Mass marketing is so 1990's! Spend spend/waste wasteThis blog will take you in a different direction. It focuses on association recruitment and retention of members by using targeted methods and communications, and there will be an occasional sojourn into related topics of interest. Rather than discuss the broad, the general, and the "same old," the goal of this blog is to provide useful tools, fact sheets that answer specific questions, and inspiration to those looking to make their jobs more interesting and fun.Thank you for visiting and I welcome your feedback and ideas.

Posted By Leah Baker

Recently a blog reader asked for ways to increase membership at sports clubs. Here are some ideas.


1. A survey by Internet or regular mail where you ask questions about member needs and priorities and also ask about demographics such as age group, gender, location etc. Then you can crosstab and see what different groups want. You can also ask an open-ended question about new activities they might like. For example, boxing has proven popular among both men and women as a new activity at sports clubs.


2. Member-get-a-member campaign where you reward current members for finding a new member. Rewards could include money, extension on their membership, or a coupon for a free class.


3. Appeal to community spirit in an ad campaign and talk about how the sports clubs help save lives. This could include swimming lessons, classes in CPR or First Aid, donations (maybe $1 of each membership) to local charities.


4. The YMCA that I belong to has an activity center for young children which keeps them safe and occupied while their parents use the sports club. This may be something that your sports clubs want to implement.


5. Do your sports clubs have discount programs for seniors? For a couple or family?


6. Issue a challenge – maybe to the city hall where each sports club is located. Let their employees use the club for three months and if they lose a total of ______ pounds, the club will offer (enter idea here).


For more info about increasing member loyalty contact us at 703-772-5263 or e-mail




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Leah Baker
Washington, ...


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