A few Substack subscribers and TinyClub members have asked how to promote their clubs and grow their memberships. We love this question.

While a club doesn’t have to be big to be successful, it undeniably feels good to see lots of faces at an event you’ve convened, and lots of names filling up your member directory.

Some organizers feel self-conscious about promoting their group. We reject that. Be proud and loud about what you’re creating. You’re building this for other people. They deserve to find you. They’re out there looking for a group like yours right now.

Growing a club takes effort, but you don’t need marketing expertise or a big budget. You need consistency, simple strategies, and the willingness to make it happen.

Whether you’re starting from zero or reviving a flagging group, here are proven tactics for growing your club.

One Truth About Growth

New organizers think growth comes from finding new people. That’s only partly true.

For many clubs, growth comes from keeping people long enough for them to bring their friends. If your average member stays 3 months, they might invite one friend. If they stay 12 months, they might invite four.

Successful clubs obsess over helping people stay, not just to prevent loss, but to create the conditions for member-to-member growth. Over time, this is your primary growth engine.

This guide covers both. We start with getting your first members, how to keep them, then share ways to scale.

Define Your Target Member

Before promoting your club, get clear on who you’re trying to reach. “Everyone interested in books” is too broad. “Women 25-40 in Brooklyn who want to read spicy fiction and make friends” is specific enough to guide your decisions.

Ask yourself:

• What specific interest or activity unites your club?

• What age range and life stage?

• What neighborhood or area can realistically attend?

• What’s their skill level? (beginners, enthusiasts, experts)

• What are they really looking for? (skill building, social connection, accountability, fun)

Write a single sentence describing your ideal member. Use it to guide every decision—where you promote, what events you host, how you describe the club.

A focused club attracts committed members.

Give Your Club a Home

Create one simple place where interested people can find you and sign up. A central homebase makes your club much easier to manage and grow, and reduces friction for your members.

We built TinyClub for this purpose. Unlike the services below, TinyClub has built-in events, chat, posts, and memberships, plus simple promotion. It’s free.

You could also make a simple landing page or use an Instagram account as your home base.

Other options:

• WhatsApp/Signal Group: Best for small groups under 30, lacks group identity. We prefer Signal.

• Facebook Group: Dated and limited, but useful for local discovery.

• Discord: Best for topic-heavy online-only clubs (gaming, tech, creative). Chaotic.

• Meetup.com: Free to join groups, $15-45/month to organize your own.

Set up the basics:

• Clear name with location + interest (not “The Book Nook” but “Brooklyn Fiction Book Club”)

• Simple description: what you do, who it’s for, when and where you meet

• Posted schedule for your next 2-3 meetups

• Clear “how to join” instructions

Make the barrier as low as possible. Every extra step loses people.

Tap Your Existing Network

Your current network converts far better than cold outreach. Personal invitations convert at 10-30x higher rates than generic posts.

Text or email 10-30 friends: “Hey! I’m starting a [hobby] club in [neighborhood] for [type of people]. First meetup is [date/time/place]. Want to join? Totally casual, just thought you might be interested.”

Post on your personal social media: “I’m starting this thing. Here’s why. Join me.” Include the date, time, and place.

Events are Your Primary Hook

When you launch your club, your call to action isn’t “join my club,” but “come to this event.” Events are your primary hook.

Once people experience your community, membership becomes the natural next step.

You only need 3-5 people at your first events to begin. Small is better to start.

When you’re ready, share your club events in multiple places online and IRL.

Your first events should be:

• Free and public (lower barrier)

• At an accessible location (coffee shop, park, library—free venues)

• Beginner-friendly (”All levels welcome,” “First-timers encouraged”)

• On a recurring schedule with a specific date and time: “We meet every 2nd Tuesday at 7pm. Next one is [date].”

If you use TinyClub, schedule your next few events so members can add them to their calendars.

List Your Events in Multiple Places (at least to start)

Most clubs skip this impactful step. Even if your club lives on TinyClub or Meetup, you can list your events on other platforms when you launch. Over time, managing events across platforms creates overhead. So we suggest you experiment at launch, then dial back.

Facebook Events

• Create a public event for each meetup

• Use keyword-rich titles: “North Austin Book Club: November Meetup - Discussing [Book]”

• Tag the location

• Post the same event link in local Facebook Groups: “[Your City] Events,” “[Your City] Social Groups,” neighborhood groups, interest groups (”Chicago Readers,” “Bay Area Runners”)

Google Events

Create a Google My Business Profile if you have a recurring location. Add your events to your profile—they’ll show up when people search “[your city] + [your hobby] + events.” Post events 2-3 weeks in advance.

Eventbrite

List every event as a free ticket even if you don’t need registration. Eventbrite ranks well on Google. Use descriptive titles and location tags.

Local Calendars and Community Boards

This is where most new clubs miss out. People actively search these looking for things to do.

How to find city calendars:

• Google: “[your city] + events calendar”

• Google: “[your city] + community calendar”

• Google: “[your city] + things to do”

Where to submit:

• Your city’s official website (most have free event submission forms)

• Local newspaper websites (community event sections)

• Alternative weekly papers (”The Stranger” in Seattle, “Chicago Reader,” etc.)

• Regional aggregators like Eventful, AllEvents

Neighborhood-specific:

• Nextdoor events section

• Neighborhood association websites

• Neighborhood newsletters (email the editor directly)

Libraries and community centers:

• Every public library has a community bulletin board (physical and online)

• Email your library’s events coordinator—they want free community programming

• Community centers, recreation centers, YMCAs, JCCs, cultural centers

University calendars:

• College towns have public event calendars

• Students look for off-campus activities

• Campus bookstores and coffee shops have boards

Local newsletters and blogs:

• Google “[your city] + newsletter + events”

• Look for “what to do this weekend” roundups

• Email bloggers and newsletter writers directly

Pro tip: Create a spreadsheet with all these outlets, submission deadlines, and contact info. Takes a couple hours to build, then 30 minutes per month to update.

Reddit and Forums

• Post weekly in r/[YourCity] (read rules first—many allow event posts in weekly threads)

• Post in hobby subreddits (r/bookclub, r/running, r/boardgames)

• Also: Nextdoor, local Facebook Groups, Craigslist community section, Discord servers

• Format: “Hey [City] folks, we’re a [hobby] club meeting [when/where]. All welcome! [Link]”

Niche Directories

• Book clubs: Bookclubs.com, Goodreads groups, LibraryThing

• Running clubs: Strava Clubs (free, no-brainer), Parkrun

• Board games: BoardGameGeek forums, local game shop bulletin boards

• Crafts: Ravelry (knitting), maker spaces, craft store boards

Promote club membership during and after your events

During:

• Welcome, introductions (name + one fun fact)

• Core activity (discuss book, do the run, work on crafts)

• Collect contact info (pass around sign-up sheet with QR code backup)

• Make sure everyone knows the details of your next meeting before they leave.

• Consistency at predictable times trains people to return.

• Avoid changing your core schedule.

After:

Text or DM everyone who attended the same night: “Great meeting you! Here’s the link to join our group: [link]. Next meetup is [date]. See you there!”

Bonus: Consider running a special workshop

This differs from regular meetups—it’s a one-time event to attract new people:

• Book club: Author Q&A or genre panel

• Running club: Form clinic or race training kickoff

• Craft club: Beginner workshop or material swap

Make it free and beginner-friendly. Promote heavily. Attendees become warm leads for regular meetups.

IRL Promotion

Physical Flyers with QR Codes

We’re obsessed with flyer walls. And physical flyers still work, especially for local clubs. (Read ’s post “Flyering as a Spiritual Practice”)

Canva offers solid club flyer designs you can customize for free.

Include:

• Clear headline: “Join Our Weekly Book Club!”

• Subhead: “Tuesdays 7pm at [Location]”

• Big QR code (export directly from your TinyClub)

• Tear-off tabs at bottom with QR code

• Contact method (website, socials, email, or phone)

Where to post (ask permission first):

• Coffee shops, library bulletin boards, gym and yoga studio lobbies, campus boards

• Indie bookstores (usually friendly), community center boards

• Grocery store community boards, coworking spaces

Distribution plan:

• Print 50 flyers at FedEx or Staples ($10-20)

• Hit 10 high-traffic spots per week

• Replace every 2 weeks (flyers get buried or removed)

Club Swag

Simple stickers or buttons make members walking advertisements. More importantly, they’re fun.

