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.