Crushing Club Marketing

What defines value in today’s private club? It’s not the square footage of your dining room or how fast your greens roll—it’s how your members feel when they engage with your club. In this episode, Ed Heil is joined by Dr. Bonnie Knutson, professor at Michigan State University’s School of Hospitality Business and longtime private club member. Together, they explore why exclusivity isn’t the draw it once was, how member experience now drives perceived value, and what progressive clubs are doing to evolve with generational expectations. From redefining reputation to creating "Instagrammable" moments, Bonnie shares research-backed insights and memorable metaphors that will challenge how you think about membership, communication, and strategic planning. Whether you’re managing daily operations or setting long-term vision, this episode offers a roadmap for making your club not just relevant—but irresistible.

No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it’s a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be better prepared tomorrow Key Moments: Andy’s Background in Crisis Communication [00:00:00] – From journalism to military media training to law enforcement, Andy shares how his career shaped his crisis communication expertise. A Lifelong Connection to Private Clubs [00:04:00] – Andy reflects on growing up golfing with his father and why he chose to raise his own kids in a private club environment. Common Misconceptions About Crisis Planning [00:07:30] – Andy outlines the three biggest myths leaders believe about crises: it won’t happen, others will handle it, and you can’t plan for it. Real-World Examples of Club Crises [00:11:00] – From tragic accidents to internal disputes, Andy explains how crises at clubs take many forms—most without media coverage. Risk Management Through a Communications Lens [00:14:00] – Why crisis planning can’t be left to legal teams alone, and how to look at risk from a PR standpoint. The Speed of Crisis in the Digital Age [00:16:30] – How social media has changed the game, and why clubs need to respond faster than ever before. Choosing the Right Spokesperson [00:20:00] – Why credibility, clarity, and media training matter more than titles when selecting someone to represent the club. Balancing Transparency and Legal Advice [00:24:00] – Why withholding information often backfires—and the case for addressing bad news head-on. Internal Communication Builds Credibility [00:28:00] – Andy shares how consistent member communication builds trust long before a crisis occurs. Club Governance Challenges [00:32:00] – Volunteer boards, dues increases, and why the club communication structure can break down under pressure. Taking Action: Where Club Leaders Should Start [00:36:00] – Practical next steps: scenario planning, identifying spokespeople, and media training for key staff. Final Thoughts on Reputation and Readiness [00:40:00] – Why club reputation is more vulnerable than ever—and why preparation makes all the difference.      

In this episode of Crushing Club Marketing, Ed Heil sits down with Jodie Cunningham, owner of Optimus Talent Partners and a certified Predictive Index partner, to explore how behavioral assessments can revolutionize hiring in the private club industry. Drawing on her years of experience, Jodie shares practical insights on building stronger teams, aligning talent with culture, and avoiding costly hiring mistakes. From understanding your club’s identity to using data to navigate generational differences, this conversation is packed with strategic takeaways for club leaders who want to elevate their recruitment approach and enhance the member experience. Key Moments: Meet Jodie Cunningham (00:00:00): Ed Heil introduces Jodie Cunningham, owner of Optimus Talent Partners and certified Predictive Index partner, with a background in HR at the Four Seasons and St. Louis Rams, highlighting her expertise in behavioral science and talent strategy. Culture Drives Member Experience (00:04:03): Jodie emphasizes that culture is shaped by the people you hire, making talent selection critical; the Four Seasons’ process, where every candidate met the GM, shows how seriously they took cultural fit (00:05:06). What Clubs Often Miss in Team Building (00:06:12): Many clubs lack a strategic HR lead and jump into hiring without first defining their needs, leading to reactive, short-term decisions (00:07:13). Proactive Recruiting Strategies (00:07:13): Jodie encourages clubs to go beyond job postings by branding themselves as employers of choice and building pipelines through schools and networks; recruiting should be a shared responsibility, not just HR’s job (00:08:06, 00:08:58). Knowing Your Club’s Identity (00:09:52): Clubs must understand their environment—formal or informal—so they can hire people who thrive in that setting, especially if they’re going through change (00:10:55). Common Hiring Pitfalls (00:12:50): Reactive hiring, relying on resumes instead of fit, and unconscious bias are all common issues; resumes show where someone has worked, not how well they’ll perform (00:14:37). Why Use Assessments (00:15:37): Assessments give insight into how candidates will collaborate, lead, and fit into your team, revealing traits that interviews often miss (00:16:38, 00:17:22). Don’t Over-Rely on Assessments (00:18:15): Assessments are helpful tools, but people can flex in roles temporarily; Jodie warns against using them as excuses for underperformance (00:19:17, 00:20:55). Use Assessments Beyond Hiring (00:21:40): Jodie recommends using assessments for onboarding, feedback, conflict resolution, and succession planning to strengthen team communication and performance. When to Use Assessments (00:23:18): Ideally, assessments are used during the application stage, but timing depends on cost and length; even refusal to take one can offer insight (00:24:20, 00:25:07, 00:27:00). Fair, Valid, and Legal (00:27:45): Use scientifically validated assessments and create objective job targets to ensure fairness, reduce bias, and stay compliant. Picking the Right Tool (00:29:32): Clubs should identify their goals, weigh the cost of a bad hire, and evaluate tools based on pricing model, ease of use, length, and available support (00:31:21, 00:32:18, 00:33:08). The Predictive Index (PI) (00:47:48): PI helps clubs align hiring, onboarding, and performance with a common language; it’s quick to complete and offers individualized behavioral profiles (00:48:37, 00:49:41). Getting Started with Assessments (00:50:40): Jodie suggests piloting assessments on 3–5 candidates for a key role to test how it fits into your process before a full rollout. The High Cost of a Bad Hire (00:52:14): Poor hires cost more than money—they impact morale and culture; understanding your team and embracing change are key to long-term success (00:53:22). Generational Insight Through Data (00:54:09): Assessments help leaders adapt their style to different generations and better understand their own strengths and gaps (00:55:56). Sharing Assessment Results (00:43:36): While candidate data isn’t typically shared, employees can request access; cognitive data should remain confidential, but internal transparency supports stronger teams (00:45:13, 00:46:04).

