There are many qualitative methods that, from different theoretical frameworks, can be used to map individuals’ everyday experiences in the sport industry. In this article we introduce one such method, memory-work, which involves participants writing specific texts about recalled experiences that are then analyzed in a collective research group. In order to discuss how sport management researchers can benefit from this methodology, this article explains the paradigmatic framework and the process of conducting memory-work. It concludes by assessing benefits of this interpretive methodology for sport management research.
Markula is with the University of Bath, Department of Education, Bath, BA2 7AY, UK; Friend is with the University of Waikato, Department of Marketing, School of Management, Private Bag 3105, Hamilton, New Zealand.