Carleigh Yeomans

Dr. Carleigh Yeomans is a Lecturer in Sport Management at Swinburne University of Technology's School of Business, Law and Entrepreneurship. Her research focuses on customer behavior, engagement, and retention in sport and leisure contexts, with additional expertise in analytics, innovation, community wellbeing, and marketing strategies. She holds a PhD in Marketing and has supervised doctoral research on social connection measurement frameworks.

Research Interests:

• Subscription-based service retention strategies
• Digital literacy in sport marketing education
• Social connection measurement methodologies
• Racial dynamics in sports NFT markets
• Wellbeing outcomes of fitness and aquatic facilities

Grants & Collaborations:

• Lead researcher in multiple industry partnerships (e.g., Victorian Health Promotion Foundation, Melbourne Rebels Rugby Union)
• Key contributor to projects addressing LGBTQI+ inclusion in sport
• Principal investigator for social capital studies in aquatic facilities

Teaching:

Develops authentic assessment methods integrating digital storytelling and real-world marketing challenges.