Episode Description In this episode, Ed sits down with Bret, an expert in change management and communication, to discuss why successful club transformations depend not just on strategy but on how change is communicated. They explore the unique challenges of implementing change in private clubs, the importance of transparency, and how leaders can effectively manage member expectations. From capital improvements to governance restructuring, Bret shares insights on how clubs can proactively shape the narrative, overcome resistance, and drive meaningful progress. Key Moments: The Heart of Change Management [00:00:37] – Bret explains why communication—not technology or funding—is the key factor in whether change initiatives succeed or fail. Why Private Clubs Face Unique Challenges [00:08:46] – Unlike corporations, clubs are often governed by boards and have emotionally invested members, making consensus-driven decision-making essential. Transparency and the Rumor Mill [00:14:06] – The importance of addressing potential changes early and openly to avoid misinformation and resistance. The Role of Vision in Driving Change [00:19:27] – How club leaders can frame their messaging around a long-term vision that aligns with the club’s mission and values. Multi-Channel Communication Strategies [00:23:13] – The necessity of using multiple platforms—email, in-person meetings, social media, and club signage—to reinforce key messages. Managing Resistance: What’s in It for Me? [00:33:15] – How clubs can effectively communicate the direct benefits of changes to both long-time and newer members. Setting Realistic Expectations and Timelines [00:36:07] – Why major club transformations often require a two-to-three-year horizon, and how leaders can manage expectations while maintaining momentum. Lessons from the Chicago Board of Trade [00:38:53] – Bret shares a case study on how clear, honest communication helped execute a large-scale transformation successfully. Final Thoughts on Change Leadership [00:44:06] – Why inspiring members and staff to embrace change is just as important as the change itself.

Episode Description In this episode, we chat with Jackie Singleton and Kristen LaCount from The Country Club about their approach to club communications. From the evolution of their communications department to managing capital project messaging, they share practical insights on building member trust through transparent, consistent communication across multiple channels. Learn how they've developed a culture where communication is prioritized at every level and how they effectively manage messaging for major club initiatives. Key Moments: Setting the Stage [00:00:25]: Ed introduces Jackie and Kristen, discussing how The Country Club stands out with a dedicated communications team. Communications Evolution [00:01:17]: Jackie explains how club communications has grown from a unique position to an industry-standard role with its own CMAA summit. Early Communications Efforts [00:05:06]: Discussion of how the communications role originated around 2006-2007, initially to handle website needs and online reservations for curling events. Communications Channels [00:08:58]: Jackie outlines their primary communication methods including website, email, push notifications, and strategic use of printed materials. Member Segmentation [00:10:23]: Insights into their email segmentation strategy implemented in 2013-2014, allowing members to opt in/out of various interest-based communications. Capital Project Communication [00:12:31]: Kristen describes their approach to major project communications, emphasizing committee representation and strategic messaging. Campus Conversations [00:16:41]: Jackie shares how they created a dedicated website section for capital planning information to combat rumors and provide easy access to facts. Video Production Approach [00:37:39]: Discussion of their video strategy focusing on authenticity over polish, producing 200-250 videos annually using simple equipment. Squirrel Squad [00:34:34]: How they use different social media approaches for members versus employees, including their famous "Squirrel Squad" initiative for staff recruitment and culture building. Tactical Advice [00:55:09]: Jackie provides practical starting points for clubs looking to enhance communications, including coordinating departmental emails and establishing a consistent club voice. Philosophical Approach [00:52:01]: Kristen offers strategic guidance on building support for communications initiatives by benchmarking against other successful clubs and finding internal champions. Budget Reality [00:49:38]: Jackie notes that their communications budget is approximately 2% of overall club spending, primarily on labor rather than technology or external services.

