Field Notes

How I Help

The Lab Report

Talk to Steve

membership growth for sporting clubs

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 clubs one simple membership question.
Nineteen never replied.

Now clubs hire me to find and fix the gaps costing them members.

See how I help

Read the research

My fortnightly Lab Report newsletter is read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.

HOW I HELP SPORTING CLUBS

Get more members. Keep more members.

Get more members.
Keep more members.

Most clubs start with the Review, because it provides a benchmark and shows you where the opportunities are. If you already know what you are dealing with, you can start with either of the other two.

ONBOARDING

The First 90 Days

Make new members feel like they joined something.

The first three months decide whether somebody renews. I build the welcome, the first game and the moments in between, so a new member knows the club noticed them.

I joined 17 NRL clubs. Not one acknowledged I was new, and seven never sent a welcome email at all.

See how it works

WIN-BACK

The Comeback Campaign

Reach the members who have gone, and the ones about to.

Most members do not cancel. They just do not renew, and nobody follows up. I build the campaign that asks them back, for a fraction of what finding a new member costs.

Every NRL club has my mobile number. Only one used it to invite me to renew.

See how it works

What I find in your club stays in your club. I write publicly about my own research, never about client work without permission.

ONBOARDING

The First 90 Days

Make new members feel like they joined something.

The first three months decide whether somebody renews. I build the welcome, the first game and the moments in between, so a new member knows the club noticed them.

I joined 17 NRL clubs. Not one acknowledged I was new, and seven never sent a welcome email at all.

See how it works

WIN-BACK

The Comeback Campaign

Reach the members who have gone, and the ones about to.

Most members do not cancel. They just do not renew, and nobody follows up. I build the campaign that asks them back, for a fraction of what finding a new member costs.

Every NRL club has my mobile number. Only one used it to invite me to renew.

See how it works

What I find in your club stays in your club. I write publicly about my own research, never about client work without permission.

The head of membership at an NRL club introduced me their team. "This is Steve – he provides an unbiased opinion".

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.

Membership EXPERIENCE

I paid $1,083 and joined all 17 NRL clubs

How easy is it to sign up? How do the clubs communicate throughout the season? Are you acknowledged and nurtured as a new member? This fan found out.

Membership Recruitment

I nearly joined 35 clubs but stopped at payment

Someone who reaches your payment page and stops isn't uninterested. They're a warm lead, and most clubs never chased them.

Membership coMMUNICATION

I emailed 85 clubs one simple question

One easy membership question, sent to 85 clubs across seven leagues. Five days later, 19 had said nothing.

Membership retention

Strategies for winning back lapsed members

What a study of 40,000 lapsed telco customers and four win-back offers can teach sporting club.

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.

Membership EXPERIENCE

I paid $1,083 and joined all 17 NRL clubs

How easy is it to sign up? How do the clubs communicate throughout the season? Are you acknowledged and nurtured as a new member? This fan found out.

Membership Recruitment

I nearly joined 35 clubs but stopped at payment

Someone who reaches your payment page and stops isn't uninterested. They're a warm lead, and most clubs never chased them.

Membership coMMUNICATION

I emailed 85 clubs one simple question

One easy membership question, sent to 85 clubs across seven leagues. Five days later, 19 had said nothing.

Membership retention

Strategies for winning back lapsed members

What a study of 40,000 lapsed telco customers and four win-back offers can teach sporting club.

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.

Membership EXPERIENCE

I paid $1,083 and joined all 17 NRL clubs

How easy is it to sign up? How do the clubs communicate throughout the season? Are you acknowledged and nurtured as a new member? This fan found out.

Membership Recruitment

I nearly joined 35 clubs but stopped at payment

Someone who reaches your payment page and stops isn’t uninterested. They’re a warm lead, and most clubs never chased them.

Membership coMMUNICATION

I emailed 85 clubs one simple question

One easy membership question, sent to 85 clubs across seven leagues. Five days later, 19 had said nothing.

Membership retention

Strategies for winning back lapsed members

What a study of 40,000 lapsed telco customers and four win-back offers can teach sporting club.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas, once a fortnight.

Read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas,
once a fortnight.

Read by membership staff at clubs in the
AFL, NRL, NBL and Super Rugby.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas, once a fortnight.

Read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.

READY TO GROW?

Talk to Steve

A short conversation about your club. No pitch deck, no obligation, no charge.

Not ready yet? Subscribe to The Lab Report.

I reply to every message within one business day. Given what I write about, it would be awkward not to.

Get more members. Keep more members.

Member Experience Review

Get more members. Keep more members.

Get more members. Keep more members.

Get more members. Keep more members.

The First 90 Days

The Comeback Campaign

The First 90 Days

The Comeback Campaign

Field Notes

I paid $1,083 and joined all 17 NRL clubs

I nearly joined 35 clubs but stopped at payment

I emailed 85 clubs one simple question

Strategies for winning back lapsed members

Field Notes

I paid $1,083 and joined all 17 NRL clubs

I nearly joined 35 clubs but stopped at payment

I emailed 85 clubs one simple question

Strategies for winning back lapsed members

Field Notes

I paid $1,083 and joined all 17 NRL clubs

I nearly joined 35 clubs but stopped at payment

I emailed 85 clubs one simple question

Strategies for winning back lapsed members

The Lab Report

The Lab Report

The Lab Report

Talk to Steve

Talk to Steve

Get more members.
Keep more members.