From the report
New Member Retention
An extract from a real GMLB report, anonymised. It shows the level of detail and the specificity of the findings.
Sample — New Member Retention
Full Assessment
GMLB makes those risks visible before they reach your figures — and identifies where the greatest opportunities exist to build long-term membership value.
What it means for your club
Your membership is your club's most valuable asset. The assessment does more than describe your membership today. It explains what its current structure is likely to mean over the next three to five years, identifies the areas of greatest structural risk, and highlights where action is most likely to strengthen long-term membership value.
Conventional membership reports deal in averages. A single retention figure may hide excellent performance among long-established members alongside very poor retention among newer ones. GMLB breaks that figure down by tenure, age and engagement — so the club can see exactly where performance is strong, where it is weak, and where action will have the greatest impact.
The greatest opportunity for most clubs is not recruiting more members. It is reducing avoidable churn and investing in member development — converting more of the members they already have into long-term established ones.
What the report answers
Every GMLB assessment is structured around six questions. Most boards cannot currently answer any of them with confidence. The assessment changes that.
Retention at 12, 24, 36, 48 and 60 months, revealing where in the membership journey attrition concentrates and whether new members are progressing into long-term established membership.
Whether recruitment is running ahead of attrition, and by how much. Including the replacement ratio trend over three years and the club's reliance on continued recruitment to sustain its numbers.
Stable membership as a proportion of total membership. The trend shows whether the long-term core of the club is growing, holding or quietly declining — and what the current trajectory implies for the next five years.
The proportion of members without a handicap index — the single strongest leading indicator of future attrition. Identifies where early engagement is breaking down and where action will have the greatest impact.
Age distribution across early-tenure and established membership. Whether younger members are progressing into long-term membership at a rate that supports the club's future demographic balance.
Female membership recruitment, retention and progression. A thin gender pipeline is one of the most common forms of long-term structural risk — and one of the most addressable if identified early.
From the report
An extract from a real GMLB report, anonymised. It shows the level of detail and the specificity of the findings.
Benchmarking
Only 4% of female members are aged under 50. Without benchmarking, there is no way of knowing whether that matters.
Benchmarking shifted the question from whether a problem existed to why other clubs were at 27% — and what could be learned from them.
Traditional benchmarking compares outcomes. GMLB compares the journey — and begins to identify what separates clubs that develop strong, established memberships from those that don't.
Data requirements
Most clubs can provide the necessary data directly from their existing membership management system.
Get in touch and we'll explain what a full assessment would involve. The result is stronger retention, higher lifetime value and a more financially resilient club.
Not ready for a full assessment? Ask about the free Health Check — a simplified analysis based on minimal data, at no cost.
Request a Full AssessmentOr email info@gmlb.co.uk directly.