To say that things are changing in the club industry would be an understatement. The past year accelerated many things that were already in motion for clubs everywhere.

But are these changes just fads that will pass or trends that will stay and have a lasting impact on clubs for years to come? That’s what a panel of thought leaders came together to discuss at the Clubessential 2021 Digital Summit. See the panelists and the trends identified below. Or jump straight to the session and get all of the detailed insights, as well as the other presentations, here.

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Industry Panelists

  • Ben Wingrove – SchedulePop
  • Jerry Spilman – Blindhash
  • Chris Kallmeyer – Golf Genius
  • Brooke Turner – POS Portal
  • Jay Livingood – Yellow Dog
  • Stacey Zak - Clubessential

Moderator: Marilyn Cox - Clubessential


Trends in Club Security

1. Where Business Goes, Fraud Flows
Ecomm transactions increased 44% in 2020 – and fraud tripled.

2. PII is the Biggest Risk
Hackers are targeting Personal Identification Information (PII) information more, enabling them to impersonate you then go after clients.

3. Clubs are Targets
For a number of reasons; On-premise data is a higher risk

4. Change is Coming
PCI Compliance may be Optional but Contactless Payments are Required

5. Do Your Homework
Make Security part of your Culture, and Future Plans

Trends in Private Clubs

1. Golf is Back
The Resurgence of Golf will Continue; Be Prepared

2. Flexible Spaces
Work from Home Expanding Addressable Market; Innovate Space and Virtual Offerings

3. Mobile is the Center
Mobility is a Requirement for Members and Staff; Mobile App, Mobile Ordering, Mobile POS

4. Integrate Processes for Max Efficiency
Gain Efficiencies Through Integrated End to End Experiences (Member/Staff to Financials)

5. Keep Your Guard Up
Transform Safety Considerations into Permanent Pulse for Proactive Monitoring and Engagement

Trends in Club Fitness and Wellness

1. See the Big Picture
Think Holistically in your Offerings; Health Coach, Physical Therapist, Personal Trainer

2. Meet Them Where They Are
Expand your Virtual Fitness Offerings

3. Not Club Zoom
No one wants to go to a nightclub on Zoom, personal connections still matter

4. Find Your Stars
Empower your Instructors and Trainers to be an extension of your club brand

5. Gather Your Community
Build Community through Competition to Build Engagement

What's it all Mean

While it's often hard to define one over-arching trend year over year. In this case, not so much. Using technology to improve the member experience, not hide from it, will be key in every aspect. Where some clubs have been slow to adopt and pay attention to technology, the recent changes in society and advancements in the offerings are going to move things forward. And of course, like everything that club professionals take-on, they'll do it well, with their own personal touch. 

Watch this and all of the Club Virtual Summit Sessions here.

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