Influential Women in Golf – Call for Entries

Episode 087
Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf proshop design, fitness facilities, and dining experiences, and discover how these elements shape the ultimate golfing experience.
Today’s episode is a bit different—but incredibly important. We’re spotlighting a call for nominations that celebrates the contributions of women in the golf industry: The Hilda Allen Award, presented by Golf Inc. Magazine. This is your chance to recognize the trailblazers—the visionaries—who are shaping the future of golf, both for the industry at large and for women across the profession.
Last year, Golf Inc. honored five exceptional women with the Hilda Allen Award. The year before that, ten more were recognized. These awardees are now being inducted into a growing Hall of Fame that acknowledges the long-term impact of their leadership. But now, the search begins for the 2025 class of honorees. And that’s where you come in. The call is open for nominations—women who stand out in golf, not just because of where they work or the titles they hold, but because of what they’ve contributed. Past honorees have included course owners and operators, CEOs, COOs, merchandisers, architects, and founders of programs that uplift women in the sport and business of golf.
If someone comes to mind—a leader who’s championed growth, innovation, or inclusivity in the golf world—this is your chance to spotlight them. To nominate someone, all you need is their name, title, company, and a brief explanation of why you believe they deserve this recognition. It can be based on a lifetime of service, or even a remarkable accomplishment in recent years. Send your nomination by Friday, April 11, 2025 to Michelle Weyenberg, Editorial Director of Golf Inc. Magazine. Her email is [email protected]. You can also reply directly to the nomination email if you’ve received it.
Let’s make sure the women shaping the future of golf are seen, supported, and celebrated. Thank you for tuning in to our episode on golf clubhouse design. Today, we took a short detour to honor the leaders behind the scenes—women whose work uplifts the golf industry as a whole. Join us for our next episode!

 

The Rise of Urban Golf: Five Iron Golf’s Expansion into Nashville

Episode 086

Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf pro shop design, fitness facilities, and dining experiences, and discover how these elements shape the ultimate golfing experience. Today, we’re exploring an exciting development in the golf world that’s reshaping how we think about the sport and its spaces. Five Iron Golf has announced its expansion into Nashville, with a new location set to open in Summer 2025. This move represents far more than just another venue opening – it signals a significant shift in how golf experiences are being reimagined for urban environments.
As traditional golf continues to evolve, these urban golf concepts are creating fresh pathways for engagement with the sport. Throughout today’s episode, we’ll examine what Five Iron’s Nashville expansion tells us about the changing landscape of golf, how these urban venues are designed differently from traditional clubhouses, and what this might mean for the future of golf clubhouse design everywhere.
The evolution of golf has taken a fascinating turn in recent years with the emergence of urban golf concepts, and at the forefront of this movement stands Five Iron Golf. Founded in 2017 in New York City, Five Iron was born from a simple yet revolutionary idea: bring golf into the urban core where space constraints typically make traditional golf impossible. What began as a single location in Manhattan has rapidly expanded to over 15 locations across major metropolitan areas including Chicago, Baltimore, Las Vegas, and Pittsburgh. This aggressive growth trajectory speaks to the latent demand that existed for accessible golf experiences in urban environments where traditional courses are either too distant or too exclusive for many city dwellers. Five Iron differentiates itself through a unique triple-threat approach. First, there’s the technology component – high-definition golf simulators powered by TrackMan technology that offer precise feedback and the ability to play virtual rounds on the world’s most famous courses. This isn’t just about entertainment; it’s serious golf that allows for meaningful practice, lessons, and skill development regardless of weather or time constraints.
Second is the entertainment factor. Unlike traditional driving ranges or courses, Five Iron venues feel more like social destinations. They feature full-service bars, chef-driven food menus, and additional games and activities that create a vibrant atmosphere where golf is just one part of the social experience. The spaces are designed to be energetic, with music playing and multiple screens showing sports – a stark contrast to the hushed tones of traditional golf environments. The third pillar is accessibility. Five Iron has stripped away many of the barriers that have historically made golf exclusive – there’s no dress code, equipment is provided, and the environments are deliberately designed to welcome beginners alongside seasoned players. This democratization of golf resonates strongly with younger generations who value experiences that are informal yet high-quality.
This urban golf model represents a significant shift in how we think about the sport. Traditionally, golf has been associated with vast expanses of green space, lengthy time commitments, and often suburban or rural settings. The urban golf movement, pioneered by companies like Five Iron, TopGolf, and others, brings golf into city centers where young professionals live and work. For millennials and Gen Z populations, these venues solve multiple problems simultaneously. They address the time constraint issue by offering golf experiences that can fit into a one or two-hour window rather than demanding half a day. They solve the social inclusion problem by creating spaces where non-golfers can participate and enjoy themselves alongside more serious players. Perhaps most importantly, they make golf cool again – rebranding it from what many younger consumers perceived as an outdated pastime to a tech-forward, social experience.
The data supports this shift in perception and participation. While traditional golf saw modest growth during the pandemic, urban golf concepts have been expanding at a much faster rate, with Five Iron’s rapid expansion serving as evidence of market demand. What’s particularly notable is that these venues are drawing substantial percentages of first-time golfers – people who might never have tried the sport in a traditional setting. For traditional golf clubs and resorts, this trend presents both a challenge and an opportunity. Urban golf venues like Five Iron are essentially creating new golfers who may eventually seek out traditional course experiences. However, these new golfers are being conditioned to expect certain amenities, technologies, and social elements that many traditional facilities haven’t historically prioritized.
Now let’s take a closer look at Five Iron Golf’s newest venture – their upcoming Nashville location, set to open in Summer 2025. This expansion represents more than just another dot on the company’s growing map; it signals a strategic move into one of America’s most vibrant entertainment capitals. The Nashville facility will occupy a prime 15,000-square-foot space in the heart of the city’s thriving downtown district, just steps away from Broadway’s famed honky-tonks and music venues. This location wasn’t chosen by accident. Nashville has transformed over the past decade from a country music mecca to a diverse entertainment hub attracting young professionals, corporate relocations, and tourists seeking authentic experiences. What makes this expansion particularly noteworthy is how perfectly Five Iron’s model aligns with Nashville’s existing culture. This is a city that already understands the blend of entertainment, socialization, and activity – from axe throwing venues to bowling lounges, Nashville has embraced the concept of experience-based entertainment. Five Iron Golf’s arrival extends this pattern into the golf space, offering something the local market currently lacks.
The Nashville location will feature 11 state-of-the-art TrackMan simulator bays, a full-service bar emphasizing local craft beers and spirits, and a food menu developed in partnership with a renowned local chef. In a nod to the city’s musical heritage, the space will include subtle design elements that reference Nashville’s musical roots without falling into cliché territory. Perhaps most interesting is how Five Iron plans to integrate with Nashville’s tourism economy. Beyond serving local residents, the company has developed specific programming aimed at bachelor and bachelorette parties, corporate retreats, and convention attendees. With Nashville consistently ranking among the top domestic tourism destinations, especially for celebratory group travel, Five Iron is positioning its new location as an activity that groups can include in their Nashville itinerary.
This approach represents a fundamental shift in how golf venues position themselves. Rather than competing solely with other golf experiences, Five Iron Nashville will compete in the broader entertainment economy, alongside music venues, food tours, and other activities vying for visitors’ time and dollars. From a demographic perspective, Nashville presents a perfect storm of potential customers. The city has experienced massive growth in its millennial population, with many young professionals relocating from larger coastal cities. This demographic typically values experiences over possessions and seeks social activities that can be shared on social media – precisely the audience Five Iron has successfully captured in other markets.
The Nashville location will also serve as a testing ground for new programming aimed specifically at the large number of music industry professionals in the city. Five Iron has hinted at late-night hours and industry nights designed to accommodate the non-traditional work schedules common in the entertainment business. For traditional golf in the Nashville area, Five Iron’s arrival presents both competition and opportunity. The region boasts several prestigious private clubs and public courses, but until now has lacked a modern, accessible urban golf option. Rather than cannibalizing existing golf participation, Five Iron’s model has typically expanded the overall golf market by attracting new players who might eventually transition to traditional courses.
Local country clubs and golf courses are already taking notice. Several have reached out to Five Iron about potential cross-promotional opportunities, recognizing that today’s simulator user might become tomorrow’s club member. This collaborative rather than competitive mindset speaks to the evolving nature of golf as an ecosystem rather than a fragmented industry. When we look at Five Iron’s Nashville expansion in the broader context of golf’s evolution, it becomes clear that the company isn’t just opening another location – it’s strategically positioning itself at the intersection of entertainment, technology, and an activity with deep cultural roots, all within a city known for embracing innovation while respecting tradition.
