Membership is Belonging — Not a Transaction

How Modern Clubs Build Emotional Loyalty

The most forward-thinking club leaders know this truth: you can’t buy belonging. Transforming the member experience from transactional to human-centered hospitality is more important than ever in this ever increasing era of automation and AI.

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.

Clubs are no longer competing only on facilities or food, they’re competing on connection. A club that builds belonging earns advocacy, longevity, and culture that self-reinforces.

The Transaction Trap

Many clubs unknowingly fall into the transaction trap, equating satisfaction with belonging. A member who enjoys dinner might be satisfied; a member who feels understood and connected is loyal.

• Satisfaction = Service Delivered

• Belonging = Meaning Delivered

When operations focus too narrowly on efficiency and rules, the human element fades. But when service leaders prioritize emotion, story, and recognition, the club becomes more than a venue, it becomes a home.

Case Examples: Belonging in Action

Belonging isn’t an abstract concept; it’s built through deliberate actions. Here are examples of how forward-thinking clubs are making belonging tangible:

• The Welcome Ritual: A club in Florida created a “First 30 Days Team” whose only job is to welcome and listen. New members receive personal calls, follow-up lunches, and introductions to others who share their interests. The result? An 18% increase in first-year retention.

• Shared Storytelling: A Midwestern club transformed its newsletter into “Faces of the Club.” Instead of event recaps, each issue spotlights real member moments; family dinners, tennis duos, or volunteer stories. It created pride, personality, and community awareness.

• Cross-Functional Training: On the West Coast, staff members shadow other departments quarterly. A server might spend a morning in golf ops; a housekeeper joins a wine dinner. It built empathy, broke silos, and improved understanding of what members value most.

Touchpoints of Belonging

Everyday Ways to Build Belonging

Beyond programs and policies, it’s the everyday touchespoints that turn routine interactions into relationships. These simple, actionable gestures from both staff and leadership reinforce belonging at every level.

Everyday Staff Touchpoints

• Use Names, Not Numbers: Greet members by name, and if possible, by family members’ names. “Good morning, Mr. Lawson — how was Emily’s tennis match?”

• Personal Preferences: Note and remember small details; favorite table, drink, or locker number... and anticipate them before being asked.

• Warm Welcomes & Fond Farewells: A sincere “Welcome back!” or “Hope to see you this weekend!” can carry more weight than an elaborate amenity.

• Eye Contact & Presence: Stop what you’re doing, make eye contact, and listen. Those few seconds of full attention convey respect and importance.

Leadership & Culture Practices

• Walk the Floor: GMs and department heads should be visible and approachable. Even a brief check-in builds connection and trust.

• Staff Story Sharing: Begin pre-shift meetings with a “member moment.” Have staff share something positive or personal they learned about a member that week.

• Recognition with Intention: When staff create memorable experiences, celebrate those stories during team huddles or on an internal “Belonging Board.”

• Empower Frontline Decisions: Allow staff to resolve small issues on the spot; a complimentary dessert, valet priority, or quick room change. Empowerment equals responsiveness.

Member Connection & Belonging Builders

• “We Missed You” Notes: Send a brief email or handwritten card if a regular member hasn’t been seen in a while.

• Personalized Invitations: Don’t rely solely on mass email. Personally invite members to events that align with their interests.

• Spotlight Members Authentically: Highlight Member Moments... not just achievements. A simple photo of members enjoying an ordinary day communicates more heart than a formal award post.

• The First 30 Days Plan: Create a checklist: personal GM welcome, introduction at a small event, and a handwritten note from each department head.

Experience Enhancers

• Micro-Surprises: Offer small, unexpected delights; a favorite cocktail ready on arrival, valet car pre-warmed, or dessert on the house.

• Member Advisory Huddles: Host casual, small-group chats over coffee to gather feedback. It builds ownership, inclusion, and trust.

• Celebrate Life Moments: Track birthdays, anniversaries, even milestone achievements... and acknowledge them subtly in person or with a card.

The Leadership Imperative

Belonging starts at the top. It’s not a front-line initiative, it’s a cultural philosophy.

Boards and GMs must model connection. That means measuring belonging behaviors, not just financial KPIs. Track recognition moments, leadership visibility, and member touchpoints as intentionally as you do budgets and rounds of golf. When leaders model hospitality, the entire team follows.

Final Thought

From Transaction to Transformation

When belonging drives culture...

• ...members become advocates. They share stories and invite friends.

• ...staff become storytellers. They serve with purpose, not just procedure.

• ...clubs become communities. They evolve from exclusive venues into inclusive ecosystems of meaning and pride.

This is the essence of the "Club Belonging" and "Club Living Easy" philosophy; hospitality and service excellence innovated and implemented. A service mindset built to simplify, connect, and enrich members’ lives at the club and beyond.

And remember, as AI continues to reshape operations, communication, and efficiency across our industry, the clubs that will stand apart are the ones that double down on what technology can’t replicate — presence, empathy, memory, and genuine human care. In a world of automation, belonging becomes the ultimate differentiator.

Ready to move from transactional operations to transformational connection?

Consider starting with our two most popular solutions:

• loyaltyrewardSELECT™ and,

• Living Easy Club Training™

  
  

  These programs are designed to:

• Strengthen staff recognition & service culture

• Improve member retention & emotional loyalty

• Transform onboarding & everyday moments into belonging

Membership Belonging isn’t a number in a budget... it’s the heartbeat of your club.

Let's talk - schedule a no obligation consultation.

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About the Author: Eric Ruehlmann is a versatile business executive with over 25 years of service in the club management industry. Eric's knowledge and experience is broad having held advisory positions and worked on projects in a variety of fields such as; consumer research, loyalty & rewards, travel & leisure, and lifestyle products & services. Eric is currently focused on sharing his knowledge with club leaders and club boards about club innovation, enhancing the member experience, and loyalty & rewards. Eric Ruehlmann is the founder of Build A Better Club and a managing partner of Privat-VIP- Travel & Rewards.