“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation

Purpose 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. Design/methodology/approach 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. Findings 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. Practical implications 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. Originality/value 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.