How to Attract and Retain New Members to Your Amateur Sports Club
Maintaining a vibrant club depends on how you approach recruiting members. It’s fascinating to reflect on how different committee members have behaved over the years, having played for many clubs.
I was unfortunate to have been involved in a club that despite having a 30+ year history, had to close down due to declining membership. This was, quite frankly, due to a headinthe sand mentality. While we don’t want to bother creating a junior section, it’s not something we want to do. Also, we don’t want to make things difficult for prospective players to learn more about us 링크.
However, I am also involved in clubs that have the concern of whether to register another team to the league because they have so many members.
Clubs should be managed like businesses. Membership fees are paid and this money helps to keep them afloat.
- Agree to your objectives
It is very important to understand what your goals are before you blindly promote your club. You might think of these objectives as:
To be a premier league player within five years
-To establish a junior section within 3 years and create 4 age groups
To gain promotion in the next 3 Years
-To make the club a multi-sex club, by next year.
-To increase the number and quality of adult teams by 3 within the next 2years
-To maintain your current status
- Select your target markets
Once you’ve agreed on your goals, then you can decide who to target. If you want to be a premier league player, you will need to look at young players and experienced players (for example, players coming to the end their premier league days). If you are going to start a junior league, you need to target local schools and parents.
Now that you know your goal and who it will target, it’s time to understand the competition.
You can check out their website.
-Contact your mystery shop to learn about the offerings of your target market. For instance, if your goal is to attract 16- to 21-year olds to join your club, what are their benefits?
-Attend to a training session. What type of welcome did your trainer give you?
-How do fees compare to your club and what are they?
Ok, now you’re clear on who you want to speak to and what message you should be using. You can then start to put your attention to your advertising strategy
What are your USPs (unique selling factors), basically why should you join your club and not XYZ. Incorporate your USP’s (unique selling points) into your advertising.
Do you have a budget? Ok, you probably don’t have the budget to advertise, but you must price out the essentials. The committee will agree to your budget. Stick with it!
What about reciprocal deals? Let someone advertise in your clubhouse or newsletter if they are allowed to.
What are the best places to advertise and how can you communicate your message? This all ties back into earlier points in terms the who you are trying at attracting. You might find students at your freshers fair a worthwhile day.
Word of Mouth is one of most powerful forms for advertising. Let your members be aware that you are actively looking to recruit more members. Enlist their support in sharing the information with their friends from school and university.
- Profit from the sale
Once you have gained some attention, and inquiries are coming in from the public, don’t sit back and wait. Make the sale. Make them feel important and valued. Invite them for training. Make sure that someone is available to meet them. Let them know about other opportunities. Encourage them to get involved. After the session, check in with them to see how things are going. Be aware that they may be trying out other clubs so ensure yours is professional and friendly.
- Retain members
Once you have your members, you need them to stay. Losing a player can leave your club with a gap. You can keep your players happy by giving them a voice, and listening to what your members need.
Consider your objectives. Did you achieve promotion in the 3rd year? If not, how will you retain the members who were recruited for this purpose? Refocus on the goals and communicate them to your member base regularly. You should include relevant parties. Make them aware of how important they are and help you keep the club on track. It will be a great way to keep them active in the club’s activities.
Your club will be a success if it is treated as a business.
Sarah Sedgwick holds both a first and master’s degree respectively in Sports Administration/Science and Sociology of Sport/Sport Management. She has over twenty-years of experience in running premium health clubs and corporate gyms. Additionally, she is a member of a number of amateur sports committees.
Sarah has a proven track record in adding value to organisations. Sarah’s commercial flair and awareness, her ability and drive for new business initiatives as well as her logical and methodical approach when reviewing costs and developing financial strategic plans, Sarah’s attention to detail and dedication to customer service ensure Sarah is an asset to any organization.
She is an expert in the sport club sector and has a unique insight into the demands of sports club committees. She has proven to be a success in increasing member retention and acquisition as well developing new revenue streams. This has resulted a substantial increase in profitability.