Ebook
Supporting Sports Club Members in 2026
Delivering value for today's members and tomorrow's supporters
Sports clubs across the UK continue to benefit from strong loyalty and identity. In 2026, however, those strengths sit alongside a more selective environment.
Rising living costs, changing lifestyles, and higher expectations mean members are more deliberate about where they commit their time and money. Retention is no longer shaped by attendance alone. It is shaped by whether membership feels valuable in everyday life.
This practical ebook explores how sports clubs and gyms can strengthen engagement, reinforce value, and support sustainable growth in this changing context.
Why engagement drops...
and how we fix it
1
Lack of value perception
We deliver visible savings and perks members appreciate.
2
Low platform adoption
Intuitive, branded portal and mobile app that members love to use.
3
Poor personalisation
Targeted campaigns and content, powered by data.
About the ebook
Many clubs already offer meaningful benefits, community impact, and strong experiences. The challenge is not a lack of value. It is that value is not always visible or consistently felt.
Between matchdays or visits to the gym, engagement can drift. When value is not reinforced regularly, renewal decisions become harder to justify.
Clubs that make everyday value clearer and more accessible are better placed to retain members, attract younger supporters, and protect long-term income.
What's inside
Inside the ebook, we explore:
How cost-of-living pressures are reshaping member expectations
Why everyday value matters more than headline moments
How to strengthen retention without relying on discounting
Ways to extend value beyond attendance
How to attract younger supporters without alienating the core
Why supporting members is a commercial strategy, not just a cultural one
How to design membership models that remain relevant over time