When we examine Five Iron Golf’s design philosophy, what immediately stands out is their masterful integration of traditional golf elements with thoroughly modern design sensibilities. These spaces aren’t simply indoor golf facilities – they’re carefully crafted environments that balance the technical requirements of golf simulation with the aesthetic and functional needs of a contemporary social venue. At the heart of Five Iron’s spaces are their simulator bays, featuring TrackMan technology that offers precision tracking and analytics that rival or exceed what’s available at most traditional ranges. However, unlike the purely utilitarian approach you might find at a conventional practice facility, Five Iron envelops this technology within thoughtfully designed spaces that prioritize both function and atmosphere. The simulator bays themselves represent a fascinating evolution in golf space design. Traditional driving ranges require vast acreage and are subject to weather constraints, while Five Iron’s compact, climate-controlled bays can be arranged to maximize space efficiency while maintaining privacy and sightlines. Each bay features adjustable lighting that can transition from bright, analytical practice sessions to more ambient settings for social play.
Materials and finishes throughout Five Iron locations reflect this blend of traditional and modern. You’ll find nods to classic clubhouse elements – leather seating, rich wood tones, and carefully selected artwork – but these are complemented by industrial elements like exposed ductwork, concrete floors, and modern lighting fixtures. This creates spaces that feel simultaneously familiar to golfers while remaining approachable to newcomers. The contrast with traditional golf clubhouses couldn’t be more striking. Where conventional clubs often feature formal dining rooms, locker facilities designed for all-day use, and pro shops stocked with equipment and apparel, Five Iron optimizes for flexibility and multiple revenue streams within a more compact footprint. Their spaces transition seamlessly from daytime corporate events to evening social gatherings, with food and beverage programs designed for casual consumption rather than formal dining.
Traditional clubhouses typically separate golf functions from social spaces – practice facilities are outdoors, removed from the main building, while dining and socializing happen in dedicated rooms. Five Iron dissolves these boundaries, creating what designers call “activity adjacencies” that encourage cross-pollination between different uses. Someone might come in for a drink at the bar and end up booking a lesson after watching others play, or a serious practice session might evolve into an impromptu social gathering. The technology integration extends far beyond just the simulator screens. Five Iron locations feature sophisticated audio-visual systems that allow for broadcast of sporting events, custom music programming, and even simulator bay-to-bay competitions. Their proprietary software platform manages reservations, tracks player data, facilitates leagues and tournaments, and enables social connections between members – creating a digital layer that enhances the physical environment.
What can traditional golf facilities learn from Five Iron’s approach to space planning and social engagement? Perhaps the most valuable lesson is flexibility. While many country clubs were designed around rigid programming – separate spaces for separate functions – Five Iron demonstrates how multipurpose spaces can generate more activity and revenue throughout the day. Another key takeaway is their approach to technology integration. Rather than treating technology as merely functional or as an afterthought, Five Iron positions it as central to the experience while ensuring it enhances rather than detracts from the social aspects of golf. Traditional clubs often struggle with this balance, either underinvesting in technology or implementing it in ways that feel disconnected from the overall member experience.
The strategic adjacency of food and beverage to golf activity represents another innovation worth noting. In traditional clubs, refreshment might be available at the turn or after a round, but Five Iron makes it accessible throughout the golf experience. This not only increases revenue but transforms golf from a primarily athletic pursuit to a comprehensive social experience. Perhaps most importantly, Five Iron’s spaces are designed to be inclusive rather than exclusive. Traditional clubhouses often signal their exclusivity through design choices – formal entries, hushed environments, dress codes enforced through architectural cues. Five Iron creates spaces that feel accessible to experienced golfers and newcomers alike, using design to communicate that everyone belongs.
As we look at the evolution of golf facilities, this balance of tradition and innovation, exclusivity and accessibility, practice and play represents the cutting edge of golf space design. Whether these elements will eventually transform traditional clubhouse design or remain primarily in the urban golf sector remains to be seen, but Five Iron’s approach offers valuable insights for anyone involved in creating spaces where golf and social experiences intersect. The urban golf phenomenon we’re seeing with Five Iron Golf isn’t just a passing trend—it represents a fundamental shift in how we might conceptualize golf spaces moving forward. Traditional private clubs and resorts would be wise to take notice, as many of these innovations could significantly influence the next generation of clubhouse design.
Consider how the private club model has remained relatively unchanged for decades. Members typically invest in these spaces for both prestige and experience, with design that often emphasizes tradition over innovation. But as demographics shift and younger generations become the primary membership base, we’re likely to see increased demand for the kind of technology-forward, flexible spaces that Five Iron exemplifies. What might this integration look like? Imagine traditional clubs incorporating dedicated simulator spaces not as afterthoughts or basement additions, but as central features integrated with social areas. These could serve multiple purposes—instruction during off-peak hours, entertainment during social events, and practice options during inclement weather. The key is that these spaces wouldn’t be isolated from the club’s social heart but would become extensions of it.
The data component also offers tremendous potential. Private clubs have historically struggled with making meaningful use of member data beyond billing and reservations. Urban golf concepts demonstrate how tracking performance metrics, facilitating friendly competition, and gamifying the experience can create deeper engagement. Forward-thinking clubs might develop proprietary apps that not only manage tee times but track improvement, suggest personalized practice routines, and connect members with similar playing patterns. Experience-driven design will likely become the central focus rather than simply aesthetic considerations. Successful clubhouses of the future will be measured not just by their architectural beauty but by how effectively they deliver memorable experiences. This means spaces that can transform throughout the day—perhaps functioning as a serious practice facility in the morning, a family-friendly environment in the afternoon, and a sophisticated social venue in the evening.
We’re already seeing innovative clubs experiment with flexible space planning. Instead of the traditional model of dedicated rooms for specific functions—formal dining room, casual grill, meeting rooms, pro shop—more fluid spaces that can adapt to different needs throughout the day and season make economic sense while creating more dynamic environments. Retractable walls, modular furniture systems, and adaptive lighting allow single spaces to serve multiple purposes. Technology integration will extend far beyond just golf simulation. Expect to see augmented reality elements that enhance the dining experience, sophisticated sound zoning that creates different atmospheres in adjacent spaces, and seamless connectivity that allows members to customize their environment through personal devices. The smartest clubs will implement technology that enhances rather than dominates the sensory experience.
The social aspect cannot be overstated. While traditional clubs have always been social institutions, they’ve often structured social interaction around formal events or chance encounters. The new model suggests more intentional design that facilitates both planned and spontaneous social connections. Think flexible seating arrangements that accommodate both private conversations and group gatherings, sightlines that allow people to observe activity without direct participation, and transitional spaces that encourage lingering and interaction. Food and beverage operations will likely continue evolving from formal dining toward more casual, experiential offerings. The success of Five Iron’s model suggests members increasingly value accessibility and atmosphere over formality. This doesn’t mean eliminating fine dining options entirely, but rather creating more varied experiences that align with contemporary eating habits—craft cocktails, shareable plates, and food that complements rather than interrupts social engagement.
Perhaps most significantly, we may see a shift in how golf facilities define their identity. Rather than positioning themselves as primarily golf destinations with ancillary amenities, successful clubs might reframe themselves as lifestyle hubs where golf is one component of a broader value proposition. This subtle reframing acknowledges that for many members, the social and wellness aspects of club membership hold equal importance to the golf itself. The future of golf clubhouse design likely involves a delicate balance—honoring the traditions that give the sport its character while embracing innovations that ensure its relevance. The clubs that navigate this balance successfully will create spaces that feel simultaneously timeless and contemporary, exclusive yet accessible, and traditional yet technologically advanced.
As we’ve explored throughout this episode, Five Iron Golf’s expansion into Nashville represents far more than just another location for this growing brand. It signals a pivotal moment in how we understand and design spaces dedicated to golf in urban environments. What makes this Nashville venture particularly significant is its timing and location. Situated in one of America’s most vibrant entertainment destinations, Five Iron is positioning golf as part of the city’s cultural fabric—not separate from it. This integration of golf into the urban lifestyle, rather than requiring an escape from it, may well represent the future direction for much of the industry. The lessons for traditional golf clubhouses are profound. The emphasis on flexible spaces that can transform throughout the day, technology that enhances rather than dominates the experience, and designs that intentionally foster social connections—these are innovations that could revitalize even the most established clubs and resorts.
Perhaps most importantly, Five Iron demonstrates that expanding golf’s reach doesn’t require abandoning its traditions. Rather, it’s about presenting those traditions in formats that resonate with contemporary lifestyles and preferences. The result isn’t a dilution of golf culture but rather its evolution and expansion. Thank you for tuning in to our episode on golf clubhouse design, where we delved into the fascinating world of architecture, interior design, and member lifestyle impact. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!

