Even before the end of the first quarter, 2020 became a landmark year as the COVID-19 pandemic struck nearly every inhabited corner of the globe. Clubs, like the rest of the world, had a severe impact. Thankfully, clubs throughout the USA are emerging from the “pandemic shutdown”.
A good club is known for its service: going above and beyond the norm to ensure the needs of its members are met. However, in the unique and challenging pandemic circumstances; clubs found themselves struggling to provide value-added service to their members when most of their facilities (dining rooms, golf courses, gyms, pool, etc.) had to close. Then when allowed to reopen, follow a whole new set of rules to enforce social distancing.
When existing paradigms suddenly shift, it behooves both technology providers and club managers to explore how to extend and stretch the current club technology usage. And pushed to accommodate new circumstances. A good club software suite usually tailors to the needs of its industry but should include flexibility that allows it to multipurpose.
Adapting technology to the new reality
As the environment changes, technology providers need to assess the situation. And see what they can do to help their customers cope with the “new reality”. We may need to have fewer people in the Pool Area, Grill, or Gym to maintain Social Distancing, for instance. This may involve:
- Modifying current modules to enforce social distancing rules on the golf course, or use of events & activities reservations to sign up for the gym, swimming pool lanes, etc.
- In many states, dining capacities reduce substantially. The use of Dining Reservations within areas of the club (such as the Grill) where traditionally “no reservations required” can be used to avoid too many members arriving at one time.
- Fewer Members at the club does not always mean fewer services. Member Self-Ordering for F&B Items, or online grocery/essentials items for pick up (or delivery) provide meaningful services. As a bonus, it may help the Member satisfy their minimum requirements.
- Lottery Systems for the golf course and member events may also help to equitably “share” limited capacities. If a club must cut back on seats available for that member event or tee times, a Lottery System can help avoid some getting more than their “fair share”.
Empowering the members with digital convenience
As businesses re-open everywhere, clubs are no exception. There is a drive to eliminate “paper passing” as much as possible. Single use menus are now in place; use once and then discard. Clubs can take that a step further: Eliminate the “Member Chit” altogether, with the ability for members to sign. And close their chit right from their mobile device.
During any change, communication is key. When the club must alter service levels or close operations temporarily, it is vital that the communication channels such as email, push notifications, etc. between the club and members remain open. Clubs sometimes have a limited amount of mass email capacity (SMTP Services) from their communication module or provider. This is one of the areas where a technology partner can help to not just identify this limitation to the club. But see how it can help address the limitation by increasing email capacity if needed. Enabling club communications frequently, in a targeted manner, helps keep the members connected to the club. This happens in an environment where there is potential chaos.
The “Member Experience” is why we are all here. Technology providers have a front row seat in the vast club arena. And can see the myriads of unwanted trials clubs face today. As the providers see member services challenges arise, the good ones will assist to learn about. And facilitate best practices and share this knowledge (and resulting solution) with all their partner clubs. Clubs should communicate their needs and ideas with their technology vendors. It helps them grow – and thus improve the member experience. These times are certainly not painless, but developing new ways to amplify member services makes it all worthwhile.
The Pandemic was the Test. What Next is the Standard
The clubs that leaned into technology during the pandemic did not just survive a crisis; they quietly raised the bar for what members now expect as a baseline. What once felt like emergency adaptations like mobile self-ordering, digital reservations for facilities, push notification communications, contactless billing have since become non-negotiable features that members take entirely for granted. Technology integration is no longer a premium but an essential tactic for member recruitment and retention. And clubs that are still treating it as an option are feeling that gap with every renewal cycle.
The global private club membership market reached USD 32.7 billion in 2024 and projected growth at a CAGR of 7.2% through 2033 as per Growth Market Reports. A figure that reflects not just wealth, but rising expectations from a more discerning, digitally fluent member base. Clubs that continue investing in adaptive, flexible software platforms are the ones positioned to capture that growth. Those clubs that don’t are increasingly at risk of being left behind by peers who took the pandemic’s lessons seriously and never looked back.
Communication Was Always the Core — Technology Just Made It Scalable
One of the clearest takeaways from the pandemic era was how much members valued being kept in the loop and how quickly trust eroded when clubs went quiet. That lesson has only deepened in the years since, with 68% of luxury consumers now expecting brands to offer digital content that actively enhances their overall experience according to Bain & Company, via Private Club Marketing. The good news is that the same communication tools clubs stretched during the pandemic — targeted emails, push notifications, member portals, and in-app messaging — have matured significantly, making it easier than ever to stay connected in a way that feels personal rather than broadcast.
Clubs are increasingly leveraging data analytics to better understand member preferences, optimize operations, and deliver tailored experiences, thereby driving measurable improvements in member loyalty and retention Dataintelo. Northstar’s integrated club management platform brings all of this together enabling clubs to communicate the right message, to the right member, at the right moment, without requiring a separate tool for every channel. So that the kind of proactive, value-driven engagement that carried clubs through their hardest days becomes a permanent and scalable part of how they operate every single day.
