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Refocus On Who's A Member As Demographics Shift

Failing to refocus can lead to negative repercussions

In recent years, the American Truck Historical Society (ATHS) has been facing a consistent and troubling trend: Its membership is literally dying out.

“Like many societies in the field, ATHS is faced with an aging demographic,” said Executive Director Laurence Gration. “In 2017, we lost 132 members; 128 [were] due to death.”

In part, the challenge is embedded in ATHS’s mission: The association has traditionally served owners of big rigs that date back to classic trucks popular in the mid-20th century. That’s not a style of truck that’s popular with younger collectors, which means the organization hasn’t attracted a new generation of members.

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