This document provides strategies for private clubs to minimize membership attrition by better understanding member needs and adapting to retain current members. It recommends clubs offer a variety of membership types beyond traditional options; focus on customer service, staff training, and knowledge of members; improve food and beverage; conduct member surveys; promote membership benefits; and lower certain fees. The goal is for clubs to understand what members value in order to provide better solutions that incentivize continued membership.

2.  Introduction to practical, workable and implementable
strategies to assist in minimizing membership attrition
at your club
 How to deal with “at risk” members and specific
methods to increase their club usage
 Proven strategies which shall greatly increase
membership participation, loyalty and lower attrition

3. …
…
“You Pay Us Initiation Fee & Dues…”
“…We’ll ProvideYouValue”
“You Provide MeValue…”
“…I’ll PayYou Initiation Fee & Dues”

5. Private clubs continue to demand that customers adapt to their
outdated fundamental structure.
 Forever in the past
 You must adapt to the expectations and desires of the 21st century
consumer
 Facilities and customer service were once the “gold standard”

7. New normal is a much larger group of members
carrying the overhead burden of the club. People are
leaving because you do not have the right offering,
along with related initiation fee and dues.
 MembershipsYou Must Have:
 Single Membership – Not everyone gets married or stays married
 Weekday Membership – No need to have a Senior Membership
 Young Executive Memberships
 Ages 21 – 30
 Ages 31 – 40
 Ages 41 – 45?
 Sports Membership – Not only aTennis Membership
 Clubhouse/Dining/Social
 A la Carte - Never

9. Private clubsTHRIVE at running events and parties;
not so much as their own day-to-day operations.
 Events are Easy
 Day-to-Day isTough
 Execute a Daily Plan

10. “ ”

11. “ ”
Membership Directors should devote as much OR MORE time to
retention than recruitment. Private clubs constantly concentrate
the most attention to high-users of the club and ignore the most
valuable member possible, the non-user.
The “non-user” has enormous potential in new revenue and new
referral opportunities.
 Use the Software Programs atYour Fingertips
 Concentrate on “At-Risk” Members
 GiveThemWhatThey Ask For

13. We are in the hospitality business, be hospitable. Private clubs
tend to focus too much on golf and not enough on customer
service and staff training.
 Ritz Carlton Mantra
 IncreaseYour Emphasis on StaffTraining and Customer Service
 Staff Knowledge of the Club

15. Make it personal. Know everything you possibly can about your
members. Information is power.
 Data and KnowledgeAllows for Unlimited and Meaningful
Promotion
 Commitment to Customer Service
 Communicate As Much As Possible

17. Food and beverage is seldom a positive at a private club, at best
it’s neutral. Think of food and beverage as a retention
opportunity.
 LetYour Members Win
 Own theWine Experience inYour Community
 Allow Credit Cards
 Fine Dining is Gone

18. (No,notthatsurvey)

19. The key to retaining your members is knowing what they need,
what they value and what they think of your club. Once you have
data to paint a good picture, you can begin adapting your
strategies so they’re relevant and provide better solutions.
 Use Short, Quick,Targeted Surveys
 Use Focus Groups to EnhanceYour Survey Results
 UseYour Survey to KnowYour Members by Segments

21. Build a bandwagon at your club. If you aren’t going to promote the
many benefits of membership, who will?
 Private ClubsWere Once the Absolute Best of Everything
• Golf Course
• Junior Golf Programs
• Pro Shop Inventory
• GolfTournaments
• Sports and Fitness
• SwimmingComplex
• Tennis Facilities
• Fitness Center
• Social and Dining
• Member Networking
• Food and Beverage Experience
 The Power of Pride and Bragging Rights
 Community Involvement

23. Who would ever walk away from a club for which they are winning?
 Food and Beverage Minimums – NO
 Food and Beverage Pricing – LOWER
 Guest Fees – LOWER
 GolfCart Fees – LOWER
 Golf andTennis Instruction – FREE
 Daily “Freemiums” – ALWAYS

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