Your members are the heart and soul of your club. Every operational decision should keep their needs, experiences and aspirations front and centre.

Successful clubs don’t just attract members; they engage, support and empower them to be active participants in club life. 

Operational focus areas

Attraction, retention and growth 

• Attraction: Develop clear messaging about your club’s values, benefits and opportunities. Use digital marketing, local events and word-of-mouth to reach new potential members. Consider introductory offers, open days or ‘bring a friend’ events.
• Retention: Foster a welcoming and inclusive environment. Regularly communicate with members through newsletters, social media, and meetings. Celebrate achievements, milestones, and contributions. Recognition builds loyalty.
• Growth: Encourage existing members to invite friends and family. Offer pathways for progression (eg, coaching, volunteering, leadership roles). Survey members annually to understand their needs and adapt your offerings.

Inclusive practices

• Accessibility: Ensure club facilities and activities are accessible to people of all abilities. Provide information in multiple formats and languages where possible.
• Diversity: Actively welcome people from different backgrounds, cultures, genders and age groups. Review your policies to remove barriers to participation.
• Belonging: Create opportunities for members to connect, such as social events, team-building activities and member forums. Listen to feedback and act on suggestions.

Youth engagement

• Youth programmes: Develop age-appropriate activities and leadership opportunities for young members. Partner with local schools and youth organisations.
• Mentorship: Pair younger members with experienced club leaders or coaches to foster growth and confidence.
• Voice: Give youth a say in club decisions. Consider a youth representative on your committee, or a youth advisory group.

A positive club culture ensures retention

A positive and inclusive club culture is one of the most powerful tools for retaining members. When members feel belonging, respect and enjoyment, they are far more likely to remain active and engaged.

Key elements

• Inclusivity and respect for all
• Fun-first approach over winning
• Effective communication channels
• Community building activities