Club Innovators

By Capstone Hospitality

Welcome to Club Innovators, where we dive into the minds of the leading trailblazers in the private club industry. Presented by Capstone Hospitality, this podcast series features engaging conversation... more

· Business

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FAQs about Club Innovators:

How many episodes does Club Innovators have?

The podcast currently has 11 episodes available.

Club Innovators episodes:

January 02, 2025 Sustainable Golf: Frank LaVardera’s Guide to Greener Course Management
In this special episode of the Club Innovators Podcast, hosted by Kyle Bradburn and Greg Rotzell of Capstone Hospitality, we are joined by Frank LaVardera, Director of Environmental Programs for Golf at Audubon International. Frank dives deep into the importance of environmental sustainability in the golf industry and how clubs can balance ecological responsibility with economic benefits.
Discover how implementing Audubon-certified programs can lead to significant cost savings, enhance course quality, and create a lasting positive impact on local ecosystems. Whether you're a club manager, board member, or an avid golfer, this episode is packed with insights you won't want to miss.
🔗 Learn more about Audubon International and how your club can become a leader in sustainability.
https://www.auduboninternational.org/
Don't forget to like, subscribe, and share to support the Club Innovators community!
...more
35min
December 23, 2024Revolutionizing Membership Sales: The Drive CRM from Capstone Hospitality
In this episode of the Club Innovators Podcast, host Kyle Bradburn sits down with Brian Friedrichs, CEO of Capstone Hospitality; Greg Rotzell, VP of Operations; and Adam Shamsie, VP of Sales, to discuss the revolutionary new product reshaping membership sales in private clubs—Drive CRM.
Listen in as Brian shares the backstory of Capstone’s journey from its founding in 2009 to becoming a leader in membership sales. Learn how Drive CRM, built on over a decade of expertise and powered by advanced analytics, is transforming how clubs track leads, close memberships, and create retention strategies.
Greg takes us through the detailed build-out of the system, emphasizing its intuitive design for sales teams and its powerful reporting features that deliver actionable insights. Plus, Adam highlights how the platform is enhancing sales efficiency and creating a seamless experience for membership directors.
If you’re in the private club industry and looking to supercharge your sales and retention efforts, this episode is for you!
Key Topics Covered:
The origin and purpose behind Capstone Hospitality’s Drive CRM.

How the tool supports sales directors in growing membership revenue.

Real-world success stories from clubs leveraging Drive CRM.

🔗 Learn more about Capstone Hospitality: www.capstone-hospitality.com
🎧 Subscribe for more insights into membership sales innovation!
...more
43min
October 08, 2024 The Digital Experience & Membership Sales with Melissa Hansen
In this insightful episode of the Club Innovators Podcast, host Kyle Bradburn sits down with Melissa Hansen, a well-known marketing expert in the private club industry. They discuss key trends from the Inbound Marketing Conference in Boston, focusing on enhancing the digital experience for prospective club members. Melissa shares strategies on digital-first impressions, the importance content, and how gated content can drive leads for membership sales.

The episode covers how private clubs can stay relevant and appealing to a new generation of potential members by focusing on their online presence, including updating websites and leveraging high-quality photography and videography.

Tune in for actionable insights on how clubs can stand out in the digital landscape and attract more members by delivering a premium experience from the first digital interaction.

Timestamps:
00:00 - Introduction: Welcome Back, Melissa Hansen!
01:03 - The HubSpot Inbound Marketing Conference Recap
02:25 - Changing Customer Expectations in the Digital Search Process
03:53 - The Importance of a Strong Digital First Impression
05:03 - Why Your Club's Website Is Your Online Brochure
06:37 - Using Gated Content for Lead Generation
07:07 - The Impact of Rich Media: Photography & Video in the Club Experience
08:24 - Why Updating Content Is Crucial for Success
09:40 - Final Thoughts: Enhancing the Member Journey

...more
36min
August 28, 2024 Team Building and Innovation: Inside Capstone Hospitality's Annual Retreat
Join us for a special episode of the Club Innovators podcast as we go behind the scenes at Capstone Hospitality's annual retreat! This gathering brings together the company's top executives and sales directors for a unique mix of team building, innovation, and collaboration. Discover how these retreats foster stronger relationships, enhance learning, and drive creative strategies within the organization. Whether you're in the club industry or interested in leadership and team dynamics, this episode offers valuable insights you won't want to miss. Don't forget to like, comment, and subscribe for more content!

