Rethinking the Association Value Proposition for Modern Industries

Why the association value proposition is failing—and why it must change now? The association value proposition is becoming one of the biggest blind spots in today's professional organizations.

Many industries have expanded, diversified, and evolved—yet their associations remain stuck in outdated models, aging leadership structures, and stagnant service offerings.

This gap is exactly what leaders uncovered in The FEEL #10: Association as Strategic Marketing Organization (podcast) with Lindsay McGrath when discussing the real challenges faced by SPASA (Swimming Pool & Spa Association of Australia and New Zealand).

But here's the uncomfortable part: SPASA's challenges are not unique. They mirror what so many associations across Asia, Australia, and beyond are facing right now.

And yet… very few are willing to admit it.

The Hidden Crisis Behind the Association Value Proposition

When Lindsay first joined SPASA after running a large Asia-Pacific corporation, what he experienced was not what an industry association should be.
What he saw was a slowly eroding association value proposition—one that no longer matched the needs of a growing industry.

Signs the Value Proposition Was Falling Apart

The issue wasn't small. It was structural.

• Fees were increasing with no clarity on long-term benefit
• No career pathways or industry qualifications existed
• Networking events repeated the same formula every year
• Services only benefited a narrow segment of members
• No scalable programs to support an evolving market
• No vision to expand the association as the industry grew

In his words, it felt like: "A group of old men sitting in a boardroom table guarding their own empire instead of doing good."

Painful. Accurate. And not exclusive to SPASA.

Many associations—especially in developing countries—still operate this way today.

But here's the part most people miss… A weak association value proposition doesn't just harm the association. It harms the entire industry.

Why Associations Lose Relevance (and Members)

A stagnant value proposition leads to stagnation in every area: services, education, advocacy, events, and industry innovation. And without reinvention, an association becomes a club—not a driver of change.

The Membership Paradox

• Members want more every year.
• More services.
•  More education.
•  More advocacy.
•  More visibility.
•  More standards.
•  More solutions.

What they never say is: "Please give us fewer services next year for the same fee."

Yet many associations operate with a mindset of consolidation, lowering fees, or cutting programs—believing it's what members want.

This is one of the biggest misunderstandings behind a failing association value proposition.

Lessons From SPASA—And Why Many Associations Should Pay Attention

SPASA's transformation did not happen because they added new programs. It happened because they rebuilt the association value proposition from the ground up.

1. Start With Industry Needs, Not Board Preferences

The market was shifting:

• New types of pool builders emerged
• Consumer expectations changed
• Industry compliance became more complex
• The workforce needed qualifications
• Businesses needed clearer commercial pathways

The old model no longer fit.

2. Replace Gatekeeping With Industry Leadership

Associations that are controlled by long-standing, self-protective leadership become irrelevant fast.
Associations led by modern, purpose-driven professionals grow fast.

SPASA shifted from protecting the "old guard" to championing the entire ecosystem.

3. Expand Services as the Industry Expands

An association value proposition cannot remain frozen in time. It must grow alongside:

• Market size
• Workforce needs
• Technological adoption
• Member expectations
• Cross-border opportunities

SPASA realized this too late—until new leadership pushed for change.

But there's one strategy rarely discussed… And it's the one that led to their biggest impact.

The Strategy Most Associations Overlook

The most powerful move SPASA made—and one that any association can replicate—was this:

Map Every Stakeholder as a Customer Segment

Not just members. Not just sponsors. Not just consumers.

Everyone.

• Government → policy customer
• Students → education customer
• Industry businesses → service customer
• Public consumers → awareness customer

Once this shift happened, everything became clearer:

• What programs to build
• What events to modernize
• What certifications to create
• What content to prioritize
• What technology to adopt

This is exactly the mindset highlighted in The FEEL #10, and it's the foundation of any strong association value proposition today.

Rebuilding the Association Value Proposition—What Works in 2025

You don't need massive resources to evolve the value proposition. You need clarity, intention, and a modern strategy.

1. Offer Clear, Measurable Career Pathways

Qualifications, micro-credentials, and accredited programs increase industry professionalism and attract new talent.

2. Modernize Networking Into Value-Driven Communities

Stop running the "same yearly dinner." Build year-round engagement with:

• Masterminds
• Industry roundtables
• Digital communities
• Mentorship networks

3. Demonstrate Advocacy Wins Transparently

Your members want proof of change—not just promises.

4. Use Event Tech to Elevate Member Experience

This is where the podcast dives deep.
The right event technology:

• Extends networking
• Improves data insights
• Increases sponsor value
• Enhances session discovery
• Supports hybrid membership experiences

This is only a glimpse; the full breakdown is covered in the episode.

5. Reposition the Association as a Growth Partner

Association value proposition is not about membership perks. It's about industry-wide transformation.

Closing: The Real Transformation Starts With One Question

Is your association value proposition growing as fast as your industry?

If not, your members will feel it… and your relevance will weaken. But the missing piece—the one insight that truly changes the trajectory of an association—is discussed in the podcast itself.

Want to dive deeper with real case studies and expert insights? Watch the full podcast here: https://bit.ly/THEFEEL10

Need personalized guidance on association value proposition?
Follow Mike Gunawan on Linkedin.

FAQ — Association Value Proposition (People Also Ask)

It's the promise of value an association delivers to members, stakeholders, and the broader industry.

Most fail to evolve their services, leadership models, and market alignment as the industry grows.

By offering modern education, digital engagement, transparent advocacy, and meaningful career pathways.

Clear services, measurable impact, continuous innovation, and stakeholder-focused strategy.

Through better data, better event experiences, stronger communication, and personalized member journeys.