The 5 Fundamentals of Inbound Marketing

This blog was updated for accuracy and relevance on September 2, 2025.

Few things feel better than when a favorite member calls or emails with the name of a colleague or friend who’s already excited to join. That’s the magic of member referrals: they can feel like the easiest “yes” you’ll ever get. But let’s be honest: relying too heavily on referrals isn’t sustainable.

Depending on referrals is unreliable. Incentives fall flat, member enthusiasm can ebb and flow, and the people your members know might not always align with the people you’re trying to reach. Fortunately, there are better ways to strengthen your referral pipeline and take more control over your club’s growth.

Challenge: Referral Incentives Don’t Really Work

On their own, members are your club’s best advocates. They love swapping stories—whether it’s about a championship win, a hole-in-one, or a family celebration on the patio. But when clubs ask members to actively recruit, the default solution is usually incentives: free dues, shop credits, even a shiny new driver.

The problem? Incentives don’t change behavior. Your extroverted members are already recruiting their friends because they love the club. The ones who feel uncomfortable talking about membership won’t suddenly change because of a prize.

Solution: Make Talking About the Club Easy & Natural

Instead of dangling rewards, give members something authentic to share. Stories are far more powerful than sales pitches.

Think video testimonials from longtime members, behind-the-scenes glimpses of events, or a touching story about a family tradition at the club. Highlight your golf pros, racquet directors, and winning teams in shareable social posts. When members see themselves reflected in your content, they’ll naturally share it.

One heartfelt story about a member’s family will be passed along to their entire network, and that’s something no free driver can buy.

Challenge: Referral Fatigue Creates an Unpredictable Pipeline

Even your most enthusiastic members eventually run out of friends to recruit. Referrals also rise and fall with seasonality and member satisfaction. On top of that, many members don’t want their leisure time at the club to feel like a sales obligation.

For membership directors, this can create a frustrating dynamic. Instead of focusing on member relationships, you end up chasing referrals and struggling to hit your goals.

Solution: Take Control of Finding New Members

Referrals will always be valuable, but clubs can make it easier—and more consistent—by creating structured ways for members to share.

For example,  Milwaukee Athletic Club leaned into HubSpot to support their membership and event sales process after a major renovation. Instead of just relying on members to “spread the word,” they built a simple referral campaign. A two-part email reminded members about the new improvements and included a direct “Refer a Friend” link. When a member submitted a referral, the sales team was instantly notified. The result? Ten new referrals in short order.

By using the right tools, clubs can transform referrals from something unpredictable into a reliable part of the pipeline.

Challenge: Current Members Aren’t Always Connected to Future Members

Here’s another challenge: referrals often mirror your existing membership. People tend to recommend experiences to those who share their own life stage or interests. That’s fine—unless your club is trying to expand into new demographics, like younger families.

If your older members aren’t aware of (or engaged in) the new facilities and activities you’ve introduced for younger audiences, they won’t be the best advocates.

Solution: Market to Millennials and Beyond

If you want to grow younger membership segments, you need to meet them where they are. Today’s buyers expect fast answers, credible reviews, and an easy way to research online before ever speaking with someone.

That means your marketing strategy needs to include:

• Web pages that clearly outline membership options, amenities, and processes.

• Social media content
  that highlights family activities, lifestyle perks, and community culture.

• Stories and testimonials from younger members who represent the future of your club.

In other words, don’t expect your older members to sell your new vision—create content that speaks directly to the audience you’re trying to attract.

Don’t Leave Prospects Hanging

Not every prospect will be connected to a current member, and even referrals still have questions. Make it simple for anyone exploring your club to understand the process. A dedicated membership page with FAQs, timelines, and your membership director’s contact information removes friction and builds trust.

When people feel like they know what to expect, they’re far more likely to take the next step.

The Bigger Picture: Referrals Are a Bonus, Not the Strategy

Referral programs are a great bonus—but they shouldn’t be the backbone of your membership strategy. By telling authentic stories, using the right tools, and building content for the members you want to attract, you give your club more control over its growth.

In the end, shareable stories will always travel further than shop credits. And when your club’s story is told well, members and prospects alike will be excited to pass it on.

The fundamentals of inbound marketing just might push you to retire your old marketing ways and turn over a new leaf. Inbound marketing is different from traditional outbound marketing and has drastically changed the way businesses reach potential customers. Instead of the intrusive, sales-focused approach, inbound marketing relays heavily upon relationships. HubSpot, a leading developer of software products for inbound marketing, sales, and customer service calls it “the marketing that people love”– and it's no secret as to why. The focus of inbound is to engage with the right people at the right time and nurture them with relevant information until they are ready to move forward on their buyer's journey.

Providing your prospects with the information they need to make informed decisions allows them to be the ones in the driver's seat, and as a result, you can significantly shorten your sales cycle and better understand their challenges.