• Design simple sticker with club name or logo (Canva)

• Print 100-200 stickers online ($20-40 at StickyBrand)

• Each sticker becomes a tiny billboard as people use them around town

• Hand out at events, include in welcome kits, leave at partner businesses

Campus and Community Tabling

If you’re up for it, set up a table at a high-traffic spot: college quad, farmers market, library lobby.

Bring a sign with your club name, signup sheet with QR code, candy bowl (draws people in), flyers.

30-second pitch: “Hey! We’re a [hobby] club meeting [when/where]. Super casual, all levels. Want to sign up? It’s free.”

Leave Flyers at Businesses

Ask 5 businesses if you can leave flyers by their register. Pick places your target members frequent:

• Book club → indie bookstores, coffee shops

• Running club → running stores, smoothie shops

• Craft club → art supply stores, maker spaces

The pitch: “Hi! I run a local [hobby] club. Could I leave some flyers here? Your customers might be interested, and I’ll mention you as our meeting spot on social media.”

Offer to meet at their business sometimes. They get foot traffic, you get goodwill.

The Pen-and-Paper Collection Method

This tactic works, though again it’s not for everyone. (That’s partly why it works.)

Go to events where your target people gather:

• Book club → author readings, library events, other book clubs

• Running club → local 5Ks, running store group runs, yoga studios

• Craft club → craft fairs, maker spaces, art supply stores

What to do:

• Ask the organizer for 2-3 minutes to announce your new club

• Don’t just announce your website—bring a physical sign-up sheet (printed paper and pen) and walk around with it.

• Collect: Name, Email, Phone

• Follow up within 24 hours with a welcome text or email

When you direct people to a website from a room of 500, you get maybe 2 signups. When you pass around paper, 30-60% of people sign up.

Partnerships

Lean on other communities to grow yours. Partnerships are often easier and higher-converting than social media, especially for early clubs.

Partner with Local Businesses

Co-host events with businesses that serve your audience:

• Book club + bookstore: Author event

• Running club + running store: Shoe fitting workshop + group run

• Craft club + art supply store: Technique demo + open craft time

Why they’ll partner: You bring customers, they provide space or expertise or materials, both promote to respective audiences, you split the work.

Library and Community Center Partnerships

Email: “Hi! I’m organizing a [hobby] club in [neighborhood]. Would you be open to hosting our monthly meetup? It’s free community programming. We’d promote it through your calendar and bring our group of [X] people.”

Why they’ll say yes: Libraries need free programming, you handle organization, it makes their metrics look good.

Benefits: Free space, listing on their official calendar (instant credibility), access to their audience.

Negotiate Member Perks

Simple deals with local businesses:

• Coffee shop: 10% off for members

• Bookstore: 15% off book of the month

• Running store: Shoe discount

The pitch: “We’re a [X]-person club that meets regularly. Could you offer our members a small discount? We’ll promote you to our members and mention you as a partner on social.”

Why it works: Extra value for joining. Businesses get guaranteed customers. When members get tangible perks, they tell friends.

Cross-Promote with Similar Clubs

Find 2-3 complementary (non-competing) clubs:

• Book club ↔️ Writing club

• Running club ↔️ Cycling club

• Craft club ↔️ Art appreciation group

What to do:

• Swap shoutouts on social media

• Mention each other’s events in newsletters

• Co-host one event per quarter (combines both audiences)

• Cross-post in each other’s groups

Find them by searching local Facebook Groups, browse Meetup.com, check event listings, ask your members what other groups they’re in. Find them on TinyClub.

People interested in one hobby often join several. Serial joiners exist. Natural audience overlap.

Partner with Local Creators

Find someone with 1,000-10,000 local followers who aligns with your club:

• Local bookstagrammer for book club

• Running blogger for running club

• Craft YouTuber in your area

The pitch: “Hey [Name], I love your content on [topic]. I run a [hobby] club in [city]. Would you want to come to one of our meetups? We’d love to have you and would promote it to our members. No pressure, just thought you might enjoy it!”

What they get: Content for their channel, new experience, exposure to your members.

What you get: They post about it to their followers (many local to you).

Don’t ask for free promotion upfront. Invite them genuinely. If they enjoy it, they’ll post naturally. Micro-influencers (1K-10K followers) have 60% higher engagement than macro-influencers.

Organizer Cross-Promotion Pods

Form or join a group of 5-15 club organizers at similar stages who commit to supporting each other through newsletter cross-promotions, coordinated engagement, and reciprocal recommendations.

How to find: Target organizers with similar member counts (within 2x of yours), complementary topics, and genuine interest. Establish ground rules for timing and commitments.

Social Media

Focus on What Moves the Needle

Platform priority:

Don’t try to be everywhere. Pick one platform and do it well.

Instagram offers the best reach-to-effort ratio for most clubs. Easy targeting, visual format, built-in discovery.

For better or worse, Facebook is a strong second, especially for Millennials and 30+ members.

TikTok if your audience is under 25 and you’re comfortable making videos.

Short-Form Video

TikToks and Reels can be powerful growth drivers for clubs with Gen Z and Millennial members. Many use these platforms as search engines to find things to do locally.

What to post:

• “Day in the life” of your club (30-60 seconds)

• Quick recap after each event: “What we did + next date + join link”

• Member spotlights: “Meet Sarah, she joined 2 months ago...”

• Before/after transformations (running progress, craft projects)

• Trending audio adapted to your niche

• “POV: You just joined [club name]” style videos

• Behind-the-scenes event setup

Format:

• 15-60 seconds

• Hook in first 3 seconds

• Text overlay (many watch without sound)

• End with CTA: “Link in bio to join”

Pro tips:

• Images of your people hanging together, immersed in activity, are more valuable than gorgeous graphic design

• Phone video is fine—don’t overthink production

• Post 3-5x per week for best results (even 1x per week helps)

• Tag location in every post

• Engage with comments immediately (algorithm boost)

Consistent Posting Basics

• Share member photos and wins on Instagram Stories

• Post 3 photos after every meetup, tag location and attendees

• Comment strategically: 10 minutes per day on 30 local posts (relevant hashtags, local accounts)

User-Generated Content

Ask engaged members to create content for you.

Photo and video contests:

• “Show us your [book setup/running shoes/craft project]”

• “Post a photo from last meetup with #[ClubName] to win [prize]”

• Prize can be tiny: book, coffee gift card ($10-20)

Testimonials:

• After events, ask 1-2 people: “Would you mind recording a 10-second video about what you like about the club?”

• Collect written testimonials via Google Form or TinyClub post

• Screenshot positive messages

Why it works: Each participant shares to their network. This costs almost nothing and creates a social proof library.

Where to use: Social posts, event listings, flyers, newsletter, website.

Social Media Challenges

Launch a challenge tied to your club’s theme:

• Book club: “Read 5 books in [genre] this month”

• Running club: “100 miles in 30 days”

• Craft club: “Make something every day for a week”

How to run:

• Create unique hashtag (#[YourClub][Challenge])

• Post about it everywhere

• Encourage daily update posts

• Shout out participants

• Feature winners and top participants

Paid Promotion: Instagram Ads

Many hobby clubs get better ROI from investing that $250 in member retention (free coffee, better events) than acquisition ads. But if you’re time-crunched and can afford it, ads are a legit shortcut to growing your club.

Ads can also work for clubs that charge for events and memberships.

When it makes sense:

• You want results in weeks, not months

• You’re in a competitive city where organic is slow

• You have good retention (ads amplify what works—fix leaks first)

The quick version:

Platform: Instagram (better targeting, lower minimum spend)

Budget: $150-300 test ($10-15/day for 10-20 days)

Setup:

• Objective: “Traffic”

• Target: 1-10 mile radius around meeting spot (not whole city)

• Age range: Match your demographic (book club: 25-55, running: 22-45)

• Interests (this is optional): 3-5 relevant ones (e.g., “Running” + “Strava”)

• Placements: Instagram Feed + Stories only

Creative:

• Real photo from your event (faces visible, energy clear)

• Text: “[Neighborhood] [hobby] lovers: We meet [when] at [where]. Next meetup [date]. RSVP: [link]”

• Link to simple signup form (name, email, phone only)

Expected results: $150-300 → 10-30 people show up → 3-8 become regulars

TikTok? Only if your audience is under 25 and you already make good TikTok videos. Otherwise skip it—Instagram is easier and cheaper.