In this episode, Ed talks with Jason Becker, CEO and founder of Golf Life Navigators, about emerging trends in private club membership and why clubs should prepare for higher-than-normal attrition rates. Jason shares insights from his company's extensive data collection and explains why the real estate market is a crucial indicator for private club membership trends. Key Moments: Setting the Stage [00:00:00]: Ed introduces the current state of private clubs, noting that over half still maintain waitlists with an average of 70 people. Golf Life Navigators Overview [00:03:26]: Jason explains how his platform matches prospective members with clubs using a dating app-like algorithm to reduce attrition rates. Waitlist Dynamics [00:05:27]: Discussion of consumer attitudes toward waitlists, revealing that 70% of prospects don't want to wait more than six months for membership. Real Estate Connection [00:08:15]: Jason explains why the increasing inventory of golf community homes signals coming changes in club membership. Attrition Predictions [00:09:23]: Analysis of why attrition rates might exceed pre-pandemic levels, particularly due to delayed resignations from older members. Member Services Evolution [00:15:13]: Exploration of how clubs need to align service levels with increased initiation fees and focus on time-saving amenities. Demographic Shifts [00:16:52]: Discussion of how clubs must cater to multiple generations while building for the future. Real Estate Strategy [00:21:11]: Jason shares insights on community "capture rates" and how clubs can better control their real estate destiny. Sales Process Evolution [00:25:35]: Examination of why modern membership directors need proper CRM systems and marketing automation. Final Insights [00:29:21]: Jason emphasizes the importance of transparency in club planning and investment strategies.

In this episode, we chat with Dave Porter, CEO and GM of Greystone Golf and Country Club, about how he transformed his club's governance from a traditional committee-based structure to a CEO-led model. Dave shares his journey of building trust, empowering staff, and creating a more efficient decision-making process that's helping the club thrive. Key Moments: Setting the Stage [00:00:00]: Ed introduces the challenges of traditional club governance and why change is needed in today's competitive landscape. The Early Days at Greystone [00:05:01]: Dave discusses his initial requests when hired, including changing how committees report and operate within the club structure. Building Trust [00:11:05]: Insights into how Dave gradually built trust with members and staff through focus groups, operational changes, and transparent communication. Pandemic Innovations [00:03:48]: Discussion of creative member engagement initiatives during COVID, including the still-popular sunset cart cruises. Committee Evolution [00:15:15]: Dave explains how he streamlined committees from 12 to a more focused structure, making them advisory to management rather than the board. Culture Creation [00:40:23]: Exploration of how the new structure enables better staff culture, using the example of "Wimbledon on the Green" event to show improved interdepartmental cooperation. Leadership Qualities [00:43:54]: Discussion of what GMs should consider before pursuing a CEO model, including risk tolerance and leadership style. Member Communication [00:17:16]: Dave shares his approach to keeping members engaged through informal channels like "Happy Hour with Dave" instead of formal committees. Board Meeting Changes [00:32:40]: How board meetings evolved to become more strategic and focused on big-picture items rather than operational details. Final Thoughts [00:50:34]: Dave emphasizes the importance of staff retention and positive culture in creating sustainable club operations.

In this episode, we talk with Russell Bennett, a professional drone photographer specializing in golf course imagery, about the technical and artistic aspects of capturing courses from above. From licensing requirements to creative techniques, Russ shares insights on how clubs can best utilize drone photography to showcase their facilities. Key Moments: Discussing Drone Sightings [00:03:00]: Before diving in, Russ discusses his perspective of seeing drones in the recent news. Getting Started in Drone Photography [00:03:45]: Russ discusses his transition from marketing to drone photography during COVID, starting with golf courses due to his passion for the game. Course Representation [05:30:00]: Conversation about the importance of quality drone footage in representing a club professionally versus settling for basic aerial shots. Licensing and Regulations [06:30:42]: Overview of FAA Part 107 licensing requirements for commercial drone pilots and important airspace restrictions near airports. Shooting Heights and Techniques [15:08:00]: Insights into flying heights and creative techniques for capturing engaging course footage, including low-altitude shots for dramatic effect. Technical Equipment Insights [17:16:18]: Russ explains different types of drones, focusing on the DJI Mavic Air 2S for cinematic shots and the DJI FPV for dynamic fast-moving footage. Drone Versus Handheld Videography [19:44:00]: Discussing finding a balance between using drone shots versus handheld gimbal shots. Shooting Strategy and Timing [23:16:00]: Details about optimal shooting times, with cinematic footage best captured during golden hour and technical hole-by-hole footage during midday. Working Around Golfers [24:55:00]: Discussion of strategies for filming while the course is active and considerations for capturing footage with or without players present. Multiple Day Advantages [27:12:00]: Discussion of why multiple shooting days are beneficial for capturing the best possible footage and ensuring complete coverage. Investment Value [29:16:00]: Explanation of why professional drone footage is a worthwhile investment for clubs, potentially lasting for years on their website and marketing materials. Questions to Ask a Drone Photographer Before Hiring [31:45:00]: Russ suggests asking photographers for samples of the artist's previous work alongside shot-specific insights. Final Thoughts [32:35:00]: Final thoughts are shared and Russ shares his profile, @birds_eye_film (Instagram), alongside his email: Russell.birdseyeview@gmail.com.