Beyond the Basics: Transforming Your Golf Pro Shop into a Revenue Powerhouse

Episode 085
Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on
member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that contribute to the success of a
golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf pro shop design, fitness facilities, and dining experiences, and discover how these
elements shape the ultimate golfing experience. Today’s episode is all about golf pro shops—not just as retail spaces, but as vital extensions of the club
experience. We’ll be discussing insights from an article titled Elevate Pro Shop Sales by Donna Campbell, published in Golf Inc. magazine. This piece explores
how pro shops can enhance customer engagement and increase revenue through smart merchandising, strategic event planning, and personalized service.
Let’s dive in! Think about the last time you visited a golf pro shop. Was it just a quick stop to grab some tees, or did you find yourself browsing, discovering
new equipment, and engaging with knowledgeable staff? The reality is that pro shops are far more than just retail spaces – they’re essential touchpoints in the
golf club experience. Pro shops serve as the gateway between the parking lot and the first tee, making them prime locations for member engagement and
revenue generation. They’re where relationships are built, equipment expertise is shared, and the club’s brand comes to life through carefully curated
merchandise.
Modern pro shops have evolved beyond basic equipment storage rooms into sophisticated retail environments. They now cater to diverse customer needs, from
the serious golfer seeking performance equipment to the casual visitor looking for branded memorabilia. This evolution represents a significant opportunity for
clubs to enhance their revenue streams while providing valued service to their members. Industry data shows that well-managed pro shops can contribute
substantially to a club’s bottom line. However, success requires more than just stocking shelves with the latest equipment. It demands a strategic approach to
merchandising, customer service, and overall experience design. The most successful pro shops understand their unique position at the intersection of retail and
hospitality. They create an environment where members feel comfortable spending time, seeking advice, and making purchases that enhance their golfing
experience. This combination of commerce and service is what transforms a simple store into an integral part of the club’s identity and financial success.
Let’s explore the art of effective merchandising in your pro shop, where strategic display techniques can transform ordinary inventory into must-have items. The
key lies in creating an environment that not only showcases products but tells a compelling story that resonates with your customers. Start by thinking of your
merchandise displays as dynamic, living elements that should change regularly. A static display quickly becomes invisible to regular visitors, but rotating your
inventory and creating fresh arrangements keeps the space interesting and encourages repeat browsing. Consider moving high-margin items to eye level and
positioning complementary products together to encourage multiple purchases. Seasonal themes provide excellent opportunities for creative merchandising.
During tournament season, create vignettes that showcase performance wear alongside essential accessories. For holiday periods, arrange gift-worthy items in
attractive groupings at various price points, making it easy for customers to visualize complete presents.
Color coordination plays a crucial role in effective merchandising. Group items by color families to create visually appealing displays that draw the eye and
make it easier for customers to find what they’re looking for. This approach works particularly well with apparel, where you can create compelling color stories
that encourage customers to build complete outfits. Don’t overlook the power of lighting and space. Strategic lighting can highlight featured products and
create focal points throughout the shop. Maintain clear pathways between displays and ensure there’s enough room for customers to browse comfortably.
Remember, a cluttered shop can overwhelm customers and diminish the perceived value of your merchandise. Finally, leverage your window displays to their
full potential. These are your 24-hour salespeople, working even when the shop is closed. Change them frequently and use them to showcase new arrivals,
seasonal items, or special promotions. A well-designed window display can draw customers in and set the tone for their entire shopping experience.
One of the most powerful ways to boost pro shop sales is by creating synergy between your merchandise and club events. Every tournament, member social, or
special occasion presents a unique opportunity to drive retail engagement and create memorable shopping experiences. Consider integrating merchandise
credits into tournament entry fees. This not only guarantees sales but also ensures participants visit the shop, where they’re likely to spend beyond their credit
amount. For member-guest events, create special merchandise packages that participants can pre-order, featuring exclusive logo items that commemorate the
occasion. Trunk shows are another excellent way to generate excitement and create urgency around purchasing decisions. Schedule these events to coincide
with ladies’ day, men’s league night, or other regular club gatherings. Partner with vendors to showcase new collections and offer special ordering opportunities.
Make these events feel exclusive by including light refreshments and personal shopping assistance.
Holiday-themed shopping events can transform your pro shop into a destination. Host evening shopping parties where members can enjoy refreshments while
checking off their gift lists. Create gift bundles at various price points, and offer complimentary gift wrapping to add value and convenience. Demo days aren’t
just for equipment sales – they’re perfect opportunities to cross-merchandise related items. When customers try new clubs, ensure you have coordinating
accessories, appropriate attire, and training aids prominently displayed nearby. This creates natural upsell opportunities and helps customers envision complete
solutions for their game improvement goals. Remember to promote these events well in advance through multiple channels. Use email newsletters, club
bulletin boards, and social media to build anticipation. Consider offering early access or special discounts to members who RSVP, creating a sense of
exclusivity while helping you plan inventory levels appropriately.
The layout of your pro shop can make or break your sales performance. Strategic placement of merchandise and thoughtful traffic flow patterns can
significantly increase customer engagement and purchase rates. Let’s explore some proven layout optimization techniques that can transform your retail space.
Start by analyzing your customers’ natural walking patterns. Most shoppers instinctively turn right upon entering a store and follow a counterclockwise path.
Position your highest-margin items and newest merchandise along this primary traffic flow. Place eye-catching displays at key decision points where customers
naturally pause or change direction. Creating clear sight lines throughout the store is crucial. Avoid tall fixtures in the center of the space that might block
visibility. Instead, use graduated heights with taller fixtures along the walls and lower displays in the middle. This allows customers to easily navigate the space
while maintaining a clear view of different merchandise zones.
Consider creating designated zones for different product categories – equipment, apparel, accessories, and seasonal items. But don’t let these zones become
stagnant. Regular reorganization keeps the space fresh and interesting for repeat customers. Something as simple as moving a display table or rotating
merchandise between zones can make familiar products feel new again. The checkout area deserves special attention. This prime real estate should feature
impulse purchase items at various price points. Think logoed balls, gloves, tees, and small accessories that customers can easily add to their purchase. Ensure
there’s enough space around the counter for customers to browse these items comfortably while waiting to check out.
Remember that negative space is just as important as product displays. Leave enough room between fixtures for customers to move freely and examine
merchandise without feeling crowded. This is especially important when customers are carrying golf bags or shopping in groups. Let’s talk about smart
inventory management – it’s the backbone of a successful pro shop operation. Successful shops don’t just stock shelves; they strategically manage their
inventory using the ‘Open to Buy’ approach. This method ensures you have the right products at the right time, without tying up excess capital in unsold
merchandise.
The key is to maintain flexibility in your purchasing. Rather than buying an entire season’s worth of inventory upfront, allocate your budget across multiple
buying periods. This allows you to respond to emerging trends, adjust to customer preferences, and capitalize on what’s selling well. Consider the seasonal
nature of golf retail. Spring typically demands a wide selection of new arrivals, while summer might focus more on consumables and weather-appropriate gear.
Fall presents opportunities for layering pieces and end-of-season specials. By spreading out your purchases, you can better match inventory to these seasonal
shifts in demand. Pre-booking is another vital strategy. Work with your vendors to secure popular items in advance, but maintain some open budget for in-season
purchases. This balanced approach ensures you have core products while maintaining the ability to bring in trending items that catch your customers’
attention.
Monitor your sell-through rates carefully. If certain items aren’t moving as expected, implement markdown strategies early rather than letting them occupy
valuable shelf space. Conversely, when products are selling well, have a quick reorder system in place to maintain availability. Remember, empty shelves can’t
generate revenue, but neither can overstocked ones tying up your capital. Exceptional staff training and service are the cornerstones of a thriving pro shop.
Your team members are more than just sales associates – they’re golf lifestyle consultants who can make or break the shopping experience for your customers.
Every staff member should possess deep product knowledge, from the technical specifications of clubs to the performance features of apparel. But beyond
product expertise, they need to understand the art of building relationships with customers. This means recognizing regular members, remembering their
preferences, and anticipating their needs before they even ask.
Training should focus on creating natural, conversational interactions that help customers find exactly what they’re looking for. Staff should be able to ask the
right questions: What type of golf do you play? What’s your current equipment setup? What are you looking to improve in your game? These conversations not
only lead to better product recommendations but also help establish trust and credibility. Service excellence extends beyond the sales floor. Implement
amenities that enhance the shopping experience, such as complimentary club fittings, special orders for custom items, and personal shopping services for busy
members. Consider offering gift wrapping during holiday seasons, and maintain a wish list system that makes it easy for members to track desired items.
Encourage your staff to be proactive about following up with customers after significant purchases. A simple check-in about how new clubs are performing or
how a particular garment is holding up can go a long way in building loyalty. These touchpoints often lead to repeat visits and positive word-of-mouth recommendations. Remember that your pro shop staff are ambassadors for your club’s brand. Their appearance, attitude, and behavior should reflect the professional standards your members expect. Regular training sessions, product knowledge updates, and service excellence workshops help maintain these high standards and keep your team engaged and motivated.
As we’ve explored today, transforming your pro shop into a thriving revenue center requires a comprehensive approach that goes far beyond simply stocking
shelves with merchandise. It’s about creating an engaging retail environment that enhances the overall club experience and keeps members coming back for
more. Success comes from the careful integration of strategic merchandising, smart inventory management, and thoughtful store layout. But perhaps most
importantly, it stems from understanding that every interaction in your pro shop is an opportunity to strengthen member relationships and build lasting loyalty.
Remember that your pro shop is a dynamic space that should evolve with your members’ needs and preferences. Regular updates to displays, seasonal
merchandise rotations, and special events keep the shopping experience fresh and exciting. When combined with knowledgeable staff who provide personalized
service, these elements create a retail environment that members naturally want to support.
The most successful pro shops aren’t just stores – they’re integral parts of the club experience where members can find expertise, excellent service, and quality
products that enhance their enjoyment of the game. By implementing the strategies we’ve discussed today, you’ll be well-positioned to create a pro shop that
doesn’t just meet expectations but exceeds them, contributing significantly to both member satisfaction and your club’s bottom line.
Be sure to follow and subscribe to catch new episodes diving into the world of golf clubhouse design and member lifestyles.

 

The Suggestion Box Saga: The Most Absurd (and Real) Member Requests

Episode 084

Welcome back to Experience in Golf Clubhouse Design, where we explore the fascinating world of private club life and management. Today, we’re diving into something every club has but few dare to talk about – the mysterious suggestion box. That inconspicuous container sitting in your clubhouse lobby might look innocent enough, but trust me, it holds some of the most entertaining stories in club history. Every golf club has a suggestion box—or at least an inbox where members can submit their brilliant ideas. Some are practical, some are ambitious… and some are downright absurd. Today, we’re diving into the most outlandish member requests ever submitted and exploring how clubs actually decide which ideas make the cut and which go straight into the ‘we’ll think about it’ pile.

You won’t believe some of the suggestions we’ve uncovered. How about heated cart paths for those brave souls who refuse to let a little snow interrupt their tee time? Or my personal favorite – a lobster tail vending machine in the fitness center, because apparently protein shakes aren’t quite sophisticated enough. And wait until you hear about the member who requested a “no slow play” siren system with air horns at five-minute intervals. These aren’t just wild ideas – these are actual suggestions that landed on club managers’ desks.

The suggestion box is more than just a wooden container collecting dust in the corner of your clubhouse – it’s a vital link between members and management, representing the delicate balance between preserving tradition and embracing progress. Private clubs have always walked this tightrope, understanding that while heritage is paramount, adaptation is necessary for survival. Most members might imagine their carefully crafted suggestions going straight to the club president or general manager, but the reality is far more nuanced. These requests typically flow through a well-established chain of command, starting with department heads who assess operational feasibility, then moving to various committees who evaluate financial implications and alignment with club values. The true unsung heroes of the suggestion box are often the club’s middle managers and committee members who spend countless hours sifting through everything from simple maintenance requests to elaborate facility upgrades. They’re the ones who must diplomatically handle suggestions ranging from “the coffee’s too hot” to “we should build an underground bowling alley.” Member feedback generally falls into two distinct categories: day-to-day operational adjustments and major capital improvements. Operational requests might include tweaks to the dinner menu, adjustments to tee time intervals, or updates to the dress code. These are typically easier to implement and often receive quicker responses. Capital improvements, on the other hand, require extensive evaluation, financial planning, and usually a vote from the board or entire membership.

But perhaps the most challenging aspect of managing member suggestions is maintaining the delicate balance between individual preferences and the collective good. What might seem like a brilliant idea to one member could be completely unnecessary or even detrimental to another. This is where the art of club management truly shines – in finding ways to honor member input while ensuring decisions benefit the club as a whole. The suggestion box also serves another crucial purpose: it acts as a pressure release valve, giving members a formal channel to voice their opinions rather than expressing them through informal complaints or gossip. This structured approach to feedback helps maintain the harmonious atmosphere that private clubs strive to create.

Let me share with you some of the most imaginative – and occasionally outrageous – suggestions that have found their way into club suggestion boxes across the country. You might think I’m making these up, but I assure you, every single one is absolutely real. Picture this: A member at an exclusive club in Minnesota submitted a detailed proposal for heated cart paths. Their reasoning? And I quote: “A light dusting of snow shouldn’t prevent us from enjoying our regular Saturday morning round.” The proposal included a complex underground heating system, similar to what some football stadiums use. The estimated cost? A mere 2.3 million dollars. Needless to say, that suggestion was politely declined, though the club did invest in better snow removal equipment.

One particularly ambitious member suggested installing lobster tail vending machines in the fitness center. Their rationale was that protein shakes weren’t “elevated enough” for the club’s image. They even went so far as to source a custom vending machine manufacturer willing to take on the project. While this idea didn’t make it past the initial review, it did prompt a productive discussion about expanding the healthy snack options in the fitness area. Then there was the member who proposed gold-plated tee markers at every tee box. Not gold-colored – actual gold. The suggestion came with a detailed breakdown of how the precious metal would “elevate the club’s prestige” and “create Instagram-worthy moments.” The club instead opted for new bronze markers, which provided the desired elegance without the seven-figure price tag.

Perhaps my personal favorite was the request for a private helipad. The member, a successful CEO, argued that traffic was cutting into his golf time, and a helipad would allow him to squeeze in emergency nine-hole rounds between meetings. While the idea was eventually shot down due to zoning restrictions and noise concerns, it did lead to a productive discussion about flexible tee time policies for busy executives. A particularly detail-oriented member submitted a twelve-page proposal for a standardized caddie dress code, including specific rules about sock height, hat orientation, and mandatory color coordination between bibs and shoelaces. While most clubs already have basic caddie appearance guidelines, this level of specificity was a bit much even for the most traditional establishments.

The “no slow play” siren suggestion actually gained surprising traction at one club. The idea was to install air horns that would sound at five-minute intervals to keep groups moving. While this exact system wasn’t implemented, it did inspire a more sophisticated pace-of-play monitoring system using GPS-enabled carts. Some clubs have actually implemented modified versions of seemingly outlandish requests. For instance, one club that received a request for champagne dispensers in the locker room instead created a popular monthly champagne service during major tournaments. Another turned down a proposal for an underwater driving range but used the suggestion as inspiration for installing state-of-the-art golf simulators. The key takeaway from these elaborate requests isn’t just their entertainment value – it’s that even the most outlandish suggestions often contain a kernel of legitimate member need. Behind that heated cart path request was a desire for more winter golf options. The lobster vending machine highlighted a gap in premium food availability. Sometimes the most valuable part of these suggestions isn’t the idea itself, but the underlying issue it reveals.

