>On Friday, I took part in a friendly team tennis tournament followed by a Wimbledon ticket draw at my local Esporta club. Our team, ‘you can’t be serious!’ won the event, but that was not the real reason why the evening was such a success. Finally, I experienced first-hand, the sense of belonging to a genuine ‘club’ where there was a great mix of challenging activity, camaraderie and fun.
This one evening probably did more for member retention that a whole year’s worth of superficial communications and crass offers from ‘head office’. So, it begs the question: Why doesn’t this happen more often?