Many of us grew up with a traditional view of private clubs as male-dominated sanctuaries to escape the stresses of every day life. Clubs were places where men could get together to play golf, cards and network with each other. And they were almost always run by men.
But over past generation the club industry, like America itself, has evolved. The mission of the contemporary club is to serve every member. That means wives’ voices are just as important as those of their husbands, and more single women are joining clubs than ever before. That has also led to the introduction of more woman-focused programming, as well as more programming to get girls and young women involved with clubs. We’ve also begun to see more women running clubs as general managers, more female golf directors and club pros, and women taking a more active leadership role on club boards and committees.
A recent survey completed by McMahon paints a picture of significant progress, but also shows that there’s still work to be done. The survey of private club leaders from across the United States found that 91% of spouses are permitted to serve on club committees and that 54% can serve on boards. Typically, men are still more likely to join private clubs, and family memberships tend to be held in the husband’s name, so these numbers are more likely to reflect the roles of women on boards and committees.
Digging deeper, the McMahon survey found that, on the average board, 75% of members are men while 25% are women. For committees, the typical make-up is seven men and two women. Clearly, clubs have begun to welcome female leadership among members, but there’s still a long way to go.
The same is true when it comes to clubs’ professional staff. The survey found that women comprise 10% of COO/general managers; 34% of assistant general managers; 34% of clubhouse managers; 41% of food and beverage directors; 59% of dining room managers; 68% of CFO/controllers; 85% of membership directors; 89% of communications directors; 49% of aquatics directors; and 63% of fitness directors. However, women only fill 5% of director of golf, 7% of head golf professional, and 13% of head tennis professional positions.
Membership trends also show that women are making better use of their clubs. This is particularly true when it comes to playing golf, using club fitness centers and participating in fitness classes and using their clubs’ pools.
Club Trends spoke with industry leaders from across the United States, as well as club general managers and COOs, to get their take on the state of the industry and their thoughts on what the industry can do better in meeting the needs of women who are helping to lead the industry.
Sidebar
Interview Participants:
- Terra Waldron, National Club Association Chair and General Manager/COO of Greensboro Country Club, Greensboro, N.C.
- Suzy Whaley, PGA president and Director of Instruction at the Country Club at Mirasol, Palm Beach Gardens, Fla.
- Beth Sargent, executive director, Florida Chapter of the Club Managers Association of America
- Jan Bel Jan, President, American Society of Golf Course Architects
- Donna Hoffman, founder of Woman on Course
- Deanna Marcum, president, Cosmos Club, Washington, D.C.
- Elizabeth Dell ‘Orto, vice president, Scarsdale Golf Club, Hartsdale, N.Y.
- Nancy Van Duyne, commodore, and Holly Bilotti, general manager, Bay Head Yacht Club, Bay Head, N.J.
Christine Pooler, general manager, Indian Creek Country Club, Indian Creek Village, Fla.
- Marcie Mills, general manager/COO, Mirabel Golf Club, Scottsdale, Arz.
Major Changes
Today’s private club is nothing like your grandfather’s, or your father’s for that matter. Clubs have made a concerted effort to be more inclusive, and that has led to modern-day clubs that are more well-rounded, family oriented, and which are offering more to members than ever before.
“Private clubs across the country have made great strides in inclusion,” said Suzy Whaley, PGA president and director of instruction at the Country Club at Mirasol. “Many clubs have open days and times for members to play and are welcoming all to the facility. It’s imperative we continue to be inclusive and ensure that all that join private clubs have the best experience possible for as long as possible.”
These are fundamental changes that have transformed the club experience. Traditionally, club programming and amenities were built around male members, and women often found themselves treated as secondary members. That’s no longer the case.
“Today, women are members, not merely spouses,” said Terra Waldron, NCA Chair and general manager/COO of Greensboro Country Club. “Women are usually the ones deciding where to go for dinner, when to use the club, and with which activities to participate.”
Whaley agrees: “Women are instrumental in the decision-making in every household and it’s important that clubs understand their members’ needs and evolve to create experiences that are valued by all members.”
According to Elizabeth Dell ‘Orto, vice president of the Scarsdale Golf Club, it’s critical for women to play a more active role in clubs.
“Women bring a different perspective to the issues clubs face,” said Dell ‘Orto. “They use the club in more varies ways, and our club has evolved into a very family friendly club because women wanted a place the whole family could enjoy. This has led our management team to add many programs for kids, juniors and seniors because of the suggestions of women members.”
Of course, these advances don’t just benefit women members. When clubs commit to being more inclusive, they find that the benefits extend to all members. And often, the benefits don’t revolve solely around programming. Many clubs find that having women actively involved, both as members and as club managers, offers wide-ranging advantages.
“We’ve made real progress in becoming an inclusive club,” said Deanna Marcum, past president of the Cosmos Club in Washington, D.C. “Changes in the dining room décor, creating a more modern bar, and more health options, including a new vegan menu, have made women feel a greater sense of belonging to the club.”
They’ve also created a more welcoming and enjoyable atmosphere for all members.
