How Private Clubs Can Stay Relevant

Tradition is the heartbeat of every great private club. But as communities change and new generations come of age, many clubs are asking the same question: how do we stay meaningful to today’s families, professionals, and young members?

When private clubs first began, they were the center of social life — the only pool in town, the only restaurant, the go-to place for every event. Phrases like “Let’s go to the club to swim this weekend” or “I’ll see you at the club for bridge on Friday” were part of everyday conversation.

Today, things look very different. There are endless options for where to swim, dine, and connect. Clubs are no longer the only place to be — so how do we create the space people want to be?

The answer is simple: make it the destination for creating memories. When people associate a club with meaningful experiences — laughter, connection, family, and belonging — they naturally want to recreate those moments again and again.

And that’s where the next chapter of club marketing begins — by understanding what experiences matter most to this generation and how to make those moments shine.

Creating Safe, and Memorable, Experiences

One of the best examples of this is a club’s Halloween celebration. It’s an event filled with spooky fun, laughter, and community. The kids are running around, wild and free. Parents are enjoying themselves, chatting with friends, and knowing their children are safe. That’s the real value of a private club for today’s younger generations — especially millennials with young families.

They’re not just looking for a pool or playground. They’re looking for peace of mind. At a private club, their kids can be carefree, while parents enjoy a sense of belonging and ease.

During the summer, members can relax by the pool with a refreshing drink while their children swim nearby, watched over by both parents and attentive lifeguards. They can sign their kids up for tennis or golf lessons, confident they’re learning from the best. In a world that’s constantly moving — filled with long work hours, technology overload, and daily stress — a private club becomes a place to slow down, recharge, and reconnect.

Inviting the Next Generation In

To connect with the next generation, focus less on the features and more on the moments that bring the club experience to life. A powerful way to do that is by inviting prospective members to join upcoming events.

Encourage families who are exploring membership to attend signature events like the Halloween Spooktacular, Spring Festival, or “Letters to Santa.” Extend invitations for their children to participate, and make sure they experience the warm, welcoming atmosphere firsthand. When they see their children laughing with others, and when they meet parents who share their values and lifestyle, the club immediately feels like home.

The same principle applies to child-free young professionals. While their needs look different, they’re seeking the same sense of community. Create ways for them to easily make connections — whether that’s joining a tennis or pickleball league, a Thursday-night golf group, or a monthly trivia or mixology night. These smaller, interest-based gatherings are an easy entry point for building connections that keep them engaged.

Curating Adult-Only Experiences

It’s just as important to create memorable moments that remind adults the club is their space too. Adult-only events allow members to unwind, connect, and enjoy a night away from the day-to-day routine. A few ideas that resonate strongly with younger generations include:

• “Adult Swim” Pool Parties: Evenings with live DJs, craft cocktails, and small-plate menus under string lights.
• Tasting Events: Wine and whiskey tastings, tequila-pairing dinners, or “Flights & Bites” nights that blend socializing with education.
• Club After Dark: Pop-up lounges, silent discos, or themed music nights in the ballroom or on the patio.
• Wellness Socials: Yoga-and-mimosa mornings, “Sips & Stretches,” or wellness panels with local professionals.
• Game Nights & Friendly Competitions: Cornhole leagues, trivia nights, karaoke contests — lighthearted events that foster camaraderie and fun.

Events like these keep the club vibrant and relevant, and they highlight that membership isn’t just about golf or dining — it’s about community, energy, and belonging.

Marketing the Experience

Once these experiences exist, the next step is making sure the right people see them. Marketing to younger generations means meeting them where they are and showing — not telling — what club life feels like.

Here are a few ways to do that effectively:

1. Use storytelling, not selling.
   Instead of posting flyers or long lists of amenities, share moments that capture emotion: a photo of kids in costumes racing across the lawn, a short video of laughter from the patio during “Adult Swim,” or a quote from a member about why they love bringing their family to the club. Authenticity builds curiosity.
2. Leverage social media strategically.
   Instagram Reels, short videos, and candid photography outperform staged posts every time. Feature both family and adult events. Create a “day in the life” video with staff or members to highlight the sense of belonging and energy that defines your club.
3. Partner your membership and marketing efforts.
   Your membership director and marketing team should collaborate closely. For example, after a prospective member attends an event, follow up with a personalized message and photos from the evening — a subtle but memorable touch that reinforces connection.
4. Showcase inclusivity in your materials.
   Avoid marketing that only shows one demographic. Highlight young professionals, families, and multi-generational gatherings. Show that the club is where life happens — no matter your age or stage.
5. Invite, don’t just advertise.
   Extend invitations for prospective members to join low-commitment, high-fun events — think “Guest Nights,” “Friends of Members Mixers,” or themed happy hours. These events should feel approachable, not sales-focused. Let the environment do the selling.

Bridging Tradition with Relevance

The heart of every great club is still its tradition. But to attract and retain the next generation, clubs must show that tradition and innovation can coexist. The goal isn’t to change who you are — it’s to expand what your members experience.

When clubs position themselves as a place to make memories — whether through family events, adult-only evenings, or social opportunities that bring people together — they naturally stand out in a crowded world of choices.

Because at the end of the day, people don’t just join a club for access to amenities. They join because of how it makes them feel — welcomed, connected, and part of something special.

At its core, marketing to the next generation isn’t about reinventing what makes clubs special — it’s about highlighting it in new ways. When clubs stay true to their traditions while creating spaces for connection, laughter, and belonging, they don’t just attract new members — they build a community that lasts for generations to come.

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About the Author: Nancy King, MBA

Nancy is a dedicated hospitality professional with a Master’s in Business Administration specializing in Hospitality Management. With over 14 years of industry experience, she brings a well-rounded understanding of operations from the kitchen to the front of house. Her career began as a pastry chef, where her passion for the culinary arts sparked a transition into restaurant and club management. She has since led teams, streamlined operations, and enhanced member and guest experiences through exceptional service and communication.

Passionate about leadership and development, Nancy is committed to training and mentorship, empowering teams with the tools they need to excel. Her approachable nature and focus on collaboration foster a workplace culture built on excellence, learning, and genuine connection.