How Did Richmond Find More Richmond People?

Read the full RTSSG investigationRichmond did not find more people: It found more Richmond people, RTSSG follows the question underneath the visible Richmond story.

The modern membership story is often told backwards: Richmond became good, then the crowds and members arrived. That is true only in part. Before the premiership era made growth look inevitable, the club had already started thinking deliberately about geography, households and where future Richmond supporters were likely to come from.

The question underneath it

How much of Richmond’s supporter growth was created by winning — and how much was created by deliberately finding and serving future Richmond communities?

The Tiger Army did not simply become larger. Richmond became better at understanding where Richmond people could be found, how connection could be built and how supporter identity could travel beyond the traditional map.

What RTSSG investigated

RTSSG follows the Cardinia example and the logic behind it: how the club identified growth corridors, why moving parts of Richmond into those communities mattered, and what that says about membership strategy as something deeper than selling another season ticket after a good year.

This public Blog companion maps the question and the evidence path. The full member feature carries the investigation through to the deeper findings, consequences and what Richmond must prove next.

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Read the full RTSSG feature: Read the full RTSSG investigation

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