Please select your home edition
Edition
RYA Membership

Feedback from the RYA Satisfaction Survey

by Becky Gilbert-Wood 11 Oct 2018 14:37 BST
RYA Satisfaction Survey results are out © Paul Wyeth / RYA

Following the launch of the RYA Regional Plans back in 2017, the RYA have been committed to helping clubs decrease membership churn. Club membership churn is defined as 'the proportion of club membership leaving per annum' and reducing it is a key tactic in supporting clubs to grow their overall membership.

In looking to identify the main reasons for membership churn, the RYA asked a specialist market research team to put together a satisfaction survey designed specifically for clubs and their members. Affiliated clubs were given the chance to participate for free in this project fully funded by the RYA. Now a few months down the line, the results are in and we take a look at what this means for clubs and the wider boating community.

What is the Satisfaction Survey?

An online survey created to gather up-to-date feedback on various aspects of club life, the Satisfaction Survey was implemented to help clubs better understand their members, what is important to them and the reasons behind membership churn. Measuring 23 different factors, this has been the first data capture exercise of this level available to clubs, providing an invaluable insight into how they are performing and what could be improved.

Who took part?

54 clubs across the 10 RYA Regions and Home Countries took part, with the online survey being completed by some 4,022 members.

What were the findings?

Each participating club was given a scoresheet detailing the factors their members thought were the most important, as well as how satisfied members were with these factors at their club. By identifying gaps between importance and satisfaction, clubs can see what they are doing well and where they need to improve.

The results have also helped the RYA identify national satisfaction drivers (elements which are suggested to most positively impact overall member satisfaction) and also those which are suggested to maintain member satisfaction (don't positively affect, but will negatively affect if not maintained).

Interestingly, the majority of drivers or 'satisfaction enhancers' relate to the softer and more people-focused factors including: 'approachability of those running the club', 'welcoming atmosphere' and 'club making members feel valued'.

Meanwhile, more process-related factors such as the 'club's attitude to safeguarding children and vulnerable people', 'health and safety' and 'level of membership fees'; as well as more equipment-based factors such as the 'changing facilities' and 'food and beverage facilities' are more likely to be 'satisfaction maintainers'.

With this in mind, it won't be a great surprise that clubs with an inclusive people-focussed programme like RYA OnBoard or Sailability, as well as those with Training Centre recognition had a slightly higher overall satisfaction score than those without.

Why is this information so important for clubs?

Each participating club will be working closely with their associated RYA Regional Development Team to act on the findings. At many clubs, the benefits of the results are already having an impact.

Alice Allen, Honorary Secretary at Bristol Corinthian Yacht Club commented: "We have found the information and feedback received from the RYA Satisfaction Survey really useful. It has given us a clear idea of what our members really value, what they would like more of and what areas can be improved.

She added: "As a club we couldn't carry out this sort of survey ourselves with such a detailed analysis of the responses from members. It has enabled us to plan our key areas of activity and has given us a benchmark against other clubs throughout the country."

The findings have revealed that whilst each and every factor has a level of importance with no sole solution for improving member satisfaction, there are a number of things clubs can do to address this. Changes needn't be expensive and the significance of promoting a welcoming, inclusive and friendly environment for club members shouldn't be underestimated.

What's next?

Further findings from the Satisfaction Survey will be presented to clubs at the RYA Affiliated Clubs Conferences later this year, providing those that didn't take part with a valuable overview of the feedback.

The RYA remains committed to supporting affiliated clubs to retain members and following the success of this year's survey will be repeating the Satisfaction Survey again in June 2019. Clubs that would like to know more about member satisfaction at their club are encouraged to express their interest at www.cognitoforms.com/RYA2/ExpressionOfInterestForTheClubMembersSatisfactionSurvey2019 with further details to follow in the New Year.

Related Articles

Next RYA Connected Webinar on 23rd June
Securing funding and finance for your club If you're interested in securing funding or finance to enable investment for capital infrastructure projects then we think you will want to know about this webinar... Posted on 13 Jun
Celebrating 20 years of OnBoard
One of the UK's largest grassroots programs dedicated to getting children aged 8–18 out on the water OnBoard is celebrating 20 years of impact—having already introduced more than 1.3 million young people to the transformative experience of sailing and windsurfing. Posted on 9 Jun
RYA named Official Community Impact Partner
Connecting the local community, children and groups in Portsmouth with the water. As excitement builds ahead of the Emirates Great Britain Sail Grand Prix in Portsmouth this July, the Royal Yachting Association (RYA) is proud to be named the event's Official Community Impact Partner. Posted on 7 Jun
New British Sailing Talent Academies open
Four Academy host venues announced as programme applications open up The Royal Yachting Association (RYA) is proud to announce the launch of four new British Sailing Talent Academies as part of its commitment to developing the next generation of high-performance sailors. Posted on 4 Jun
Nominations now open for the 2026 RYA Awards
Celebrate the people and organisations making a difference in our boating community The instructor who sparks confidence in new sailors. The person who quietly keeps things running behind the scenes. The young volunteer who turns up with a smile, rain or shine. Posted on 2 Jun
RYA Southampton International Boat Show deal
Take advantage of an exclusive discounted £5 ticket Southampton International Boat Show, Britain's biggest festival of boating and watersports is back on 19th-28th September 2025 for its 56th edition and RYA members (aged 16+) can now take advantage of an exclusive discounted £5 ticket. Posted on 31 May
Next RYA Connected Webinar tonight at 7pm!
Growing membership through non-competitive activity After a pause in April, it's time for the third in the series of webinars aimed at helping clubs boost membership and sailing participation. Posted on 12 May
£10 off RYA adult or family membership
This spring, make it official - join the RYA community Now's the perfect time to take the next step in your boating journey. Join RYA membership today and unlock exclusive benefits designed to help you get more from life on the water. Posted on 19 Apr
RYA launches 'The Female Futures Group'
Supporting and elevating women in sport A new wave of change is emerging in British sailing as the Royal Yachting Association (RYA) launches The Female Futures Group, dedicated to increasing female participation and unlocking new opportunities for women and girls in the sport. Posted on 9 Apr
RYA influences MCA's changes to regulations
Interview with Niall McLeod to see how Sport and Pleasure Code of Practice affects us The RYA have been working closely with the the government to make sure that new regulations for leisure vessels are not too restrictive. It seems that any group which operates a "coded" vessel should be thankful. Posted on 18 Mar