This research, which draws upon the new institutionalist approach, investigates the changing dominant logics of voluntary sport clubs in Finland. Data were collected by conducting 41 semi-structured expert interviews with sport clubs and obtaining club documents. Results reveal a widening range of roles, networks, and participant pathways, as well as an increasingly formalised operation and diversified language use. As a result, many clubs have experienced challenges in maintaining their legitimacy when operating in new domains that diverge from their traditional operations. The findings reflect growing expectations placed upon sport clubs and their shifting roles across the public, private and third sectors. Further, it is argued that understanding the logics of all three sectors have become necessary in order for sport clubs to run successfully. The findings will be of interest to federations, institutes providing tertiary education, as well as to clubs that are in the process of refining their profile.