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About us

Alex Youel

Managing Director

Alex is a serious, experienced professional - but also enjoys his work.

'Your Membership Matters' or YMM for short was founded in February 2011as a specialist consultancy offering advice on - and practical delivery of - a wide range of important business areas all covered by the common theme of 'membership' and, by extension, defined groups of customers.

Founded by Alex Youel, this specialist consultancy draws on his 27 years of experience at senior level with one of the largest and most successful membership organisations in Europe, the National Trust, and prior to that with the Peak District National Park and as a scientific writer with abstracts journal publisher Information Retrieval Limited. The company is supported by a wide range of talented and experienced associates, chosen according to the project at hand and drawing on their specialist knowledge of, for instance, data management, websites and online marketing, CRM systems, recruitment and HR, research and strategy.

When Alex isn't consulting or organising tours of UK heritage and cultural attractions he provides a quality assessment service for visitor attractions across London and the South East of England, on behalf of national tourism body VisitEngland. He is one of a team of just over 20 such assessors covering the whole of England, all of whom have been chosen for their substantial experience in the world of visitor attractions and tourism coupled with analytical and advisory skills.