When a new member joins the club, it's a meaningful moment.
They’ve made a thoughtful decision, investing emotionally and financially after researching their options and ultimately choosing your club. That choice comes with excitement, anticipation, and sometimes a few nerves. They're stepping into something new, and it’s our job to make sure they feel confident in their decision from day one.
People join private clubs for many different reasons. Some are looking for community. Some want a place to relax and recharge. Some are searching for their home away from home. Whatever their reason, it’s our responsibility to help them feel welcome and confident in their decision.
As Membership Directors, we are often the first real connection a member has at the club. That first impression matters. But what matters even more is how we follow through after the welcome. Onboarding is not just a club tour, reviewing member documents, and a monetary transaction. Those are process items.
Setting the Tone
Our primary role is the first step in the Member Service Journey by setting the tone and creating an immediate emotional connection. Membership Directors build trust, create relationships, and ensure each new member feels like they belong.
- Take the time to sit down with new members early on.
- Ask questions about their interests, their family, and what they hope to get from their membership.
- Offer a walking orientation: show them the facilities and introduce them to team members and familiar faces along the way.
- Extend a personal invitation to a few upcoming events.
- Introduce them to a committee chair or another member who shares similar interests.
These small touches help create comfort and connection from the start. As you learn more about them, you will have an opportunity to hand over those preferences to the club team so that they can use that information to continue enhancing the members’ experience.
30/60/90-Day Check-Ins
One approach I’ve found especially valuable is a 30/60/90-day check-in. Reach out after the members’ first month to see how things are going and if they’ve had a chance to try a few areas of the club. At 60 days, invite them to a member mixer or small group gathering. At 90 days, check in to ask about their overall experience, and if they’ve started forming relationships or found a favorite part of the club. These check-ins show that you care, making them feel important and welcome. The check-ins also provide insight into the success of the club’s onboarding process.
Create a Member Passport
An idea worth exploring is a Member Passport. This is a fun and interactive way to help new members get familiar with what the club has to offer. As they visit different departments, attend classes and events, or try out new amenities, the member collects signatures from instructors or managers along the way. Once their passport is full, they bring it back to you for a “Dinner on Me” experience as a thank-you for diving in and getting involved. It’s a simple and engaging tool to encourage participation and build connections while helping the member feel truly at home.
Building a Relationship
Continue to nurture the relationship once the onboarding is “complete.” Members will continue to come to you with questions, ideas, and needs because they feel comfortable with you. We are their first touchpoint, and often, their most trusted one.
The connection we build early on is powerful - it shapes the entire membership experience. When we take the time to be intentional, personal, and present, we help turn a new membership into a long-term relationship.
That’s where the magic really happens.
About the Author of this Blog, Nancy King, MBA: 