Chapters

00:00 Introduction and Overview of the Company Retreat
06:06 Training Sessions and Learning Opportunities
15:43 The Role of Golf in the Sales Process
19:08 The Retreat Experience and Team Bonding
22:15 The Importance of Follow-Up Conversations and Support
28:33 Preventing Burnout in Sales
33:01 The Value of a Strong Support System
36:41 Conclusion and Final Thoughts

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37min
May 16, 2024 Interview with Frankie Capan III
Summary
In this episode of the Club Innovators podcast, host Kyle Bradburn interviews Frankie Capan III, a professional golfer and tour brand ambassador. They discuss Frankie's recent success on the Corn Fairy Tour, his journey in golf, and his experiences at different universities. Capstone Hospitality is mentioned as one of Frankie's sponsors, providing support and partnership throughout his career. The conversation also touches on the importance of having great partnerships in the golf industry. Frankie Capan discusses his experience on the Corn Fairy Tour, his approach to golf, and the support of his family. He reflects on his first major tournament, the US Open, and the lessons he learned from it. Capan also shares his interests outside of golf, including other sports and activities. Overall, he emphasizes the importance of balance and enjoying the competitive nature of golf.
Takeaways
-Frankie Capan is a professional golfer and tour brand ambassador
-He has had recent success on the Corn Fairy Tour
-Frankie discusses his journey in golf and his experiences at different universities
-Capstone Hospitality is one of Frankie's sponsors, providing support and partnership throughout his career Frankie Capan appreciates the support of his family and their presence at his golf events.
-He reflects on his experience at the US Open and the lessons he learned from it.
-Capan enjoys other sports and activities outside of golf, such as pickleball, disc golf, and shooting hoops.
-He emphasizes the importance of balance and finding a healthy outlet away from golf.
-Capan's competitive nature drives him to constantly strive for improvement and success in golf.
Chapters
00:00 Introduction and Background
02:45 Frankie's Success on the Corn Fairy Tour
09:33 Frankie's Journey in Golf and University Experiences
53:58 The Importance of Family Support
56:28 Finding Balance Outside of Golf
59:53 Celebrating with Waffle House
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1h 4min
May 09, 2024Assessing Your Sales Person & Process
Summary
In this episode, Kyle Bradburn, Greg Rotzell, and Tyler Vander Meulen discuss the importance of assessing the sales process and salesperson in a private club. They emphasize the need for an honest assessment and highlight the lack of club assessments in the industry. The hosts share their experience of secret shopping clubs and reveal some alarming data, such as 25% of clubs not responding to inquiries and only 8% of clubs following up with additional contact. They stress the importance of building rapport with prospects through phone calls and personalized emails. The hosts also discuss the use of data and benchmarks to evaluate the sales process and identify areas for improvement. They recommend utilizing a CRM system, such as Capstone Drive, to track and analyze sales data. Finally, they emphasize the need for continuous assessment and improvement in the sales process.

Takeaways
Regularly assess the sales process and salesperson in a private club to identify areas for improvement.

Build rapport with prospects through phone calls and personalized emails.

Utilize data and benchmarks to evaluate the sales process and identify areas for improvement.

Use a CRM system, such as Capstone Drive, to track and analyze sales data.

Continuously assess and improve the sales process to ensure success.

Chapters
00:00 Introduction and Overview00:36 The Importance of an Honest Assessment07:59 Building Rapport with Prospects13:26 Using Data and Benchmarks to Evaluate the Sales Process25:30 Continuous Assessment and Improvement32:07 Conclusion
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29min
May 01, 2024The Importance of a CRM in Membership Sales
Summary
In this conversation, Greg Rotzell and Tyler Vander Meulen discuss the importance of having a CRM system in membership sales. They highlight the benefits of a CRM system, such as organization, tracking data, and improving sales processes. They also discuss the use of forms and workflows for capturing organic leads, the significance of deal stages in the sales process, and the value of reporting and statistics in evaluating sales performance. Additionally, they touch on the use of email campaigns and the integration of AI in CRM systems.

Takeaways
A CRM system is essential for organizing contacts, tracking data, and improving sales processes in membership sales.

Forms and workflows in a CRM system help capture organic leads and streamline the sales process.

Deal stages in a CRM system provide a structured framework for tracking the progress of sales opportunities.

Reporting and statistics in a CRM system allow for data-driven decision-making and performance evaluation.

Email campaigns in a CRM system enable personalized and automated communication with prospects and clients.

The integration of AI in CRM systems offers advanced features such as call recording and analysis.

