Crushing Club Marketing

Ed Heil: Private Club Marketing expert

Crushing Club Marketing is a podcast for progressive private club leaders ready to increase their revenue and create long term change for their club. We discuss topics pertaining to leadership, digital marketing strategies and long term planning to create sustained club growth.

  1. Aug 6 ·  Video

    The Changing Leaders of Private Clubs

    The private club world is navigating a generational transition unlike anything it's seen before — and it's happening on two fronts at once. Members are getting younger, and their expectations are fundamentally different from the generations before them. They're not joining for status. They're joining for experiences, community, and a lifestyle that fits who they are. At the same time, the people running clubs are changing too — and that part of the story doesn't get nearly enough attention. Dr. Rod Warnick has spent more than 40 years at the University of Massachusetts Amherst studying hospitality trends and training the next generation of private club leaders. What he's seeing in his classroom right now is remarkable: finance students, technology professionals, operations managers, and communications specialists who are choosing club management over Wall Street and corporate careers — and bringing a level of business sophistication to the field that the industry has never seen before. In this conversation, Dr. Warnick shares what the data and his decades of experience tell him about where clubs are headed, why the lifestyle shift is reshaping what membership means, how the next generation of GMs is being trained to lead boards and build community, and why — despite all the uncertainty — he's genuinely optimistic about the future of private clubs. If you lead a club, sit on a board, or are simply paying attention to where this industry is going, this is a conversation you'll want to hear.

  2. May 14 ·  Video

    Demographics, Data and the Future of Your Club (Frank Cordeiro, COO of Colonial Country Club)

    Frank Cordeiro, COO at renowned Colonial Country Club in Ft. Worth, TX discusses the dangers of complacency in the private club industry. He argues that while many clubs are currently thriving post-pandemic, leaders must look beyond today's success to avoid the fate of once-dominant companies like Kodak or Blockbuster. The conversation covers the necessity of data-driven decision-making, the importance of innovating for the next generation of members, and how proper governance can align a club's traditional identity with modern needs. Key Moments 00:00 - Today's Featured Article Ed Heil introduces an insightful piece co-authored by Frank Cordeiro and Ray Cronin, focusing on the connection between US population demographics and the ebb and flow of club memberships. 01:32 - The Importance of Informed Decision-Making Frank describes his long-standing partnership with Ray Cronin and how they championed the use of high-quality data in an industry that previously relied on assumptions. 03:54 - The Danger of Complacency During Peak Times Frank warns that "success is not permanent." He uses examples like Blockbuster and Toys 'R' Us to illustrate how industry leaders can fail if they stop innovating during profitable years. 08:21 - Correcting the Misconception of Pricing A look back at the industry decline between 2000 and 2017. Frank explains that clubs wrongly blamed high pricing, when the real issue was a demographic shift they weren't tracking. 10:11 - The "Flight to Quality" Strategy Frank shares an anecdotal example from the 2008 recession: clubs that maintained high standards and premium amenities thrived, while those that cut prices to compete on cost eventually failed. 15:47 - Understanding the "Next Member" Demographic A discussion on the shift toward Gen Y and Gen Z. Frank emphasizes that leaders must ask what these future members will value, rather than assuming current preferences will last forever. 17:30 - Converting Tradition into Modern Value Frank explains how Colonial Country Club (nearly a century old) remains forward-looking by converting underused dining spaces into high-tech shared workspaces for remote professionals. 19:40 - Identifying Member Commonalities Rather than letting generational differences create conflict, Frank suggests looking for common ground—like how both a 30-year-old and a 70-year-old likely value a good smartphone and high-quality dining. 21:12 - Leading vs. Lagging Indicators Frank highlights the need to watch societal and behavioral shifts (leading indicators) rather than just reacting to past financial performance (lagging indicators). 22:54 - Redefining Strategy and Governance A critique of the "12-month cycle." Frank argues that true strategy involves 5-to-10-year planning, moving away from micro-tasks and focusing on long-term institutional evolution.

  3. Feb 4

    What Your Club's Tech Stack Is Missing and Why It Matters

    In this episode, Pat Damer, SVP of Revenue at Arcis Golf (70 properties, $1B portfolio), shares with Ed Heil how his company transformed from managing 3 clubs to 70 by prioritizing revenue operations, smart technology adoption, and member-first service. From sticky note CRMs to enterprise automation, Pat walks through the practical evolution of club operations and why revenue growth creates better member experiences. This conversation cuts through the usual tech-versus-tradition debate with clear examples of how automation enhances, not replaces, exceptional service. If you're managing one club or scaling multiple properties, Pat's perspective on starting small, getting quick wins, and choosing the right tools will give you a practical path forward. Episode Highlights: 01:23 – The rocket ship years: Growing from 3 clubs to 70 properties 04:18 – Investment philosophy: Why deferred maintenance and member experience both matter 06:19 – The "declare your major" conversation that shaped Pat's revenue-first approach 08:39 – Why revenue fixes more problems than cost-cutting 09:18 – Operational software vs. experience software: Understanding the distinction 14:42 – The HubSpot pivot: Moving from Salesforce to an integrated CRM platform 22:30 – Lead generation reality check: Why most clubs don't need traditional pipeline management 26:04 – Member journey automation: Pre-arrival, birthdays, and personalized communication 31:40 – The integration challenge: Why siloed systems create operational friction 37:46 – Technology and exceptional service aren't mutually exclusive 40:34 – First steps for club leaders: Start small, get quick wins, build buy-in

