Incrementum Advisory supports Membership and Fan Growth Strategy for the Blues in NZ

As one of New Zealand's most recognised and respected sporting organisations, the Blues have built a strong foundation of on-field success and supporter loyalty.

Representing Auckland, North Harbour and Northland in Super Rugby Pacific, the club secured the 2024 championship and continued its strong form with finals appearances in 2025 and 2026.

With strong attendance numbers and an engaged supporter base already in place, the Blues sought to identify opportunities to further enhance their membership and consumer strategy.

Incrementum Advisory was engaged to review the club's membership, ticketing and fan engagement programs, with a focus on strengthening supporter relationships and creating sustainable long-term growth.

The project involved a detailed assessment of the club's membership products, customer journey, systems and operational processes. Through analysis of supporter behaviour and industry benchmarking across Australia and New Zealand, Incrementum identified opportunities to improve membership conversion, increase retention and enhance the fan experience.

"What stood out throughout the project was the passion within the organisation and the commitment to continually improving the fan experience. The Blues have built a strong platform, and it was rewarding to help identify opportunities to further strengthen supporter engagement and membership growth," said Incrementum Advisory Chief Results Officer, Daniel Giese.

A key outcome was the review of the Club's membership product mix, including recommendations to introduce new entry-level membership options designed to create clearer pathways from casual ticket buyers to committed Blues members.

Several recommendations were adopted during the season, including the successful ‘Lock in 2027, Unlock 2026’ campaign, which resulted in more than 15% growth in the club's paid membership base.

Blues Membership & Ticketing Manager Shayne Akari said the review provided valuable insights and a clear framework for future development.

"The project gave us the opportunity to take a step back and assess our membership and consumer program from an external perspective," Akari said.

"Daniel and the Incrementum team brought significant industry knowledge and benchmarking from across Australia and New Zealand, helping identify opportunities as we continue to evolve our membership, ticketing and fan engagement strategies."

The engagement represents an important milestone in Incrementum Advisory Group's expansion into New Zealand. The company looks forward to building further relationships across the region and continuing to support sporting organisations to grow membership, attendance, fan engagement and commercial performance through practical, data-driven strategies and execution.

To learn more about how Incrementum Advisory Group partners with clubs and membership-based organisations to drive measurable growth in membership and consumer revenue, visit our Membership page or get in touch here.