Who We Are:
Results of the 1996 Membership Survey
By Paul Jurbala

In early 1996, a membership renewal form was mailed to all 1995
members. Included was a member survey designed to collect demographic
information and opinions.  This type of information is essential, both
to tailor our programs to member's needs, and to provide prospective
sponsors and advertisers with an idea of who they will be reaching
through OWSA programs and publications.

Nearly 160 surveys were returned, and they yielded some interesting
results about who OWSA members are, why they joined, and what programs
and services they take advantage of.

First, who we are. Based on the survey, the average OWSA member is male
(85% were), in his late thirties  or forties (42% of all respondents
were 36-50 years old), university educated (44%) and working as a
professional (43%). As you might expect in such a  group, the average
annual household income was high at $84,000 (the Canadian average is
closer to $ 50,000). Interestingly, the average annual expenditure on
water skiing was $1,546, which is nearly identical to the Ontario
Ministry of Citizenship, Culture and Recreation's figures on average
annual spending by all Ontario athletes. Nearly 60% own a house, 32%
own a cottage, and 46%, nearly half, own a ski boat. When Mr Average
OWSA Member isn't on the water, he's likely snow skiing or playing
hockey or tennis.

What are the implications of these results? Well, the average age is a
cause for concern. Although we may boast that people can enjoy skiing
into their 80s, in reality many people do slow down or stop skiing in
their 40s. That means we're relying on our members to infect their kids
with the skiing bug to keep the sport thriving in the next century.
But the problem is that these kids will have to leave home, find jobs,
and then return to water skiing. So we need to appeal more strongly to
the 21-35 age group (33% of respondents) to keep the sport healthy over
the next few years.

How to appeal? Nearly half of all respondents (48%) said the single
main reason they originally joined the OWSA was for basic information.
They just wanted to find out more about how or where to ski. This is
not at all surprising considering how many Ontarians enjoy water skiing
and how little information there is commonly available about water ski
clubs, schools, and technique. What is surprising is that a further 22%
said the main reason they joined was to help support the sport, which
seems to indicate a relatively large group who join for altruistic
reasons, and suggests a two-track strategy for the association in
promoting membership.

Once in the OWSA, members took part in a wide range of programs and
services. Highest on the list was the discount we offer for
subscription to WaterSki Magazine (28.5% took advantage). This fits in
well with the  wanted information motive for joining, but none of the
respondents said they originally joined primarily to get the discount
(and none said they joined to win a prize in the annual draw). It's
curious that the most popular service was not a primary motive for
joining in the first place. Other popular programs were tournament
skiing (24%), our travelling Pro Clinics (15%), and the annual Ontario
Water Ski Instructors' Course (14%).

Members were happy with OWSA fees and services. About 92% said the
OWSA's fees were acceptable, and a total of 98% said they were either
acceptable or too low. Likewise, 97% said the services and programs
were either excellent value (36%) or good value (61%). And yet, the
OWSA has a very high rate of member turnover - over the past few years,
about 50% of all members are  new  meaning either first-time or
renewing after several years' absence. If the fees and programs are so
good, why do so many members not renew?

Finally, we asked what members really wished their OWSA membership
would allow them to do. Although only about 10% answered, the responses
can be grouped into three main categories: discounts on goods,
services, or entry fees; convenience (e.g. pay only once for my OWSA
membership and WSC licence); or information on topics like boat
driving, skiing techniques, or events in their areas.

Food for thought, both for the people running the OWSA and its members.
The future of the association depends on finding answers to some of the
key questions (turnover uppermost) and on finding ways to reach out to
the 21-35 age group. If you have any ideas, please let us know!