Terms of Engagement: How Membership Programs Reflect What Fans Need Now
The real test of a membership program comes after year one
Last week, I wrote about the different types of loyalty: the everyday kind, the nostalgic kind, maybe the kind that shows up quietly over time, but may not always make a purchase or a post. That post helped me see just how many ways loyalty can take shape, and how often it gets misunderstood.
This week, I’ve been thinking about where that loyalty goes once it’s acknowledged and captured.
For many sports organizations, that container is membership.
Membership is where loyalty gets formalized. It comes with a structure, a name, and maybe a pin or a scarf. It gives fans a way to raise their hand and say, “I’m in.”
That’s usually the easy part.
The welcome moment is just the start
A launch usually comes with energy, excitement, and the numbers start building. There's a rollout, clear messaging, and an early sense of identity. There might be even a gift. That’s when the program feels most alive, when it’s new.
What happens after that says more about its strength than anything built into year one.Some programs fade as the novelty wears off, while others keep their shape, but lose their purpose. The ones that last are the ones that evolve, not just in what they offer, but in how they listen.
Fans don’t stay in one place - we shouldn’t either.
One-size-fits-all rarely fits for long
The idea of a single membership track can be clean on paper. Founders, season ticket holders, digital fans—those categories can help with setup, but they don’t always reflect reality.
A ticket buyer now might move and only stream next season. Others might stay digital for years before making the leap to live events. These transitions aren’t failures, but part of the journey and story of fandom.
Programs that stay relevant are the ones that build in flexibility - maybe different levels or rewarding behavior beyond attendance.
Whatever the structure, the design should feel like it understands the fan, even when their habits shift.
Founding energy can fade without attention
Early members usually get celebrated, which makes sense. They're the ones who believed early. They bring momentum, help shape the identity, and build community from the ground up.
What they often need in return isn’t more stuff, but instead continuity year after year. Even a small update or personal touch can signal that their role still matters. Loyalty doesn’t need to be constantly incentivized. It just needs to be seen. Especially when someone’s been showing up for years.
Some of the best-designed moments aren’t headline news or called the next great ‘innovation’. They’re the ones that feel earned, relevant, or quietly thoughtful. Easy, but meaningful moments like this could consist of a note from the team, a small moment of access that reflects time invested, or a nod to my time with the club.
When Austin FC came into town with Major League Soccer, many of us signed up to be on the waiting list to buy season tickets. I was one of the lucky ones to get an opportunity to purchase a package. While I’ve valued my time at the club, time has moved fast and 5 years has gone past quickly. The club made sure to remind me of my initial investment with a YETI cup labeled ‘Oak Collective Originals’, a nod to those of us who believed from the start.
Those gestures aren’t always scalable. That’s part of their power. They’re not built into a benefits chart. They’re part of a relationship.
Fans can spot the difference between a program that wants their loyalty and one that’s built to reflect it.
Memberships are living systems
Fandom shifts - so should the programs that surround it. A well-designed membership isn’t just a product, but also a reflection. It helps fans see themselves in the experience, no matter where they are on the journey. It evolves as they do.
That might mean less focus on tiers and more focus on transitions. It might mean giving fans ways to opt in and opt back out without losing connection.It also means checking in on what’s still working and what isn’t.
Loyalty is rarely lost all at once. Most of the time, it just drifts when it no longer feels like it fits. That’s why membership programs shouldn’t be built for year one. They should be built for everything that comes after.
As always, thanks for reading.