Start a Club Newsletter

Keep your crew engaged with a simple monthly email to members and others interested in your club’s topic. (TinyClub supports simple newsletters in the form of emailing a post.)

Content ideas:

• Upcoming events (dates, locations, topics)

• Recap of last month (photos, highlights)

• Member spotlight

• Resource recommendations (books, gear, tips)

• “Bring a friend” reminder with referral link

Member-to-Member Growth

Add this once you feel you have enough active members and healthy retention.

Member-to-member growth works when you have a stable core community. If retention is shaky, recruited friends just churn out like everyone else. Once members have formed bonds, every month they stay is another opportunity to recruit from their networks.

A member who stays 12 months has 4x as many chances to invite someone as a member who stays 3 months. If you have 25 active members and each brings one friend per year, you double. If each brings two, you triple.

“Bring-a-Friend” Events

Designate specific meetups as “Bring-a-Friend” nights:

• Monthly “Open House” meetup

• Quarterly “New Member Social”

• Special themed events (easier for guests to join)

This works because it removes awkwardness (”It’s Friends Night!”). Members are more likely to invite if it’s official. Low-pressure for guests who know others are new too.

Simple Referral Program

“Bring a friend, both get [perk]” (shoutout on social, homemade treats, first pick of topics).

Ask 3 members per event to each bring 1 friend to the next meetup.

Ask every member to share one post about the club this month.

Make asking easy—give them pre-written text: “Hey! I’m part of this [hobby] club and we’re meeting [when/where]. Want to join me? It’s been really fun. Here’s how to sign up: [link]”

Structured Referral Program for Paying Clubs

For clubs with paid membership or frequent paid events, you can run a formal referral program. This is something you can track in Google Sheets.

In a referral program, you offer tiered rewards for members who recruit new members:

• 1 referral: Thank you shoutout

• 3 referrals: Club swag, first pick of books, extra privilege

• 5 referrals: “Ambassador” status (gets to help plan events)

Or run a contest: “For the next month, whoever refers the most new members wins [prize].” Prize ideas: Gift card ($25-50), club swag, gets to pick next month’s topic.

Double-sided incentives work best: “Refer a friend, you both get [perk].” This removes social friction by framing it as gifting, not selling.

Common Mistakes to Avoid

Launch phase:

• Waiting until you have “enough members” to host your first event. Host the event. People will come.

• Making signup complicated (long forms, fees upfront). Keep the barrier low.

• Inconsistent schedule (”we’ll figure out dates”). Pick a recurring schedule immediately.

• Only promoting in one channel. Diversify: online, offline, and word of mouth.

• Not collecting contact info at the first event. You’ll lose people. (Have them sign up via your TinyClub.)

Growth phase:

• Ignoring short-form video because “I don’t like TikTok.” This is where people discover things.

• Not asking existing members to recruit. Your best marketers are happy members.

• Trying to appeal to everyone. Better to focus on a niche.

• Burning out doing everything yourself. Protect your energy, practice calm community.

• Scaling acquisition before fixing retention. You’re pouring water into a leaky bucket.

Retention phase:

• Canceling events due to low RSVP. Try to never cancel, even if only 3 people show.

• Letting dominant personalities take over. Facilitate inclusive participation.

• Forgetting to welcome new people. They feel invisible and don’t return.

• No follow-up after first event. New members need extra attention.

• Tolerating toxic members. One bad apple spoils the bunch.

• Going silent between events. Engagement requires constant touch.

Make It Happen

Building a thriving club is about consistency, showing up, staying open, and stacking small actions into meaningful community.

You don’t need 50 tactics. Pick 5-7 from the launch section, execute them consistently for 90 days, and you’ll have your first 10-25 members.

Once retention is strong—people return consistently, bring friends, engage between events—layer on growth tactics.

Your community is out there, waiting for you.

There’s nothing quite like gathering your people. The room fills up. Conversations begin. Strangers become friends and people feel seen, all in a space you created. You made this happen.

But group leaders also carry an invisible burden. Organizing a community takes time, attention, and labor: finding a place to meet, making sure people show up, keeping everyone engaged.

There’s deep joy in that labor. But hidden stresses creep in too: performance pressure, perfectionism, financial awkwardness, sometimes even imposter syndrome.

When a host carries these burdens too long, burnout begins. Fifty percent of community groups fail prematurely because of organizer burnout.

The antidote to burnout is calm.

Calm doesn’t mean boring or low-energy. A community can be adventurous, loud, and fun while still feeling calm for you, the leader, and your group’s members.

Calm as in composed. Not feeling pulled in a million directions. Not anxious about the next meeting, who might show up, or how much money you’re spending.

In It Doesn’t Have to Be Crazy at Work, Jason Fried and David Heinemeier Hansson argue that calm companies protect their employees’ time and attention, reject “ASAP” culture, and see burnout as insidious, not a badge of honor.

At TinyClub, we think this applies to communities too. Here are some thoughts on how to design a calm community.

Define your purpose first.

Before you can convene a group around a shared purpose, you need to be clear on your own purpose. What personal need does your group fulfill for you? How does it connect to your goals? Write this down as clearly as possible.

Your time and attention are your scarcest resources. Protect them.

From the start, take honest inventory of the time, energy, and resources you can commit. Be realistic. Don’t feel bad if you have less than expected. Just start with what you have now. Treat constraints as design inputs.

Don’t chase arbitrary growth.

Artificial targets—how many members you have, how often you meet, how many people show up—create unnecessary stress. Social media amplifies this.

Your goal isn’t maximum scale. It’s members who feel engaged, committed, and like they belong.

Clearly define the group’s purpose up front.

Just as you started with your purpose, do the same for your group. A clear, defined purpose saves mental energy. It’s a filter for every decision. Who joins. What you do together. What behaviors you protect. What you say no to.

In The Art of Gathering, Priya Parker argues that many gatherings fail because their purpose is too vague. Instead of “building community for local parents,” try “A space for new parents to connect over how exhausted they feel without fear of judgment.”

Parker calls purpose a “bouncer” that determines who and what gets in. When you can say “our purpose requires this,” you stop renegotiating the basics every week.

Start simple and small.

Your group doesn’t need to change the world. Getting a group of people together around a shared interest is already world-changing enough.

Make peace being the leader.

Whenever a group of people shows up, so do potential issues. That’s the irony of being human: we need other people to thrive, but other people are sometimes the worst.

The calm approach is to acknowledge this and plan for it.

Many organizers burn out trying to be “chill.” But Parker argues this backfires: “Chill is a miserable attitude when it comes to hosting.” When you refuse to lead, you don’t eliminate power. You let the loudest person fill the vacuum. That’s not calm.

Her alternative is “generous authority”—running your gathering with a confident hand, but selflessly, for the sake of others. You protect the space. You equalize dynamics. You enforce the norms.

You’re the leader until you intentionally decide you’re not. Owning this reduces your stress. You’re no longer passively waiting for things to go wrong.

Consolidate logistics as much as possible.

You can’t protect purpose, rhythm, or norms if you’re drowning in logistics.

Here’s how burnout takes root: 10 hours lost each week to coordination. Jumping between apps that don’t talk to each other. Chasing payment reminders. Texting people to make sure they show up. Answering emails.

Organizer burnout isn’t one thing. It’s everything compounding without relief.

A few things help:

Plan and schedule eight weeks ahead. Far enough to stay grounded. Close enough to adapt. This prevents both the chaos of week-to-week scrambling and the rigidity of plans that don’t bend.

Build consistent rhythm. Same time, same place creates familiarity. People need to see you 3-5 times before trust builds. Consistency signals you’re serious and lets members relax into the pattern.

Consider charging dues. Even $5 cuts no-shows from 50-60% to about 5%. Groups with revenue thrive 2-5 times longer than free ones. Money creates commitment and gives you resources to sustain your work.

Consolidate your tools. Every platform switch costs you energy. Use something that handles payments, messaging, and events in one place so you can focus on people instead of logistics. (This sounds self-serving, but this friction is why our team created Tiny.Club.)

Calm for you = calm for your members.

The same structure that protects you—clear purpose, steady rhythm, protected norms—also protects your members.

In a calm community, members feel safe, seen, and like they belong, because the shared purpose is clear and the host protects it.

They’re not anxious about whether they’re contributing enough. They know what room they’re in and why they belong there.

