This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation.
The data for this study (n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits.
Hierarchical analysis identified shared values, excitement (ß = −0.066, p < 0.05), sense of belonging (ß = 0.644, p < 0.05), enjoyment of activities (ß = 0.179, p < 0.05), fitness level (ß = 0.564, p < 0.05), belt status (ß = 0.466 p < 0.05) and the expectations of instructor (ß = 0.144 p < 0.05) and others (ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice.
By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention.
This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.
