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 professional sporting 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.

Members are won and lost at every stage of the journey. These are the areas I help with — and the Review is where most clubs start, because it shows which ones are quietly costing them.

Members are won and lost at every stage of the journey. These are the areas I help with.

Joining

A member who reaches the payment page and stops isn’t uninterested — they just need a nudge.

Onboarding

The first three months decide who renews — yet most clubs stop at a welcome email.

Design the first 90 days to…

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.

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.

“Steve helped us achieve a key strategic goal – driving membership growth and improving the member experience. He delivered actionable strategies for member acquisition and retention, revamped our communications and onboarding, and optimized our website and digital touchpoints."

Jen, General Manager, Membership and Commercial Delivery

”

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.

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.

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.

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

Member Experience Review

Get more members. Keep more members.

Get more members. Keep more members.

Get more members. Keep more members.

Joining

Onboarding

Feedback

Communication

Game Day

Recognition

Renewals

Win-Back

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

Talk to Steve

Get more members.
Keep more members.