WHEN DISCUSSING TRENDS at clubs, the focus should always be on the mission statement of the club and whether services, amenities and programs coincide with the vision for the club. The mission statement at your club may change over time with the direction from the board of directors, new members, age of members, and certainly meeting demand for existing and future elements possible at the club.
Often times, the physical building and footprint of the club dictates the limits on what can be done in terms of expansion or alterations to an existing club and its facility.
Trends of the club can be viewed in two areas: The golf space and other amenities offered at a club. More and more clubs are looking at re-inventing the golf space to capture more potential golfers. This may include renovation of an existing golf course, adding a par 3 course or enhancing a practice facility. With the technology that is readily available for golf courses, many clubs are maximizing the club fitting and teaching studios to reflect the demand for educated golfers who want to see, touch and feel the latest equipment. Fitting studios offering club fitting and swing analysis are becoming the norm and not the exception. Having your members totally engaged in this not only creates more revenue for the golf shop but increases the awareness of golfers and keeps their loyalty “on campus” and not at the local golf shop.
Many driving ranges are now re-fitting their turf area to have a simulation of a par 3 layout in the landing area. Depending on demand and certain times of the day, the driving range can work towards enhancing a junior program where young golfers just starting out can experience the concept of actually playing a short hole. Other items being added to driving ranges includes launch monitors, music, and artificial turf for rainy environments.
The cross-over from golf course to the club’s facilities for golf can be a great additional element to golfers. Many northern climates have gone to having simulators indoors during the winter as well as having launch monitors and a fitting studio indoors. Additionally, many clubs have hired someone in the fitness room that is trained in TPI and specializing in golf fitness. A growing trend is also in muscle activation techniques and therapy to gain flexibility and strength for individuals of all ages. Golf fitness is now not about weights but about pliability and flexibility centered around a strong core. This will be an avenue for the aging golfer to be able to retain or increase flexibility so they will not lose so much distance through aging. Yoga and Pilates will have a place for reaching out to golfers to maximize their flexibility.
As the trend continues further and further towards wellness, there are two areas that will continue to expand: Physical wellness (diet, exercise, spa) and mental wellness. Mental stimulation will continue to develop through various programs at clubs. Clubs will set up lecture series with experts trained in this discipline. Card rooms, game rooms, trivia, etc., all are added benefits for clubs.
Clubs are bringing in nutritionists to be involved with members in providing the latest on foods, diet trends and the balance between nutrition and fitness. In the food and beverage arena, more clubs will have guest or “celebrity” chefs and nutritionists speak to members on current food topics, weight loss and low calorie options.
As clubs reach out to younger members with families, clubs will become “family-centric” with dedicated youth spaces and family devoted activities. These will include technology, games and thought-provoking activities.
There are many trends that will develop in the future as technology advances. Clubs must look at being current and design programs centered around their core membership. You cannot be everything to all members, but having the majority of members happy with the offerings and programs at your club goes a long way towards member retention and creating a positive environment.
Paul T. Stringer is president, Nicklaus Companies, Asia Pacific and executive vice president, Nicklaus Design. He can be reached at 561-227-0331 or [email protected].