Now, let’s explore some of the more grounded suggestions that frequently appear in club suggestion boxes. These aren’t quite as attention-grabbing as helipads or gold-plated tee markers, but they represent thoughtful attempts to enhance the member experience in practical ways. Take the common request for expanded locker room space. While it might sound simple, these suggestions often come with interesting twists. One club received a detailed proposal for tiered locker sizes based on membership tenure – a creative solution that sparked important discussions about equity and tradition. Another club implemented a hybrid system of permanent and day-use lockers after a member suggested it could maximize their limited space. The request for ice-cold towels delivered to every cart deserves special mention. It’s not technically complicated – we’re just talking about cooled towels, after all – but the logistics of maintaining temperature and coordinating delivery to dozens of carts throughout a hot day presents real operational challenges. Several clubs have found creative solutions, like installing small coolers in carts or setting up towel stations at strategic points throughout the course.

Specialty cocktail menus named after longtime members have become increasingly popular requests. It’s a relatively simple way to honor club history while adding a personal touch to the dining experience. One club took this concept further by creating a quarterly rotating menu featuring signature drinks inspired by members’ stories and achievements. The program not only boosted bar revenue but also strengthened the sense of community among members. Clubs typically evaluate these requests through three primary lenses: feasibility, cost-effectiveness, and member impact. A suggestion might be perfectly feasible but not cost-effective, or it might be affordable but only benefit a small percentage of members. The most successful implementations usually check all three boxes.

Consider the case of personalized locker room amenities. When one club received multiple requests for premium grooming products, they conducted a cost analysis and member survey. The result was a thoughtful compromise – they introduced higher-end products in common areas while maintaining standard amenities in individual lockers. This solution satisfied the desire for luxury while keeping costs manageable. Technology integration requests have become increasingly common and practical. Members have suggested everything from automated tee time reminder systems to real-time caddie tracking apps. These ideas often represent significant initial investments but can lead to long-term operational efficiencies and improved member satisfaction. Some of the most successful implementations have come from members who took the time to research similar programs at other clubs. For instance, a request for a junior golf development program came complete with case studies from three other clubs, making it easier for the board to evaluate its potential success.

Let’s pull back the curtain on how clubs actually handle those suggestion box submissions. While every club has its own process, most follow a surprisingly structured approach to evaluating and implementing member ideas. First, there’s the initial screening process. Typically, a small committee or the club manager reviews each suggestion, categorizing them by complexity, cost, and potential impact. The days of suggestions disappearing into a black hole are largely gone – most clubs now use digital tracking systems to ensure every submission receives proper consideration. When it comes to implementation, successful clubs have mastered the art of the pilot program. Take the case of the Miller Creek Golf Club, where a member suggested introducing a mobile ordering system for on-course refreshments. Instead of immediately rolling it out club-wide, they tested it with a small group during off-peak hours. This approach allowed them to work out the kinks before a full launch.

Some of the most successful implementations started as modest suggestions. The now-popular golf ball cleaning stations at every third hole? That began as a simple note from a member at Pine Valley. The practice of providing detailed course conditions updates via text message? Another member suggestion that’s now standard at many clubs. Budget considerations play a crucial role in the implementation process. Clubs typically allocate a specific portion of their annual budget for member-suggested improvements. This helps manage expectations and ensures that approved changes align with the club’s financial planning. Some clubs have even created innovation funds specifically for testing member ideas.

The most effective clubs have learned to combine multiple suggestions into comprehensive solutions. When several members requested improvements to practice facilities, one club created a task force to develop a master plan that incorporated various ideas into a cohesive upgrade. This approach turned individual suggestions into a transformative project that benefited the entire membership. Not all successful implementations are grand in scale. Sometimes the smallest suggestions create the most significant impact. A simple recommendation to adjust the timing of sprinkler systems led one club to completely revamp their irrigation schedule, resulting in better course conditions and substantial water savings. Perhaps the most important lesson from successful implementations is the value of clear communication. When clubs keep members informed about the status of their suggestions – whether they’re under consideration, scheduled for implementation, or not feasible – it encourages continued engagement and more thoughtful future submissions.

Well, what a journey through the wonderful world of golf club suggestion boxes we’ve had today. From the sublime to the ridiculous, these member requests truly show the incredible range of imagination – and sometimes audacity – that exists within our golf communities. We’ve seen some truly outlandish requests that had us chuckling – those heated cart paths for the determined winter golfer, the lobster tail vending machines for the health-conscious gourmand, and who could forget the proposed emergency helipad for those crucial last-minute rounds? But beyond the entertaining aspects, we’ve discovered how these suggestion boxes serve as vital communication channels between members and club management. They’re windows into what members truly value and desire from their club experience, even if some of those desires might be a bit… ambitious.

The most successful clubs have mastered the delicate balance between honoring tradition and embracing innovation, between maintaining their established character and evolving to meet modern expectations. They’ve learned that while not every suggestion can or should be implemented, each one deserves consideration and respectful feedback. Remember, today’s outrageous request might be tomorrow’s standard feature. After all, who would have thought years ago that GPS-enabled golf carts or mobile scoring apps would become commonplace? The suggestion box continues to be a source of both entertainment and innovation in club operations.

For every club manager wrestling with member requests right now, remember this: behind every suggestion, no matter how impractical it might seem, is a member who cares enough about their club to want to make it better. And that enthusiasm, properly channeled, is what keeps our clubs vibrant and evolving. Keep those suggestions coming, members. Just maybe think twice about the solid gold tee markers.

 

The Trump Aesthetic: How Design Defines His Golf Clubhouses

Episode 083

Today, we’re taking you inside some of the most opulent golf clubhouses in the world – the architectural crown jewels of Donald Trump’s golf empire. These aren’t just places to store your clubs or grab a post-round drink – they’re monuments to luxury that perfectly embody Trump’s signature style. Whether you love them or hate them, there’s no denying that Trump’s golf clubhouses make a statement. At his properties every detail is designed to exude wealth, power, and prestige. Long before he entered politics, Trump built his reputation on creating spaces that screamed success. His journey from real estate mogul to golf course developer brought that same flair for the dramatic to the traditionally understated world of golf. These aren’t your grandfather’s modest clubhouses – they’re palatial structures that combine classical European grandeur with modern luxury.

In the next twenty minutes, we’ll explore how Trump’s background in luxury real estate shaped his vision for these golf properties, examine the specific design elements that create the signature Trump aesthetic, and look at how these clubhouses have transformed the expectations for luxury golf facilities around the world. When you step into a Trump golf clubhouse, the first thing that strikes you is the sheer grandeur of the space. Soaring ceilings stretch overhead, often crowned with crystal chandeliers that seem to cascade from above like frozen waterfalls of light. These aren’t just light fixtures – they’re statements of opulence that can cost hundreds of thousands of dollars each.

The walls tell their own story of luxury, typically adorned with rich marble imported from Italy or rare stone quarried from exotic locations. The color palette is unmistakably Trump – warm creams and whites accented with gleaming gold leaf that catches and reflects light from every angle. These materials aren’t chosen by accident – they’re specifically selected to create an atmosphere of timeless elegance and wealth. European architectural influences are evident everywhere you look. Grand staircases sweep dramatically through the spaces, their railings often crafted from wrought iron or polished brass. The design draws heavily from French and Italian palaces of the 18th century, with ornate crown moldings, elaborate ceiling medallions, and classical columns that wouldn’t look out of place in Versailles.

Scale plays a crucial role in creating the Trump aesthetic. Everything is intentionally oversized – from the massive ballrooms that can host hundreds of guests to the towering windows that flood the spaces with natural light. Even the fireplaces are built to impressive proportions, with mantels that stretch toward the ceiling and hearths large enough to walk into. These overwhelming dimensions are psychological, designed to make visitors feel like they’re entering a space of importance and power. The branding is seamless but omnipresent. The Trump name appears in strategic locations, always in gold, always prominent but never gaudy. Custom furniture pieces often feature the Trump family crest, while specially commissioned artwork celebrates the property’s history or the game of golf itself. Even the smallest details, from doorknobs to bathroom fixtures, are selected to reinforce the message of luxury and exclusivity.

Modern amenities are carefully integrated into the classical design. State-of-the-art lighting systems illuminate the architectural details while creating the perfect ambiance. Climate control systems maintain ideal temperatures without being visible. Technology is present but never obvious, allowing the traditional elements to take center stage. Perhaps most striking is how these various elements work together to create distinct spaces within the clubhouse. The formal dining rooms exude sophistication with their crystal stemware and white tablecloths, while members’ lounges offer a more intimate atmosphere with rich leather seating and wood-paneled walls. Pro shops feel more like luxury boutiques than sporting goods stores, and even the locker rooms rival high-end spas in their attention to detail and comfort.

The overall effect is an environment that feels both aspirational and accessible to those who can afford it. It’s a careful balance – creating spaces that feel special enough to justify premium membership fees while still being comfortable enough for daily use. This is the essence of the Trump clubhouse aesthetic – a world where luxury isn’t just an amenity, it’s a lifestyle. Few transformations in the golf world have been as dramatic as the renovation of Trump National Doral. When Donald Trump purchased the legendary Miami resort in 2012, he saw beyond its tired facilities to envision something truly spectacular. The $150 million renovation that followed would completely reinvent what was possible in a golf clubhouse. The most striking change came in the main clubhouse entrance. What was once a modest portal became a commanding entryway with soaring 40-foot ceilings and a sweeping double staircase. Twin chandeliers, each containing over 2,000 crystal pieces, create a glittering cascade of light that sets the tone for the luxury that follows. The Championship Gill’s steakhouse exemplifies the new standard of dining at Doral. With its hand-painted ceiling murals, Italian marble floors, and floor-to-ceiling windows overlooking the famous Blue Monster course, it transforms a meal into an experience. The wine cellar, visible through glass walls, houses over 2,000 bottles in a temperature-controlled environment that doubles as a striking design element.

Moving into the members-only spaces, the Blue Monster Lounge represents perhaps the purest expression of Trump’s vision for modern golf luxury. Dark wood paneling and butter-soft leather seating create an atmosphere of refined comfort, while custom millwork featuring golf memorabilia connects the space to the sport’s rich history. A hand-carved marble fireplace serves as the room’s focal point, its mantle displaying treasured artifacts from Doral’s illustrious past. The locker rooms at Doral redefine what players expect from their pre and post-round facilities. The men’s locker room spans an impressive size, with individual lockers crafted from rich mahogany. The women’s facilities, though smaller, offer equal luxury, featuring private lounges, spa-like shower areas, and dedicated styling stations. Both spaces include full-service bars and multiple seating areas designed for socializing.

Advanced technology has been seamlessly integrated throughout the clubhouse. A sophisticated lighting system automatically adjusts to optimize natural light throughout the day. Climate controls maintain perfect temperature and humidity levels to protect both the building’s finishes and its guests’ comfort. Even the golf simulators, housed in a dedicated indoor practice facility, represent the latest in virtual training technology. Perhaps most impressive is the ballroom, capable of hosting events for up to 800 guests. Crystal chandeliers illuminate coffered ceilings, while floor-to-ceiling windows offer panoramic views of the golf course. The space can be divided into smaller venues, each maintaining the same level of elegance and attention to detail found throughout the property.

