Luton Town FC, the biggest change isn't simply that processes are now digital—it's that operations have become easier to manage. With less manual administration, faster onboarding, simplified payroll and real-time visibility across more than 600 casual staff, operational teams can spend less time reacting to issues and more time improving the experience they deliver every matchday.
That's the difference between managing a workforce and leading a connected operation.
