Case Study: Remote Sales Success at a Partner Club in Virginia
Overview
In Spring 2025, a partner club in Virginia engaged Capstone Hospitality to accelerate membership growth using a fully remote sales and marketing model. Over five months, the club strengthened pricing power, lifted initiation fee yield, and set the stage for a waitlist and a strategic dues increase in 2026. All results were delivered without an on site sales director.
Challenge
The club aimed to
Increase membership sales in a competitive market
Build a qualified pipeline that converts efficiently
Prepare for a formal membership waitlist
Plan for a 2026 dues increase while preserving value perception
Strategy
Capstone deployed a remote, data driven approach focused on
Digital first demand generation, emphasis on search and SEO, with selective Meta usage as new photo and video assets came online
Centralized lead handling, rapid follow up, and structured tour scheduling
Sales process optimization through Capstone’s DRIVE CRM, daily pipeline reviews, and message testing
Pricing and demand consultation, aligning initiation fee strategy and 2026 dues planning with demonstrated market appetite
Results, May 1 to September 2025
82 new memberships sold
Initiation fee total for the period increased by approximately 140 percent versus the same months in the prior year
Average initiation fee per sale increased by approximately 149 percent year over year
All sales executed remotely, no on-site sales rep leading to a reduction in staffing costs
Conversion performance
Lead to Tour Conversion Rate, 26.2%
Tour to Sale Conversion Rate, 66.4 percent, well above the industry standard of 40 to 50 percent
Key Milestones and Strategic Insights
Impending waitlist
Demand and sales pacing support implementation of a formal waitlist policy. Capstone will apply proven waitlist frameworks from similar markets to protect experience, preserve price integrity, and manage churn risk.2026 dues strategy
A targeted dues increase in 2026 is recommended, especially in high demand categories such as 40 plus and Athletic. This aligns with competitive trends and reflects enhanced value.Initiation fee positioning
A phased increase is under way, starting in late 2025 in tandem with a waitlist, through Spring 2026 as seasonal demand returns. Tiered options can sustain urgency while rewarding early decision makers.
Why Remote Execution Worked
The club’s success demonstrates that remote sales can outperform traditional models when supported by
Fast, consistent response times
Soly dedicated to membership sales, delegating all non-sales activity to club staff
A clear, benefits forward message that matches the club’s brand and culture
Rigorous CRM hygiene and conversion tracking
Tight collaboration with club leadership and operations
What Is Next
Launch a new member onboarding survey to strengthen engagement and early life retention
Finalize and roll out the waitlist policy, including communication templates and member FAQs
Expand the digital content library for continued advertising and SEO gains
Prepare and calendar the 2026 dues and initiation fee increases, with member communication sequencing
Conclusion
A partner club in Virginia achieved measurable gains in five months using Capstone’s remote model. Initiation fee & sale performance rose dramatically, creating conditions that support a waitlist and a thoughtful 2026 dues increase. The outcome confirms that a modern, data driven approach, executed remotely, can deliver exceptional membership growth and long term stability.
