When I think of country clubs the first thing that comes to my mind is old rich people playing bowls, golf and lawn tennis, whilst sipping on their expensive champagne. That was the reality ….although I have never been to one. But there seems to be a shift coming and I think it will be the rebirth and creation of the modern country club.
Imagine a country club that has state of the art fitness facilities, ice baths, saunas, breathwork classes, padel courts…..a modern all in one state of the art facility that is geared towards the health and fitness obsessed generation creating one social community.
Gen Z and Millenials are changing the conversation around health and fitness, investing around £365 a month (£4,378 a year). The country club of the future will have a mix of spaces and environments from work-oriented Millenials to those looking for a community for their family. The potential to attract a new generation of members is possible with a little help from technology, an emphasis on sourcing local, and relaxing the dress code. This presents an opportunity for marketing and communications professionals that represent country clubs and golf clubs to rebrand their clubs and also partner with brands that are forward thinking.
Social community and wellness is at the core of this shift, as country clubs were once the place to be for business swaggering suits closing million dollar deals. Nowadays young professionals are networking and urban creatives are looking for a place to fit in. The combination of a loneliness pandemic, community lead social events and focus on health and fitness gives the perfect opportunity for the old and tested country clubs to rebrand themselves as cool. To create something unique, modern, and creatively inspiring while welcoming this new generation.
Obviously exclusivity will play a role, as it does with any club. This will only increase the fire and demand for these type of communities. So if I was a betting man, this I believe is one trend for the future to watch out for. If one was available I would sign up today.
