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The importance of building 'clubs within your club'

Retention is the biggest problem facing the sports industry today. So how do the best facilities across the world combat this retention issue and grow their membership year on year?

We know that there are people out there who choose to play squash by themselves. They like to do their own thing and not interact with anyone else. However, we know that most people choose to join squash clubs because it helps them achieve a mixture of health benefits, motivation and social solutions to meet their needs. This is because squash clubs provide fun, stimulating and motivating boxes for people to play squash in.

Club within club

People crave social connection. Best practices show that the world’s best clubs understand the importance of building ‘clubs within a club' and creating relationships between members and staff and also between members and other members. We know that building social bonds are crucial to improve retention. Below are a few other ways that your club can increase member engagement, build ‘clubs within your club' and strengthen the social bonds within your facility.

Capitalise on social media

Create a group where your members can connect online with each other.

Send newsletters

Distribute an electronic newsletters to tell your members that you care about them.

Other activities

Use mini-clubs such as book groups, card groups, activity nights or coffee groups to bring like-minded people together.

Don’t forget - people join clubs to get results but stay because they make friends!

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