I think there are a lot of good anecdotes about why people joined. I also think that taking these anecdotes as guidance is a perfectly sound strategy. I tend to believe where there is one, there is more, and am optimistic that there are more Austins and Marks in the world. Take their descriptions and turn it into and ethos. You will undoubtably get more members.
Actually, I am biased, but I think that tapping new members for “new member outreach” is a good plan. A little ponzi-scheme-esk, but hey, ponzu-schemes work great.

Also, Le Mans race. Seriously. And betting. Not sure if that’s legal.