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The Paradox of Choice: AFL's 43 Membership Options
How too many options paralyze potential members and reduce conversions
Membership Strategy
March 11, 2025
Steven Kryger
AFL memberships are overwhelming, especially to a new member.
When I arrived on Hawthorn's membership page I was presented with a list of 37 membership packages. I thought this was a lot, until I visited Port Adelaide's website where I was offered 43 different options!
On average, each club has 24 membership packages (not including AFLW or anything designated as an 'add-on'). This is 50% more than the NRL, with an average of 16 packages.
Membership packages narrow depending on whether you want a child membership, a non-access membership, you live outside the state, etc. but even then the options are extensive.
This is particularly interesting because AFL clubs are incredibly successful at driving membership, with an all-time club membership record of 1,319,687 members in 2024.
But could they be even more successful with fewer options? The problem with extensive choice is that it often paralyzes potential members.
The famous "jam study" proves this:
❌ Booth with 24 jam varieties: Attracted 60% of shoppers but only 3% purchased
✅ Booth with just 6 jam varieties: Attracted 40% of shoppers but 31% purchased
That's a 10x difference in conversion rate!
Less choice = more action.
The Rabbitohs are experimenting with a base + adds on package this season. I'll be interested to see how this goes in 2025.
AFL memberships are overwhelming, especially to a new member.
When I arrived on Hawthorn's membership page I was presented with a list of 37 membership packages. I thought this was a lot, until I visited Port Adelaide's website where I was offered 43 different options!
On average, each club has 24 membership packages (not including AFLW or anything designated as an 'add-on'). This is 50% more than the NRL, with an average of 16 packages.
Membership packages narrow depending on whether you want a child membership, a non-access membership, you live outside the state, etc. but even then the options are extensive.
This is particularly interesting because AFL clubs are incredibly successful at driving membership, with an all-time club membership record of 1,319,687 members in 2024.
But could they be even more successful with fewer options? The problem with extensive choice is that it often paralyzes potential members.
The famous "jam study" proves this:
❌ Booth with 24 jam varieties: Attracted 60% of shoppers but only 3% purchased
✅ Booth with just 6 jam varieties: Attracted 40% of shoppers but 31% purchased
That's a 10x difference in conversion rate!
Less choice = more action.
The Rabbitohs are experimenting with a base + adds on package this season. I'll be interested to see how this goes in 2025.
AFL memberships are overwhelming, especially to a new member.
When I arrived on Hawthorn's membership page I was presented with a list of 37 membership packages. I thought this was a lot, until I visited Port Adelaide's website where I was offered 43 different options!
On average, each club has 24 membership packages (not including AFLW or anything designated as an 'add-on'). This is 50% more than the NRL, with an average of 16 packages.
Membership packages narrow depending on whether you want a child membership, a non-access membership, you live outside the state, etc. but even then the options are extensive.
This is particularly interesting because AFL clubs are incredibly successful at driving membership, with an all-time club membership record of 1,319,687 members in 2024.
But could they be even more successful with fewer options? The problem with extensive choice is that it often paralyzes potential members.
The famous "jam study" proves this:
❌ Booth with 24 jam varieties: Attracted 60% of shoppers but only 3% purchased
✅ Booth with just 6 jam varieties: Attracted 40% of shoppers but 31% purchased
That's a 10x difference in conversion rate!
Less choice = more action.
The Rabbitohs are experimenting with a base + adds on package this season. I'll be interested to see how this goes in 2025.
The Lab Report
Insights every Wednesday for growing membership 🚀
✔︎ 3-minute reads on proven member engagement tactics
✔︎ Exclusive findings from our ongoing research
✔︎ Ready-to-use templates and frameworks
The Lab Report
Insights every Wednesday for growing membership 🚀
✔︎ 3-minute reads on proven member engagement tactics
✔︎ Exclusive findings from our ongoing research
✔︎ Ready-to-use templates and frameworks
The Lab Report
Insights every Wednesday for growing membership 🚀
✔︎ 3-minute reads on proven member engagement tactics
✔︎ Exclusive findings from our ongoing research
✔︎ Ready-to-use templates and frameworks
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.
Recruit and retain more members.
GET THE LAB REPORT
Insights every Wednesday for growing membership.