In November 2025, Ten Toes partnered with England Rugby to establish a dedicated Instagram channel for Community Rugby. The initiative aims to highlight grassroots rugby's appeal and encourage broader participation across playing, coaching, volunteering, and supporting roles.
The channel has demonstrated remarkable growth, accumulating over 11,000 followers within two months. Performance metrics reveal substantial reach: more than 400,000 engagements, 7 million video views, and a 300% follower engagement rate.
Content themes highlight diverse community stories — from recognising the nation's oldest rugby player to celebrating parents participating alongside their children, and documenting pathways from grassroots to professional levels.
"The community game is the heartbeat of rugby. It's where every player begins their journey and serves as integral to storytelling strategy." — Nabil Hassan, England Rugby's Head of Content