    What Your Club's Tech Stack Is Missing and Why It Matters
  4. Jan 21

    Why Board Transitions Break Good Clubs (And How to Fix It)

    Episode Summary: In this episode, Ed sits down with Tom Wallace of Kopplin, Kuebler & Wallace to unpack why governance often breaks down during leadership transitions at private clubs. Drawing from his experience facilitating hundreds of board retreats, Tom shares a clear benchmark: only about 25% of clubs have governance truly dialed in. The conversation explores stewardship versus short-term decision-making, the importance of structure over personality, and how written systems, succession planning, and member communication protect a club's mission, vision, and values. It's a grounded, practical discussion on how strong governance is built intentionally and sustained over time. Key Moments: *]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "96be3759-520c-432d-b7ad-d6b56181bb53" data-testid= "conversation-turn-6" data-scroll-anchor="false" data-turn= "assistant"> Why only a quarter of clubs are truly prepared Tom explains how clubs tend to fall into three groups: those with governance fully structured, those actively working toward it, and those stuck in a cycle of dysfunction where each new president resets priorities. Stewardship over "leaving a mark" The conversation highlights how strong presidents think like stewards, focused on long-term health rather than personal projects or visible wins during their term. A leadership lesson from Arnold Palmer Tom shares a story from his time at Oakmont that shaped his philosophy on leadership: clubs existed long before any one leader and will continue long after, making long-term thinking essential. When governance goes wrong, it shows up physically An example of a clubhouse filled with rooms named after past presidents illustrates what happens when guardrails are missing and decisions are made in isolation. The intersection of member culture and staff culture Tom explains that the strongest clubs are built where member culture and team culture align, and why governance plays a critical role in keeping those cultures connected. Early warning signs of governance drift Ignoring data, lacking a strategic plan, or focusing on short-term issues are all indicators that governance may be quietly eroding before problems surface publicly. Why structure protects everyone From strategic business plans to board policy manuals and orientations, Tom outlines the written systems that stabilize clubs through leadership transitions. "If it's not written down, it doesn't exist" A Ritz-Carlton principle reinforces why documentation and clarity are essential, not bureaucratic, in complex organizations like private clubs. Governance as guardrails, not handcuffs Tom compares good governance to bumper bowling: it doesn't guarantee perfect outcomes, but it prevents leaders from sending the club off course. How to spot a strategic board What boards talk about matters. Strategy, capital planning, and long-term direction signal health; operational minutiae signal trouble. Succession planning as a leadership responsibility Strong clubs know who their future presidents are well before transitions happen, creating continuity rather than disruption. Committees as the leadership pipeline Tom explains why committees should serve as the proving ground for future board members, with performance and collaboration guiding recruitment. Younger members and the owner mindset The episode explores how clubs must intentionally teach stewardship and volunteer expectations during member onboarding to avoid transactional relationships. Why board retreats accelerate alignment Tom closes by sharing how retreats create self-awareness, clarity, and a realistic multi-year roadmap, reinforcing that good governance is a process, not a one-time fix.

    Why Board Transitions Break Good Clubs (And How to Fix It)
  5. 11/24/2025 ·  Video

    The Private Club Member Lifecycle: Balancing Legacy and Future

    Episode Summary: In this episode, Ed sits down with industry leader Kris Butterfield Cance to explore one of the most urgent challenges facing private clubs today: generational transition. From outdated bylaws to evolving member expectations, Kris breaks down what clubs must rethink if they want to stay relevant and financially healthy in the next decade. She shares practical examples from her work at Bethesda Country Club and La Cumbre Country Club, offering a front-row view of what successful evolution looks like. This conversation is a candid, realistic look at how clubs can honor legacy while creating space for the future. Key Moments: 3:20 — Why Kris wrote her Boardroom Magazine piece Kris explains the conversations and frustrations she heard at PCMA that inspired her to address generational stagnation head-on. 5:15 — What younger generations actually want from clubs From flexible programming to redefining tradition, Kris breaks down what Gen X, Y, and Z members value in club experiences. 7:55 — Balancing legacy expectations with modern needs Ed and Kris discuss how clubs can preserve tradition while adapting formats, events, and amenities. 10:05 — Community as the real differentiator A look at why everyday experiences—card rooms, family zones, outdoor gathering spaces—matter more than once-a-year blowout events. 12:25 — The financial urgency behind generational transition Kris and Ed dive into wait lists, initiation fee trends, and the wealth transfer that will shape clubs through 2045. 14:10 — How one traditional club successfully modernized Kris shares the transformation at Bethesda and how they rebalanced their member demographic. 17:50 — The importance of board clarity: mission, vision, values Kris explains why cultural alignment must start in the boardroom and how clubs can implement practical systems. 22:20 — Transparency without oversharing They unpack the difference between healthy transparency and giving members unnecessary or harmful detail. 26:55 — What data reveals about actual member behavior Kris explains how usage patterns—not just event attendance—should inform decision-making. 31:00 — Should younger families "skip the line"? Kris addresses the controversial question of whether clubs should prioritize young applicants over older prospects. 34:40 — Final takeaway: Relevance over replacement Kris closes with the core truth: clubs don't need to choose one generation over another; they need to stay relevant to all.

    The Private Club Member Lifecycle: Balancing Legacy and Future

Ratings & Reviews

4.9
out of 5
11 Ratings

About

Crushing Club Marketing is a podcast for progressive private club leaders ready to increase their revenue and create long term change for their club. We discuss topics pertaining to leadership, digital marketing strategies and long term planning to create sustained club growth.