The outdoor spaces received equal attention in the renovation. An expanded terrace, featuring custom-designed furniture and fire features, provides an elegant transition between the clubhouse and the golf course. The Champions Bar & Grill patio has become a favorite spot for members to gather, offering stunning views of the 18th hole while maintaining the clubhouse’s standard of luxury in an al fresco setting. When Trump acquired the iconic Turnberry resort in 2014, he faced a unique challenge: how to modernize a beloved Scottish landmark while preserving its rich heritage dating back to 1906. The transformation would prove to be a masterclass in balancing tradition with contemporary luxury.

The exterior of the clubhouse maintained its classic whitewashed facade, but the interior underwent a complete metamorphosis. The Grand Tea Lounge, with its sweeping views across the Ailsa Craig and Irish Sea, now features hand-painted silk wallcoverings and crystal chandeliers that catch the dramatic Scottish light. Original architectural details were painstakingly restored, while new furnishings in rich tartans and tweeds pay homage to the region’s textile heritage. The members’ locker rooms blend modern amenities with historic charm. Original wooden lockers were carefully restored and complemented by new marble-clad shower facilities and heated floors. The men’s lounge features a whisky bar showcasing rare Scottish single malts, while both spaces incorporate memorabilia from Turnberry’s storied past, including vintage photographs of golf legends who’ve played the course.

Perhaps the most impressive transformation occurred in the dining spaces. The 1906 restaurant, named for the resort’s founding year, combines classic Scottish architecture with contemporary luxury. Coffered ceilings and original fireplaces remain, now accompanied by hand-cut crystal glassware and bespoke china bearing the Trump Turnberry crest. Floor-to-ceiling windows were expanded to maximize the stunning coastal views, while custom lighting creates an intimate atmosphere as daylight fades. The pro shop was reimagined as a luxury retail experience, with dark wood display cases and tartan carpeting creating a sophisticated shopping environment. A custom club-fitting studio features state-of-the-art technology housed within traditionally styled quarters, demonstrating how modern amenities can be integrated without compromising historical integrity.

The Duel in the Sun restaurant, commemorating the famous 1977 Open Championship battle between Tom Watson and Jack Nicklaus, showcases how history and luxury can coexist. Original memorabilia from the match is displayed in museum-quality cases, while diners enjoy modern Scottish cuisine at tables topped with locally quarried stone. The space seamlessly connects to an expanded terrace where guests can dine while watching golfers tackle the legendary Ailsa course. The clubhouse’s function spaces received similar attention to detail. The Donald J. Trump Ballroom features crystal chandeliers and floor-to-ceiling windows, yet maintains a distinctly Scottish character through its use of local materials and traditional patterns. The space can host everything from intimate golf societies to grand wedding celebrations, with every detail reflecting the property’s dual commitment to heritage and luxury.

In the world of luxury golf clubs, aesthetics aren’t just about looking good – they’re about driving business success. The Trump Organization has mastered this connection between design and profitability, creating spaces that command premium membership fees and attract an elite clientele. Every design choice in a Trump clubhouse is calculated to convey exclusivity and prestige. The soaring ceilings and grand entrances aren’t merely architectural features – they’re statement pieces that justify initiation fees that can exceed $200,000. When potential members step into a marble-clad lobby with gleaming chandeliers overhead, they’re not just seeing luxury – they’re experiencing a promise of status and sophistication that validates their investment. The consistency of Trump’s design language across his global portfolio serves a crucial business purpose. Whether you’re in Dubai, Scotland, or Florida, you’ll find the same attention to classic European elegance, the same quality of materials, the same level of grandeur. This uniformity builds trust in the brand and allows members to know exactly what they’re getting, whether they’re playing their home course or visiting a Trump property halfway around the world.

The clubhouses are designed to generate revenue beyond membership fees. Expansive ballrooms with ornate details host weddings and corporate events at premium prices. Restaurants with panoramic views and luxurious finishes command top dollar for dining. Even the pro shops are crafted as high-end retail environments, encouraging members to spend more on equipment and apparel. These spaces are also designed to create what luxury marketers call “aspirational accessibility” – they’re exclusive enough to be desirable, yet attainable for those willing to pay the price. The visual language of success – the gold accents, the premium materials, the dramatic architectural gestures – speaks directly to ambitious professionals and successful entrepreneurs who see club membership as both a leisure activity and a business tool.

The design strategy extends to the practical aspects of club operations. High-end locker rooms and lounges encourage members to linger longer, increasing food and beverage revenue. Multiple dining venues at different price points maximize spending opportunities. Even the placement of the Trump name – always prominent, always elegant – reinforces the brand value that supports the entire business model. Critics may dismiss certain design choices as ostentatious, but from a business perspective, that misses the point. The Trump aesthetic isn’t aimed at minimalists or traditionalists – it’s crafted for those who want their success visible and tangible. This understanding of the target market has proven remarkably successful, with Trump properties consistently ranking among the most profitable in the luxury golf sector.

The business impact of these design choices becomes particularly evident in markets where multiple high-end clubs compete for members. The distinctive Trump aesthetic serves as a powerful differentiator, attracting those who specifically seek out the brand’s particular vision of luxury. In an industry where many clubs offer similar playing conditions and amenities, the design and atmosphere of the clubhouse often become the deciding factor for potential members. As we look to the future of Trump golf clubhouses, it’s fascinating to consider how this distinctive aesthetic might evolve. While the core elements of grandeur and luxury seem firmly established, subtle shifts are already appearing in newer developments and renovations.

Recent projects show signs of incorporating more contemporary elements while maintaining the signature Trump style. There’s a growing emphasis on indoor-outdoor flow, with expansive glass walls and transitional spaces that blur the boundaries between clubhouse and landscape. High-tech amenities are being seamlessly integrated into classical designs, from state-of-the-art golf simulators to sophisticated climate control systems. The fundamental Trump design philosophy – creating spaces that project power and success – remains unchanged, but the execution is becoming more nuanced. Gold accents are being used more strategically, complemented by a broader palette of luxurious materials. Natural stone and wood are taking on greater prominence, creating warmth while maintaining the sense of opulence that members expect.

The impact of Trump’s clubhouse design on the broader golf industry cannot be understated. Many high-end clubs have followed his lead in elevating the clubhouse experience, recognizing that today’s members expect more than just a place to store their clubs and grab a sandwich. The Trump model has shown that a clubhouse can be a destination in itself, driving revenue through events, dining, and social activities. Looking ahead, several new Trump golf developments are in various stages of planning and construction. While specific details remain closely guarded, industry insiders suggest these projects will push the boundaries of luxury golf club design even further. There’s talk of incorporating advanced wellness facilities, expanded entertainment venues, and even private luxury residences integrated into clubhouse complexes. This evolution reflects a deeper understanding of how modern golf club members use these spaces. They’re no longer just golf facilities – they’re comprehensive lifestyle venues where business deals are made, families gather, and social networks are built. The future Trump clubhouse will likely be even more multifaceted, designed to serve as a hub for both sporting and social life. Yet even as the design language evolves, certain elements remain constant. The attention to detail, the emphasis on quality materials, and the unmistakable sense of arrival when entering a Trump property – these are signatures that will likely endure. The challenge moving forward will be maintaining these traditional strengths while adapting to changing tastes and technologies.

As we’ve explored today, Trump’s golf clubhouses represent more than just buildings – they’re powerful statements of luxury, ambition, and brand identity. From the soaring ceilings and grand staircases to the meticulous attention to detail in every golden accent and crystal chandelier, these spaces embody a distinct vision of success and excellence in golf club design. Whether you’re walking through the historic halls of Turnberry in Scotland or stepping into the renovated grandeur of Doral in Miami, you’ll find a consistent thread of opulence and sophistication. These aren’t just places to store golf clubs or grab a quick bite – they’re comprehensive luxury destinations that have fundamentally changed how we think about what a golf clubhouse can be. The influence of Trump’s design philosophy extends far beyond his own properties. His emphasis on creating immersive, luxurious environments has inspired a new standard in golf club architecture, pushing the entire industry toward more ambitious and comprehensive facilities. While some may find the aesthetic bold or even overwhelming, there’s no denying its impact on modern club design. We’d love to hear your thoughts about Trump’s golf clubhouses. Have you visited any of these properties? What struck you most about their design? Share your experiences with us on social media or through our website. And if you enjoyed this deep dive into golf architecture and design, make sure to subscribe to our podcast for more fascinating explorations of the golf world. Until next time, keep swinging in style.

Golf Inc’s Amenity of the Year 2025

Episode 082

Welcome to Experience in Golf Clubhouse Design, the podcast where we explore the world of luxury golf club architecture and the evolving spaces that define the member experience. Today, we’re diving into Golf Inc’s Amenity of the Year twenty twenty-five winners—focusing on the design innovations that are setting new standards in golf clubhouse experiences.

From multi-seasonal social hubs to immersive golf learning centers, this year’s winners have reimagined how members interact with their club’s spaces. We’ll explore how thoughtful architecture, seamless integration, and advanced technology are enhancing the way golfers practice, socialize, and unwind.

Whether you’re a golf enthusiast, an architect, or someone passionate about luxury design, stay tuned as we break down the architectural brilliance behind this year’s most inspiring clubhouses.

Today’s golf clubs are no longer just about the course—they’re about community, lifestyle, and multi-functional spaces. Modern clubhouses are embracing trends that prioritize flexibility, social connectivity, and technological integration.

One major shift is the rise of social hubs that seamlessly blend indoor and outdoor spaces. Members now expect year-round functionality, from cozy firepits in the winter to open, airy lounges in the summer. Another growing trend is the incorporation of high-tech learning centers equipped with golf simulators and swing analysis systems, catering to both serious players and casual enthusiasts.

We’re also seeing a shift towards holistic wellness, with clubs offering fitness centers, yoga studios, and even spa amenities. The result? A comprehensive lifestyle experience that extends far beyond traditional golf.

This year’s Amenity of the Year winners exemplify these trends, showcasing innovative designs that blend luxury, functionality, and member engagement.

Let’s take a closer look at the architectural brilliance behind this year’s winners:

Multiple Amenities Category – First Place: Royal Melbourne Country Club Located in Long Grove, Illinois, Royal Melbourne redefined social spaces with its Social House. Designed by FGM Architects with interiors by Kelly Spitzer Design, this multi-seasonal building maximizes member engagement through a compact yet dynamic layout.

The Social House features built-in outdoor firepits, a full kitchen, and a bar, creating a seamless indoor-outdoor experience. With double doors that open wide in the summer and cozy firepits for cooler nights, the design fosters year-round social interaction.

Strategically placed to serve both the pool area in the summer and the platform tennis courts in the winter, this venue is the epitome of functional flexibility. Its architecture not only enhances social experiences but also integrates beautifully with the surrounding landscape.

