Club Innovators

2024 Membership Trends

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Summary


In this episode, Kyle Bradburn, Greg Rotzell, and Tyler VanderMeulen discuss the 2024 membership trends in the private club industry. They highlight the decrease in new organic leads and member referrals in 2023 and discuss the factors contributing to this decline. They emphasize the importance of adapting and attracting new members by focusing on the member experience, offering diverse outbound lead generation strategies, and providing incentives. The conversation also covers the increase in resignation rates among clubs in 2023 and strategies to improve member retention. They discuss the shift in preference for full golf memberships among younger demographics and the need for clubs to adjust their marketing strategies to capitalize on this trend. The conversation concludes with a discussion on the lengthening sales cycle and the importance of consistent follow-up and creating a sense of urgency in the sales process. Capstone Hospitality offers various services to assist clubs in navigating these challenges, including membership sales staffing, remote sales support, and marketing solutions.


Takeaways


  • Adapting and attracting new members requires focusing on the member experience and offering diverse outbound lead generation strategies.
  • Incentives can be effective in attracting prospective members, especially if other clubs in the market are offering similar incentives.
  • Clubs should focus on improving member retention by enhancing the member experience and creating value for members.
  • The preference for full golf memberships has increased among younger demographics, and clubs should adjust their marketing strategies to capitalize on this trend.
  • The sales cycle has lengthened, and clubs should prioritize consistent follow-up and create a sense of urgency in the sales process.
  • Capstone Hospitality offers membership sales staffing, remote sales support, and marketing solutions to assist clubs in navigating these challenges.


    • Chapters


    00:00 Introduction

    00:49 Decrease in Organic Leads and Member Referrals

    12:11 Shift in Preference for Full Golf Memberships

    24:05 Anticipated Trends for 2024

    33:18 Capstone Hospitality's Services and Strategies

    37:25 Conclusion


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    Club InnovatorsBy Capstone Hospitality
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