A private members’ club runs well-attended events and has a loyal core of members. But membership had been sliding for years, and the club wanted to know why.

Nearly everything ran through one platform, and in practice nearly all of it was done by hand.

Sign-ups were on paper. Guest details at events were patchy or not captured at all. Members’ interests were collected and then never used. A small team was holding it together, with no time left to follow anyone up.

R6 AI ran an operations and systems review with the club’s management team. It changed the question. The club didn’t have a market problem. It had a retention and conversion problem: the interest its events created was leaking out of the member journey.

The good news was that the club didn’t need new systems. When we looked inside the platform it already paid for, most of what it needed was there, just switched off or never set up.

We mapped every step of the member journey and ranked each fix on return, effort and impact, so the team could see what to do first and what could wait.

The first builds target the biggest leaks: online sign-up, guest capture at every event, and emails matched to what each member actually cares about. AI does the admin. The personal touch stays human.

Most membership organisations don’t need more software. They need the software they already own to do the follow-up their team never has time for.

That’s where the club is now heading: fewer manual steps, faster follow-up, and more of the team’s time spent with members instead of with spreadsheets.