Golf Entertainment & Range – First Place: The Country Club of Florida In Village of Golf, Florida, The Country Club of Florida collaborated with Peacock and Lewis to create a state-of-the-art golf learning center that goes beyond practice. This three thousand square foot facility is all about immersive experiences, featuring climate-controlled hitting bays with advanced swing analysis systems and integrated golf simulators.

Peacock and Lewis designed the building to blend seamlessly with the nearby clubhouse, maintaining a cohesive architectural aesthetic. Instead of traditional garage doors, they chose elegant folding glass doors that open to the driving range. This decision was not just about aesthetics—it was a strategic choice to enhance the view for nearby homeowners.

Inside, the space is designed for comfort and community. A lounge area with food and beverages allows members to relax, review their swing performance, and socialize. The flexible design also supports event hosting, with the driving range easily converting into a par-3 course for club competitions.

Racket Category – First Place: Memphis Country Club Memphis Country Club’s architectural achievement lies in transforming an old parking lot into a sixty thousand square foot indoor racket facility. Designed by JC Chi at Kuo Diedrich Chi Architects with interiors by J. Banks Design, this space features five tennis courts, four dedicated pickleball courts, and the Racquets Café.

By building the courts below grade, they reduced noise pollution and created an intimate, tournament-style atmosphere. The structure was also engineered for seismic safety, showcasing how functionality and design can intersect beautifully.

The lobby and retail space were crafted with warm interiors that invite members to relax and connect. This thoughtful design extends beyond aesthetics; it’s about enhancing the overall member experience.

What made these designs truly stand out? It’s all about purposeful integration and user-centric spaces. The judges were particularly impressed by how these clubs blended functionality with sophisticated aesthetics.

Peter Cafaro praised the indoor hitting bays at The Country Club of Florida, noting their seamless integration with the facility’s general architecture. This thoughtful design approach enhances both usability and charm.

Mark Melzer emphasized the importance of strategic placement, highlighting how the proximity of the learning center to the clubhouse and parking enhances member convenience. It’s proof that great design is as much about functionality as it is about beauty.

Meanwhile, at Royal Melbourne, the Social House’s compact footprint maximizes site efficiency while offering expansive social opportunities. It’s a perfect example of how modern clubhouses are balancing space constraints with lifestyle needs.

So, what’s next in golf clubhouse design? As member expectations evolve, clubs will continue to innovate with multi-functional spaces, enhanced social connectivity, and advanced technology integration.

Expect to see even more hybrid spaces that blend sport, wellness, and social interaction. Virtual reality golf simulators, smart fitness studios, and dynamic social hubs will become the norm. We’ll also see a rise in eco-friendly designs that harmonize with the natural landscape, emphasizing sustainability and luxury.

The key takeaway? The future of golf clubhouses isn’t just about elegance—it’s about experiences. Clubs that prioritize connectivity, flexibility, and immersive environments will continue to lead the industry.

That wraps up our exploration of Experience in Golf Clubhouse Design. Today, we saw how the winners of Golf Inc’s Amenity of the Year twenty twenty-five are redefining what it means to belong to a golf club. From Royal Melbourne’s vibrant Social House to The Country Club of Florida’s immersive learning center, these clubs are setting new standards in design and member experience.

Which design trend inspired you the most? Do you see these innovations coming to your local club? Let us know your thoughts!

If you enjoyed this episode, don’t forget to subscribe, leave a review, and share it with your fellow golf enthusiasts and design lovers. And if you’re an architect or designer inspired by these trends, we’d love to hear how you’re planning to innovate in your next project.

Thanks for tuning in to Experience in Golf Clubhouse Design. Until next time, keep swinging, keep socializing, and experience the evolution of golf club luxury.

 

Wellness Revolution in Club Design

Episode 081
Welcome to our exploration of how wellness trends and hybrid work are revolutionizing golf clubhouse developments. Today’s private clubs are evolving far beyond traditional golf facilities into comprehensive wellness and lifestyle destinations that cater to the modern member’s diverse needs. In this episode, we’ll dive into the transformative trends shaping club facilities in 2025, from state-of-the-art fitness centers and meditation spaces to flexible workspaces that accommodate today’s hybrid professionals. We’ll examine how clubs are responding to members’ increasing focus on health, wellness, and work-life integration, while maintaining the social and recreational essence that makes them unique. Get ready to discover how forward-thinking clubs are reimagining their spaces and services to create environments that support physical health, mental wellbeing, and professional productivity – all while fostering the community connections that members value most.

Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles.

As we examine the core wellness priorities shaping club developments in 2025, six key areas stand out as driving forces behind member expectations and facility enhancements. Health consciousness has evolved beyond basic fitness, with members now seeking comprehensive wellness programs that include preventive care, regular health screenings, and access to medical professionals right at their club. Fitness remains a cornerstone, but today’s approach emphasizes personalized training programs, innovative group classes, and technology-enabled workout experiences. Clubs are investing in advanced equipment, dedicated spaces for specialized training, and digital platforms that allow members to track their progress and maintain their routines whether at the club or traveling. Nutrition has become increasingly sophisticated, with clubs expanding beyond traditional dining to offer nutritional counseling, cooking classes, and customized meal planning services. Members expect healthy menu options that cater to various dietary preferences while maintaining the high-quality dining experience they’ve come to expect from their club. Appearance-related services have grown significantly, with clubs incorporating spa services, beauty treatments, and wellness therapies. These offerings not only promote relaxation but also support members’ desires to look and feel their best, creating a comprehensive approach to personal care and wellness. Mindfulness has emerged as a critical priority, prompting clubs to develop dedicated spaces for meditation, yoga, and stress reduction activities. Many facilities now offer regular mindfulness programs, mental health resources, and quiet zones where members can find respite from their busy lives. Sleep quality has become recognized as fundamental to overall wellness, leading clubs to provide education about sleep hygiene, relaxation techniques, and even nap pods in some cases. These offerings acknowledge the vital role of rest in maintaining health and performance, whether on the golf course or in daily life.

Together, these six priorities are reshaping club facilities and programming, creating more holistic environments that support members’ complete wellness journeys. Clubs are finding that by addressing these core areas, they’re better positioned to meet the evolving needs of their membership while differentiating themselves in an increasingly competitive market. The demographics of club membership are undergoing a significant transformation, with Millennials and Baby Boomers emerging as the primary drivers of change in wellness programs and facility development. Millennials, now in their prime earning years, are bringing fresh perspectives and expectations to club membership, particularly in the wellness space.

These younger members are tech-savvy and results-driven, seeking clubs that offer integrated wellness solutions combining traditional amenities with digital tracking capabilities. They value experiential fitness programs, social wellness activities, and sustainable, plant-forward dining options. Their preference for flexibility and personalization has prompted clubs to adopt mobile booking systems, on-demand wellness content, and customizable fitness programs. Baby Boomers, meanwhile, continue to be a vital force in shaping club wellness offerings, albeit with different priorities. This generation is increasingly focused on maintaining their active lifestyle while managing health concerns. They’re particularly interested in low-impact fitness options, rehabilitation services, and preventive health programs that help them stay on the golf course and enjoy club amenities well into their later years.

The intersection of these generational preferences has led to interesting developments in club facilities. We’re seeing the emergence of multi-purpose wellness spaces that can accommodate both high-intensity training sessions favored by Millennials and modified exercise programs suitable for Boomers. Clubs are also investing in recovery facilities that serve both demographics – helping younger members optimize their athletic performance while supporting older members in maintaining their mobility and strength. Social connection remains a priority across generations, though it manifests differently. Millennials gravitate toward group fitness classes, wellness workshops, and social events centered around healthy living. Boomers often prefer structured programs that combine physical activity with social interaction, such as walking groups, golf fitness clinics, and wellness education seminars.

Another notable trend is the growing demand for preventive health services across both age groups. While Millennials focus on optimization and performance, Boomers seek maintenance and longevity. This has led many clubs to incorporate health screening services, wellness consultations, and partnerships with healthcare providers, creating a comprehensive wellness ecosystem that serves all members. As we delve into emerging wellness trends, gut health has become a central focus in club environments. Members are increasingly aware of the connection between digestive health and overall wellbeing, leading clubs to expand their nutrition services and dining options. Many facilities now offer specialized meal plans, probiotic-rich menu items, and educational programs on maintaining a healthy microbiome. Nutritionists and wellness coaches are becoming standard additions to club staff, providing personalized guidance on dietary choices that promote gut health.

Recovery programs have evolved beyond traditional massage services into comprehensive wellness offerings. Clubs are installing dedicated recovery zones equipped with compression therapy devices, cryotherapy chambers, and infrared saunas. These spaces provide members with professional-grade recovery tools previously only available to elite athletes. The integration of recovery science has become particularly relevant for golf performance, helping members maintain their game while preventing injury. Senior fitness initiatives are taking on new dimensions with the introduction of functional movement programs specifically designed for aging adults. These programs focus on maintaining golf mobility, balance, and strength, incorporating elements of physical therapy and preventive exercises. Clubs are creating age-friendly fitness spaces with specialized equipment and trained instructors who understand the unique needs of older adults.

The integration of workplace wellness within club environments has emerged as a revolutionary trend. Clubs are designing spaces that support members’ professional health while working remotely. This includes ergonomic workstations, movement-friendly meeting areas, and wellness breaks integrated into the workday. Some clubs have introduced “wellness at work” programs featuring desk-side stretching routines, stress management workshops, and mindful productivity techniques. Mental wellness has gained prominence, with clubs expanding their offerings to include meditation spaces, stress reduction programs, and sleep hygiene education. These initiatives often incorporate technology, such as meditation apps and sleep tracking devices, while maintaining the personal touch that club members value. Many facilities now offer quiet zones for mental restoration and mindfulness practice between meetings or rounds of golf. Technological integration in wellness programming has become sophisticated yet accessible. Clubs are implementing connected fitness equipment, wellness tracking platforms, and virtual coaching options. These digital tools allow members to maintain consistency in their wellness routines whether they’re at the club, traveling, or working from home.

Thank you for tuning in to Experience in Golf Clubhouse Design, where we delved into the fascinating world of architecture, interior design, and impact on members lifestyle. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!

 

CMAA Governance Symposium Series Wrap-Up – Part 3

Episode 080

Today we’re wrapping up our three-part series on the CMAA governance symposium Trends. In our first episode, we explored the current landscape of private clubs and key trends, focusing on disruption and how clubs are navigating through volatility and uncertainty. Our second episode took us through a decade of remarkable changes, from the casual revolution to the evolution of wellness programs and the growing sophistication in club operations. Now, we turn our attention to one of the most transformative forces shaping private clubs today: artificial intelligence and technological integration. We’ll explore how AI tools, smart appliances, and virtual reality are revolutionizing everything from daily operations to member experiences in private clubs.

