Am sure to beat at, having entered: they're no experts (8)

I believe the answer is:

amateurs

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'no experts' is the definition.
The definition and answer can be both people as well as being plural nouns.
Maybe you can see an association between them that I don't see?

'am sure to beat at having entered' is the wordplay.
'to beat' is an anagram indicator.
'having entered' indicates putting letters inside.
'sure' with letters rearranged gives 'eurs'.
'eurs' going around 'at' is 'ateurs'.
'am'+'ateurs'='AMATEURS'

'they're' acts as a link.

Can you help me to learn more?

(Other definitions for amateurs that I've seen before include "Tamer USA (anag.)" , "Non-professionals" , "inept lot?" , "sporting types" , "They're enthusiastic" .)

I've seen this clue in the Evening Standard.

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