Give Yourself Permission for Calm

It takes audacity to ask people to join your community. As Linus Lee puts it:

“We, humans, aren’t infinitely scalable. We have a small and finite amount of space in our lives for the people who matter. By asking someone to join our communities, we’re asking them to find in that small space some margin to spare for us, and in turn, we hopefully promise them more than just ‘value’—hopefully, we promise them belonging, kindness, and love.”

That promise is only possible if you can sustain the work. The world needs what you’re building.

Make it calm. Make it last.

Join TinyClub Free!

If you’re thinking of starting a club, January is the moment you’ve been waiting for.

At TinyClub, we’ve learned the ratio of organizers to joiners is somewhere between 1:30 and 1:50. For every person starting something, 30 to 50 are looking to join.

That gap widens every January. People are actively seeking new connections and experiences. Motivation is high. Calendars are reset, and schedules are open.

Gym signups, Meetup registrations, and event platform traffic all surge 37-40% in the first weeks of the year. But the supply of new organizers stays flat. The people who want connection are ready. The people who create it are scarce.

You’re one of the catalysts who can make it happen.

If you already have an idea for a club, the following steps can help you launch in January. Or, if you’re looking for an idea for a club, you’ll find some January-friendly concepts below.

The goal is to get started now and catch the January wave.

Tips for launching your club in January

Start tiny

Many clubs stall before launch because their founders either don’t know what to start or they pick something too big and complicated to get off the ground.

Perhaps you can tell from the name, but at TinyClub we strongly suggest you start small and simple. Your club can always grow later.

You could also start with a series instead of an ongoing club. A series is just a limited run—four weeks, eight weeks, whatever feels right. You set a clear end date. This lowers commitment friction. If you and your crew want to keep going after, you can always extend it.

Or start with one gathering. Test the idea. See who shows up. Schedule the second one if the first one works.

Pick your thing

You don’t need a perfect plan or a detailed curriculum to start.

Ask yourself what you wish existed in your city. What gathering would you attend if someone else ran it? Run that.

Think about what you’re already spending time on. Your Netflix habit could be a documentary club. Your morning coffee could be a coffee walk. Your Sunday cooking could be a meal prep group.

Pay attention to what you talk about wanting to do—not what you think sounds impressive.

“I should exercise more” becomes a walking club.

“I wish I read more” becomes a book club.

“I want to learn guitar” becomes a practice group.

Look at your New Year’s resolution. Add “with other people” to it. (More January-specific club ideas below.)

Start with a short list, then choose the smallest version you’re genuinely excited about. Write three lines: “I want to spend more time on this,” “I want to learn this,” “I already practice this.”

Then turn each line into a club with one sentence and one verb.

“Walk three miles on Saturdays.” “Read one short story a month.” “Cook one new recipe and trade notes.” “Play chess for 60 minutes.”

Block it on your calendar

Here’s a specific exercise: Open your calendar right now. Look at the next 8 weeks. Find a block you can protect for 60-90 minutes weekly. That’s your club slot. Now think about what you could do in that slot that you’d genuinely want to show up for, even on a tired Tuesday in February.

A club succeeds when it fits a calendar slot you can actually hold. A weekly or monthly slot forces focus and keeps planning from ballooning.

Invite small

Three to eight people is perfect.

Plan meeting #2 before meeting #1 ends

Lock in the next date while everyone’s still there. This matters more than you think.

Make the second meeting real before the first one ends. Put it on the calendar. Send the recap. Ask for the next RSVP. This one move does more than hype ever will.

Formats and ideas that work in January

Here are examples organized by the goals people are already pursuing in January:

Movement: Run clubs, walking groups, hiking crews, yoga meetups, bike rides

Money: Expense accountability circles, side hustle groups, financial literacy clubs

Creative: Writing groups, maker nights, photography walks, drawing sessions, music jams

Learning: Book clubs, language practice, skill swaps, documentary clubs

Social: Dinner series, game nights, outdoor adventures, coffee walks, puzzle nights

Pick one of these templates and keep it boring on purpose. Each format gives people clarity before they commit.:

Skill sprint: 60 minutes of learning, 10 minutes of sharing, then schedule the next session.

Body-double hour: Silent coworking for writing, job searching, or studying, followed by a 5-minute wrap

Series club: Gather to discuss a book, TV season, or podcast in 4 meetings, with the dates set on day one

Social anchor: Trivia team, coffee walk, board game night, or a standing lunch table

Service crew: One volunteer shift a month with the same meeting point and the same post-shift meal

Your club doesn’t have to make people better. A shared focus gives people a script for connection and lowers social friction, even when nobody is “working on a goal.” Formats that win combine a clear container with a low social barrier.

Or just join first

If hosting feels like too much, join a group instead.

Joining counts. Showing up counts.

Show up three times, learn the rhythm, then decide whether the group is a good fit. Earn belonging with a tiny role. Bring the score sheet, run the playlist, greet newcomers, or choose next week’s prompt.

You can build belonging and contribute through small roles without running the whole thing. Many people who run successful clubs started by showing up to someone else’s thing first. Participation trains community behavior.

Run a first meeting with a script

Motivation starts a club. Accountability keeps the calendar slot.

Here’s a simple first meeting script:

0:00–0:02 Welcome + today’s plan

0:02–0:10 Intros, one sentence each

0:10–0:45 The activity

0:45–0:55 Quick share-outs

0:55–1:00 Schedule next time + one small ask

This structure prevents the most common first meeting failure: ending without a clear next step. When people leave your first meeting without the second date locked in, most won’t come back. Enthusiasm fades. Calendars fill. The group dies in the group chat.

Expect the week-3 dip

Week three is where most good intentions die. Plan for it now.

Most clubs launch with high energy. Weeks one and two feel easy. Week three is when the novelty wears off, the weather turns bad, someone gets sick, and work gets busy. This is the predictable moment when groups collapse.

Bridge the dip on purpose by planning one “easy” meeting in advance. A bring-a-friend night. A social-only hang. A shorter session that keeps the streak alive.

Keep the format the same. Keep the bar low. Show up anyway. When you do that, you give everyone else permission to keep showing up, too.

Same time, same place creates familiarity. People need to see you 3-5 times. Consistency signals you’re serious. If you make it through week three, you’ll likely make it through the year.

Define success without chasing growth

You’re creating a recurring reason for people to connect. A club is about consistency.

Aim for a handful of regulars twice a month. Or one new friend by March. Or 4 chairs filled every Tuesday.

Success looks like: In March, someone texts you on Monday to confirm they’ll be there Tuesday. In June, two people from your club grab coffee without you. And who knows, in December, you might realize you haven’t missed a week since January.

What to do this week

Here are your concrete next steps:

Today: Pick your thing. Pick your day and time. Write the one-sentence description of your club.

This week: Text at least four people with the specific ask: “I’m starting a [thing] on [day] at [time], starting [date]. First meeting is [length]. Want to join?”

Before the first meeting: Pick a location. Write your 60-second welcome. Decide what “one small ask” you’ll make at the end.

At the first meeting: Run the script. Lock in meeting #2 before anyone leaves.

After the first meeting: Send a recap within 24 hours with the date and time of meeting #2.

The calendar will do half the work if you just claim the slot and keep showing up. If you start this week, you’ll have run eight meetings by March. That’s a real habit. That’s a real group.

Simple, all-in-one group management

We made TinyClub to help you launch and manage your group without stress. It includes event scheduling that syncs with your calendar, RSVPs, plus posts, chat, and even memberships when you’re ready.

TinyClub is free.

After you sign up, you can join our TinyClub for group founders. It’s a great way to learn from others and keep your own motivation up throughout the year.

Bonus: If you’re trying to make a resolution or habit stick, January gives you a powerful assist: other people who feel the same

Clubs help you reach your own goals. You build external accountability for the thing you wanted to do anyway.

Five people waiting for your run club means you actually run. A book club at your house means you read the book. The structure you build for others holds you, too.

A club turns your goal into a shared appointment. You rely on positive social support. Other people expect you to be there. The calendar does the work.

If you keep people engaged through January and February, the behavior becomes a habit that lasts the whole year.

In the U.S., happiness is at its lowest point since the World Happiness Project started tracking it in 2005.

Our autonomy, rights, healthcare, climate, peace, and economy all feel threatened and uncertain.

To navigate this time, one piece of advice is repeated endlessly: find your community.

It’s good advice. Maybe it’s the best. We need each other to survive. We also need each other to make survival worthwhile. People with community are healthier, happier, and less stressed.

But how do you magically “find your community?” Many people have no idea. It’s especially difficult if you’re overworked, underpaid, rural, caregiving, or otherwise marginalized.

