Golf may bring members through the gates, but wellness keeps them in the community. Across the country, private clubs are redefining themselves as destinations not only for play, but for performance, recovery, and long-term wellbeing. Cold plunges, Pilates studios, and even longevity partnerships are becoming as essential as the first tee. The message is clear: wellness is no longer a side amenity — it’s central to the modern club experience.

Recovery Goes Mainstream

Once reserved for elite athletes, recovery tools are now expected features in clubhouses. Contrast therapy, infrared saunas, and compression boots are moving from sports facilities into member spaces.

At Fair Oaks Ranch Country Club, Invited recently debuted The Forge, a dedicated recovery and performance space complete with a contrast therapy room and recovery lounge. Members benefit immediately, and the club gains a highly marketable point of difference.

The appeal is simple: results are fast, social, and memorable. A cold plunge challenge may spread word-of-mouth faster than any marketing campaign.

“Recovery isn’t just for athletes anymore — it’s for everyone who wants to feel better, play longer, and live well.”

Top 5 Recovery Add-Ons Members Love

• Cold plunge challenges

• Infrared sauna sessions

• Compression boot lounge

• Guided breath work in recovery rooms

• Foam rolling & mobility stations

Golf Performance + Holistic Care Under One Roof

Wellness programming is no longer separate from golf — it’s integrated.

Troon Country Club built a 9,000-square-foot wellness center that blends Titleist Performance Institute (TPI) screenings with on-site nutrition counseling, personal training, and physical therapy. The message to members is powerful: better fitness equals better golf. And for clubs, better golf leads to more play — and more revenue.

At Jupiter Country Club, a dedicated Reformer Pilates studio and indoor turf space give members new ways to build strength, mobility, and injury resilience. No injury means more activity, which again translates to stronger engagement and revenue growth.

Wellness That Drives Golf Performance

• TPI screenings tied to golf lessons

• Pilates for core strength and balance

• Mobility circuits for shoulder/hip health

• Nutrition coaching for sustained energy

• Injury-prevention clinics with PT

Longevity & "Medical-Adjacent" Offerings

The wellness conversation is shifting from fitness to health span. Clubs are exploring partnerships around diagnostics, biomarker testing, and precision health coaching.

At the CMAA’s 2025 Club Wellness Summit, leaders discussed how clubs can evolve into “wellness resorts” — blending lifestyle programming with longevity science. Forward-thinking GMs are already vetting partners for sleep coaching, metabolic testing, and stress management initiatives.

“The future of wellness in clubs isn’t about six-pack abs — it’s about six extra years of vitality.”

Mind-Body, low-Impact, & All Ages Programming

Wellness has to serve the entire membership — teens, parents, and active older adults alike. That’s why low-impact formats like Pilates, yoga, and balance training are surging.

At Fort Collins Country Club, Pilates, yoga, and massage therapy ensure wellness options fit every member, from high-intensity athletes to those seeking relaxation, mindfulness, or injury prevention.

Programming to Engage Every Generation

• Teen golf fitness clinics

• Parent/child yoga classes

• Senior balance & fall-prevention sessions

• Women’s wellness workshops

• Stress-reduction meditation series

Wellness as a Signature Amenity

Perhaps the strongest signal yet: wellness investments are now recognized as signature amenities.

Red Ledges’ Wellness Center was awarded Golf Inc.’s “Amenity of the Year” in 2024, proving that wellness can elevate a club’s brand and earn industry acclaim. For prospective members, a tour of the wellness facility now carries as much weight as the golf course itself.

“Wellness is no longer a side room off the fitness center — it’s the showpiece of the modern club.”

Quick Wins for Any Club

• Add a weekly recovery-focused class (stretch + mobility)

• Host a member wellness weekend (guest speakers, family sessions)

• Launch a quarterly “Wellness Challenge” for members and staff

• Track wellness KPIs: class waitlists, repeat users, and lesson conversions

Balancing Wellness for Members and Teams

Wellness trends aren’t only shaping the member experience — they’re also changing how clubs care for their employees.

For Members: Research from GGA Partners shows that emotional connection and ease of access rank among the most valued amenities. Wellness delivers both: spaces to connect and places to restore.

For Employees: At the CMAA Idea Fair, clubs highlighted creative staff wellness initiatives, from Mental Health First Aid training to staff challenges and health fairs. A healthier team serves better — and stays longer. Some clubs now even include gym memberships or access to recovery rooms in their benefits packages.

Staff Wellness Wins

• Mental Health First Aid certification

• Employee-only fitness hours

• Wellness challenge with prizes

• Annual health fairs and screenings

• Subsidized access to recovery rooms

Closing

The private club of the future is no longer defined only by fairways and dining rooms. It’s a place where golf performance, recovery, mental wellbeing, and longevity come together in a seamless experience.

Wellness has become both a business strategy and a member benefit. By embracing it for members and employees alike, clubs can strengthen retention, elevate reputation, and future-proof their value for generations to come.

Christy Benitez is a recognized leader in the fields of hospitality, coaching, and teambuilding. With a proven track record in leadership development, talent optimization, and operational excellence, Christy brings a wealth of expertise to RCS Hospitality Group.Christy is a dynamic leadership coach and true people enthusiast. She leverages her hands-on experience to harmonize business priorities with organizational strategies.In her previous role as Director of Talent, Development, and Culture at a private club, Christy excelled in aligning business objectives with talent strategy. She not only developed service standards but also spearheaded and facilitated training programs, fostering a culture of growth. During challenging times, Christy's leadership played a pivotal part in creating new roles and supporting internal promotions, all while maintaining high employee engagement and retention rates.Christy is a certified practitioner with The Working Genius and is dedicated to helping individuals and organizations realize their true potential, enhancing organizational efficiency, and maximizing production and engagement.