Goodform recently worked with British Water Ski & Wakeboard (BWSW) to help the national governing body understand more the changing needs of its members, participants and enthusiasts across the UK.
With stakeholder insight central to the project, Goodform carried out regional focus groups, supplemented by a nationwide online survey, with findings analysed to identify trends and measure sentiment across key metrics relating to the governing body’s membership scheme.
The multi-phase project provided insight into participation rates and BWSW awareness levels, uncovering factors that would influence sentiment and decision-making. It assessed, across key audience segments, different membership purchase and renewal drivers and motivations, communication preferences, optimum price points and an evaluation of membership benefits.
Goodform’s recommendations will support BWSW ensure its membership offering is attractive and of value, with a strategy that enables the governing body to attract and retain members by directing investment in areas evidenced to deliver a commercial return.
Patrick Donovan, Chief Executive of British Water Ski & Wakeboard commented “We commissioned Goodform to help us better understand the needs of water skiers and wakeboarders across the UK. Their research findings and recommendations were clear, insightful and will help ensure British Water Ski & Wakeboard membership remains attractive to casual participants, delivers relevant value to our members and provides a commercial return to enable the governing body to continue to invest in developing the sport.”