It depends on the type of club. Most dive clubs have some affiliation to a shop ... but many don't. I prefer ones that are less tied to a particular shop, as you are otherwise going to be limited to members who choose to associate with the shop.
What makes a dive club attractive to me would be:
- Lots of diving opportunities. People usually join dive clubs to increase their pool of dive buddies and diving opportunities. The focus on the club should be diving.
- Sociable and outgoing people. This starts with leadership. Avoid "cliques", as it won't be very good for new membership.
- Accepting of new divers. Our club has what they call a "Big Buddy" program, where new divers are basically adopted by a more experienced member. On top of the mentoring program, we have dives that are specifically geared toward pairing up new divers with more experienced divers. Both of those programs are specifically geared toward helping new divers get more bottom time, as well as helping them learn about aspects of diving that are often overlooked in a class.
- Avoid politics ... whether it's shop politics, personal drama, or the type of "infighting" that often comes from people who want to be "in charge", it's a huge turnoff. It can be a difficult thing to control anytime you get a group of people together, but for the most part your members aren't going to want to see it ... they just want to go diving, and spend time with other divers.
- Keep your club rules and policies simple and clear. Dive clubs aren't any different than any other place where a group of people congregate ... there will be those who will want to push boundaries, just to see what they can get away with. The less ambiguity they have to work with, the better. This goes especially for anything costing money ... like club dues.
- Schedule things that will keep people interested when they're not diving. Things like events at the local aquarium, photo contests, beach cleanup events, show and tell (e.g. presentations from the member who just got back from someplace really cool), guest speakers on topics of interest to the club members, etc.
Keep it fresh, keep it entertaining, keep it friendly. That's what I think most folks want in a dive club ...
... Bob (Grateful Diver)