The good news is that your community is absolutely out there. You just need to find it (or start it), and show up for it again and again.

Here are some quick tips to get you started.

Three things to remember

You don’t need to be extroverted to connect with community. Consistency matters more than charisma.

Your community doesn’t have to be large. Quality beats quantity.

Building community takes effort for everyone. That difficulty doesn’t mean you’re failing.

Use third places

Third places—coffee shops, parks, libraries, gyms—create low-stakes “weak ties” that become social glue. Think of the barista who knows your order or the easy banter you share with your barber.

Many third places also provide a natural pathway to deeper involvement. You could volunteer at the library, join a class at your gym (underrated), or even take a part-time shift at a local coffee shop or bar.

Examples:

• Coffee shops and cafés

• Public parks and green spaces

• Libraries and community centers

• Barbershops and salons

• Restaurants and bars

• Bookstores with readings and events

• Fitness centers and group classes

• Churches and places of worship

How to use them:

1. Go to the same place at the same time weekly. Regularity builds familiarity.

2. Sit at the bar or communal table instead of alone in a corner.

3. Bring a book or work but stay open to conversation.

4. Make eye contact and smile at regulars.

5. Say hello to the same people each time.

6. Ask the barista or worker their name. Use it next time.

If you’re introverted or anxious: Third places work well for you—no performance required, and one brief exchange is enough.

If money is tight: Parks, libraries, community centers are free. Many cafés are fine if you sit with one drink. The goal is presence, not spending.

Join groups based on shared interests (then meet IRL)

While third places provide casual connection, interest-based groups offer deeper bonds through shared activity. For most adults, this is the most reliable path to finding your people. Tech helps—especially when it ends in IRL.

Where to look (fast):

• Instagram/TikTok: Venue + event accounts; city + interest hashtags. Check Story Highlights for upcoming events.

• Meetup/Eventbrite: Filter for recurring groups, not one-offs.

• Reddit: r/[YourCity] weekly event threads; lurk first, then join.

• Discord: Many Discord community meet IRL

• Facebook: “[Your city] + [interest]” in Groups; join neighborhood groups.

• In person: Recreation centers, community colleges, libraries, running stores, climbing gyms, makerspaces.

(More platforms at the end.)

A quick safety note:

• Meet in public places first.

• Tell someone where you’re going.

• You can give a Google Voice number instead of your real number initially.

• Trust your gut—if something feels off, leave.

How to make the most of these events:

• Set a cadence. Hit 2-3 new events per month for 3 months.

• Overbook a little. RSVP to a couple; showing up to one beats canceling one.

• Treat it like an appointment. Calendar it. Then go.

• Use the 4-time rule. Try a group 4 times before deciding if it’s your crowd.

• Arrive 10 minutes early, stay 10 minutes after—that’s when small talk happens.

• Openers that work: “How long have you been coming?” “What brought you here?”

• Escalate by week 2-3: “Grab coffee after next time?” (small group is fine).

• If you click, ask: “I’d love to stay in touch—can I get your number?”

• Follow up within 24-48 hours: “Great meeting you at [event]. I’m back [day/time]—join?”

Groups that build friendships especially well

Some formats are better at creating lasting bonds:

1. Weekly activities build consistency: Running clubs, board game nights, trivia teams, pickup sports

2. Skill-building classes create learning bonds: Cooking classes, language exchanges, art workshops, dance lessons

3. Sports leagues offer built-in teamwork: Kickball, volleyball, bowling leagues, ultimate frisbee

4. Structured conversation groups: Book clubs, writing circles, philosophy cafés

5. Shared purpose and values: Volunteer groups, faith communities, activism organizations, neighborhood associations

6. Hobby groups offer natural connection: Knitting circles, photography walks, birding groups, gardening clubs

Tip: Most people need to try 3-5 different groups before finding the right fit. Don’t give up after one awkward meetup.

Volunteer strategically

Volunteering gives you a role and puts you beside people who care about the same things. Plus, it offers a sense of shared purpose and meaning. (A sense of “meaning” partly comes from feeling needed.)

Where to find opportunities:

• VolunteerMatch.org (now part of Idealist.org)

• Local animal shelters

• Food banks and community kitchens

• Environmental cleanup groups

• Habitat for Humanity (build days)

• Community gardens

• Libraries (shelving books, tech help, reading programs)

Make it stick:

• Choose causes aligned with your values.

• Pick recurring shifts. Relationships form on a rhythm.

• Talk during breaks: “How did you get involved?” “What else around here is worth checking out?”

• Start small if you’re nervous (two hours a month). Add later.

Reactivate your existing network

Your current network is warmer than starting from scratch. You already have social capital here.

Reconnect with dormant connections:

• Old coworkers you liked

• College friends you lost touch with

• Neighbors you wave to but never talk to

• Parents from your kids’ school (if applicable)

• Former classmates from courses or workshops

• People you used to see at the gym or coffee shop

For a dormant friend, you might say: “Hey [Name], [specific memory] popped up and made me think of you. Up for [coffee/walk] next week?”

To befriend an acquaintance, you might say: “I notice we’re both here around the same time most weeks—want to try [nearby café] after next Tuesday?”

Tip: Keep the ask light. The gap between acquaintance and friend is smaller than you think; someone just has to cross it.

Create your own community

When what you want doesn’t exist, start it. Hosting gives you control and shows initiative. Many people wait to be invited—be the inviter.

Low-pressure ways to start:

• Dinner: 4-6 people, mixed circles; potluck keeps it easy.

• Book club: One book, monthly date. Two people still counts—that’s how everything starts.

• Walk/run/hike: “Saturdays at 9am, start at [park entrance].” Show up every week, even if no one comes at first.

• Game night: Board or card games = built-in activity.

• Movie night: Stream something, popcorn, short chat after.

• Craft night: Knitting, painting—bring supplies, keep it casual.

• Skill share: Everyone teaches one thing in ~15 minutes.

Spread the word:

• Post flyers at cafés, libraries, community centers

• Create a simple Instagram or Facebook page

• Share in local subreddits and neighborhood groups

• Tell people in person at other events

Frame it right: Don’t organize around “addressing loneliness” or “isolation support.” Frame it as “connecting people” or “enjoying [activity] together.” Focus on bringing folks together rather than fixing problems.

Start small. As People & Company used to say, “big things start small.” Maybe only one person shows up at first. Keep going.

(Stay tuned: TinyClub helps with all of this.)

Rural-specific strategies

The principles are the same, but tactics need adjustment when you’re geographically spread out.

Maximize existing structures:

• Schools = hubs. Attend games, fundraisers, board meetings—even without kids; schools often function as town squares.

• Libraries run adult activities—ask or request programming.

• Community centers: Check calendars; take a class even if it’s not your top interest.

• Faith communities (if comfortable): Built-in structure; many offer community meals/volunteer projects open to all.

• General stores/post offices: Info hubs—chat with clerks, read bulletin boards, ask what’s happening.

Create what doesn’t exist. Start small and simple:

• “Coffee and conversation” Saturdays at 10am at a local coffee shop

• “Walking group” Wednesdays at a nearby trail

• “Potluck” first Friday monthly

• Post physical flyers at: library, general store, coffee shop, post office, church boards, laundromat, gas station.

• Partner with local businesses (cafés/diners) to host; most say yes—it brings customers.

Transportation solutions:

• Carpools: “Anyone coming from [area]? Want to share a ride?”

• Rotate locations across towns so no one always drives far.

• Combine errands + social: library + coffee; groceries + farmers market chat.

• Virtual backup: Suggest video coffee when travel blocks attendance.

Make the most of limited options:

• One coffee shop? Become a regular—you’ll see everyone eventually.

• Town halls/community meetings: Not exciting, but great for meeting engaged neighbors.

• Seasonal activities: Fairs, farmers markets, holiday events naturally gather people.

• Embrace age diversity: Cross-generational connection matters—don’t limit to “people my age.”

• Start with neighbors: Driveway cookout, bonfire, knock on doors, introduce yourself.

Consistency is the real secret

Research shows it takes about 50 hours to move from acquaintance to casual friend. That’s two hours a week for six months. It just takes time. Don’t give up in week three.

1. Same time, same place creates familiarity. People need to see you 3-5 times before they feel comfortable approaching you.

