Most clubs in the sport sector have the same problem – keeping their current members engaged and happy. There are lots of things we can do to achieve this, but the truth is that a lot of people aren’t playing often enough to see value from a full membership – and that’s when your club risks losing them. Growing membership is all about growing participation. Ideally you want all of your current members to come in and use the facility at least twice per week, if not more.

It’s proven that people play harder and longer in a group environment than they do when playing alone. If your club can connect people through sport and provide them with great experiences that deliver what they are after, they’ll come to your club more often and for much longer.

Staying in touch with former and future members is also important. Research shows that it can cost up to seven times more to acquire a new member than it does to keep an existing one. Did you know that you are also five times more likely to re-engage a past member too?

What your club can do:

  • Ask your past members why they chose to leave and use this feedback to learn
  • Improve what your club offers by way of quality programmes, amazing coaches and inspiring spaces
  • Use this information to keep more members and win back those who have left by sending a personalised email (e.g. Dear first name) to past members that says “we miss you”
  • Remind them of the importance your club makes to them and highlight the club’s commitment to supporting them (be direct about the services and benefits the club offers)

Remember – there is no email that fits all of your members, so it is important to tailor these to each member and show you know who they are as a person. This way your renewal email will become a powerful retention tool. The more you know, the easier it will be to personalise.

More information

For more ideas about how you can what is valuable for your community click here.