by Hannah Thompson
Country Clubs across the world have long been heaped with tradition, exclusivity and luxury. In 2025. however, the member experience is undergoing a transformation as clubs redefine themselves to attract younger, more diverse audiences while staying relevant in a fast evolving world. Gone are the days of rigid formality, static programming and catering to an older demographic. Today’s country clubs are embracing innovation within every department and at every opportunity to create dynamic experiences that cater to modern lifestyles.
Personalization is Key
In 2025, cookie cutter memberships are a thing of the past. Clubs are leveraging data analytics and Artificial Intelligence powered platforms to offer tailored experiences for every member. From customized fitness plans and curated wine tastings to personalized dining menus, the focus is on creating a ‘just for you’ experience at the highest levels.
Our recent visit to The Country Club Of The Rockies proved that menus and apps are the wave of the future. Basically, half the menu was ” Build Your Own Dinner” with what almost equates to a tick, tack, toe of fine dining choices with additions, sauces, and main dishes all offered across variables.
Apps, on your phone – not just on the table – now play an integral role in enhancing convenience, with members able to book tee times, reserve poolside cabanas, or even schedule a spa treatment in just a few simple taps. CCR, as the club is known to its members in Vail, Colorado, has recently created a new buzz through its new app from Pacesetter Technologies. It’s founder, George Stavros, states that clubs are actually ” retiring their websites” in favor of communications through mobile phones.
Rather than slow email communication and outdated paperwork, clubs are now utilizing text notifications, social media and “pushes” through apps connected to the back end software to engage more efficiently with their members. Can one imagine making each activity look best-in-class? Pace Setter does just that for each member opportunity bringing the event to the attention and allowing registrations.
These new and improved platforms also leverage AI to suggest events or services based on past preferences, ensuring members never miss out on activities that matter most to them. Virtual tours and online on-boarding for prospective members make joining more accessible, especially for younger, tech savvy audiences. Additionally, sustainability conscious clubs are investing in smart technology to reduce their environmental footprint. Solar powered golf carts, energy efficient facilities, and digital scorekeeping are just a few examples of how clubs are embracing green technology.
A New Focus On Wellness
Health and wellness have become essential pillars of the country club experience as the membership focuses on self-growth. While golf and tennis remain staples, clubs are expanding their offerings to include wellness programs. Yoga classes on scenic lawns, cryotherapy recovery rooms, farm to table dining options, and even mental health resources like meditation workshops. State of the art fitness centers now feature immersive technology, such as virtual reality cycling and AI personal trainers, bridging the gap between tradition and innovation. Wellness isn’t just a trend it’s a lifestyle, and clubs are investing heavily to meet this demand. And, apps and AI play, as we know, a larger role in health, fitness and wellness than golf and tennis.
Inclusivity Over Exclusivity
Country clubs, once known for their exclusivity, are evolving to embrace a more inclusive future. Today’s younger generations—millennials and Gen Z—are looking for spaces that reflect their values of diversity, community, and connection. In response, many clubs are expanding their offerings to host multicultural events, collaborate with local charities, and introduce tiered memberships that lower the barrier to entry.
Traditionally, membership focused on the top-tier package, granting access to golf and all amenities. Now, clubs are shifting their strategy to attract couples and younger families who may be more interested in tennis, fitness, or social gatherings than golf. This approach broadens the club’s appeal and creates a more welcoming environment for a wider audience.
Family focused programming has also become a top priority, with clubs introducing kids STEM workshops, junior culinary classes, fitness classes and interactive nature hikes. These efforts ensure that members of all ages feel welcomed, engaged and understand the unique value in joining a country club.
A New Standard
Luxury in 2025 is about more than opulence – it’s all about experiences. Members now value authenticity, personalized service, and thoughtful design. From boutique style locker rooms to curated art collections and immersive nature experiences, clubs are redefining what luxury means in a modern context.
The country club of 2025 is no longer just a place for golf and fine dining; it’s a multifaceted lifestyle hub designed to cater to the diverse needs of its members. By embracing innovation, inclusivity, and wellness, these institutions are poised to remain relevant for generations to come. As the definition of luxury evolves, so too must the country club experience. The clubs that thrive will be those that balance tradition with progress, offering a space where members can connect, recharge, and thrive in a world that is constantly evolving.
Hannah Thompson possesses some of the industry’s widest experiences in corporate management. Recently, Hannah joined Club Med as Business Development Manager. Prior to that, she served as one of Cliff Drysdale Management’s leading Directors of Racquets. Hannah has been a contributor and associate of BeyondTheBaselines.com for over two years.
