Episode #032

People don’t want to buy a membership. They want something else.

January 24, 2019

The term “Membership” has evolved to mean many things in the club business. In the strongest clubs, it means community; “People like us do things like this.”

In other clubs, a membership is merely access to certain club amenities.

In this episode, Roger suggests that you should aim to defend the integrity of your membership by not selling your club’s amenities, like golf, as a commodity.

Here is the article by Robert A. Sereci, GM/COO of Medinah Country Club referenced by Roger.

This episode is a bit controversial and your input is welcome and appreciated.

Like what you heard? Have a thought you'd like to share?

1 Comment

  1. Leo McMahon on January 24, 2019 at 12:32 pm

    South Florida Club is predominantly retired couples in their 60s, 70s and 80s. Club is trying to attract couples in their 50s and 60s.

    Annual dues are high for what we offer when compared to area clubs. Initiation fees are low compared to area clubs.

    Club is understaffed. Staff is underpaid.. Needed operating expenses have been cut. Some needrd capital improvements have been pushed back.

    It is easy for someone that is not responsible for short term success and long term success of club and livelihoods of staff to say hold the line and only accept members that fit the model member we are looking for. Meanwhile staff morale is in jeopardy and club members perceived value of membership decreases because dues keep going up.

    What’s the solution?

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