After a disappointing on field performance in 2009, our 2010 Membership numbers plummeted. This was a direct result of not having a solid membership programme or culture and also not being in a position to negate poor performance as we had previously relied on success on field. On the advice of the National Rugby League, we engaged the services of David Friend from Shared Services.

David has developed and documented our membership strategy over the last 2 years and coached us through implementation.

David has been influential in realigning our club focus on Membership and the improvement of our Membership Programme. Our Internal Membership Culture has had a complete overhaul, with the external perception of Membership also experiencing positive changes. As a result, we have now returned to the level we were prior to 2009 season, have set a solid platform and are now in a position which will provide us with the ability to reach new heights in membership growth moving forward.

Particular areas where we have improved significantly are our Membership communication and Membership retention. Our Membership churn in 2010 reached 37%, one of the worst in the NRL. As a result of our Membership strategy plan and implementation, we have now reduced this to 12% and remain one of the best performers in the NRL.

David is very professional and a pleasure to work with and has fit into our Club as another member of staff with ease. I would have no hesitation in encouraging you to engage David to develop your Membership programme and I believe he would prove a valuable asset to your business to help grow your membership.