The Summer Surge: A National Phenomenon
Mid-summer isn't just peak usage—it's often the most powerful membership conversion window of the year. While snowbirds and second-home owners settle into their seasonal rhythms, private clubs across the country—from Nantucket to Naples, from Scottsdale to Seattle—are uniquely positioned to turn temporary interest into long-term engagement.
According to 2023-2024 data, a significant percentage of private clubs continue to report membership growth, and many now maintain formal waitlists. While the exact national percentage for growth in 2024 is still being compiled, the trend of increasing demand for private club memberships, particularly since the pandemic, remains strong. Waitlists are still a common phenomenon, with some reports from early 2025 indicating averages around 70 prospective members per club, though this can vary significantly by region and club type. In golf-centric clubs, this waitlist phenomenon, and the associated increase in initiation fees, has largely continued its upward trajectory since 2019, with fees in prime markets often ranging from $50,000 to well over $200,000, and even up to $400,000 for the most exclusive clubs.
These trends are fueled by a broader behavioral shift: affluent households are investing less in material goods and more in intentional experiences—especially those grounded in community, wellness, and recreation. The country club, once seen as a legacy institution, has become a modern lifestyle sanctuary for families, entrepreneurs, and multi-generational members alike, with younger demographics like Millennials and Gen X showing increasing interest.
“The summer surge isn't just a tourism spike—it's the most concentrated membership opportunity private clubs will see all year. The question is whether they’re set up to convert it.” — Zack Bates, CEO, Private Club Marketing
1. Position Your Club as a Lifestyle Hub
Today’s members expect more than a tee time or tennis court—they’re seeking a third place to connect, unwind, and belong. Recent insights continue to highlight that social and cultural fit often outweigh course quality as a leading factor in club selection.
In response, leading clubs have expanded their offerings to include:
- Group fitness, yoga, pickleball, and spa treatments
- Family and youth programming, including junior golf, camps, and themed nights
- Cultural events: wine dinners, live music, author talks, and philanthropic drives
The result? Clubs that embrace this lifestyle model are seeing member attrition rates remain low (typically 2-8%) and often report significant growth in per-member revenue by diversifying their offerings beyond traditional core services.
Your club isn’t just a place to play—it’s a place to live well.
2. Offer Flexible Preview and Seasonal Memberships
Not every prospect is ready to commit on the first visit—but mid-summer is the ideal time to let them “test the waters.” Data from Private Club Marketing continues to show that seasonal preview members demonstrate strong conversion rates to full membership, with percentages often reaching 35% or higher within six months, particularly when supported by personalized experiences.
Flexible access models could include:
- Summer Preview Memberships (valid Memorial Day through Labor Day)
- Social-Only Options (access to pool, dining, and events without golf)
- Next-Gen or Junior Executive Tiers (designed for members under 40, a growing demographic for clubs)
Even more impactful? Clubs leveraging technology for streamlined intake processes and personalized engagement (e.g., mobile apps, member portals, AI-driven suggestions) are seeing enhanced conversion efficiency.
Trial tiers reduce friction—and give your team the chance to deliver a personalized member experience that closes the deal.
3. Drive Conversions Through Food & Beverage Experiences
Gone are the days when the dining room was a cost center. Today, F&B remains a substantial revenue driver, often representing a significant portion of total club revenue (though precise percentages vary, some clubs aim for F&B to contribute positively to the bottom line, moving away from being a constant loss leader). In many clubs, it’s the most powerful form of brand storytelling.
Think of your restaurant, patio, or sunset bar as your best prospecting tool. Whether it’s an oyster and rosé social, a curated wine dinner, or a family-friendly barbecue with live music, F&B events create emotional moments that connect guests to your community.
A strong F&B program, especially when paired with strategic invitation campaigns and host incentives, continues to yield a positive ROI in guest-to-member conversions, often cited around 3:1 or higher.
4. Reinforce Exclusivity with Scarcity & Storytelling
While digital marketing can reach the masses, true luxury requires a touch of curated scarcity. In 2024-2025, a substantial number of U.S. clubs, particularly those in high-demand areas, continue to report waitlists—a trend that signals strong demand and a powerful opportunity.
Top-performing clubs lean into messaging like:
- “Only 10 Summer Memberships Remain”
- “Membership Closed—Apply Now for 2025/2026 Consideration”
- “Hosted by a Member, Invitation Required”
At the same time, storytelling plays a vital role. Feature legacy members who span generations. Highlight charitable initiatives or scholarships tied to the club. Share the little things that make your community different—and desirable.
In luxury, perception is reality. And scarcity sells.
5. Target High-Value Audiences with Precision
While broad campaigns generate clicks, converting leads effectively requires a focus on qualified prospects. Studies continue to emphasize the importance of identifying high-value leads. The clubs seeing the strongest ROI are going narrow and deep—with high-value tactics like:
- Geofencing vacation neighborhoods, private schools, and luxury hotels
- Real estate partnerships offering club trial access for home buyers
- Referral activations that reward current members for inviting prospects
Data suggests that clubs employing these targeted strategies, especially when paired with CRM-based tracking and concierge-level follow-up, can achieve significantly higher conversion rates.
Summer is the perfect time to activate this strategy. Your future members are already nearby—you just need to make it easy to say yes.
Measuring Success: Crucial Club Metrics (Updated for 2024/2025 Outlook)
Metric | Benchmark Goal |
Trial-to-Full Conversion Rate | 40–70% |
F&B Guest-to-Prospect Conversions | ROI of 3:1 or higher |
New Full or Preview Members | +15-25% year-over-year |
Prospect Event Attendance | ≥ 60% show rate |
Waitlist Growth | +10–20 new qualified prospects |
The Big Picture: Why This Matters
The private club industry remains a significant economic force. Recent data confirms that private clubs generated an estimated $32.6 billion in direct revenue in 2023 and supported approximately 573,000 employees across the U.S. (This direct economic impact is part of a broader total economic impact, considering indirect and induced effects, estimated at $157 billion in revenue and 1.5 million jobs). While attrition rates remain relatively low (typically 2-8% for golf and country clubs), the competitive landscape is changing fast.
Today’s prospective members are younger, more mobile, and more discerning. They expect:
- Flexibility over formality
- Experiences over entitlement
- Community over exclusivity for its own sake
Those clubs that adapt—by rethinking their offerings, fine-tuning their messaging, and elevating their member journey—will thrive in this new era.
Sources & References
- Club Management Association of America (CMAA) – Economic Impact Report (2023 data)
- ClubEstates.com (various reports and insights, 2024-2025)
- Private Club Marketing (internal data and insights, 2024-2025)
- RSM US LLP – 2024 Financial and Operating Trends in Private Clubs report
- Various industry publications and analyses on private club trends and demographics (2024-2025)
