Hi, I'm Steve Kryger.
I paid $1,083 to join all 17 NRL clubs.
Not one noticed I was new.
I filled in the membership form for 35 clubs and stopped at the payment page.
29 let me walk away.
I sent 85 professional sporting clubs one simple membership question.
Nineteen never replied.
Now clubs hire me to find and fix the gaps costing them members.
My fortnightly Lab Report newsletter is read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.
START HERE
Member Experience Review
Membership programs aren’t neglected — they drift. People move on and their knowledge goes with them. Auto-replies still reference last season. A form gets added for a campaign that ended, and stays.
I become a member and document every moment, from sign-up to renewals.
55 touch points across 12 phases of membership
See what’s working — and where you’re losing people
Recommendations ranked by revenue impact
You’ll see your club exactly as your members do.
HOW I HELP SPORTING CLUBS
Joining
A member who reaches the payment page and stops isn’t uninterested — they just need a nudge.
Onboarding
Feedback
Most members won’t take a call to say why they left. Make it a one-tap reply and they will.
Communication
When every message is important, none of them are. Triage the noise.
Game Day
The experience members care about most — and it doesn’t end at the final whistle.
Recognition
Members give you years of loyalty. Notice it before the year they don’t renew.
Renewals
Most renewal notices are just invoices in disguise. Make yours a receipt of the value delivered.
Win-Back
Your lapsed members are a goldmine: cheaper to win back, and they stay longer the second time.
“An independent, unbiased review of our membership program. Steve took the time to understand our business and its limitations, so his recommendations were practical and relevant — valuable guidance during an important transition year.”
Courtenay Neaverson
Head of Consumer Business & Events
Penrith Panthers
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