Female Leadership
As women have become more active at their clubs, they’ve also become more influential. A generation ago, finding a woman on a club board or on key committees was a rarity, if not unheard of. Today in clubs across the U.S., women aren’t just joining boards and committees, they are running them. And their clubs are the better for it.
“In private clubs, as in the business world, women have become recognized as valued contributors to the operation and management of companies, agencies and non-profits,” said Jan Bel Jan, president of the American Society of Golf Course Architects. “As more women have become entrepreneurs and leaders in research, education and finance, they have acquired skills that are desirable in private club governance: planning, fiscal responsibility and management. Interactions with women who are successful in the business world has translated to club board rooms.”
But experience isn’t the only quality women bring to the board room. There’s consensus among the industry leaders that women leaders bring an intangible quality that invaluable to managing a club.
“Clubs are selling an experience on all levels, but it comes down to how people feel when they enter and leave the club,” said Marcie Mills, general manager and COO of Mirabel Golf Club. “I think women just have an innate ability to add to and enhance that experience and emotional engagement of members by their ability to make people feel something. If we achieve that at our clubs, we have success. Female leadership has enhanced the club environment and has added much needed balance in our operations, as well as our board rooms.”
Indeed, several industry leaders stressed the importance of promoting female leadership throughout the organization, including key professional positions.
“I’ve worked in the industry for 30 years and the difference is like night and day,” said Beth Sargent, executive director Florida chapter of the Club Management Association of America. “When I started, women were in membership and catering, and that was it. We certainly weren’t club managers or in leadership positions, or working as golf pros.
“Women have unique qualities that suit them to management leadership,” continued Sargent. “Women are extremely detail oriented, and managing a club requires attention to detail. Clubs need someone in charge who can focus on the needs of all the members, and women see the small stuff.”
Nancy Van Duyne, commodore of the Bay Head Yacht Club, agrees that there has also been a welcome trend of women taking on leading management positions at clubs. Her club has a woman GM, and she sees this becoming the rule, rather than the exception. And she thinks it’s a positive development, not just for clubs’ day-to-day operations, but for their continued growth as well.
“Seeing women in leadership positions helps attract woman members,” said Van Duyne. “It also inspires women to be more active in their clubs, particularly on boards. It hasn’t been an overnight revolution, but we will continue to improve.”
According to Christine Pooler, general manager of Indian Creek Country Club, there are no longer limitations on how high women can aspire in the industry or what roles they will play. She states matter-of-factly that her club’s entire administrative team is comprised of women, but that the more important thing is that they are all the best people and strongest individuals for their roles, and they just happen to be women.
“Women’s roles in private clubs today are completely up to women,” said Pooler. “If they choose to have a bigger role, it’s up to them. There are so many women leaders in the industry, women can achieve whatever they want.”
Moving Forward
The private club industry has made great strides in fostering inclusion, particularly when it comes to encouraging women membership, board leadership, and club management. But, of course, there’s always more progress to be made.
“Engaging women now and in the future, whether they are single, married or have a significant other is vitally important,” said Terra Waldron. “Club bylaws and rules need to adapt to changing demographics, trends and the world to stay relevant.”
According to Holly Bilotti, general manager of the Bay Head Yacht Club, progressive clubs need to actively engage with other clubs to encourage them to promote women leadership in their clubs.
“In order to better meet the needs of women who are leading the industry, BHYC is active in the New Jersey chapter,” said Bilotti. “It’s important for club management to recognize young club leaders and encourage education, resources and participation in local and national organizations in order to grow professional development.”
When it comes to encouraging more women to join clubs and assume management responsibilities, our industry experts say that clubs need to expand their programs offerings beyond golf and other traditional offerings.
“Women may love golf, but we’ve found that they also want a lifestyle,” said Marcie Mills. “Our team at Mirabel has worked very hard to engage women in non-golf related programs. We offer an expansive selection of activities for women to enjoy with other women off the golf course, from book clubs to painting classes, to lecture series, to wellness retreats…the list goes on! Women crave the social aspect of club life, and we offer golf, but that is only part of the equation.”
When it comes to club leadership, inclusion must extend beyond membership to the board room and the professional staff.
“Clubs are a business,” said Whaley. “For a business to be successful, in today’s environment of less time and multiple choices, you must work hard to understand your customer and ensure that you are inclusive in all club operations. At the PGA, we are proud of a program we started called PGA Lead. We are training young men and young women to learn the facets of governance and leadership skills. Our objective is to have more women and people of color in leadership roles in the future.
Christin Pooler echoes these points: “The best thing the industry can do is to educate young women who are interested in clubs and the club industry and encourage them to have loftier goals. We also need to continue to provide mentors to young women the industry to nurture and support their development as leaders.”
Indeed, education is a common theme among the industry’s leaders.
“We need to offer quality education programs and opportunities for women to build community and connections within the industry,” according to Mills. “We need to offer women a path to inspired leadership, and that is easy to do with the right people driving the message. When you think about NCA and their top two leaders, Chair Terra Waldron and Vice Chair Christine Pooler, we are definitely on the right path to accomplish just that!”
Cindy Vizza is vice president of communications at the National Club Association. She can be reached at [email protected].