The traditional country club is having a hard time attracting a younger demographic. In a 2014 study commissioned by the National Club Association found that in the 1990s, there more than 5,000 full-service golf and country clubs.  In 2010, there around 4,100. Today, this number has dipped below 4000.  In this same study, membership was down by 20 percent. As a result of this downward trajectory, many clubs have decided to mix things up to attract younger members.

As builders, we’ve witnessed this trend.  Many of area’s country clubs are going through a refresh, offering non-golf amenities like gyms, personal trainers, and yoga classes. A lot of these clubs offer events and culinary experiences where members can socialize and gain a sense of community. It is interesting to see this shift taking place.  This Nordby Effect highlights the projects where we’ve played an active role in refreshing country club environments to address a new generation of members, and create more of a family destination.

When you think of country clubs, what comes to mind?  Are you thinking of how your parents or grandparents would spend their leisure time? For most of us, this is the case.  Unfortunately, the country clubs of days past do not really appeal to today’s business person. While there is interest in going to private country clubs, the next generation members are looking for an environment that better addresses their needs.