In an interview that took place on the Crushing Club Marketing Podcast with Ed Heil of StoryTeller, I had the opportunity to discuss the membership director’s role in private clubs.  In the past, the role was primarily administrative, with duties focused on managing applications and occasionally giving tours. The notion of membership directors acting as salespeople was once considered distasteful, as the idea of “selling” club memberships contradicted the values of exclusivity and prestige that many clubs held dear. However, the economic recession in 2008 and the subsequent challenges faced by the private club industry necessitated a shift in strategy. Over the years, particularly following the pandemic, clubs were forced to reconsider their approach to member recruitment, leading to a gradual acceptance of more proactive marketing and sales tactics.

The role of membership directors has since evolved dramatically. In today’s digital age, they are expected to manage a multitude of responsibilities that extend far beyond traditional tasks. Modern membership directors must now oversee website development, social media management, lead generation, CRM systems, and even mobile app communications. The integration of these digital tools is essential for clubs to thrive and grow their membership base in an increasingly competitive market.

Whether you are new to the industry or someone that has been in the role for decades, it’s important for membership directors to be passionate storytellers and  the cheerleaders for their clubs. Their ability to connect with potential members, share the vibrant experiences of existing members through avenues such as social media, and leverage user-generated content has become a crucial aspect of modern club marketing. This approach not only fosters a sense of community but also aligns with the evolving expectations of today’s prospective members, who seek authentic, engaging, and personalized interactions.

Ultimately, the shift in the role of membership directors reflects a broader change within the private club industry. Clubs that resist this evolution risk falling behind, while those that embrace digital transformation and proactive marketing strategies are better positioned for long-term growth. By focusing on the member experience, utilizing technology effectively, and staying adaptable to new trends, membership directors can help their clubs navigate the challenges of the 21st century and ensure their continued success.

To listen to the full episode, click here.

Melissa Hansen is a private club membership + marketing educator that provides resources to industry professionals who are striving to get creative and think outside the box. Through her education, training and online masterclasses, Melissa has worked with over 200 clubs worldwide providing membership professionals with tools to take their game to the next level. Melissa has spoken with several CMAA and PCMA Chapters and has presented at conferences throughout the country. Her passion is delivering actionable strategies to improve member engagement, sales, and retention.