Private clubs are increasingly harnessing the power of ChatGPT and other AI tools to streamline their content creation processes and enhance member communications. The applications are both diverse and practical, fundamentally changing how clubs engage with their members and manage their daily operations. One of the most significant uses is in newsletter creation, where ChatGPT assists in drafting engaging content for weekly or monthly member updates. Clubs are using AI to generate everything from event descriptions and menu introductions to golf tournament recaps and fitness tips, all while maintaining their unique voice and brand identity. Social media management has also been transformed by these AI tools. Clubs are leveraging ChatGPT to create varied and engaging posts across multiple platforms, ensuring consistent communication while saving valuable staff time. The AI helps craft compelling captions, generate hashtag strategies, and even suggest content themes that resonate with different member demographics.

Member communications have become more personalized and efficient through AI assistance. Clubs are using these tools to draft personalized welcome messages for new members, create targeted event invitations, and develop more engaging membership surveys. The AI helps ensure communications are professional, well-structured, and aligned with the club’s communication style. In the food and beverage department, ChatGPT is being used to write creative menu descriptions, craft wine list narratives, and develop compelling promotional materials for special dining events. This has helped clubs elevate their dining communications while reducing the time spent on these routine but essential tasks. Perhaps most importantly, these AI tools are serving as collaborative partners for club staff, enhancing rather than replacing human creativity. They’re helping staff overcome writer’s block, providing fresh perspectives, and handling routine writing tasks so staff can focus on more strategic initiatives and personal member interactions.

Let’s explore how Fireflies.ai is transforming meeting management in private clubs, offering solutions that streamline operations and enhance productivity. This AI-powered tool serves as a virtual assistant that automatically joins scheduled meetings, providing real-time transcription and comprehensive meeting summaries. The platform’s ability to transcribe conversations across multiple languages makes it invaluable for clubs with diverse membership and international connections. Whether it’s board meetings, member committees, or staff coordination sessions, Fireflies.ai captures every detail with remarkable accuracy, ensuring no important information is missed. One of the most powerful features is its ability to automatically identify and extract action items, decisions, and key discussion points. For club managers, this means better follow-through on important initiatives and clearer accountability for assigned tasks. The system even allows for voice commands during meetings to create tasks, making project management more efficient and intuitive.

The analytics capabilities provide valuable insights into meeting dynamics. Managers can track speaker participation, analyze discussion topics, and identify patterns in communication. This data helps optimize meeting efficiency and ensures all voices are heard in important club discussions. Integration with popular collaboration tools like Slack, Asana, and major CRM systems means that meeting insights can be seamlessly shared across the organization. Committee chairs can quickly distribute meeting summaries, board members can review past discussions, and staff can easily access relevant information when needed. The searchable archive of meeting transcripts creates an invaluable knowledge base for clubs. This institutional memory becomes particularly useful during leadership transitions, policy reviews, or when tracking the evolution of important club initiatives. The ability to quickly search through past meetings for specific topics or decisions saves countless hours and improves decision-making consistency.

Security features ensure that sensitive club information remains protected, with options for custom privacy controls and selective sharing of meeting content. This makes it suitable for handling confidential board discussions, membership matters, and strategic planning sessions. The integration of AI-powered appliances in private clubs is revolutionizing kitchen operations and enhancing service delivery. Smart ovens equipped with computer vision and machine learning capabilities are leading this transformation, offering precise temperature control and cooking optimization that ensures consistent quality across all meal services.

These intelligent ovens can recognize different food items and automatically adjust cooking parameters. They learn from each cooking cycle, continuously improving their performance and reducing the likelihood of errors. For club kitchens serving hundreds of meals daily, this technological advancement means better consistency, reduced waste, and improved energy efficiency. Beyond ovens, AI-integrated refrigeration systems now monitor food freshness and inventory levels in real-time. These systems can predict usage patterns based on historical data, automatically generate purchase orders, and alert staff about items approaching their expiration dates. This proactive approach to inventory management helps reduce food waste and ensures optimal stock levels for busy service periods.

Smart dishwashers with AI optimization can detect load sizes, soil levels, and adjust water usage accordingly. They track cleaning efficiency metrics and can predict maintenance needs before issues arise. This predictive maintenance capability extends to other kitchen equipment as well, helping prevent costly breakdowns during peak service times. Kitchen display systems powered by AI algorithms help optimize meal preparation timing, ensuring that multiple components of an order are ready simultaneously. These systems learn from service patterns and can adjust preparation sequences based on real-time factors like current order volume and staff availability. The integration of these smart appliances with central management systems provides valuable data analytics. Managers can track equipment performance, energy usage, and operational efficiency metrics through unified dashboards. This data-driven approach enables better resource allocation and helps identify opportunities for process improvement.

Temperature monitoring systems with AI capabilities ensure food safety compliance by continuously tracking storage conditions and alerting staff to any deviations. These systems maintain detailed records for health inspections and can suggest corrective actions when problems are detected. Virtual reality technology is transforming sports training and competition in private clubs, creating immersive experiences that enhance member engagement and skill development. In tennis, VR systems now allow players to practice against virtual opponents, simulating different playing styles and skill levels. These systems track ball trajectory, player movement, and racquet position, providing instant feedback on technique and strategy. The impact of Trackman technology in golf has been particularly significant. This sophisticated system combines radar tracking with virtual reality to provide detailed analysis of every swing. Players can now practice on virtual representations of world-famous courses, receiving precise data on club head speed, ball spin, launch angle, and carry distance. The system’s ability to create realistic wind conditions and course challenges has made it an invaluable tool for year-round training.

Virtual swimming meets have emerged as an innovative way to maintain competitive engagement. Clubs can now host virtual competitions where swimmers race against digital avatars representing competitors from other locations. Advanced timing systems and underwater cameras capture detailed performance metrics, allowing coaches to analyze stroke efficiency, turn execution, and race pacing with unprecedented precision. The integration of VR technology in sports training extends beyond competition. Members can now access personalized training programs that adapt to their skill level and progress. These systems use artificial intelligence to identify areas for improvement and automatically adjust training difficulty, keeping members challenged and engaged. For youth programs, VR sports training has proven particularly effective. The gamification elements make practice more enjoyable, while the immediate feedback helps develop proper technique from the beginning. Coaches can use recorded sessions to demonstrate correct form and track improvement over time.

The social aspect of sports hasn’t been overlooked in this digital transformation. Virtual training rooms allow members to compete or practice with others remotely, maintaining the community aspect of club sports even when members can’t be physically present. These virtual spaces have become particularly valuable during off-season or inclement weather periods. As we look to the future of private clubs, the integration of AI and technology isn’t just about adding new features – it’s about fundamentally transforming the member experience. The tools and technologies we’ve discussed today represent just the beginning of what’s possible. From AI-powered content creation to smart facility management, these innovations are reshaping how clubs operate and serve their members.

The key to successful implementation lies in balancing technological advancement with the personal touch that makes club membership special. While AI can streamline operations and enhance services, it should complement rather than replace the human interactions that form the foundation of club culture. We’re seeing clubs use technology to free up staff time, allowing them to focus more on meaningful member engagement. Looking ahead, we can expect to see even more sophisticated applications of AI in club management. Predictive analytics will help clubs anticipate member needs and preferences, while automated systems will continue to improve operational efficiency. The integration of virtual and physical experiences will likely become more seamless, offering members the best of both worlds.

For club leaders, the challenge will be staying ahead of these technological trends while ensuring they align with their club’s values and member expectations. The most successful clubs will be those that can harness these tools to enhance their unique culture and tradition, rather than simply adopting technology for technology’s sake. As we conclude this series on club governance and technology, it’s clear that the future of private clubs will be shaped by how well they adapt to and embrace these innovations. The clubs that thrive will be those that view technology not as a threat to tradition, but as a means to preserve and enhance the club experience for current and future generations.

 

Evolving Trends in Private Club Governance – Part 2

Episode 079

Welcome back to our continuing exploration of club governance trends. In our previous episode, we delved into the current landscape and key trends shaping private clubs. Today, we’re diving into the fascinating transformation private clubs have undergone over the past decade, examining the significant cultural and operational changes that have redefined the industry. From shifting member expectations to revolutionary operational practices, we’ll uncover how clubs have evolved to meet the demands of a changing world. One of the most significant shifts in private clubs over the past decade has been the move toward a more casual, relaxed atmosphere. This transformation goes far beyond simply allowing jeans in the dining room – it represents a fundamental change in how clubs operate and serve their members.

The traditional formal dress codes that once defined club culture have given way to more flexible, contemporary standards. Members increasingly seek comfortable, versatile spaces where they can transition seamlessly from a round of golf to a casual lunch or business meeting. This shift reflects broader societal trends toward more relaxed work and social environments. Menu options have evolved dramatically as well. While classic club fare remains popular, there’s been a notable expansion into diverse culinary offerings. Farm-to-table concepts, health-conscious options, and globally inspired dishes now share space with traditional club favorites. Grab-and-go options and casual dining spaces have become increasingly important, catering to members’ busy lifestyles and changing preferences.

This casual revolution extends to the overall club mindset. The rigid formality that once characterized club culture has evolved into a more welcoming, inclusive atmosphere. Family-friendly spaces, multi-purpose areas, and flexible dining options have become standard features. Clubs are reimagining their spaces to create environments where members feel comfortable spending more time, whether working remotely, socializing with friends, or enjoying family activities. These changes reflect a broader shift in member expectations, with today’s members seeking more relaxed, accessible, and versatile club experiences that align with their modern lifestyles while maintaining the high standards and exceptional service that private clubs are known for.

The evolution of wellness and activities in private clubs has been nothing short of revolutionary over the past decade. What began as basic fitness centers with standard equipment has transformed into comprehensive wellness destinations that cater to members’ holistic health and lifestyle needs. Today’s club wellness facilities often feature state-of-the-art fitness equipment, dedicated spaces for group exercise, and specialized studios for activities like yoga, Pilates, and spinning. Many clubs have expanded to include services such as nutrition counseling, personal training, physical therapy, and even mental wellness programs. The definition of recreation within clubs has also broadened significantly. While golf remains a cornerstone activity, clubs are diversifying their offerings to appeal to all age groups and interests. Pickleball has emerged as one of the fastest-growing sports, with many clubs adding dedicated courts to meet surging demand. Tennis programs have been revitalized with new coaching technologies and social leagues.

Aquatics programs have evolved beyond traditional lap swimming to include water aerobics, children’s swim teams, and recreational activities. Youth programming has expanded dramatically, with clubs offering everything from STEM classes to sports camps, ensuring that the next generation of members stays actively engaged. Indoor spaces are being reimagined to accommodate year-round activities. Many clubs now feature multi-purpose rooms that can host everything from wine tastings to art classes, cooking demonstrations to educational seminars. Outdoor spaces are being transformed into adventure zones with climbing walls, hiking trails, and nature programs. This diversification of activities reflects the changing demographics and interests of club members, who increasingly view their club membership as a pathway to an active, enriched lifestyle rather than just a venue for traditional sports and socializing.

