The Health Imperative: Why Country Clubs Must Invest in Wellness Amenities for Long-Term Growth
As the leisure landscape continues to evolve, country clubs face a pressing challenge: staying relevant amidst shifting demographics and changing member expectations. Traditionally centered on golf and dining, today’s clubs must offer more comprehensive lifestyle experiences. Younger generations in particular are prioritizing health, wellness, and balance. These values are quickly becoming non-negotiable.
To thrive in this environment, clubs must strategically incorporate health-focused amenities such as fitness centers, wellness spas, yoga studios, walking trails, and healthy dining options. These investments do more than meet member demands. They offer a clear return by attracting new members and improving retention rates.
Evolving Member Expectations
Millennials and Gen Z are driving a wellness revolution. According to a 2024 study by the Global Wellness Institute, over 80 percent of consumers prioritize wellness when making lifestyle or recreational decisions. Clubs that fail to align with this trend risk falling behind, as comprehensive wellness programs are fast becoming the norm rather than the exception.
Meanwhile, existing members are staying active longer and are increasingly interested in maintaining their health and mobility. This demographic shift demands that clubs evolve into full-service wellness destinations that cater to both physical and mental well-being.
The ROI of Wellness Amenities
New Membership Growth
Wellness offerings widen a club’s appeal, attracting families, professionals, and retirees who may not play golf but want an active social environment. For example, Bay Club in California experienced a 30 percent increase in family memberships after introducing a wellness wing featuring group classes and nutrition coaching. Clubs often recoup infrastructure investments within three to five years, depending on location and pricing.
Higher Member Retention
Members who regularly use wellness amenities are more likely to stay engaged. A golf-only member might visit twice a week. In contrast, a wellness-engaged member could visit daily for workouts, yoga, and healthy dining. This makes the club a core part of their routine. Clubs with integrated wellness offerings report up to 20 percent higher retention rates. These members also tend to spend more annually on personal training, spa treatments, and health-centric food and beverage options.
Diverse and Inclusive Membership
Wellness amenities resonate across age groups and appeal to non-golfing spouses and children, increasing the overall value of a family membership. Facilities such as meditation gardens, youth fitness programs, and wellness workshops create welcoming entry points for members of all backgrounds and fitness levels.
Essential Wellness Amenities to Consider
Modern fitness center with cardio, strength training, and personal coaching
Dedicated group fitness spaces for yoga, Pilates, barre, and HIIT
Spa and recovery zones with massage therapy, sauna, cold plunge, and cryotherapy
Walking trails and nature paths that encourage low-impact exercise
Healthy dining options including smoothie bars and clean-eating menus
Mental wellness programming with meditation, coaching, and wellness seminars
A Healthier Path to Profitability
Health and wellness investments are no longer optional. They are essential to long-term club growth. By aligning with modern values, clubs can differentiate themselves in a competitive market while building stronger, more resilient brands. A club that supports member well-being is also supporting its financial future.
Next Steps
Clubs should begin with a phased approach. Survey members, audit current amenities, and prioritize upgrades based on demand. A healthier membership is more engaged, loyal, and valuable. In today’s competitive landscape, wellness is not just a benefit. It is a smart business strategy.
