Private Club Waitlists and Member Attrition: What the Data Tells Us
Crushing Club Marketing Podcast
Release Date: 02/20/2025
What Private Club Leaders Need to Know Before Producing a Club Video
Crushing Club Marketing Podcast
In this conversation, Ed Heil and Steve Mulholland discuss the intricacies of video production, emphasizing the importance of storytelling and understanding the audience's needs. They explore how to capture the essence of a club through various filming techniques, including documentary styles and the use of drones. The discussion also covers the significance of finding the right voices for interviews and mastering the art of conducting them effectively. In this conversation, Ed Heil and Steve Mulholland delve into the intricacies of video production, focusing on the art of cinematography, the...
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The State of Private Club Governance: Survey Findings and Solutions
Crushing Club Marketing Podcast
Private clubs often pride themselves on tradition—but without strong governance, even the most respected institutions can find themselves unprepared for what’s ahead. In this data-driven conversation, Ed Heil talks with Joseph Abely, Executive Consultant at Club Benchmarking and lead author of the Club Benchmarking 2025 Governance Report. Rather than offering surface-level advice, Joe draws on insights from over 400 clubs to reveal what actually moves the needle: board education, succession planning, and long-term strategic thinking. The findings are clear—clubs that prioritize these...
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Where Tradition Meets Tomorrow: Dr. Bonnie Knutson on Creating Value in Modern Private Clubs
Crushing Club Marketing Podcast
What defines value in today’s private club? It’s not the square footage of your dining room or how fast your greens roll—it’s how your members feel when they engage with your club. In this episode, Ed Heil is joined by Dr. Bonnie Knutson, professor at Michigan State University’s School of Hospitality Business and longtime private club member. Together, they explore why exclusivity isn’t the draw it once was, how member experience now drives perceived value, and what progressive clubs are doing to evolve with generational expectations. From redefining reputation to creating...
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Why Every Club Leader Needs a Crisis Management Plan
Crushing Club Marketing Podcast
No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it’s a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be...
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The Impact of Behavioral Assessments on Club Culture: A Conversation with Jodie Cunningham
Crushing Club Marketing Podcast
In this episode of Crushing Club Marketing, Ed Heil sits down with Jodie Cunningham, owner of Optimus Talent Partners and a certified Predictive Index partner, to explore how behavioral assessments can revolutionize hiring in the private club industry. Drawing on her years of experience, Jodie shares practical insights on building stronger teams, aligning talent with culture, and avoiding costly hiring mistakes. From understanding your club’s identity to using data to navigate generational differences, this conversation is packed with strategic takeaways for club leaders who want to elevate...
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Change Management: Why Communication is the Key to Private Club Success
Crushing Club Marketing Podcast
Episode Description In this episode, Ed sits down with Bret, an expert in change management and communication, to discuss why successful club transformations depend not just on strategy but on how change is communicated. They explore the unique challenges of implementing change in private clubs, the importance of transparency, and how leaders can effectively manage member expectations. From capital improvements to governance restructuring, Bret shares insights on how clubs can proactively shape the narrative, overcome resistance, and drive meaningful progress. Key Moments: The Heart of Change...
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Strategic Private Club Communications: Beyond the Club Newsletter
Crushing Club Marketing Podcast
Episode Description In this episode, we chat with Jackie Singleton and Kristen LaCount from The Country Club about their approach to club communications. From the evolution of their communications department to managing capital project messaging, they share practical insights on building member trust through transparent, consistent communication across multiple channels. Learn how they've developed a culture where communication is prioritized at every level and how they effectively manage messaging for major club initiatives. Key Moments: Setting the Stage [00:00:25]: Ed introduces Jackie and...
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Private Club Waitlists and Member Attrition: What the Data Tells Us
Crushing Club Marketing Podcast
In this episode, Ed talks with Jason Becker, CEO and founder of Golf Life Navigators, about emerging trends in private club membership and why clubs should prepare for higher-than-normal attrition rates. Jason shares insights from his company's extensive data collection and explains why the real estate market is a crucial indicator for private club membership trends. Key Moments: Setting the Stage [00:00:00]: Ed introduces the current state of private clubs, noting that over half still maintain waitlists with an average of 70 people. Golf Life Navigators Overview [00:03:26]: Jason explains...
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From Committee-Led to CEO Driven: Modernizing Private Club Leadership
Crushing Club Marketing Podcast
In this episode, we chat with Dave Porter, CEO and GM of Greystone Golf and Country Club, about how he transformed his club's governance from a traditional committee-based structure to a CEO-led model. Dave shares his journey of building trust, empowering staff, and creating a more efficient decision-making process that's helping the club thrive. Key Moments: Setting the Stage [00:00:00]: Ed introduces the challenges of traditional club governance and why change is needed in today's competitive landscape. The Early Days at Greystone [00:05:01]: Dave discusses his initial requests when hired,...
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What Private Club Leaders Need to Know Before Capturing Golf Course Drone Footage
Crushing Club Marketing Podcast
In this episode, we talk with Russell Bennett, a professional drone photographer specializing in golf course imagery, about the technical and artistic aspects of capturing courses from above. From licensing requirements to creative techniques, Russ shares insights on how clubs can best utilize drone photography to showcase their facilities. Key Moments: Discussing Drone Sightings [00:03:00]: Before diving in, Russ discusses his perspective of seeing drones in the recent news. Getting Started in Drone Photography [00:03:45]: Russ discusses his transition from marketing to drone photography...
info_outlineIn this episode, Ed talks with Jason Becker, CEO and founder of Golf Life Navigators, about emerging trends in private club membership and why clubs should prepare for higher-than-normal attrition rates. Jason shares insights from his company's extensive data collection and explains why the real estate market is a crucial indicator for private club membership trends.
Key Moments:
- Setting the Stage [00:00:00]: Ed introduces the current state of private clubs, noting that over half still maintain waitlists with an average of 70 people.
- Golf Life Navigators Overview [00:03:26]: Jason explains how his platform matches prospective members with clubs using a dating app-like algorithm to reduce attrition rates.
- Waitlist Dynamics [00:05:27]: Discussion of consumer attitudes toward waitlists, revealing that 70% of prospects don't want to wait more than six months for membership.
- Real Estate Connection [00:08:15]: Jason explains why the increasing inventory of golf community homes signals coming changes in club membership.
- Attrition Predictions [00:09:23]: Analysis of why attrition rates might exceed pre-pandemic levels, particularly due to delayed resignations from older members.
- Member Services Evolution [00:15:13]: Exploration of how clubs need to align service levels with increased initiation fees and focus on time-saving amenities.
- Demographic Shifts [00:16:52]: Discussion of how clubs must cater to multiple generations while building for the future.
- Real Estate Strategy [00:21:11]: Jason shares insights on community "capture rates" and how clubs can better control their real estate destiny.
- Sales Process Evolution [00:25:35]: Examination of why modern membership directors need proper CRM systems and marketing automation.
- Final Insights [00:29:21]: Jason emphasizes the importance of transparency in club planning and investment strategies.