RESEARCH AND EXPERIMENTS
Field Notes
What are other clubs doing? What can be learnt from the best of membership around the world? You won't read this research anywhere else.
Member Feedback
Are you still with us?
The St George Illawarra Dragons asked if I was still with them. Emails like this push quiet members into a decision they were never going to make.
Member Communication
I emailed every club in Australia's biggest sporting leagues
85 clubs across seven leagues, one easy membership question each. Nineteen never replied. How each league ranked, and what the silence costs.
Member Recruitment
AFL and NRL clubs' 2026 membership promo videos
Every year, AFL and NRL clubs produce promo videos to sell memberships for a new season. These are their videos for 2026.
Member Recruitment
I nearly joined 35 clubs but stopped at payment
I gave 35 AFL and NRL clubs everything they needed to sign me up, except my credit card. Only five followed up. The rest let a warm lead walk away.
Membership Growth
Golf memberships are broken: here's why and 5 ideas to fix them
$3,380 a year plus a $2,000 joining fee, and you need 38 rounds just to break even. Five ideas to rebuild golf membership around what people actually want.
Member Recruitment
The cheapest and best marketing channel (that you're ignoring)
Not one AFL club runs a member referral program. Neither do most associations. Your members already know the people you are paying to reach.