2. Consistency signals you’re serious. You’re not a tourist. You’re part of the fabric of that space.

3. Regularity makes invitations happen. “Hey, you’re always here on Tuesdays too—want to grab lunch after next week?”

Tip: Tell people you’ll be there. Social accountability helps. “See you next week!” means you’re more likely to show up.

Make it happen

Community is about showing up, staying open, and stacking small interactions into mutual relationships.

We all belong somewhere. Sometimes it’s easy to find. Sometimes you have to create it yourself. Either way, your community is out there, waiting for you.

More discovery platforms:

• TinyClub - The easiest way to keep your people together

• Snapchat: Open Snap Map and tap the Ticketmaster logo to browse nearby concerts and events

• Nextdoor: Neighborhood-specific events and groups

• Discord: Search “[your city] + Discord” or “[interest] + [region] + Discord”

• Mobilize.us: Local activism and community events

• DownToMeet: Group activities

Niche platforms:

• Peanut (for mothers)

• TrevorSpace (for LGBTQ+ youth)

• Strava (for runners and cyclists—has local club features)

Additional volunteer opportunities:

• Crisis hotlines and call centers

• Literacy programs

• Museums and cultural institutions

• Political campaigns

• Youth programs (mentoring, coaching)

by Edward Shepard, TinyClub Co-Founder

TinyClub is now in private beta.

Already, people are using it to organize chess clubs, mahjong groups, running crews, D&D parties, and even slow music appreciation societies. The creativity of these first clubs is incredibly exciting for our team. We're especially grateful that people are already making new friends and sharing new experiences through TinyClub.

This is just the beginning.

Some key features are still missing and a few rough edges remain. It's not easy to share something unfinished, but we're doing so now to hear from our community, gather feedback, and accelerate toward the full vision for TinyClub.

"If you are not embarrassed by the first version of your product, you've launched too late." – Reid Hoffman

TinyClub use case: MUTEK Festival

I'm currently using the TinyClub beta to organize three active groups:

• Our private beta tester group

• A friend group sharing weekend adventures

• A crew headed to the MUTEK festival

MUTEK is a multi-day electronic music and digital arts festival spread across Montreal. I've invited several friends—some who make music, others who simply love it—to join a MUTEK 2025 TinyClub. Some of them have never met in real life.

Though we all love electronic music, our tastes vary: some of us seek reflective ambient sets, others crave pounding techno that keeps you dancing all night. Plus, everyone's working with different schedules, energy levels, and food needs.

Trying to get this group in sync to share the experience could easily sap our momentum. Luckily, we have TinyClub.

After creating a TinyClub just for our MUTEK crew, I transformed the sprawling, slightly chaotic festival schedule into a clean series of TinyClub events, each with a description, link, time, date, and a map to the location (essential in Montreal).

People can RSVP, see who's going, and add events to their calendar with a single tap.

Beyond events, the club gives us a shared space to plan, chat, and drop ideas and recommendations. And when the festival starts, we'll use Hangs to share where we are and stay in sync across the city.

Even in early beta, TinyClub has proven more effective than group chat for this event. Where messages would get buried in annoying threads and important details lost in noise, TinyClub keeps everything structured and accessible, so we can focus on sharing the experience itself.

Even better, TinyClub will keep this creative group connected for future explorations long after MUTEK has ended.

New connections. New friends. New experiences. That's the purpose of TinyClub.

Join the public beta!

Our public beta will be released in August. To join the waitlist, visit Tiny.Club.

All together now

So many conversations about AI are focused on the loss of meaning we'll experience if/when AI takes our jobs.

After all, multiple studies show a job is more than a source of income. It's a "fundamental social role providing a source of identity, self-concept, and social relations."

We experience this when we meet someone new. The first thing they ask is “What do you do?”

Or as Steve Jobs once said, “The only way to be truly satisfied is to do what you believe is great work.”

Work is undeniably important for human fulfillment. We take pride in solving problems, building things, and contributing to something larger than ourselves.

But it's a misdirection to focus so much on the meaning we get from work, rather than the meaning we get from other people.

Decades of research find that social connections are the single most powerful driver of human happiness, health, and a meaningful life.

Social thinking is the brain's default mode, according to Dr. Matthew Lieberman, author of Social: Why Our Brains Are Wired to Connect. When we're not focused on a task, our brains naturally turn to thinking about social relationships.

"Our need to connect with other people is even more fundamental, more basic, than our need for food or shelter." – Dr Matthew Lieberman, "Social: Why Our Brains Are Wired to Connect"

Also, much of the meaning we get from work actually derives from other people. A teacher's joy comes through student growth. A doctor's purpose flows from easing suffering. Even art created in solitude finds meaning when experienced by others.

All to say, we need each other.

To put this in perspective, here’s an email Steve Jobs sent himself a few years after the quote above:

I grow little of the food I eat, and of the little I do grow.
I did not breed or perfect the seeds.
I do not make any of my own clothing.
I speak a language I did not invent or refine.
I did not discover the mathematics I use.
I am protected by freedoms and laws I did not conceive of or legislate, and do not enforce or adjudicate.
I am moved by music I did not create myself.
When I needed medical attention, I was helpless to help myself survive.
I did not invent the transistor, the microprocessor, object oriented programming, or most of the technology I work with.
I love and admire my species, living and dead, and am totally dependent on them for my life and well being.

Again, we need each other.

So when the conversation turns to how AI will displace our source of meaning, just remember that relationships, experiences, and togetherness matters most.

As we build TinyClub, we've extensively researched how groups form, grow, and decay.

One insight shaping our approach is that most groups, regardless of size, have few highly engaged participants. A 200-member community might only have 12–15 people who consistently attend or participate.

When we talk with group organizers, we hear their frustration with this dynamic. They painstakingly plan an event for 100 members, but only eight show up.

This drop-off isn’t their fault. Nor does it indicate a failing community. Instead, it’s a fundamental pattern of human behavior, both online and off.

The community participation curve

Three frameworks show how group engagement follows a predictable pattern.

The 90-9-1 rule

For online communities, Jakob Nielsen's classic article Participation Inequality found:

• 90% are "lurkers" who read or observe but rarely contribute

• 9% contribute intermittently

• 1% accounts for most contributions

This means if you have 200 members and 20 are actively participating (10%), you're actually outperforming the traditional model.

Note: The 90-9-1 rule was observed in early online communities (forums, wikis) where "contribution" meant content creation. Modern community platforms with various engagement types (events, reactions, comments) show different patterns.

The participation spectrum (20-25-55 rule)

While the 90-9-1 rule is based on rigid categories, modern communities show more fluid participation, sometimes defined as the 20-25-55 rule:

• 10–25% engage monthly (your consistent actives)

• 20–30% participate intermittently (event-based or seasonal)

• 50–60% remain mostly silent or churn out immediately

This more accurately reflects how people actually engage in offline and event-driven communites, as members become more and less active based on life circumstances.

Research from major platforms reflects this pattern:

• 10–25% of members engage in any given month across platforms

• Meetup: Organizer data suggests 10–20% of members attend events, with 10–15% becoming repeat participants

• Sports teams: Adult recreational leagues report 8–15 active participants, regardless of roster size

• Dining groups: Optimal satisfaction occurs with 6–12 participants—small enough for a single conversation

• Professional groups: May have 25–150 members, but consistently see 8–20 regular attendees

• Discord servers: Communities with 500–2,000 members rely on 20–50 regulars, with cores of 8–15 for active participation

Why groups stabilize at 8–15 active members

Anthropologist Robin Dunbar has shown that humans can maintain approximately 150 stable social relationships. More importantly for community builders, he identified nested layers of intimacy that correspond to emotional closeness and interaction frequency:

• 5 people: Your closest support circle (interact ~4x/week)

• 15 people: Your sympathy group—those you'd be deeply upset to lose (interact ~1x/week)

• 50 people: Meaningful contacts (interact ~1x/month)

• 150 people: Stable social relationships (interact ~1x/year)

The 15-person sympathy group layer explains why active communities stabilize around 8–15 members. That’s how many people we can maintain meaningful weekly interactions with. It’s also exactly the engagement level that defines "active participation" in communities.

Another factor: the time budget reality

Consider the math. If someone is active in four clubs and attends two events each month, each event lasting 2–3 hours, that means they’re participating for 16-24 hours per month. That’s almost a part-time job.

This natural time constraint reinforces the 8–15 member stability point.

