“Member Labs conducted an independent and unbiased review of our membership program, assessing what we are currently doing and identifying opportunities against industry practices. Steve took the time to understand our business, operating environment and limitations, which ensured his recommendations were practical and relevant. His insights provided valuable guidance on changes we could make during an important transition year for the program.”
Courtenay Neaverson
Head of Consumer Business & Events
Penrith Panthers
”
THE PROBLEM
You Can’t See It, Because You Built It
You built the sign-up form. You wrote the welcome email. No one at your club has ever joined it as a new member — which is exactly why the gaps stay invisible, and expensive.
Members leave and you never learn why. They quietly lapse instead of telling you what went wrong.
You fix the wrong things first. Effort goes to guesses instead of the gaps that actually cost you members.
Small frictions compound. A clunky sign-up, an unanswered email, a missed welcome — together they add up to churn.
You can’t fix what you can’t see. The review makes it visible.
I joined all 17 NRL clubs as a paying member. Not one acknowledged me as a new member.
THE SOLUTION
What the Review Delivers
I become a member and document every moment — 55 touchpoints across 12 phases — then hand you a report you can act on.
A scored report
Every touchpoint rated, so you can see what’s working and where you’re leaking members.
The full journey mapped
All 55 touchpoints across 12 phases — from first enquiry to lapsed member.
A ranked action list
Recommendations ordered by revenue impact, so you know exactly what to fix first.
WHAT’S INCLUDED
What’s Included
Everything that comes with a Member Experience Review — the research, the quick fixes you can start now, and the report that ranks what matters.
Member Experience Audit
I join and move through your whole membership journey, touchpoint by touchpoint — every observation evidenced with screenshots and timestamps.
Match-Day Audit
I attend a home game as a member: ticket redemption, arrival, recognition in the ground, and what happens before and after.
Quick Wins
Low-effort, high-impact fixes issued with the audit — act now, don’t wait for the final report.
Final Report
Executive summary, the 55-touchpoint scorecard, prioritised recommendations, and a roadmap of what to fix first.
Action Planning Workshop
A working session with your team to present findings and agree what happens next.
the investment
Two ways to work together
A fixed-fee review that shows you exactly where you’re losing members — and a ranked plan for what to fix first.
Why Member Labs?
I’m Steve. I’ve reviewed the member experience at an NRL club touchpoint by touchpoint, and spent 20+ years working with member-based organisations — Engineers Australia, Customer Owned Banking Association, the Pharmaceutical Society of Australia.
That range is the point. Some of the sharpest lessons in onboarding, preference management and win-back come from organisations that have never sold a ticket.
What that means for your club:
I do the review myself — the person who writes the report is the person who lived the experience
Every finding evidenced with screenshots and timestamps, not asserted
Benchmarks drawn from the AFL, the A-League, English football, and wherever best practice is found
next step
Talk to Steve
A short conversation about your club. No pitch deck, no obligation, no charge.
Working across the competition raises a fair question: what gets shared? The answer is nothing. What I find in your club stays in your club.
I reply to every message within one business day. Given what I write about, it would be awkward not to.
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.
Talk to Steve
Talk to Steve
What I find in your club stays in your club. I write publicly about my own research, never about client work without permission.
What I find in your club stays in your club. I write publicly about my own research, never about client work without permission.