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The AFL Member Responsiveness Experiment
Why AFL clubs' response times might explain their membership success
Member Experience
March 4, 2025
Steven Kryger
I sent a simple question to all 18 AFL clubs: "Do you have family memberships?"
The results revealed volumes about their commitment to member experience:
✅ 22% responded within 1 hour
✅ 72% responded within 1 day
✅ 100% responded within 2 days
Most impressive? Carlton Football Club and St Kilda Football Club didn't just email back - they picked up the phone and called me.
This isn't just good customer service - it's smart business. Each prompt response captures a potential member at their moment of interest.
It’s smart, but it’s strangely uncommon.
In my experience, this kind of consistent responsiveness is the exception, not the rule.
Maybe this is part of the reason 1 in 21 Australians are a member of an AFL club?
I sent a simple question to all 18 AFL clubs: "Do you have family memberships?"
The results revealed volumes about their commitment to member experience:
✅ 22% responded within 1 hour
✅ 72% responded within 1 day
✅ 100% responded within 2 days
Most impressive? Carlton Football Club and St Kilda Football Club didn't just email back - they picked up the phone and called me.
This isn't just good customer service - it's smart business. Each prompt response captures a potential member at their moment of interest.
It’s smart, but it’s strangely uncommon.
In my experience, this kind of consistent responsiveness is the exception, not the rule.
Maybe this is part of the reason 1 in 21 Australians are a member of an AFL club?
I sent a simple question to all 18 AFL clubs: "Do you have family memberships?"
The results revealed volumes about their commitment to member experience:
✅ 22% responded within 1 hour
✅ 72% responded within 1 day
✅ 100% responded within 2 days
Most impressive? Carlton Football Club and St Kilda Football Club didn't just email back - they picked up the phone and called me.
This isn't just good customer service - it's smart business. Each prompt response captures a potential member at their moment of interest.
It’s smart, but it’s strangely uncommon.
In my experience, this kind of consistent responsiveness is the exception, not the rule.
Maybe this is part of the reason 1 in 21 Australians are a member of an AFL club?
Recruit and retain more members.
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Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.
Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.