The purpose of this study is to examine management issues stemming from community sports clubs’(CSCs)missions to encourage the participation of non-members. Therefore, this paper identifies the attitudes of non-members toward the missions of CSCs, non-members’ personal attributes, non-members’ awareness of CSCs, and non-members’ intentions to join CSCs. To do this, we conducted an online survey targeting non-members residing in Tokyo (n=1,996). The main findings are as follows: 1) Non-members do not understand the missions of clubs and they do not feel any empathy toward or have any expectations of clubs’ missions; 2) in particular, it is difficult for CSCs to obtain non-member understanding, sympathy, or expectations of missions around sports promotion and regional promotion; 3) in contrast, as understanding, empathy, and expectations of missions become higher, non-member intentions to join CSCs are enhanced; 4) the attitudes of non-members to missions differ depending on their personal attributes. Among other things, high awareness of CSCs was shown to stipulate understanding, sympathy and expectations of their missions. In conclusion, this study revealed that enhancing the understanding, empathy and expectations of CSCs’ missions is an important management task for encouraging non-members to join the clubs