Technology has become the backbone of modern club operations, fundamentally transforming how members interact with their clubs and how facilities are managed. Mobile apps now serve as the primary connection point between clubs and their members, offering everything from dining reservations and tee time bookings to event registration and real-time facility updates. Digital communications have evolved far beyond basic email newsletters. Clubs now leverage sophisticated platforms for targeted messaging, personalized content delivery, and instant updates about club activities. Social media and private member portals have created virtual communities within clubs, allowing members to connect, share experiences, and stay engaged even when they’re not physically present. Facility management has been revolutionized through smart building systems and IoT technology. From automated HVAC controls to intelligent lighting systems, clubs are using technology to optimize energy usage and maintain ideal conditions throughout their facilities. Advanced security systems with keyless entry and automated check-in processes have enhanced both safety and convenience.

On the operational side, cloud-based management systems have streamlined everything from membership administration to inventory control. Point-of-sale systems now integrate seamlessly with accounting software, while sophisticated analytics tools provide detailed insights into member usage patterns and preferences. This data-driven approach allows clubs to make more informed decisions about programming, staffing, and resource allocation. Member service has been elevated through technology as well. Many clubs now offer digital concierge services, mobile ordering for food and beverage, and automated maintenance request systems. These innovations not only improve the member experience but also increase operational efficiency and staff productivity. The integration of technology has also extended to sports and recreation facilities. Golf simulators, swing analysis systems, and tennis ball machines with programmable drills have enhanced training capabilities, while wearable technology and fitness tracking systems help members monitor their progress and achieve their wellness goals.

Over the past decade, private clubs have significantly elevated their commitment to safety and sustainability, recognizing these as critical priorities for both operational excellence and member satisfaction. Safety protocols have evolved far beyond basic emergency procedures to encompass comprehensive risk management strategies that touch every aspect of club operations. Food safety has become increasingly sophisticated, with clubs implementing advanced tracking systems for allergens, detailed documentation of food handling procedures, and regular staff training programs. Many clubs have also enhanced their security measures, installing state-of-the-art surveillance systems, implementing secure access controls, and developing detailed emergency response plans for various scenarios. The focus on member wellness has led to enhanced safety measures in fitness facilities, pools, and sports areas. Clubs are investing in certified training staff, automated external defibrillators in strategic locations, and regular equipment maintenance programs. Covid-19 accelerated this trend, with clubs developing robust sanitization protocols and improved air filtration systems that continue to benefit members today.

On the sustainability front, clubs are making significant strides in environmental stewardship. Water conservation has become a top priority, particularly in golf course management, with many clubs implementing smart irrigation systems and drought-resistant landscaping. Energy efficiency initiatives include LED lighting upgrades, solar panel installations, and improved building insulation. Waste reduction programs have become increasingly comprehensive, with clubs implementing composting systems, eliminating single-use plastics, and partnering with local organizations for recycling and food waste management. Many clubs are also transitioning to eco-friendly maintenance practices, using organic fertilizers and implementing integrated pest management systems that reduce chemical usage. These initiatives often align with member values and expectations, as environmental consciousness continues to grow among club memberships. Clubs are finding that their sustainability efforts not only reduce operational costs but also serve as a powerful marketing tool for attracting new members who prioritize environmental responsibility.

The club management profession has undergone a remarkable transformation over the past decade, evolving from traditional hospitality management to a sophisticated business leadership role. Today’s club managers must possess a diverse skill set that spans financial acumen, strategic planning, and innovative thinking, while maintaining the high-touch service standards that members expect. Professional development has become increasingly rigorous, with industry certifications such as the Certified Club Manager designation becoming standard requirements for leadership positions. These credentials now emphasize not just operational expertise, but also strategic business management, data analytics, and leadership development. Modern club managers are expected to function as true CEOs, making data-driven decisions while balancing member satisfaction with fiscal responsibility. This shift has led to more sophisticated financial modeling, strategic planning processes, and performance metrics that would be at home in any corporate boardroom.

The business mindset has extended to all aspects of club operations, from membership marketing to amenity planning. Clubs are conducting detailed market analyses, developing comprehensive business plans, and implementing sophisticated membership strategies that reflect current market dynamics and future trends. Technology adoption has become a critical component of professional development, with managers needing to understand and leverage everything from membership management systems to predictive analytics tools. This technical proficiency enables more efficient operations and better-informed decision-making. The role has also evolved to include a stronger focus on talent development and team building. Modern club managers must create and maintain high-performing teams, implement succession planning, and foster a culture of continuous improvement. This professional evolution has elevated the entire industry, attracting talented individuals who see club management as a dynamic and rewarding career path.

As we’ve explored today, the private club industry has undergone remarkable transformations over the past decade. From the shift toward more casual environments to the comprehensive expansion of wellness programs, clubs have adapted to meet evolving member expectations while maintaining their core values. We’ve witnessed how technology has become integral to both member engagement and operational efficiency, while safety and sustainability have moved to the forefront of club priorities. The profession itself has matured significantly, with club managers now serving as strategic business leaders who drive innovation and growth. Join us next time as we delve into the exciting world of artificial intelligence and technological integration in private clubs. We’ll explore how AI tools like ChatGPT are revolutionizing content creation, examine specialized applications in club operations, and look at the cutting-edge developments in sports technology that are enhancing the member experience.

 

Evolving Club Governance Trends – Part 1

Episode 078
Today, I’m excited to share insights from CMAA’s latest governance symposium Trends report. Over the next three episodes, we’ll explore the evolving landscape of private club management and the forces shaping its future. In this first episode, we’ll examine the current state of private clubs and the various disruptions affecting our industry. We’ll also dive into the concept of VUCA – volatility, uncertainty, complexity, and ambiguity – and discuss practical strategies for navigating these challenges. Episodes two and three will focus on the decade of transformative change in private clubs and the growing role of artificial intelligence in club operations. Together, we’ll unpack the key trends that are reshaping how we serve our members and manage our clubs.

The CMAA governance symposium represents a crucial gathering of industry leaders and experts who come together to analyze and understand the shifting landscape of private club management. This year’s symposium focused on identifying and addressing the major trends that are reshaping our industry. The symposium highlighted several key themes that are particularly relevant for today’s club managers. First, the rapid evolution of member expectations and how these changes are forcing clubs to adapt their service models. Second, the increasing importance of technological integration in club operations. And third, the growing need for innovative governance structures that can respond quickly to change while maintaining the traditional values that make private clubs unique. What makes these insights especially valuable is their practical application to daily club operations. The symposium didn’t just identify challenges – it provided concrete strategies for addressing them. From membership engagement initiatives to operational efficiency improvements, the discussions centered on actionable solutions that clubs can implement immediately.

These insights are particularly relevant now as private clubs face unprecedented challenges in member retention, staff recruitment, and financial sustainability. The symposium’s findings offer a roadmap for clubs to not only survive but thrive in this evolving landscape, helping managers make informed decisions about everything from capital improvements to programming changes. Private clubs are experiencing disruption on multiple fronts, fundamentally changing how they operate and serve their members. The traditional model of private clubs is being challenged by shifting demographics, evolving member expectations, and rapid technological advancement.

One of the most significant disruptions comes from changing member demographics. Today’s club members, particularly younger generations, have different preferences and expectations compared to their predecessors. They’re seeking more casual environments, flexible scheduling options, and diverse programming that extends well beyond traditional club offerings. Technology has emerged as both a disruptor and an enabler. Mobile apps, online booking systems, and digital communication platforms have become essential tools for member engagement. While these technologies present implementation challenges, they also offer unprecedented opportunities to enhance the member experience and streamline operations.

The labor market has created another layer of disruption. Clubs are facing increased competition for talented staff, rising wage pressures, and changing workforce expectations. This has forced many clubs to rethink their staffing models and invest in automation and efficiency improvements. Environmental concerns and sustainability initiatives are disrupting traditional club operations as well. Members are increasingly conscious of environmental impact, pushing clubs to adopt green practices, reduce water usage, and implement sustainable maintenance programs. While these changes often require significant investment, they can lead to long-term cost savings and improved member satisfaction. Competition from new leisure options has created additional pressure. Traditional clubs now compete with boutique fitness centers, golf entertainment venues, and other modern recreational facilities. This has pushed many clubs to expand their offerings and reimagine their value proposition to members.

These disruptions, while challenging, also present opportunities for innovation and growth. Forward-thinking clubs are leveraging these changes to create more dynamic, inclusive, and sustainable organizations that better serve their members’ evolving needs. In today’s rapidly evolving club environment, understanding and addressing VUCA – Volatility, Uncertainty, Complexity, and Ambiguity – has become crucial for successful club management. Let’s explore what each of these elements means and how clubs can effectively respond to them. Volatility in private clubs manifests through rapid shifts in member preferences, economic conditions, and market dynamics. We’re seeing this in everything from fluctuating membership demands to unexpected challenges like those we faced during the pandemic. The key to managing volatility is developing a strong vision – one that provides clear direction while remaining flexible enough to adapt to changing circumstances.

Uncertainty has become a constant in club operations, whether it’s predicting future membership trends, anticipating staffing needs, or planning capital improvements. To combat uncertainty, clubs need to focus on understanding – gathering data, analyzing trends, and maintaining open communication channels with members and staff. This understanding helps clubs make more informed decisions even when the future isn’t entirely clear. Complexity in today’s club environment stems from the increasing number of variables affecting club operations – from diverse member demographics to sophisticated technology systems and regulatory requirements. The answer to complexity is clarity – breaking down complicated situations into manageable components and establishing clear priorities and procedures. Ambiguity often arises when clubs face situations without precedent or when traditional solutions no longer apply. This requires agility – the ability to respond quickly to new challenges and opportunities, experiment with innovative solutions, and adjust course as needed. Successful clubs are those that can maintain this agility while staying true to their core values and member service mission. To effectively navigate VUCA challenges, clubs need to develop robust strategic planning processes that incorporate these four countering elements: Vision, Understanding, Clarity, and Agility. This means regular assessment of both internal operations and external factors, maintaining open dialogue with stakeholders, and building flexible systems that can adapt to change while maintaining operational excellence.

The most successful clubs are those that embrace these challenges as opportunities for growth and innovation. By developing strong leadership capabilities and fostering a culture of adaptability, clubs can not only survive but thrive in this VUCA environment. In our next episodes, we’ll dive deeper into the transformative changes reshaping private clubs. Episode two will explore the remarkable cultural and operational shifts that have occurred over the past decade. We’ll examine how clubs have evolved from traditional formal environments to more casual, inclusive spaces, and how wellness programs have expanded far beyond basic fitness offerings. We’ll also look at the exciting developments in golf entertainment and the growing importance of non-golf activities. Our third and final episode will focus on the technological revolution in private clubs, with a special emphasis on artificial intelligence and its practical applications. We’ll explore how AI tools are transforming everything from content creation to kitchen operations, and examine the integration of virtual reality in sports training. You’ll learn about specific tools like TasteGPT for menu planning and Fireflies.ai for administrative tasks, along with real-world examples of how clubs are using these technologies to enhance member experiences and streamline operations. Together, these episodes will provide you with a comprehensive understanding of where private clubs stand today and where they’re headed in the future. You’ll gain practical insights and actionable strategies to help your club navigate these exciting changes while maintaining the high standards your members expect.