What We’re Hearing from Country Clubs in 2025

3 Growing Challenges (and What’s Working)

Across the country, club managers are navigating a new reality. Staffing feels unpredictable. Budgets are tighter. And member expectations continue to evolve.

We've had a lot of conversations with general managers, directors of golf, and club boards over the past year. While every club is unique, there are some consistent themes in what they're facing-and what's starting to work.

If you're thinking about how to strengthen operations and keep delivering great member experiences, this might help you get ahead.

1. Building a More Stable Team

One of the most common challenges clubs bring up is staffing. Not just finding people-but retaining them, training them well, and keeping service consistent season to season.

We've heard stories of:

Longtime roles that go unfilled for months

High turnover after peak summer seasons

Rising wage expectations without clear budget room

Much of it comes down to how people want to work today. Flexibility matters. So does a sense of growth and belonging. And in some areas, housing costs make it difficult for staff to even live nearby.

What's working for clubs we've worked with:

Improving access and onboarding: Making it easier for seasonal or rotating staff to get what they need without creating operational friction.

Creating more flexible scheduling supported by smart tools.

Offering better work environments-whether that's perks, appreciation, or clarity around job structure.

2. Balancing Rising Costs Without Sacrificing Experience

Another topic that keeps coming up? Budgets. Specifically, how clubs can maintain the quality members expect while dealing with the reality of increased costs.

Inflation has touched almost everything:

Turf care

Utilities

Food and beverage

Insurance

Capital improvement debt

And while some clubs have been able to raise dues or fees, many are looking for ways to tighten operations behind the scenes.

Strategies that are helping:

Simplifying systems and removing recurring costs (like rekeying physical locks)

Investing in energy-saving infrastructure or bundled purchasing agreements

Using software to make better decisions-whether it's labor scheduling or inventory planning

💡 Still using keys? Here's why more clubs are shifting to smartphone-based access.

💸 And how keyless systems are helping reduce long-term costs.

3. Adapting to the Next Generation of Members

Membership dynamics are changing, not just demographically-but in mindset. The question isn't just "What are we offering?" but "Does it fit into how people live today?"

We've seen:

Younger families looking for lifestyle-based amenities

Members expecting digital convenience and personalized service

A desire for flexibility in how, when, and where they engage with the club

The clubs that are seeing growth here aren't just adding features-they're shifting their approach to experience.

Here's what's helping them connect:

Flexible memberships that evolve with member life stages

More casual and inclusive spaces-without losing the premium feel

Seamless digital access that fits modern expectations

One Small Change That's Had a Big Impact

For the clubs we've supported, one shift that's consistently made a difference is updating how doors are managed. That might sound small, but the downstream effects are significant.

It's not just about replacing physical keys. It's about:

Creating smoother staff transitions

Offering controlled, flexible access for members and guests

Cutting recurring costs tied to locks, keys, and security workarounds

Giving operations a little less friction-and a lot more peace of mind

If you're thinking about how to create more stability, reduce overhead, or modernize the member experience, access control might be the most straightforward place to start.

Want to explore what this could look like at your club? Let's talk.

We'd be happy to share what we've learned.