Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Why do people sign-up to membership programs?
  • Why do people sign-up to membership programs?
    SoulCycle (2014) ©

Why do people become members?

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Location Global

As a society we’re moving faster than ever. But as we spend less time in traditional communities, people are seeking connections beyond religion, family and conventional clubs. “A shift has begun,” says Robbie K. Baxter, author of The Membership Economy. “Membership is timeless, important and powerful. People crave it.” [1]

Membership can create fierce loyalty, reduce acquisitions costs and grow revenues. But while these advantages may be common for both the Church of Scientology and Sainsbury’s, the reasons to join are vastly different. So why do people become members?





  • Article image Le Club Goose: techy trinkets make luxury exclusive again

    Luxury is a nuanced concept, complicated by trade-offs between exclusivity and accessibility, quality and affordability. Straddling this line is even harder nowadays, but luxury vodka brand Grey Goose think it’s cracked it with Le Club Goose. How is it re-establishing exclusivity in a digital era?

  • Article image Waitrose Pick Your Own Offers: designing your own discounts

    The UK’s supermarkets are at war. With each chain jostling for space in a market predicted to be worth £203 billion by 2019, Waitrose’s Pick Your Own Offers scheme aims to grow the brand’s share with customisable discounts. But is it enough to win the battle for supermarket loyalty?

  • Nike invites women to its VIP fitness studio Nike invites women to its VIP fitness studio

    A gym just for women may seem like the ultimate inclusive workout; a safe place for women to sweat together. But 45 Grand, a new fitness studio from Nike just for girls, offers the most exclusive work out yet. It’s by appointment only and your workout is personalised to you.

  • Article image Starbucks Evenings: an after-work oasis for women

    Women looking for a post-work watering hole can sometimes feel stuck between expensive restaurants and noisy bars full of sports fans and rowdy drinkers. Where to go for casual drinks without the faff of reservations or unwanted attention? Starbucks Evenings, a classy new drinks and snacks option, could be the answer.

  • Article image Chubbies: a start-up brand for the neo frat boy

    Anyone who’s seen an American college movie is familiar with the stereotypical frat boy; excessive boozing, scantily clad sorority girls and fierce camaraderie define him. It’s nostalgia for such ‘bromance’ culture which is the driving force behind San Francisco-based shorts brand Chubbies. But how did these tiny shorts manage to unite a ‘bro’-based style cult?

  • Article image How to be a Redhead: a powerful beauty tribe

    Supportive online beauty communities like How to be a Redhead are changing how young women see themselves and the products they buy. With over 100,000 followers and major brands queuing up for the 'Redhead Friendly' rating, could this be the most successful beauty tribe of all?

  • Article image Boots App: personalised deals on shampoo and sun cream

    Nearly 60% of UK women have a Boots Advantage Card, earning points whenever they stock up on shampoo. Its companion app uses the mass of data collected via the loyalty scheme to display in-store offers tailored to each customer. But is this use of data met with open arms?

  • Article image SoulCycle: exercise for body and soul

    People are searching for inclusive and immersive experiences. Boutique cycling studio SoulCycle provides a replenishing fitness experience that empowers your body, mind and spirit.