Crushing Club Marketing

Ed Heil

4.9 (10)
MARKETING
UPDATED MONTHLY

Crushing Club Marketing

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.

JUN 11

What Private Club Leaders Need to Know Before Producing a Club Video

In this conversation, Ed Heil and Steve Mulholland discuss the intricacies of video production, emphasizing the importance of storytelling and understanding the audience's needs. They explore how to capture the essence of a club through various filming techniques, including documentary styles and the use of drones. The discussion also covers the significance of finding the right voices for interviews and mastering the art of conducting them effectively. In this conversation, Ed Heil and Steve Mulholland delve into the intricacies of video production, focusing on the art of cinematography, the emotional impact of storytelling in sports, the crucial role of music, and the importance of editing. They share insights on how to effectively capture compelling visuals, the significance of sound in enhancing viewer experience, and the challenges of editing to create a cohesive narrative. The discussion also touches on practical advice for aspiring producers, emphasizing the need for collaboration and clarity in messaging. 00:00: The Importance of Story in Video Production 05:52: Capturing the Essence of Your Club 12:05: Finding the Right Voices for Your Message 18:02: The Role of B-Roll and Aerial Shots 24:23: The Art of Cinematography 30:30: The Role of Music in Video Production 37:17: Editing: The Heart of Storytelling

47 min
MAY 21

The State of Private Club Governance: Survey Findings and Solutions

Private clubs often pride themselves on tradition—but without strong governance, even the most respected institutions can find themselves unprepared for what’s ahead. In this data-driven conversation, Ed Heil talks with Joseph Abely, Executive Consultant at Club Benchmarking and lead author of the Club Benchmarking 2025 Governance Report. Rather than offering surface-level advice, Joe draws on insights from over 400 clubs to reveal what actually moves the needle: board education, succession planning, and long-term strategic thinking. The findings are clear—clubs that prioritize these elements don’t just function more smoothly; they outperform their peers financially and operationally. If your board meetings are focused on operational fixes instead of future vision, this episode is your wake-up call.

57 min
MAY 1

Where Tradition Meets Tomorrow: Dr. Bonnie Knutson on Creating Value in Modern Private Clubs

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.

43 min
APR 16

Why Every Club Leader Needs a Crisis Management Plan

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.

45 min
APR 2

The Impact of Behavioral Assessments on Club Culture: A Conversation with Jodie Cunningham

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).

56 min
MAR 19

Change Management: Why Communication is the Key to Private Club Success

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.

49 min
MAR 6

Strategic Private Club Communications: Beyond the Club Newsletter

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.

59 min
FEB 20

Private Club Waitlists and Member Attrition: What the Data Tells Us

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.

35 min

4.9

out of 5

10 Ratings

A Great Resource for Any Club Marketer

05/04/2018

bMiyo

Thought-provoking conversations about how to take club marketing in to the digital world.

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.

Creator

Ed Heil
Years Active

2018 - 2025
Episodes

53
Rating

Clean
Copyright

Crushing Club Marketing © 2025 | StoryTeller Club Marketing
Show Website

Crushing Club Marketing