THE RATIONALE Why is it important for Clubs to attract and retain female members? It is of state importance. Cycling Victoria is committed to increasing the number of females involved in cycling in every aspect, from junior participation right through to leadership positions. VicHealth has supported Cycling Victoria with a three-year grant to focus on improving the outcomes for women and to create cultural change in cycling. Females make up 51% of the Victorian population....yet only make up 15% of overall membership of Cycling Victoria. Think of the skills, talent and resources that are missing from our sport!
Performance of Committees. Studies show that ASX500 companies with Boards featuring female members perform better and have better governance structures than those that don’t .
. . . but women also like to feel safe while exercising Joining a cycling club offers a chance to improve ride handling skills and build confidence, and provides opportunities to ride with like-minded individuals. Clubs can have a positive influence on the cycling experience for women.
. . . yet there is a greater rate of ‘churn’ in membership from female members Women are less likely to renew their membership compared to men, often due to:
This guide has been prepared to help Clubs to: 1. Better understand why they should try to attract and retain female members 2. Provide tips and tools to help attract more women to their Club 3. Provide examples and templates of successful initiatives from Clubs across Victoria. All templates and examples provided can be adapted for use by your Club.
Inflexible racing schedules, particularly when time is precious Perception of reduced value for money / lack of support A lack of other women to ride / race with
Women really like to ride their bike. It is one of the most popular forms of unorganised physical activity for women (and men).
1 1. http://www.womenonboards.org.au/pubs/articles/1112-why-women-are-good-for-business.htm
THE FOUR CRITICAL STEPS TO INCREASING FEMALE MEMBERS 1. An up to date, user friendly website 2. A friendly, reliable and supportive first point of contact 3. Try before you buy 4. Use current club members as active ambassadors
ADDITIONAL WAYS TO HELP RETAIN FEMALE MEMBERS 1. Buddy system 2. Involve women at all levels of the club - leadership, coaching & committees 3. Provide participation opportunities for training and competition 4. Adapt coaching styles to encourage and support women and girls 5. Promote family friendly element 6. Feedback and review 7. Don’t get disheartened!! 3
An up-to-date, user-friendly website The first contact a female will make with a Club is via an online search and review of your website. Even if people hear about a club from other people they will still check the website before contacting the club. The website will give a potential member a good overview of what you do and what you can offer. As your website is a ‘shop front’ for your club it is crucial to make a good impression for the women and girls who might visit. Keep your information regularly updated with news, pictures of group rides or racing results as this demonstrates that the club values newcomers. Ensure the contact details are current; it is very negative for new members seeking more information if they can’t take the next communication step.
What your website should contain Information about the club, where the club meets and on what days and times; Clear information about fees, what they cover and how to pay; Clear information that it’s okay to join up as a complete beginner – to ensure women and girls don’t feel that they aren’t good enough to try the club out; Photos – images that look friendly and welcoming and give a feel for what the women in the club are like and what they get involved in; Information about what training rides are on offer, whether they are women specific and the levels available – especially for beginners; Up to date contact information, including a Welcome Officer; Ensure news articles are updated regularly – articles that are 2-3 years old demonstrate a low level of importance on new members.
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APPENDIX 1
Template for Welcome Phone Call Club guideline for what to discuss in ‘welcome phone calls’ fIf leaving a message, say that you’re calling to welcome them to the club and that you'd like to have a conversation about their cycling goals. fWelcome to the club. fWhat made you join (Insert name of club)? fWhat sort of riding are you doing? (If they've joined on a rec license, pitch at beginner level conversation)
Silver/Rec License fHave you done any bunch riding? fSpeak about the beginner rides that your club offers. fSpeak about any technical or coaching sessions that your club offers fAsk if they have thought about racing.
Gold License fWhat type of racing are you hoping to do? fDirect them to Northern Combine website. fMention examples such as Crits in the summer run by SKCC have womens grades fTrack Tues and Thurs nights
fSpeak about 3 race permits rather than full upgrade to begin with if they are interested or what opportunities a silver membership offers such as recreational rides.
fIf your club has a social networking presence direct them to club pages and groups such as those on Facebook and Twitter for club updates.
fTalk about any shop rides that offer womens rides – if in Melbourne can mention rides such as the Total Rush womens ride and the Liv/ Giant Sat morning ride.
fLet them know if you have a regular newsletter and ensure you have the correct contact details to subscribe them to this.
fIf in the country mention club rides or any affiliated shop rides in your local area
fAsk whether they have any questions (Will often get asked about clothes, knicks here). fSometimes they can be long conversations by the time you get through all of this so advice would be to make sure you've got the time for a long chat before you make the call.
APPENDIX 2
Template - New Member Information Booklet NEW MEMBER GUIDE Welcome to [insert club name] [Insert a welcome message.]
Racing General [Refer to Cycling Victoria Beginner’s Guide to Racing.]
Volunteering for [insert club name] [Detail what volunteering opportunities are available.]
Women Only Racing [Refer to Cycling Victoria Women’s Calendar of Racing.]
Training [Detail what training your club offers its women members e.g. women specific/mixed.]
Challenge/Recreational Events
[Insert club name] Communications
[Provide a few examples of what is available for non racers e.g. Cycling Victoria Netti Series Challenge Events.]
[Explain how you communicate with your members.]
Road Summer Season Winter Season All Year ‘Round
Track Other Disciplines
[insert club name] Social Rides/Events [Detail what social rides/events your club offers its women members e.g. women specific/mixed.]
Special Training Offerings e.g. days/camps
[Note the membership options and provide a link to the Cycling Australia website to join up.]
[Insert club name] Contacts [Provide contact details for key club personnel e.g. membership manager, women’s representative.]
Code of Conduct [Detail your club’s expectations of members when on club training rides and any other time a member is wearing the club’s kit e.g. obeying road rules, treating other road users with courtesy etc.]
Membership Options and Joining Up
Family friendly [If appropriate, detail how your club caters for the family e.g. for juniors.]
USEFUL LINKS Cycling Australia
http://www.cycling.org.au/
Cycling Victoria
http://www.vic.cycling.org.au/ http://www.facebook.com/CyclingVictoria
Northern Combine
http://www.northerncombinecycling.org/index.php?option=com_content&view=frontpage&Itemid=1 http://www.facebook.com/groups/190111974372487/
DISC
http://www.vic.cycling.org.au/default.asp?MenuID=DISC/c20075/14939