Chapters

00:00 Introduction and Importance of CRM System
04:48 Organizing Contacts and Structuring Correctly
09:02 Deal Stages in the Sales Process
15:04 Reporting and Statistics for Performance Evaluation
24:44 AI Integration in CRM Systems
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30min
April 25, 2024 Training through Strategies, Role-Playing, and Remote Learning
Summary
In this episode of Club Innovators, Kyle Bradburn interviews Greg Rotzell, VP of Sales, and Adam Murchison, Director of Training, from Capstone Hospitality. The conversation focuses on the training process for membership sales directors in private clubs. They discuss the importance of starting with the basics and building upon them, the role of role-playing in training, and the significance of real-world scenarios and challenges. They also highlight the ongoing support and communication provided to sales directors in the field, as well as the use of feedback to continuously improve the training approach. The episode concludes with a discussion on how Capstone offers an online training platform called Drive for clubs that prefer a more supplemental remote option.
Takeaways
Training for membership sales directors starts with the basics and builds upon them, using a scaffolding approach.
Role-playing is an important part of training, allowing sales directors to practice and improve their skills in a safe environment.
Real-world scenarios and challenges are incorporated into the training process to prepare sales directors for the field.
Ongoing support and communication are crucial for the development of sales directors in the field.
Feedback from sales directors is gathered to continuously improve and refine the training approach.
Capstone offers an online training platform called Drive for clubs that prefer a more supplemental remote option.
Chapters
00:00 Introduction
01:08 The Foundation of Training
03:13 Training Structure
04:21 Using Online Platforms for Training
05:26 Importance of Real Calls in Training
06:28 Feedback and Improvement
07:46 Role-Playing in Training
08:59 Incorporating Real-World Scenarios
10:46 Continued Learning and Development
11:46 Supporting Sales Directors in the Field
20:29 Measuring Success with Metrics and KPIs
24:30 Maintaining Culture and Cohesiveness
28:58 Supplemental Remote Training with Drive
30:53 Closing Remarks
...more
32min
April 18, 2024Private Club & Membership Marketing
Summary

In this episode of Club Innovators, Kyle Bradburn interviews Melissa Hanson, a marketing expert in the private club industry. They discuss various marketing strategies and methods, including personalized items, thank you cards, folders, welcome documents, brochures, and email campaigns. Melissa emphasizes the importance of personalization in marketing and shares practical tips for leveraging these strategies to engage prospective members and nurture leads. She also highlights the role of branding guidelines in maintaining a cohesive and consistent brand image. Overall, the conversation provides valuable insights into effective marketing techniques for private clubs. In this conversation, Melissa Hansen discusses various communication tools and marketing strategies for country clubs. She emphasizes the importance of targeted communication and personalization, using live chat to engage with website visitors, and the benefits of having a mobile app for members. Melissa also highlights the value of blogs in marketing efforts, the power of video marketing and content repurposing, and the impact of testimonials in attracting prospective members. Overall, these strategies help clubs enhance their digital marketing and improve member engagement.

Takeaways
Personalization is crucial in marketing, and it can be achieved through various methods such as personalized items, thank you cards, and tailored email campaigns.

Branding guidelines are essential for maintaining a consistent and cohesive brand image across all marketing materials and departments.

Folders and welcome documents play a significant role in providing essential information to prospective members and reflecting the club's culture.

Email campaigns are an effective tool for nurturing leads and engaging current members, and personalization and segmentation are key to their success. Targeted communication and personalization are crucial for effective marketing in country clubs.

Live chat on websites can play a significant role in engaging with potential members and closing sales.

Having a mobile app for members can streamline communication and provide convenient access to club services.

Blogs are a valuable marketing tool for sharing club news, events, and member stories.

Video marketing and content repurposing can enhance marketing efforts and capture the attention of prospective members.

Testimonials from members can be powerful in attracting new members and showcasing the club's value.

Chapters

00:00 Introduction to Club Innovators
01:24 Melissa's Expertise in Marketing and Member Experience
04:23 Importance of CRM System and Personalization
06:02 The Power of Thank You Cards
08:18 Feedback and Other Uses of Thank You Cards
12:42 The Role of Folders in Marketing
13:43 Key Materials in Membership Folders
19:15 Reflecting Club Culture in Welcome Documents
23:03 The Role of Brochures in Marketing
24:47 Leveraging Email Campaigns
27:08 Personalization in Email Campaigns
28:13 Targeted Communication and Personalization
29:11 Live Chat for Marketing
30:32 Mobile App for Streamlined Communication
33:48 Utilizing Blogs for Marketing
36:43 Video Marketing and Content Repurposing
48:05 Importance of Testimonials
...more
55min
April 11, 20242024 Membership Trends
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
...more
38min

FAQs about Club Innovators:

How many episodes does Club Innovators have?

The podcast currently has 11 episodes available.