large, said Bill McMahon, chairman of
the McMahon Group, a private club consulting firm.
“Yes, the fitness and wellness centers
in our country clubs are growing, but I
would not say they are getting over the
top,” McMahon said. “They are still stay-
ing small in size and not trying to com-
pete with the big, for-profit fitness clubs.”
The trend of bigger fitness centers is
more likely to be seen in “mega-commu-
nity communities,” he said.
Regardless of club size, fitness has
become a priority.
“Clubs have been answering the call
for some time,” said Whitney Reid of
Reid Consulting Services. “This goes
hand in hand with healthy menu choices,
continuing education and family time at
Clubs are offering more activities for
the whole family in order to attract the
coveted 35-to-49 age group, she said.
“Fitness centers are a natural fit for
that, in terms of attracting members,”
Reid said. “Because of that, many clubs
have put some type of fitness program
into their capital plan.”
Check out Myers Park Country Club
in Charlotte, N.C. It recently completed a
24,000-square-foot sports center and has
more than half a dozen personal trainers
Many clubs sport the latest equipment,
as well. Fountaingrove Golf & Athletic
Club in Santa Rosa, Calif., is “commit-
ted to refreshing equipment no less fre-
quently than every three years, meaning
our offerings always will be state-of-the-
art,” according to its website.
Weston Hills Country Club in Weston,
Fla., notes how its fitness center is
equipped with Technogym, the official
equipment of the 2008 Olympics.
Clubs boast of having “shock-absor-
bent wood flooring” or “expansive
floor-to-ceiling windows” or “a multi-
functional Icarian Trainer station ...”
However, it’s not just about having
top-of-the-line facilities and equipment.
Clubs need to adapt to their members’
changing fitness wants, which can be
rather fluid, said Kirk Kokoska, vice
president of golf services at BlueStar
Resort & Golf, which manages a number
of high-end clubs.
“Variety is certainly important, but at
our clubs, we’re finding it’s both a func-
tion of quantity and quality,” he said.
“By that, I mean that we seem to need to
constantly update our programming to
stay current with the expectations of our
members. We’ve seen trends with spin,
dance, aquatics and more, each requiring
specific equipment and instruction.”
Right now, for instance, high-intensity
interval training is big.
“So we’re working now to introduce
more classes akin to what’s offered in
Orangetheory or CrossFit,” he said.
Demand sometimes depends on location, he added.
“Our club in Tahoe, which largely
services younger Bay Area families, is
being challenged to innovate more than
our club in Peoria, Ariz., which is more
geared toward boomers,” Kokoska said.
Clubs are also offering individualized training to help members do a most
amazing thing: improve their golf games.
That’s a big part of Desert Mountain’s
strategy. In addition to its new fitness offerings, it has a $1.6 million golf
instruction facility. It sports state-of-the-art equipment such as a four-camera
video motion analyzer, so golfers can
better visualize their play.
“We want to get people into golf,” Jones
And boy, will they be fit …
Luxury camping is yet
another feature of
Clubs where 50%+ of members
use the fitness center
Clubs where 25 to 50% of
members use facilities
Fitness center revenue
per sq foot
$7 $26 $59
25th% Median 75th%
From Club Benchmarking