Millennial Insights

Millennial Insights Infographic

Now ages 21 to 39, Millennials are poised to shake up the club industry. It turns out that many of the intangibles that Millennials say they want are exactly what clubs already can and do offer. But, like nearly everything Millennials do, they want it to be customized to their specific needs and life stage. Check out these encouraging findings from our national study.

Millennial Insights Inforgraphic



Millennial Insights White Paper

In conjunction with the Center for Generational Kinetics and The Club Foundation, the Club Managers Association of America unveils new research uncovering generational attitudes about club memberships, specifically the Millennial demographic. This landmark national study was conducted in the summer of 2016, and provides valuable insight into what potential club members are seeking. Download the white paper below to read the key findings.

Download White PaperThe white paper is available exclusively to Club Resource Center subscribers
Millennial Insights Whitpaper

Attracting New Members — "A Multi-Generational Approach" White paper and Webinar


CMAA’s second white paper addressing generational issues explores modern club marketing. New members are the lifeblood of a club’s sustainability and require a thoughtful approach in acquisition. This white paper details the components of modern club marketing, which has to be goal-specific, strategic, data-driven and digital. The choices clubs make about whom to target as new members and how best to do it have to be informed by more than assumption and experience. The white paper is available exclusively to Club Resource Center subscribers.




Millennial Whitepaper New

A Multi-Generational Approach to New Member Orientation and Club Communications

In conjunction with CMAA's generational study, the final two white paper’s explore new member orientations and club communications. Anyone can join a private club but "belonging" is another issue in and of itself. Many new members are enjoying the experience of joining a club for the first time which makes it imperative for clubs to have sophisticated and well-orchestrated orientation strategy. Once they become members, clubs must juggle the communication expectations and demands of a variety of generations. The bottom line is the more comfortable and connected a new member (and their family) feels, the longer they are willing to remain a member. Both white papers are exclusively available to Club Resource Center subscribers.




  Membership Club Offering Whitepaper Cover 

  New Member Orientation White Paper Cover