Photo courtesy of Fast-Dry Courts, Inc. & 10-S Tennis Supply
Times were, country clubs were the bastion of golf, with swimming pools and the occasional tennis courts thrown in to attract family memberships, rather than individual registration. Upscale clubs could attract and host golf and tennis tournaments.
These days, though, clubs are diversifying their revenue stream with additional racquet sports like padel and pickleball, golf simulators and other facilities. The upshot: They’re not only getting more members, they’re boosting their visibility into the stratosphere. Oh, and they’re hosting high-profile events — in more than just golf and tennis.
Athletech noted the trend, stating that at the PGA Show in Orlando, noting, “For decades, the PGA Show has been a barometer for where the golf course and country club sector is headed, and this year the signals were unmistakable – the future isn’t just about golf, it’s about what surrounds it, namely, wellness and racquet sports.”
The show, held at the Orange County Convention Center, attracted more than 30,000 attendees and over 1,100 brands and exhibitors.
Athletech added, “Across the show floor, conversations extended well beyond golf equipment, focusing instead on fitness, recovery, longevity and racquet sports like pickleball and padel as key drivers of club growth.”
A consulting firm, the McMahon Group, weighed in with a view from 30,000 feet. “Many sports-focused, urban clubs of yesteryear have been transformed into broad appeal clubs with strong racquet programs serving thousands of members who join for the social and recreational camaraderie which only private clubs provide, and they do it for 75 percent less cost than golf-focused country clubs in their marketplaces. And in almost all instances, it is the diversity offered with racquet facilities and dining/social programs that provide a plethora of fun introduced.”
According to Strategic Club Solutions, other sports like bocce and lawn bowling are also increasing the diversity and the fun factor of clubs.
At first, Athletech noted, the addition of new sports (pickleball being one example) was demand -driven and clubs were following the demand to keep members.
Pickleball paddle manufacturer Selkirk’s account manager, Sander Nauenberg, described a pattern he’s seen repeatedly.
“Clubs dip their toe in by converting a tennis court to pickleball,” he explained. “Every single one sees the benefits. You now have four people on a court instead of two. Members stay longer. Golfers bring their families. It’s social and that’s good for business.”
Now, though, investment in pickleball has become part of a master plan; clubs are adding multiple courts with tournament-worthy facilities and they’re welcoming in the events that are attracted to those venues.
In 2023, Invited (a private club operator) joined forces with the PPA tour and USA Pickleball to announce that the 2023 USA Pickleball Nationals was moving out of Indian Wells and would be held at Invited’s Brookhaven Country Club in the northern suburbs of the Dallas metroplex.
The Tennis Club at Newport Beach Country Club was announced as the host of the 2024 KidWorks’ Women’s Pickleball for a Purpose Tournament.
In Miami. David Ensignia Tennis Academy announced the opening of DETA Pickleball Club at the Miccosukee Golf and Country Club with 16 championship-grade courts that could host anything from learn-to-play events all the way up to sanctioned competition.
Amie Stanton, vice president of marketing at Gamma Sports, added, “Clubs are being more intentional. They are investing in better courts, professional staffing and long-term programming.”
She also says that intentionality reflects a broader trend: “Racquet sports aren’t replacing legacy offerings, they’re future proofing them.”
And, notes Plan2Play, it unlocks new revenue streams, including enhanced opportunities for sponsorships or partnerships with brands.
And here comes technology as well. Golf simulators have moved away from only being found in places like TopGolf. Country clubs are adding them but not just in golf, says SCS.
“Golf and multisport simulators are redefining indoor recreation at private clubs. These high-tech installations allow members to practice their swing or play simulated versions of popular sports like soccer, baseball and even curling. Simulators offer year-round accessibility and cater to a wide range of skill levels, further enhancing the member experience. While the technology continues to advance with demand, the golf simulators have really come a long way, particularly with putting through a variety of offerings available now.”
Design and consulting firm LaBella has called the trend both a disruptor and an enhancer to the club scene, stating, “Technology is furthering this transformation. AI-powered coaching, video analysis and electronic line calling are enhancing gameplay, while seamless digital operations improve accessibility.”
Country clubs (sometimes also referred to as private clubs, although that term can also be applied to any health club with a membership structure) stand as having excellent potential for hosting.
In addition to having excellent facilities (now in more sports than ever), country clubs are generally ADA-accessible, have copious amounts of parking and conveniences such as rest rooms, catering capabilities, locker rooms, showers and other amenities, as well as robust wi-fi for event owners who want to see matches streamed. Many are located within communities that provide an ample supply of volunteers for events.
Perhaps the most striking observation from the floor at the PGA Show, concluded Athletech, wasn’t any single product or trend, it was the energy around the scale of opportunity this evolving ecosystem represents.
“There is significant growth and revenue to be unlocked here,” said Florian Brauer, senior global operations manager for FIBO. “The convergence of these verticals is coming together in a very real way – and it’s creating a true win for operators, brands and members alike.”
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