How WIMA GB Grew Membership by 35% With Join It

At a glance: Key results

About WIMA GB

Women's International Motorcycle Association GB is the Great Britain division of the international women's motorcycling organization founded shortly after the Second World War. Its purpose is to encourage women to ride motorcycles, build friendships, and create global connections through a shared passion for motorcycling.

The British chapter has operated since the 1960s and includes members who have belonged to the organization for decades, among them women still actively riding into their 70s and 80s. WIMA GB is run entirely by volunteers, and its committee manages everything from membership administration to regional events and interest groups. In 2023, the organization adopted Join It to modernise its membership management, improve member engagement, and reduce the administrative burden on its volunteer team.

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The challenge: a paper process that was turning people away

Before adopting Join It, WIMA GB relied on a heavily manual membership process. Prospective members had to download a Word document from the organization's website, print and complete it by hand, then return it by post or as a scanned email attachment. Payments were manually verified by the Treasurer before membership packs could be issued. The same process repeated every year for renewals.

Katy Wade, Treasurer at WIMA GB, described the previous system as "a massive amount of bureaucracy."

The operational consequences were felt well beyond the committee. Without a streamlined sign-up journey, the organization had no reliable way of knowing how many potential members had simply given up before joining. "I think we had a lot of people looking and not even joining because it was so difficult," Katy explained.

The organization also lacked any efficient way to connect members based on shared interests. While regional meetups existed, there was no mechanism for identifying touring riders, off-road enthusiasts, racers, or learners across the country and bringing them together. The community that existed was largely constrained by geography rather than shared passion.

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The solution: streamlined membership that works for volunteers and members alike

WIMA GB selected Join It following a recommendation from another women's motorcycle organization. The team evaluated several alternatives before concluding that Join It offered the best combination of usability, features, and affordability.

"We looked at a couple of other options, and for the features and the cost, it was the best value," Katy said.

Capturing rich member data from day one

Using Join It's customisable membership management tools, WIMA GB now collects detailed information about members' riding backgrounds, interests, and experience levels at the point of sign-up. Custom fields and searchable member records allow the committee to identify touring riders, off-road enthusiasts, racers, learners, and former riders at a glance.

This capability has enabled WIMA GB to move beyond its previous geography-based structure and build nationwide interest groups that connect members who would otherwise never have met.

"Before, we had a regional rep structure based on local meetups," Katy explained. "Now we can set up interest groups from people all over the country who are interested in trials riding or touring, so people who wouldn't normally come into contact with each other can still share experiences and information."

Flexible membership categories without added complexity

Join It supports the full range of membership types that WIMA GB requires, including junior riders, honorary members, and lifetime members, all managed directly within the platform. The organization can now track long-term members eligible for lifetime membership without maintaining separate records or spreadsheets.

Renewals and administration handled automatically

Automated renewals and digital member tracking have replaced the manual, paper-driven cycle that previously consumed significant volunteer time every year. Members can now join or renew in seconds.

"Now people can just go on the website, click pay, job done," Katy said.

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The results: 35% membership growth and an organization built to scale

Membership grew by 35% in one year

The most immediate and measurable outcome has been membership growth. In the first year after adopting Join It, WIMA GB saw a 35% increase in members. Removing friction from the sign-up process almost certainly played a central role: prospective members who previously encountered a multi-step paper process now face a straightforward online journey.

Manual administration eliminated

The paper-based process that once required printing, posting, scanning, and manual payment verification has been replaced entirely. The administrative workload associated with annual renewals has fallen significantly, freeing up volunteer time for activities that directly benefit members.

A nationwide community, not just a regional one

WIMA GB can now organise its membership in ways that were previously impossible. Interest groups connecting riders across the country have expanded the sense of community beyond local meetups and brought together members who share specific riding interests regardless of where they live.

A platform ready for what comes next

Join It also supports the organization's plans for future growth. Proposed membership categories for younger riders and optional higher-tier memberships designed to contribute toward member grant programs can be introduced without adding operational complexity. The platform is also positioned to support fundraising initiatives and donations as those programmes develop.

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Looking ahead

WIMA GB has laid the foundations for sustainable growth. With a modern membership platform in place, the organization can focus on what it was founded to do: encouraging more women to ride, building connections, and growing a community that spans Great Britain and the wider international WIMA network.

Whether you manage a motorcycle association, a nonprofit, or a volunteer-led membership community, Join It helps simplify administration, improve member engagement, and support long-term growth. Start a free trial or book a demo to see how Join It can help your organization grow while reducing the workload on your team.