- Always remember that it’s a value proposition: your membership’s time is valuable, so the team has to offer at least as much value in return. That value can take many forms.
- Some folks just want to play: no amount of social interaction or other stuff will keep them coming back. This may seem obvious, but your team should play, and play competitively.
- Some folks want to get in shape: you can show them value with regular, well-run practices and other workout opportunities.
- Some folks just want to be a part of something: having a lively social component of your group will go a long way toward keeping them around.
- Most people are a mix of 2, 3 and 4. Try to appeal to them in more than one way.
- Joining a new organization can be scary; encourage your existing members to greet and get to know any and all newcomers at any events. It may be worth designating someone to take the lead on this.
- Get your organization to create value on the internet: create a LinkedIn group and invite every member, even if it’s their first practice. Encourage professional participation through this group.
- Create a culture of welcoming newcomers: especially in contact sports, it’s very easy for folks to fall into a culture of toughness and behave in an aloof way toward newcomers. Crossfit does this right: everyone shakes your hand and introduces themselves.
- Remember that a successful team has to have far more players than just the starting side: a wide base makes everything easier. This means that there has to be value for those players as well.
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Simon Ouderkirk 