The private club industry has undergone an extended period of consolidation. In an
environment such as this, it is tempting to shift the focus away from visions of growth
to more practical concerns for survival. But to do so might be a costly error. Many clubs
have grappled with membership issues—but are now growing and thriving because they
pioneered an effective set of programs and initiatives in response.
In keeping with our own emphasis on club trends, we have sought out examples of clubs
that have successfully navigated this new environment with a range of creative innovations
to build membership. In this case study section, we describe the journey of four
clubs that have modified their approach as they faced particular challenges and then
steered their way to great success.
Although their approaches vary, we spot an important set of trends:
• Promotional Membership Programs: These programs intend to intensify membership building
efforts for a limited time and provide potential members with incentives to join
the club.
• Changing the Value Proposition for Membership: As members’ circumstances change
so too do their needs and their reasons to use the club. The value proposition offered by
clubs can be subject to variation over time, e.g., family composition, the changing role
of women, increasing time pressures and the appearance of new attitudes and behaviors.
Competition from outside the industry may lure members with tempting terms and
offerings. As these changes accumulate, private clubs need to periodically assess the
strength and relevance of their own value proposition.
• Skilled and Persistent Implementation: Most clubs have an established process for
membership recruitment, but these plans will offer little benefit without the right people
in the right place to implement them over an extended period of time. Additionally,
even the best-laid plans require creative modification to respond to unanticipated
challenges.
Club Trends Summer 2015