This is part 2 of my deep dive into members of a sports club. The business term for this would be acquisition. Retention is covered in part 1 Members – Current.
The aim is to understand why members choose to join and what factors could play a role. The report is used to understand marketing initiatives and gain a general knowledge of who their customer is, as well as for planning activities.
The report looks at the age, gender, a look at who is joining over time, and finally which classes are popular.