In the big picture of club improvements, updating bylaws and reviewing governance is about as uninteresting and unsexy as it gets. Most club leaders would rather spend these golden years of private clubs dreaming up capital improvements - which is great, but taking care of governance also matters. In this episode, we check in with David Chag and Denise Kuprionis from The Club Council to talk about Club Governance and why it matters for the health of your club today and in the future. Key Moments: Introduction to Club Governance [00:00:13]: Ed Heil introduces the importance of governance and bylaws in private clubs, noting how these "unsexy" elements are crucial for club health and culture. Governance vs. Bylaws Explained [00:04:44]: Denise Kuprionis explains the distinction between bylaws as controlling documents and governance as the broader framework of systems that help directors make decisions and determine club direction. Evolution of Board Oversight [00:09:32]: Discussion of how club boards are moving away from operational involvement toward true governance roles, with emphasis on the need for bylaws to reflect this shift. Communication and Transparency [00:20:07]: David Chag emphasizes the critical role of proper communication in maintaining trust, noting how clubs have developed more sophisticated communications departments to meet modern expectations. Board Succession Planning [00:24:01]: Denise Kuprionis discusses the importance of year-round succession planning for boards and the need to ensure diverse perspectives and skills in the boardroom. Modern Meeting Adaptations [00:26:17]: Discussion of how clubs are adapting governance practices for younger generations, including the use of Zoom meetings and respecting time constraints of volunteer board members. Bylaw Review Process [00:29:18]: Explanation of how most club bylaws don't need complete revamping but rather strategic updates to reflect modern governance practices. Board Culture and Performance [00:35:56]: Discussion of how culture is defined by accepted behaviors in the boardroom and the importance of setting clear expectations for board member conduct. Signs of Needed Governance Review [00:41:51]: Identification of warning signs that indicate a club needs to revisit its governance structure, including lack of transparency and member dissatisfaction. Steps for Improvement [00:45:38]: David Chag outlines actionable steps for improving club governance, emphasizing that it's about getting better rather than fixing what's "broken."

Assessments. They seem to go hand-in-hand with private club membership. Many clubs have voted to assess members for new amenities in recent years, and many more are considering doing the same in the months ahead. Like death and taxes, clubs see assessments as a necessary evil, but are they? In this episode we talk to Jim Butler, CEO of Club Benchmarking who shares his perspective on assessments and how club’s can plan for the future more thoughtfully. What he says, may surprise you. Key Moments: • Introduction to Club Assessments [00:00:13]: Ed Heil introduces the topic of club assessments and how they, along with initiation fees, are two factors that often concern prospective club members. • Not-for-Profit Business Model [00:04:45]: Jim Butler explains the unique challenge of private clubs being not-for-profit entities, contrasting with how board members often try to apply for-profit thinking to club management. • Capital Intensity of Clubs [00:06:51]: Butler reveals that the average club has $28 million in gross assets while making no profit, making clubs one of the most capital-intensive industries. • Three Main Capital Sources [00:09:10]: Discussion of how clubs fund capital through three main sources: capital dues, initiation fees, and assessments, typically split equally between these sources. • The Irrigation System Story [00:18:30]: Butler shares an illuminating story about Thorny Lea Golf Club's 50-year-old irrigation system to explain the concept of capital consumption and member responsibility. • Net Worth Categories [00:24:02]: Description of the three categories of clubs based on net worth trajectory: decreasing (red bucket), flat (yellow bucket), and growing above inflation (25% of industry). • Union League Success Story [00:25:32]: Discussion of how the Union League of Philadelphia's success came from understanding the business model and creating more opportunities that members were willing to pay for. • Board Education Challenge [00:31:12]: Butler addresses the unique challenge of educating rotating board members about the club business model, with boards typically changing 3-4 members annually. • Counter-Intuitive Club Economics [00:34:29]: Explanation of how the most financially successful clubs often have the highest food and beverage subsidies, demonstrating the unique nature of club economics. • Industry Evolution [00:38:26]: Butler discusses the dramatic changes in the club industry from 2019 to 2023, including increased capital generation, facility investments, and unprecedented waiting lists at many clubs.