Softball Australia's recent surveys of members and lapsed members have revealed just how important fun and enjoyment is to the playing experience, with social, slowpitch and masters softball identified as a significant opportunity to retain and grow club memberships. 

In the first of two surveys - the 2022/23 Annual Member Survey - a vibrant picture appeared from what members love about our sport. The volunteer community, pathway opportunities and an enjoyable playing experience all ranked highly in importance, regardless of the softball competition level. In fact, 70% of members told us that fun and enjoyment on-diamond was the most important attribute for a successful Association/Club. 

In the second survey Softball Australia surveyed members who registered in the 2021/22 season but who did not renew for the 2022/23 season. The purpose of the 'Lapsed Member Survey' was to provide insight into the local player experience and help administrators - at all levels - focus their growth and retention efforts. 

The reasons that members leave Softball are varied however clubs can take heart knowing that something can be done.  

Lapsed members told us that flexible, social, and enjoyable softball options for players of all ages and skill levels would be a great way to build some buzz around the sport, and nearly half of all survey responses indicated that a social or slowpitch softball event would be an effective way to bring them back into the fold.  

Existing members also had a chance to rank the main challenges facing Associations and Clubs. 80% of respondents are existing volunteers and they have told us that player and volunteer recruitment, member retention and the visibility of softball in communities are the biggest areas of concern. 

Participants also flagged the need for greater investment into their facilities along with the training of umpires and officials. 

Softball Australia Head of Participation & One Management Nick Frayne provided some further context around the results, saying "The surveys have confirmed that softball is facing the same challenge as many other sports and recreational activities in Australia”. 

“Factors including competition, winning, cost are nowhere near as important to our members as having a fun and positive experience at Club level”, said Frayne. 

“We have an enormous opportunity as a sport to pivot and listen to our members and provide offerings based on direct feedback to keep them engaged. This includes delivering T-Ball and modified games through Home Run Heroes at grassroots level as the entry point for kids, and increasing the number of short, flexible social/slowpitch programs offered to engage a larger portion of our local communities”, said Frayne. 

To provide further feedback as an existing or lapsed member please email Softball Australia Head of Participation & One Management at nick.frayne@softball.org.au 

Key Survey Data

Annual Member Survey 2022/23 

• 82% of respondents intend to become members again 

Key reasons for potentially not rejoining are: 

• 1. Injury/health 

• 2. Poor experience at Association/Club level 

• 3. Too busy 

Volunteer experience:

• 36% of respondents volunteer up to 5 hours per week, with only 20% not volunteering any time at community level 

• Respondents are far more likely to promote volunteering roles at their Association/Club to friends and family compared to survey results from 2021/22, indicating improvements in the experience and support volunteers are receiving 

Most important attributes for a successful Association/Club: 

• 70% - fun and enjoyment on-diamond  

• 60% - positive culture, fun and inclusive environment  

• 37% - quality of coaching  

• 33% - types of competitions/formats  

Main challenges facing Associations/Clubs:

1. Difficulty recruiting new members  
2. Marketing of comps/programs in local area  
3. Lack of volunteers  
4. Difficulty retaining existing members  
5. Lack of funds to spend on initiatives  

Most unsatisfied with these parts of the softball experience: 

1. Facilities – off diamond 
2. Skill/experience of umpires/officials 
3. Value for money 
4. Facilities – on diamond 
5. Appropriate level of challenge/competitions 

When asked if they could change one thing about softball at Association/Club level, what would it be? 

• 15% improved marketing at all levels and improved live streaming 

• 12% recruitment and growth of softball at local level 

• 11% improve competitions and formats including T-Ball at community level 

Lapsed Member Survey 2022/23 

• 77% of survey respondents were past players, while 17% were parents of past junior members 

Main reason respondents stopped playing: 

• 19% Poor Association and Club culture 

• 16% Age/Health/Injury 

• 10% Not enough time – work/family 

What elements of softball did you not enjoy: 

• 23% Association/Club culture 

• 17% Uneven competition/lack of depth 

• 14% Too serious and not enough about fun 

• 14% Day/time that games were played 

• 17% of lapsed members said it was likely they would rejoin softball, indicating a short absence from the sport, although 57% stated it was unlikely they would join for 2023/24 

If improved significantly, what elements would persuade you to rejoin softball? 

• A more friendly and welcoming Association/Club environment – 13% 

• More flexible membership options  – 12% 

• Nothing, I have no interest in participating again – 12% 

• More flexible days/times of competitions/programs – 10% 

• Competitions/programs with focus on fun/social side of sport – 8% 

Slowpitch/social softball:  

• 1 in 5 lapsed members indicated they would definitely be interested in an 8-week slowpitch/social competition if it was available 

• Another 34% had some interest in rejoining softball through an 8-week slowpitch/social competition 

• Nearly 50% of lapsed members indicated that they had interest in rejoining softball if consistent slowpitch/social events were held on weekends across the year