Why small groups are often more effective than big groups

For many groups, it’s actually a benefit that participation caps out at 8-15 people. Research consistently shows small groups of 8–20 members outperform larger ones on:

• Trust formation: Members know each other personally

• Accountability: It's harder to be passive when everyone knows you

• Decision speed: Fewer coordination challenges

• Innovation: Psychological safety increases in familiar groups

• Retention: Members feel individually valued

Fitness class research shows satisfaction is highest in small classes (5–15) OR large classes (25–40), but lowest in the middle (15–25).

The insight? Groups work best when optimized for either intimate instruction or a high-energy atmosphere, not the awkward middle ground.

Meeting frequency correlates with size

Smaller groups meet more frequently and build stronger bonds. Research on Communities of Practice suggests smaller groups maintain higher engagement velocity and deeper connections.

Sustainable communities grow through relationships, not size

People who join a group after being invited by a friend consistently retain 30–40% more than people who see an ad or are invited by the group organizer.

When your existing members are your community’s growth engine, you achieve:

1. Natural culture fit: Friends of members already align with your community values

2. Built-in accountability: People show up when their friends expect them

3. Compound network effects: Each quality member attracts more quality members

4. Lower acquisition costs: Word-of-mouth beats any paid channel

How to optimize for engagement (not just growth)

1. Design for the community core

Accept that most members will be minimally active. Design your community to thrive with 10–25% engaged members.

2. Enable sub-groups

Large communities naturally fragment. Facilitate this natural process by making space for 8 to 15-person sub-groups within your larger group.

3. Focus on first-to-second participation

The biggest drop-off occurs between first and second participation. Optimize this transition:

• Personal follow-up after first attendance

• Introduce newcomers to 2–3 existing members

• Create "buddy" systems for new members

4. Empower your 1%

In any community, 1% drives most engagement. These super-connectors:

• Organize most activities

• Bring most new members

• Create the culture

You are probably the 1% in your group. But if you notice others participating at the 1% level, make sure to invest in supporting and retaining them.

Track what really matters

1. Core Repeaters

• Track: Members participating 2+ times per month

• Healthy range: 8–20 consistent participants

• Warning sign: Fewer than five regular participants

2. Participation Velocity

• Track: Average events/interactions per active member per month

• Target: 2–4 engagements monthly

• This matters more than total membership

3. Referral Source

• Track: % of new members arriving via existing members

• Healthy: 30–40% from referrals after 120+ members

• This indicates organic growth potential

4. Time-to-Second-Engagement

• Track: Days between first and second participation

• Target: Within 14 days

• Faster re-engagement = higher lifetime value

5. Organizer/Leader Retention

• Leader burnout is the #1 community killer

• Track: Core organizers active for 6+ months

• Critical: Maintaining 3–5 committed leaders

The bottom line

When organizing a group, it’s best to consider human nature. A community of 200 members with just 8–15 regular participants is succeeding at a human scale. That’s a group optimized for meaningful relationships.

Focus on serving those members exceptionally well. Create conditions for them to invite others. And take pride in your success in creating a community.

Key takeaways

1. 10–25% engagement is normal and healthy

2. Many groups naturally stabilize at 8–15 active members due to cognitive limits

3. Quality of engagement beats quantity of membership

4. Track participation depth, not membership breadth

5. Design for your active core

AI is coming for our relationships.

Chatbots and synthetic avatars are already replacing real people in our feeds. Companies are selling AI companions to fill our emotional needs. Zuckerberg talks about “AI friends” to “solve” loneliness.

This feels dystopian, but it’s not surprising. After all, we’re wired to respond to social stimuli. AI can easily manipulate our drive to connect and feel seen.

Sociologist Sherry Turkle calls this “the illusion of companionship without the demands of relationship.”

We’re already seeing this shift. Jasmine Bina at Concept Bureau recently shared an HBR chart showing how the top three uses for AI have shifted from ideas and search to emotional needs: therapy, companionship, and life purpose.

In the comments to her post, some people welcomed the change, while others saw a dangerous migration away from human relationships.

Derek Thompson explored a similar concept in The Atlantic:

“These generations may discover that what they want most from their relationships is not a set of people, who might challenge them, but rather a set of feelings—sympathy, humor, validation—that can be more reliably drawn out from silicon than from carbon-based life forms.” – The Anti-Social Century

However, while AI chatbots can provide some version of companionship and simulate the feeling of social bonding, they can’t replace the social bridging necessary for a healthy, functioning society.

Why We Need Social Bridging

Twenty-five years ago—before smartphones, social media, or AI chatbots—Robert D. Putnam published Bowling Alone, which popularized the concept of social capital: the trust and reciprocity that emerge when we do things together.

Further, he distinguished between two kinds of social capital:

• Bonding capital connects people who are alike.

• Bridging capital connects people across lines of difference.

Even back in 1999, Putnam saw that bridging capital was in crisis, and by extension, American democracy.

People were joining fewer civic groups, volunteering less, and spending less time in diverse community settings.

More recently, in The Vanishing Neighbor, Marc Dunkelman presented a similar concept with three “rings” of social connection:

• The Inner Ring, our immediate family, close friends, spouses, and children. These ties remain strong and, in many cases, have grown more intense in recent years.

• The Outer Ring, our broad casual networks: Facebook friends, baristas, distant colleagues. Social media has expanded this layer, superficially connecting us to more people.

• The Middle Ring, the familiar-but-not-intimate relationships—neighbors, teammates, civic group members, club members – people we routinely encounter in local life.

Just as Putman documented the retreat of bridging social capital, Dunkelman argues the middle ring has quietly collapsed, and with it, the spaces we used to encounter difference, negotiate disagreement, and develop a sense of shared community.

So, how do we respond?

First, we need to acknowledge the importance of social bridging and the middle ring for the health of society, which supports our lives.

Next, we need to admit that AI chatbots, weak social media connections, and algorithmic echo chambers cannot build meaningful social bridging capital.

Finally, and most importantly, we need to do things together again—not just with those we're close to, but across lines of difference.

So let’s act. Join something local. Start something new. We have the agency to rebuild our real-world social networks, and keep AI a helpful creative tool instead of a replacement for the human connections we all need to thrive.

Recent interviews with Robert D. Putman

First, being an introvert or extrovert isn’t a pathological condition. It’s simply a personality orientation that influences how someone responds to stimulation and where they draw energy.

The stereotype that introverts dislike people or avoid groups is outdated.
What’s more accurate is that many introverts are selective about how and where they connect. They often avoid overstimulation, not interaction.

Introverts tend to need more solitude to recharge, but this doesn’t mean they want to be isolated or disconnected. They value independence, but they also value belonging.

In fact, strong relationships may matter more for introverts.
A 2023 study in Health Psychology Open found that the positive effects of social support were stronger for more introverted individuals. When introverts experience loneliness or disconnection, the emotional toll can be greater than it is for extroverts.

Research consistently shows introverts want friends, seek companionship, and benefit from connection.
They may prefer a small, tight-knit circle rather than large networks, but they cannot do without that circle any more than anyone else. During the pandemic, introverts reported similar levels of loneliness and psychological distress as extroverts. (Social Distancing and Lockdown – An Introvert’s Paradise?)

Another myth: that introverts don’t enjoy group activities or social events. Many introverts believe this about themselves. But evidence suggests otherwise. A study published in Frontiers in Psychology asked participants to attend a casual social event. Most introverts expected to feel worse afterwards. However, their pessimism didn’t match their actual experience: nearly 40% were surprised to find they felt significantly better after attending the event.

Introverts are most likely to enjoy social activities that are structured, purposeful, and aligned with their interests.

They’re less drawn to spontaneous parties or large unstructured gatherings, and more likely to seek out activities that involve focus and shared meaning.

Clubs, classes, and volunteer projects with clear goals create natural entry points for connection without overwhelming stimuli.

This preference for structure is backed by personality research. Introverts tend to thrive in environments where social roles are defined and expectations are clear. They’re more comfortable in group situations that involve a shared interest or topic of focus, rather than open-ended mingling.

These settings—like a workshop, book club, or collaborative team—support deeper, more meaningful engagement.

Even in these settings, introverts might speak less frequently than extroverts, but they bring focus and thoughtfulness when they do.

Neither personality type has a monopoly on enjoying group life. Extroverts and introverts simply approach it differently. Recognizing those differences can lead to more inclusive spaces where multiple social rhythms can thrive.

How to Support Introverts in Group Settings

• Break into smaller groups or pairs. This encourages engagement without overwhelming stimulation.

