Educational Offerings & Speakers

Rick Coyne – Senior Advisor, ClubInsights

Rick Coyne has worked with over 1200 private clubs and been a guest speaker at over 900 events nationally and internationally.  He is the co-founder of Professional Club Marketing Association and has authored hundreds of industry related articles and white papers.  His philanthropic contributions to the Club Industry have earned him the Lifetime Achievement Award and 2 Gary Player Black Knight awards as Educator of the Year. In 2019 he was named one of the industry’s most influential leaders.

The following are four immediately available programs available outline form via video conference, in a 90 minute or full day workshop.

 

What Lies Ahead - It's Ours to Command – Rick Coyne

There are essentially four kinds of factors that can and do affect the private club industry and your club in particular.  The reality is that while it’s important for clubs to create strategies that recognize trends before they can materially affect operational efficiencies, all you control is what you control internally.

Covid has made us painfully aware, that the best strategies in the world could not have predicted the devastation wreaked on our lives.  Yet tactically, the club industry, thanks to its ingenious and creative professionals, reacted brilliantly to retain member’s bond and sense of community within the club.  

Yet, uncertainty lingers and for good reason.  The question on many minds is what’s next?  Which way will this end?  This will delve as deeply as possible into the future, on actions to better anticipate what might lie ahead, and strategies that will enhance your operation, create confidence in your leadership and to reduce risks to growth and retention.  The ability to see your future…

 

“Sustainable Membership Strategies”

Membership is a lifestyle decision.  While we sometimes temporarily attract new growth on the basis of price or incentives, ultimately and unless the club provides lifestyle relevance, pricing strategies generally result in a revolving door process.

The author believes and has literally proven that there is no membership related issue that cannot be cured at any club with the exception of a bad location, and even then, there can be mitigating opportunities to improve.  Getting to those cures, however, means taking the time to understand your core issues preventing you from reaching your potential.  Growth is only one part of that equation.  It’s also about retention and providing the environment that creates member enjoyment, increased usage and builds loyal ambassadors within your membership.

There is no one person on any staff that can provide all that it requires to be successful in growth, retention and loyalty.  It takes leadership, skills and a roadmap of how to replace membership as an annual event to membership as a lifestyle and business philosophy.

Depending on the length of the session (90 minutes to full day session), we help address the foundational elements of finite markets and marketing, understanding the demographically diverse needs of today’s members and orchestrating your leadership team into collective and collaborative “memory makers”.

While diversity of activities will be addressed, the fundamental goal of the program is to see the membership process through a set of different lenses.  To engage your team in a new way of thinking and to build a process driven solution to what has been a never-ending problem.

 

“The Art of Significance”

This is a perfect session to collectively engage all of your stakeholders, Board and Committee Members, Department Heads and Membership Professionals in the things most important to growth, retention, increased usage and increased satisfaction. This insightful program studies building brand relevance, developing member programming to broaden your club’s market appeal and promoting team-oriented marketing and sales.

 

Collaboratively participate in driving solutions to the many industry changes that have affected current and potential member reasons for joining and reasons for staying.  Learn how to best position your Club and each of your departments directly in the path of the market your Club serves.

 

This session is designed to provide insight into the following areas:

1. Driving brand value – Industry best practices
2. Know your market, who are they and what do they want/need?
3. What programs, events and assets are most relevant to today’s members and potential members and how can you better utilize the assets you have?
4. What relevant lifestyle experiences across your culturally diverse member spectrum are required to grow and retain members, get members using the club more often and becoming loyal ambassadors.
5. How should you deploy your people and capital to best monetize your investment?

Share how successful clubs are expanding market share, creating more raving fans and building long term sustainability through a value driven experience.

 

“Adapting to Your Ever-Changing Market”

This absolutely imperative informational program studies the nuances and uniqueness of every club’s specific market opportunity.  Clubs are similar, but their success and brand value must be predicted on the market they serve. Demographics such as age, gender, family make-up, seasonality of usage and interests are key factors requiring a thorough understanding to build brand significance

This session explores in depth analysis of the factors contributing differently to each club’s uniqueness and market positioning.  Collaboratively participate in reviewing various success factors, understanding market related demographics and competitive factors and how both require pinpoint accuracy to thrive in your specific market.  Learn how to best position your Club and each of your departments directly in the path of the market your Club serves.

This session is designed to provide insight into the following areas:

1. Understanding market factors and market positioning.
2. Learn the specifics of your market, who are they and what do they want/need?
3. What programs, events and assets are most relevant to today’s members and potential members and how can you better utilize the assets you have?
4. What relevant lifestyle experiences across your culturally diverse member spectrum are required to grow and retain members, get members using the club more often and becoming loyal ambassadors.
5. How should you deploy your people and capital to best monetize your investment?

Share how successful clubs are expanding market share, creating more raving fans and building long term sustainability through a value driven experience.

The change has already come to the private club industry and any club not responding to change is simply flirting with disaster.  Share how clubs responding appropriately to change are coping, expanding market share and building long term sustainability.