How private clubs extend relevance into the real lifestyles of their members. Service, convenience and value beyond the clubhouse and club facilities. The member experience travels with the member wherever they go.

THE EMOTIONAL ECONOMY OF MEMBERSHIP... The most forward-thinking club leaders know this truth: you can’t buy belonging. While dues sustain operations, it’s emotional loyalty that sustains the brand. Members rarely stay members because of financial value only, they stay because they feel valued.

I'm sure you have noticed, many club's have already started the transition, we are entering beyond Lifestyle to "Living Easy". This is a new chapter where relevance, not recreation, defines the modern member experience.

As a club professional and industry leader, what stands out for me and what I think clubs need to do to thrive now and into the future is to go beyond the building or location. The modern member seeks wellness, culture, connection, and global access. Clubs must now complement first rate facilities, fine dining and exceptional experiences with true lifestyle relevance.