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.