8 member insights that will strengthen your marketing and drive growth

Strong marketing doesn’t start with better campaigns. It starts with better understanding.

When you know what your members value, what motivates them and how they engage, your marketing becomes more relevant, more effective and far more likely to convert and retain.

Here are eight areas worth understanding, and how each one can help you build a more effective, member-led marketing strategy.

1. What are your members trying to achieve?

Every member joins for a reason, and that reason should shape how you communicate with them from day one.

If your messaging focuses only on what you offer, rather than what they want to achieve, it risks feeling generic. But when you align your communication with their goals, everything becomes more relevant. Progress updates feel meaningful. Recommendations feel helpful. Retention improves naturally because members feel understood.

Over time, this insight also helps you shape your programmes. You’ll start to see patterns in why people join, which can influence how you position your sessions, structure classes or introduce new offerings.

Ask your members:

• What are your main goals for joining us?
• Which of the following best describes what you’re looking for? (e.g. building skills, improving fitness, social interaction, confidence, fun)
• Is there anything specific you or your child would like to achieve over the next few months?

2. Why did they choose your club?

Your existing members are your best source of truth when it comes to understanding your value.

What they say matters more than what you assume. The reasons people join are often simpler than expected, but they’re also the foundation of your positioning.

When you clearly understand what stood out, you can reflect it consistently across your website, communications and onboarding journey. This creates alignment between expectation and experience, which is key for trust and long-term loyalty.

It also helps you avoid focusing on things that don’t actually influence decisions.

Ask your members:

• What made you choose our club over other options?
• Which factors were most important in your decision? (e.g. location, reputation, coaching quality, timetable flexibility, recommendations)
• Was there anything that nearly stopped you from joining?

3. How do they want to hear from you?

Good communication isn’t about volume, it’s about relevance and timing.

Parents are busy. If your communication doesn’t fit naturally into their day, it’s likely to be missed or ignored. Over time, that can lead to frustration or disengagement.

Understanding preferences allows you to meet people where they are. It also helps you prioritise the channels that actually drive engagement, rather than trying to be everywhere.

Consistency is just as important. When your communication feels predictable and easy to follow, it builds trust and reduces the need for repeat questions.

Ask your members:

• What’s your preferred way to receive updates? (e.g. email, SMS, app notifications)
• How often would you like to hear from us?
• What type of information do you find most useful? (e.g. session updates, progress, events, reminders)

4. What is their level of experience?

Experience level has a direct impact on confidence, expectations and retention.

New members often need reassurance. They want to know what to expect, how sessions work and whether they or their child are in the right place. Without that clarity, they’re more likely to drop off early.

More experienced members are different. They’re looking for progression, challenge and a sense of development. If they feel stagnant, they’re more likely to look elsewhere.

Understanding this allows you to tailor both your delivery and communication, creating a more supportive and engaging experience for every member.

Ask your members:

• Does your child have any previous experience in this activity?
• How confident do they currently feel? (e.g. beginner, developing, confident)
• What would help them feel more supported or challenged in sessions?

5. What do they want beyond weekly sessions?

Your core sessions are what bring people in, but it’s everything around them that builds deeper engagement.

Events, camps and additional activities create more touchpoints with your members. They strengthen relationships, increase lifetime value and give families more ways to stay involved.

However, these only work when they reflect real demand. Adding more without understanding interest can lead to low uptake and unnecessary effort.

When you align your additional offering with what members actually want, participation becomes easier to drive and feels more natural.

Ask your members:

• What types of additional activities would you be interested in? (e.g. camps, workshops, competitions, social events)
• Would you prefer flexible options (e.g. single days) or structured programmes (e.g. full weeks)?
• Are there any new ideas or activities you’d like us to introduce?

6. Where do they engage outside of sessions?

Your relationship with members doesn’t start and end at the session.

Parents are forming impressions of your club through every interaction, including what they see and engage with outside of sessions.

Understanding where they spend time helps you focus your efforts. Instead of spreading yourself thin, you can invest in the channels that actually matter to your audience.

It also opens up opportunities to reinforce your brand through consistent, familiar touchpoints.

Ask your members:

• Where do you usually go to find updates or information?
• Which platforms do you regularly use? (e.g. email, social media, apps)
• Would you like to see more content such as photos, videos or updates from sessions?

7. How did they find you?

If you want to grow consistently, you need to understand what’s already working.

Too often, marketing decisions are based on assumptions rather than evidence. Knowing how members discovered you gives you a clearer picture of where your efforts are paying off.

It also highlights opportunities. For example, if word of mouth is a strong driver, you can actively encourage referrals. If online search is performing well, you can invest more in visibility.

This insight helps you focus your time and budget with more confidence.

Ask your members:

• How did you first hear about us? (e.g. word of mouth, social media, search, local advertising)
• Did anything in particular influence your decision to join?
• Would you recommend us to others, and if so, why?

8. Who wants to be more involved?

A strong community doesn’t happen by accident, it’s built.

Within your membership base, there will always be people who want to be more involved. Identifying them early creates opportunities to strengthen your community and extend your reach.

These individuals can support events, welcome new members and contribute to the overall experience. They often become your biggest advocates.

Giving them ways to get involved not only supports your club operationally, but also deepens their connection to your organisation.

Ask your members:

• Would you be interested in getting more involved in the club (e.g. volunteering, events, supporting sessions)?
• Are there specific areas you’d like to help with? (e.g. events, admin, community initiatives)
• Would you be open to hearing about these opportunities in the future?

Turning insight into action

Collecting this information is only valuable if you use it.

When applied well, these insights allow you to tailor communication, improve the member experience and create more meaningful engagement at every stage of the journey.

Over time, this leads to stronger relationships, higher retention and more sustainable growth.

How well do you really know your members?

If your marketing feels like guesswork, this is usually where to start.

The more clearly you understand your members, the easier it becomes to communicate effectively, deliver value consistently and build a club that people want to stay part of.