Crushing Club Marketing is a podcast for progressive private club leaders interested in increasing revenue. Our focus is on leadership, innovative digital marketing strategies and business trends that will shape the direction of clubs and drive growth in an evolving market.
The private club world is navigating a generational transition unlike anything it's seen before — and it's happening on two fronts at once.
Members are getting younger, and their expectations are fundamentally different from the generations before them. They're not joining for status. They're joining for experiences, community, and a lifestyle that fits who they are. At the same time, the people running clubs are changing too — and that part of the story doesn't get nearly enough attention.
Dr. Rod Warnick has spent more than 40 years at the University of Massachusetts Amherst studying hospitality trends and training the next generation of private club leaders. What he's seeing in his classroom right now is remarkable: finance students, technology professionals, operations managers, and communications specialists who are choosing club management over Wall Street and corporate careers — and bringing a level of business sophistication to the field that the industry has never seen before.
In this conversation, Dr. Warnick shares what the data and his decades of experience tell him about where clubs are headed, why the lifestyle shift is reshaping what membership means, how the next generation of GMs is being trained to lead boards and build community, and why — despite all the uncertainty — he's genuinely optimistic about the future of private clubs.
If you lead a club, sit on a board, or are simply paying attention to where this industry is going, this is a conversation you'll want to hear.
14 May 2026
Demographics, Data and the Future of Your Club (Frank Cordeiro, COO of Colonial Country Club)
Frank Cordeiro, COO at renowned Colonial Country Club in Ft. Worth, TX discusses the dangers of complacency in the private club industry. He argues that while many clubs are currently thriving post-pandemic, leaders must look beyond today's success to avoid the fate of once-dominant companies like Kodak or Blockbuster. The conversation covers the necessity of data-driven decision-making, the importance of innovating for the next generation of members, and how proper governance can align a club's traditional identity with modern needs.
Key Moments
00:00 - Today's Featured Article
Ed Heil introduces an insightful piece co-authored by Frank Cordeiro and Ray Cronin, focusing on the connection between US population demographics and the ebb and flow of club memberships.
01:32 - The Importance of Informed Decision-Making
Frank describes his long-standing partnership with Ray Cronin and how they championed the use of high-quality data in an industry that previously relied on assumptions.
03:54 - The Danger of Complacency During Peak Times
Frank warns that "success is not permanent." He uses examples like Blockbuster and Toys 'R' Us to illustrate how industry leaders can fail if they stop innovating during profitable years.
08:21 - Correcting the Misconception of Pricing
A look back at the industry decline between 2000 and 2017. Frank explains that clubs wrongly blamed high pricing, when the real issue was a demographic shift they weren't tracking.
10:11 - The "Flight to Quality" Strategy
Frank shares an anecdotal example from the 2008 recession: clubs that maintained high standards and premium amenities thrived, while those that cut prices to compete on cost eventually failed.
15:47 - Understanding the "Next Member" Demographic
A discussion on the shift toward Gen Y and Gen Z. Frank emphasizes that leaders must ask what these future members will value, rather than assuming current preferences will last forever.
17:30 - Converting Tradition into Modern Value
Frank explains how Colonial Country Club (nearly a century old) remains forward-looking by converting underused dining spaces into high-tech shared workspaces for remote professionals.
19:40 - Identifying Member Commonalities
Rather than letting generational differences create conflict, Frank suggests looking for common ground—like how both a 30-year-old and a 70-year-old likely value a good smartphone and high-quality dining.
21:12 - Leading vs. Lagging Indicators
Frank highlights the need to watch societal and behavioral shifts (leading indicators) rather than just reacting to past financial performance (lagging indicators).
22:54 - Redefining Strategy and Governance
A critique of the "12-month cycle." Frank argues that true strategy involves 5-to-10-year planning, moving away from micro-tasks and focusing on long-term institutional evolution.
23 Apr 2026
How Private Clubs Can Deliver Member Experiences Like Disney
In this episode of Crushing Club Marketing, Ed Heil sits with a 30-year Disney executive, Barry Jacobson, to discuss his extensive experience at Disney and private clubs. The conversation focuses on what it takes to create exceptional guest and member experiences through culture, standards, and leadership. Watch to learn how your club can elevate service quality, build community, and foster a passionate team to deliver memorable moments.
Summary:
00:00 Introduction to Barry Jacobson's Career Journey
02:56 The Disney Experience: Creating Magical Moments
05:51 Private Club Management: A Personalized Approach
08:52 Hiring and Onboarding: The Disney Way
11:50 Attention to Detail: Standards and Behaviors
14:55 Core Values and Team Dynamics
20:04 Transitioning Club Culture: Listening and Learning
22:42 The Importance of Leadership in Experience Management
24:09 People, Purpose, and Profit: The Disney Philosophy
27:11 Hiring for Fit: The Role of Assessments
30:28 Consistency and Quality in Service
32:47 Adapting to Generational Shifts in Club Membership
39:58 Creating a Sense of Community in Clubs
42:35 Building a Positive Work Environment for Staff
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418,860
Score snapshot 15 Sept 2025
Podcast Authority Score: 42 / 100
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Quality
52
Social presence
0
YouTube
82
Engagement
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