Human beings have been gathering with other human beings for any and all reasons. These gatherings have occurred since biblical times. The Roman baths were the first gatherings that can be classified as clubs. In contemporary terms, humans gather in small numbers for a coffee with friends at a coffee restaurant, they gather in the thousands to show their dejection of wage offerings and they gather in the millions to support a sports jersey. The common factor in all of these gatherings is that they do it because of one shared goal, one shared vision. The places where people with the same interests gather, called clubs and organisations, have been around for many years. They fulfil some of the very basic human needs as well as some of the most intricate human wants. Ensuring that clubs or organisations remain in our social fibre for many years to come is in the best interest of all of their stakeholders. These clubs or organisations need to adjust to the times of present and adjust the offering they make to the members as the needs of the members change over time. It is this premise that led the researcher to The Port Elizabeth Club. This social club is struggling with dwindling membership numbers and the development of a membership strategy that will increase its membership numbers and the benefits that are offered to them. The secondary literature study conducted revealed many benefits and strategies that clubs currently use or that they could use to improve their membership brand. It further showed the different approaches, of the different clubs, to attracting and retaining the members they wanted. These benefits and strategies formed the basis iv of the primary study that was conducted by the researcher and were the main constructs in the study. The primary study was in the form of questionnaires and these were given to the target market of The Port Elizabeth Club as well as The Port Elizabeth Club members themselves. The primary study revealed that many of the benefits and strategies found in the literature can be used by The Port Elizabeth Club to improve their membership offering. The literature also stated this type of study, a questionnaire or survey, should be done on a regular basis by The Port Elizabeth Club to ensure that it is on track with its members’ needs and wants. The literature revealed that many club members feel that the value that is offered by clubs are diminishing and this results in the loss of members and disinterest from prospective members. It is for this reason that the research study conducted is important to The Port Elizabeth Club and shows that they should focus on the value they offer to their members and continue to improve this value offering. The research study concludes with a detailed description of benefits that The Port Elizabeth Club could implement for its members as well as strategies that will assist it in attracting new members and retaining its current members.