Transforming membership sales at another North Florida club
In 2020 the club recorded 61 sales and $58,225 in initiation fee revenue, with no formal sales strategy in place. Five years of on-site sales leadership produced an average annual revenue increase of 135.6 percent.
Aerial · Capstone Creative- LocationNorth Florida
- Club typePrivate club
- EngagementFull-time on-site sales director plus Drive CRM; partnership launched 2021
Where the club started
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, the club partnered with Capstone Hospitality.
The strategy
Capstone launched the partnership in 2021 with a clear goal: revitalize membership growth through a proven, hands-on sales strategy, led by a full-time sales director placed inside the club.
Capstone’s proprietary Drive CRM tracked every lead, streamlined communications, and optimized closing efforts so nothing slipped through the cracks.
Community engagement and referral programs put the club in front of the right prospects, supported by targeted digital and print marketing campaigns.
Relationship-building with local realtors and business leaders, plus prospect events and private tours, kept the pipeline full.
Strategy shifted between golf and social memberships based on market trends, designed to meet the club where it was and build a foundation for long-term success.
2021 brought immediate results: a 146 percent increase in total membership sales and an 870 percent increase in initiation fee revenue compared to the previous year. 2022 sustained the momentum with sales up 77 percent and initiation fees up 73 percent, before an ownership change at the end of that year.
In 2023, Capstone shifted focus to prioritize full golf memberships. Total volume declined 33 percent, but initiation fee revenue surged 94 percent. 2024 held steady, and in 2025 a more inclusive strategy targeting social memberships delivered a 47 percent increase in membership sales.
In just five years, the club achieved an average annual increase in membership sales of 127.5 percent and an average annual increase in initiation fee revenue of 135.6 percent: a full transformation from limited growth potential to a thriving, in-demand private club.
For clubs navigating ownership transitions, underutilized assets, or membership plateaus, this model offers a clear and proven path forward.
What drove success
On-site leadership: a full-time sales director operated within the club, building relationships, managing the pipeline, and closing sales. Data-backed strategy: Drive CRM ensured every lead was tracked, nurtured, and followed up with precision.
Community integration positioned the club as a lifestyle investment rather than a discretionary expense. Agility in market positioning let the focus shift between golf and social memberships as the market moved, and consistent value messaging showed prospects not just what the club offered today, but the vision for its future.
Published January 12, 2026 · More case studies
See how Membership Sales works
We will look at your club, your market, and your numbers, then tell you plainly what we would do.