Top 10 Methods for Membership Retention

Introduction to practical, workable and implementable strategies to assist in minimizing membership attrition at your club

How to deal with “at risk” members and specific methods to increase their club usage

Proven strategies which shall greatly increase membership participation, loyalty and lower attrition

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“You Pay Us Initiation Fee & Dues…”

“…We’ll Provide You Value”

“You Provide Me Value…”

“…I’ll Pay You Initiation Fee & Dues”

Private clubs continue to demand that customers adapt to their outdated fundamental structure.

Forever in the past

You must adapt to the expectations and desires of the 21st century consumer

Facilities and customer service were once the “gold standard”

New normal is a much larger group of members carrying the overhead burden of the club. People are leaving because you do not have the right offering, along with related initiation fee and dues.

Memberships You Must Have: Single Membership – Not everyone gets married or stays married

Weekday Membership – No need to have a Senior Membership

Young Executive Memberships

Ages 21 – 30

Ages 31 – 40

Ages 41 – 45?

Sports Membership – Not only a Tennis Membership

Clubhouse/Dining/Social

A la Carte - Never

Private clubs THRIVE at running events and parties; not so much as their own day-to-day operations.

Events are Easy

Day-to-Day is Tough

Execute a Daily Plan

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Membership Directors should devote as much OR MORE time to retention than recruitment. Private clubs constantly concentrate the most attention to high-users of the club and ignore the most valuable member possible, the non-user.

The “non-user” has enormous potential in new revenue and new referral opportunities.

Use the Software Programs at Your Fingertips

Concentrate on “At-Risk” Members

Give Them What They Ask For

We are in the hospitality business, be hospitable. Private clubs tend to focus too much on golf and not enough on customer service and staff training.

Ritz Carlton Mantra

Increase Your Emphasis on Staff Training and Customer Service

Staff Knowledge of the Club

Make it personal. Know everything you possibly can about your members. Information is power.

Data and Knowledge Allows for Unlimited and Meaningful Promotion

Commitment to Customer Service

Communicate As Much As Possible

Food and beverage is seldom a positive at a private club, at best it’s neutral. Think of food and beverage as a retention opportunity.

Let Your Members Win

Own the Wine Experience in Your Community

Allow Credit Cards

Fine Dining is Gone

(No, not that survey)

The key to retaining your members is knowing what they need, what they value and what they think of your club. Once you have data to paint a good picture, you can begin adapting your strategies so they’re relevant and provide better solutions.

Use Short, Quick, Targeted Surveys

Use Focus Groups to Enhance Your Survey Results

Use Your Survey to Know Your Members by Segments

Build a bandwagon at your club. If you aren’t going to promote the many benefits of membership, who will?

Private Clubs Were Once the Absolute Best of Everything• Golf Course

• Junior Golf Programs

• Pro Shop Inventory

• Golf Tournaments

• Sports and Fitness• Swimming Complex

• Tennis Facilities

• Fitness Center

• Social and Dining• Member Networking

• Food and Beverage Experience

The Power of Pride and Bragging Rights

Community Involvement

Who would ever walk away from a club for which they are winning?

Food and Beverage Minimums – NO

Food and Beverage Pricing – LOWER

Guest Fees – LOWER

Golf Cart Fees – LOWER

Golf and Tennis Instruction – FREE

Daily “Freemiums” – ALWAYS

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