Case Study: Transforming Membership Sales at another North Florida Club
Background
In 2020, a private club located in North Florida was experiencing a period of uncertainty and underperformance. Without recent improvements to the facilities and no formal membership sales strategy in place, interest in joining the club had slowed significantly. That year, the club recorded only 61 new membership sales, generating just $58,225 in initiation fee revenue.
Recognizing the need for a more structured and proactive approach to membership growth, the club partnered with Capstone Hospitality to turn things around.
Capstone’s Approach
Capstone launched its partnership in 2021 with a clear goal: to revitalize membership growth by implementing a proven, hands-on sales strategy. The plan included placing a full-time, on-site sales director and leveraging Capstone’s proprietary DRIVE CRM to track leads, streamline communications, and optimize closing efforts.
Key areas of focus included:
Personalized outreach through community engagement and referral programs
Targeted digital and print marketing campaigns
Relationship-building with local realtors and business leaders
Hosting prospect events and private tours
Adjusting strategy between golf and social memberships based on market trends
From the start, the program was designed to meet the club where it was and build a strong foundation for long-term success.
Year-by-Year Results
2021: Immediate Results
The results in the first year were dramatic. The club saw a 146 percent increase in total membership sales and a 870 percent increase in initiation fee revenue compared to the previous year. This turnaround demonstrated the value of having a dedicated sales presence and a consistent message in the market.
2022: Sustained Momentum
With the foundation now in place, 2022 delivered another strong year. Membership sales increased by 77 percent, and initiation fees rose by 73 percent. The club’s value proposition was resonating, and qualified prospects were converting at a high rate. At the end of 2022 the club had an ownership change.
2023: A Shift in Strategy
In 2023, Capstone shifted its focus to prioritize full golf memberships. While this resulted in a 33 percent decline in total membership volume, initiation fee revenue surged by 94 percent, reflecting the successful pivot toward higher-value memberships.
2024: Performance Stability
Although 2024 saw a 32 percent drop in total sales, the club still recorded a 12.2 percent increase in initiation fee revenue, proving the sales strategy continued to attract engaged, long-term members despite a lower overall transaction volume.
2025: Expanding the Funnel
With a more inclusive strategy targeting social memberships, 2025 delivered a 47 percent increase in membership sales and a 5 percent increase in initiation fees, with additional closings still pending as the year concludes.
Cumulative Results
In just five years, the club achieved:
An average annual increase in membership sales of 127.5 percent
An average annual increase in initiation fee revenue of 135.64 percent
A full transformation from limited growth potential to a thriving, in-demand private club
What Drove Success
Capstone’s success at this North Florida club was built on several key pillars:
On-Site Leadership
A full-time sales director operated within the club, building relationships, managing the pipeline, and closing sales with a personal, hands-on approach.
Data-Backed Strategy
Capstone’s DRIVE CRM ensured every lead was tracked, nurtured, and followed up with precision, creating efficiency and accountability across the entire process.
Community Integration
Efforts focused on grassroots engagement, strategic partnerships, and consistent branding, positioning the club as a lifestyle investment rather than a discretionary expense.
Agility in Market Positioning
Capstone adapted its focus between golf and social memberships depending on market response and ownership priorities, maximizing conversion opportunities.
Consistent Member Value Messaging
Throughout the process, prospects were shown not just what the club offered today, but the vision for its future—creating excitement and long-term buy-in.
Conclusion
This North Florida club is now a prime example of how Capstone Hospitality can reignite momentum and reposition a private club for long-term success. By bringing in professional sales leadership, modern systems, and a tailored strategy, Capstone helped the club overcome stagnation and chart a new course for growth.
For clubs navigating ownership transitions, underutilized assets, or membership plateaus, Capstone’s model offers a clear and proven path forward.