• Create a clear structure. Use agendas, defined projects, or specific roles to provide focus and purpose.

• Share plans in advance. Introverts appreciate preparation time to reflect and mentally prepare themselves.

• Allow processing time. Build in pauses during discussions for introverts to formulate thoughts.

• Invite contribution without pressure. Make space for quieter voices without putting individuals on the spot.

• Offer multiple participation styles. Provide written options alongside verbal contributions (brainstorming documents, feedback forms).

• Respect energy boundaries. Allow breaks during long sessions and don't interpret early exits as disinterest.

• Focus conversations. Use discussion prompts or themes rather than open-ended small talk.

• Create quiet spaces. Designate areas where people can step away to recharge during events.

Introverts want connection, community, and shared experience. Everyone benefits when we stop mistaking quiet for disinterest and design group life that welcomes many ways of showing up.

What's social health?

Scientist Kasley Killam defines social health as "the well-being we get from meaningful connections with family, friends, coworkers, and community."

It's about the quality of your relationships, your ability to interact effectively with others, and your sense of connection and belonging within your community.

"Whereas physical health is about your body and mental health is about your mind, social health is about your relationships." – Kasley Killam

Social Health is Distinct from Mental Health

Killam emphasizes that our overall health stands on three distinct yet interconnected pillars:

• Physical Health

• Mental Health

• Social Health

Mental health centers on our thoughts, feelings, and psychological functioning, while social health centers on our external world: interactions, support networks, and community integration.

Think internal (mental) versus external/relational (social).

Social health also influences physical health. Decades of studies have shown that relationships determine how well and how long we live.

A review of global studies with nearly 1.5 billion participants showed people with poor social health had 11-53% higher mortality from all causes. People with poor social ties have higher cardiovascular risks, weakened immunity, and increased dementia.

Or, as Killiam writes in Psychology Today, "Research has shown that positive, satisfying relationships are one of the best predictors of health across the lifespan, whereas loneliness is more deadly than obesity. That's why it's helpful to distinguish social health as a distinct yet interconnected pillar of overall well-being."

From "Bowling Alone" to Vibrant Social Health

Despite the negative health impacts, we spend far more time alone today than ever before. Researchers and media outlets have taken note, coining terms like bowling alone, alone together, the disconnection crisis, the anti-social century, and the loneliness epidemic.

But in 2025, Kasley Killam believes the narrative will evolve from loneliness and isolation to social health. Indeed, she sees awareness of social health becoming as widespread as awareness of mental health.

While the "loneliness epidemic" is stigmatizing, Killam notes in Harvard Public Health magazine, discussing "social health, connection, and community is empowering and uplifting."

Here at TinyClub, we hope this positive framing gains traction. We'll do our best to help make 2025 a turning point for social health, so it receives the widespread recognition it deserves.

How to Actively Cultivate Social Health

Like physical fitness or mental resilience, you can actively cultivate social health. Killam suggests these science-backed strategies:

• Adopt the 5-3-1 Framework: Engage meaningfully with five individuals each week; actively nurture three close, supportive relationships; dedicate one hour daily to connection, prioritizing face-to-face interactions.

• Take small daily actions: Quick texts or calls strengthen ties more than you realize

• Elevate interactions beyond the surface: Aim for exchanges rich with emotional connection, shared insight, or mutual support. Be vulnerable. Share authentically.

• Join (and start) clubs, teams, and volunteer.

• Mindfully Balance Digital and Physical Presence: Utilize technology for maintenance, but invest in the unique depth offered by in-person engagement.

Your social health is as vital as diet or exercise. Take these three steps today:

1. Reach out to someone you care about but haven't connected with recently

2. Schedule one meaningful face-to-face interaction this week

3. Join a local club or group that matches your interests (or start your own!)

Your relationships directly impact your longevity and quality of life. Make 2025 your year of social health

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Further Reading

Want to Live Longer, Healthier, and Happier? Then Cultivate Your Social Connections

A Turning Point for Social Health?

What is social health? The little-known idea that could make all the difference

Times like these are exactly when we need community the most. Community is more than fun. It's a network of connections and shared understanding. With community, we feel safer, calmer, and more secure.

The Harvard Study of Adult Development—the longest-running study on well-being—found that people with social ties experience less anxiety and bounce back faster from feelings of stress.

And in the darkest situations, when crisis truly arrives, community becomes a survival strategy.

Sociologist Daniel Aldrich has shown that in natural disasters and public emergencies, social capital—trust, reciprocity, and strong local networks—is the most reliable predictor of survival and recovery. In Japan’s 2011 tsunami and New Orleans after Hurricane Katrina, neighborhoods with stronger social ties recovered faster, even when they had fewer resources.

“It’s neighbors, not rescue teams, who are the true first responders,” Aldrich writes.

When Argentina’s economy collapsed between 1998 and 2002, people couldn’t count on institutions to respond. They created local barter clubs, communal kitchens, and informal support networks that distributed food, labor, and essential supplies. These networks were primary to survival.

Across every collapsed economy and conflict zone, stories like these appear.

When institutions fail, community is often what remains.

Indeed, people who’ve lived through collapse consistently say community was the most important factor in their survival.

Tips for Feeling Connected

If you’re feeling the stress of the moment, spend a little time connecting with others. It will almost certainly help you feel better.

A great place to start is Kasley Killam’s 5-3-1 guideline from her book The Art and Science of Connection:

• Interact with five different people each week.

• Strengthen at least three close relationships.

• Spend one hour a day connecting.
  

From her TED Talk on social health, Killam says:

“OK, if you're an introvert, right now you're probably thinking one hour sounds like a lot. I get it. It might be surprising, but I'm actually also an introvert. However, keep in mind that just like getting eight hours of sleep at night, the exact amount that's right for you personally might be higher or lower. But if you are thinking one hour a day sounds like way too much because you're just way too busy, I challenge you. Adults in the US spend an average of 4.5 hours each day on their smartphones. So instead of scrolling on social media, text a friend. Instead of reading news headlines, write a thank-you card. Instead of listening to a podcast, call a family member.”

We’re moving through this time together.

The more uncertain life becomes, the more valuable our relationships become. And the communities we build now will stay with us long after the moment is finally past.

As we say at TinyClub, all together now.

As the Atlantic reports, the “time we spend socializing in person has plummeted in the past decade, and anxiety and hopelessness have increased.”

Today, only 16% of Americans say they feel very attached to their local community.

“Disconnection triggers stress in the body. It weakens people's immune systems. It puts them at a risk, greater risk, of stroke, heart disease, diabetes, dementia, depression and early death. Social health is essential for longevity.” – Kasley Killam’s TED Talk “Why social health is key to happiness and longevity”

The Resurgence of Clubs for Community and Connection

Against this backdrop of disconnection, millions seek new pathways to authentic connection. This search has led to a resurgence of clubs around virtually every interest. In 2024:

• 95% of young adults are interested in exploring their online interests through in-person events (Eventbrite)

• Eventbrite reported a 24% increase in book club listings

• Over 60% of private clubs reported expanded membership and growing waitlists

• Globally, running club participation jumped by 59%

A club is your path to community

From running groups to book clubs to podcast discussion circles, clubs offer fun, belonging, and personal growth. They create intentional spaces for building relationships, knowledge, and mutual influence.

And they’ve shaped society profoundly: the scientific method, the American Revolution, and even personal computers emerged from small, dedicated clubs.

“If your community doesn’t exist, create it.” – People and Company

If you seek connection, consider starting a club around something you love—walking, Star Wars, cooking, gardening, board games—anything that brings you joy. Your community can flourish online, offline, or both.

Your interests are already shared by others searching for the same connection. The people who will become your community are already out there, waiting for someone to take the first step. Will it be you?

Designed for Connection

Our team has long used and designed technology for connection. We've witnessed the evolution of online social interaction. When the internet first appeared, our social circles grew in every way.

But that version of the internet was soon replaced by siloed platforms engineered to keep us scrolling alone. Today, across the globe, social health is suffering. People are now more isolated and have fewer friends than ever before.

It doesn't have to be this way. We still believe that technology, when intentionally designed, can promote genuine human connection.

All Together Now

We started working on TinyClub for ourselves. Along the way, our vision expanded. Our purpose is to help people create meaningful shared experiences, together.

For so many problems in the world today, community is the solution. TinyClub won't solve the disconnection crisis alone. But just by getting together, we will begin to rebuild our collective social health.

What kind of community will you create with TinyClub?