by Hannah Thompson, RSPA and Ed Shanaphy, CMAA
There is no doubt as we head into an election that the economy is at the forefront of the American voter’s thoughts. Almost every poll is showing the economy as the top issue in this election year. Discretionary income may not be as free as we have seen over the past several years, post-Covid. How you attract new members through amenities and hospitality is a question that we will be asking ourselves in the industry if we are not successful in stopping the attrition of wait lists, and the stagnation of golf rounds and tennis revenues seen in 2024.
In the dynamic and ever-evolving business of private members clubs, staying ahead of changes in the hospitality industry isn’t just a goal, it’s a necessity. A tennis or golf instructor is the catalyst for his or her players’ success, the strategist behind every swing and the mentor shaping the next generation of champions. A chef is the talent behind new offerings and ideas in connection to the the terrace or in the dining room. It is so important to continue to develop and educate in this space for many reasons and to grow past perhaps just teaching and playing one racquet sport, bypassing the limitations of just one dynamic level as a golf instructor, and finding those new ideas for food preparation at a conference or industry meeting.
As the United States Professional Tennis Association changes its name to the Racquet Sports Professionals Association, it is becoming clear that the lines both on and off the court are merging. That’s true for all of club management. One can really no longer just be a tennis professional at a country club – with pickleball, squash, paddle or platform, and padel – the number of racquet amenities is increasing at lightening speed. It stands the same with food and beverage, where happy hours and Sunday brunches require Instagram coverage and marketing to the right demographic.
With golf rounds set to possibly decline off their highs in 2022 and 2023 – at the moment we are just over 1% growth on 2024 rounds – golf professionals and department heads need to look at expanding the nucleus of players at their clubs through marketing, social media, and communication – all which can be learned through continuing education and work with others in the industry.
The “Game” Is Always Evolving
Tennis and golf, like all sports, are constantly evolving. From advancements in sports science to new training techniques and emerging technologies, the landscape of the two main country club sports is continually shifting. By engaging in ongoing education, professionals, both inside and outside the clubhouse, can stay ahead of the latest trends and innovations and stand out from the competition as a teacher, as an educator, but perhaps more importantly, as a mentor – mentoring those around his or her profession at the club and in the industry.
With golf rounds remaining stagnant in 2024, its imperative that a golf professional sees every facet of his or her role at a facility. Whether it’s making that extra call to get a full flight for the member-guest or finding a fourth for that weekend morning foursome, working through continuing education with mentors is essential to round out a profession.
Ideas such as perhaps combining golf or tennis with a stay at the clubhouse for a loved one or a friend and giving away free cart fees, or positioning a tennis event around a golf member guest for the opposite sex not playing golf… all these ideas can be brought to the table during a year where maintaining member engagement will be key.
Reinvention Through Continuing Education Means Retention
Reinvention through education. A conference, a class or a gathering may bring a new initiative, a new idea or a new goal to any department head or club manager Through working with others in the industry through associations such as the Club Management Association of America, the National Club Association and other golf, tennis and food and beverage industry bodies, those in hospitality can stay ahead of the ever-evolving private members club environment.
The foundation of great management, whether a club manager mentoring their department heads or golf or tennis professional coaching their client-members, lies in a deep understanding of their respective tasks and the ability to communicate knowledge effectively. Continuing education offers opportunities to refine these skills. Whether through advanced certification programs, workshops, seminars and networking, management professionals can learn new techniques and improve their communication strategies both with members and staff.
Remaining Competitive
Too often, educational budgets are cut by club management and stakeholder boards. In the heat of attempting to make ends meet. Shareholders of equity clubs, not always realizing that department heads are in fact running businesses within the club, need guidance, help, counseling and more. In order for a club to remain competitive in this stagnant market, boards must realize that reinvention through education is a necessity.
Continuing education is not merely an option, it is a cornerstone of effective mentoring. By committing to lifelong learning, clubs ensure that business practices remain relevant, innovative, and impactful. As professionals in the private members club industry, we must embrace the journey of professional development and continue to inspire excellence and guide our boards to do the same.
