The Returned Services' Association has launched an online wing in an attempt to get more people joining up.
The project, dubbed the National Association, was unveiled at a pop-up store on Wellington's Lambton Quay this morning.
The RSA's president, Don McIver, said membership had fallen in the past but upgrades to clubrooms and a new logo have helped them revitalise.
He said the move online means people do not have to sign up to a particular club.
"We're really seeking not only to get people who might be ex-service and service people, who are very important to us, but also to get people who just like the values and want to be a part of it. As we approach World War 100 now and the centenary, it's a great time for people to consider what their involvement is in the heritage of our nation."
Mr McIver said many people think only former servicemen and women can join the RSA but membership is open to anyone.