The Future of Country Clubs: Making Space for the Next Generation

Inevitably, country club members are getting older, and the average member age falls around 55 years old. While tradition still holds value, that model alone won’t carry clubs into the future. Younger generations, mainly millennials and Gen Z, are entering adulthood with different priorities, and most clubs simply aren’t speaking their language.

That doesn’t mean they’re uninterested. It’s actually quite the opposite. Golf has become both a hobby and a networking tool. Pickleball, for many, is the entry point to realizing racquet sports can be just as social as they are physical (though they still offer a solid workout). And increasingly, curated experiences are where young adults choose to spend their time and money.

The opportunity is there, and some clubs are starting to get on board.

The next wave of members is currently choosing to put their expendable income toward concert tickets, travel experiences, boutique fitness memberships, and possibly, a club. Truthfully, those are pretty big expenses to be competing against. To attract these members, it’s going to be critical for clubs to position themselves as part of that lifestyle — not separate from it.

And no, it’s not too soon to be thinking about Gen Z. The oldest members of Gen Z are already in their mid-to-late 20s, and they’re entering the workforce, buying homes, starting families, and building routines. If clubs wait another decade to engage them, it may be too late. The habits, perceptions, and spending patterns are forming right now.

What Younger Generations Are Looking For

Younger adults aren’t rejecting the idea of private clubs. They’re rejecting what clubs have traditionally represented. Status isn’t the draw it once was. In some cases, it’s even a deterrent. What this generation values is authenticity, inclusivity, and connection.

They’re used to well-designed, intentional experiences. Spaces built around people, not prestige. And that’s where the opportunity lies. If clubs can shift their messaging from exclusivity to belonging, they’ll become places where younger members want to be, not just places they feel they have to grow into.

It’s not about lowering the bar or forgoing tradition. It’s about changing the conversation. When clubs position themselves as communities that support real connection, wellness, and lifestyle, they’re speaking the language of a new generation.

The Social Blueprint Already Exists

If you’re wondering what a modern social model looks like for younger adults, take a look at Greek life on the campuses of colleges and universities. While it’s rooted in the college experience, the draw goes far beyond partying. People join for the structure, the connection, and the community. Greek life offers a built-in calendar of events, a sense of identity, and opportunities to meet people outside your immediate circle. Like clubs, there are dues, traditions, and often a shared mission. It’s not that different.

But here’s the key difference: Greek life knows how to make participation feel fun, meaningful, and culturally relevant. Clubs could take a page from that playbook, without compromising who they are.

Themed events, philanthropy, and group bonding are part of the rhythm of Greek life. There’s no reason clubs can’t adopt a similar approach that blends tradition with a more modern sense of play. A formal dinner might not pull in a 29-year-old. But a rooftop yoga session, seasonal cocktail night, or live music by the pool? That might. Even something as casual as a “Bachelorette” watch party projected outdoors with blankets and golf carts can create the kind of lighthearted experience that helps people connect. A little silly? Sure. But connection often starts with fun, not formality.

This isn’t about turning your club into a fraternity or sorority house. It’s about recognizing that the framework is already there. What’s missing is a refresh. Rethinking your social calendar through the lens of experience, not just tradition, is what makes a club feel not just accessible, but magnetic to the next generation.

Overcoming the “Not for Me” Mindset

The easiest young members to attract are the ones who already know the culture. Those who grew up around clubs or have family ties to the community. But for many younger adults, that familiarity just isn’t there. Without generational connections, country clubs can feel intimidating, expensive, or simply irrelevant. And if they’ve never been invited in, it might not even cross their mind as an option.

The good news is that clubs already have tools in place; they just need to use them differently. Many offer “young member” rates for people under 35, but those programs often live in the fine print. They’re hard to find, rarely promoted, and don’t feel like a warm invitation. If clubs want to attract younger members, they need to clearly say: We want you here.

One of the simplest ways to make that message stick? Let members bring guests… often. Hosting casual, low-pressure events where young members can invite friends creates a bridge between the unfamiliar and the approachable. These “plus one” moments can do more than any brochure ever could. When someone experiences the space firsthand, alongside a friend, they begin to see themselves in it. That’s when curiosity turns into interest, and interest becomes something more lasting.

Getting Creative with the Model

One practical way to engage younger members is to create a role dedicated to them. A Young Member Coordinator or Social Engagement Lead can help design events, inform marketing, and build bridges between leadership and the next generation. It shows a level of intention that members notice and appreciate.

Membership options could use a refresh, too. A full membership might not be realistic for every young professional. But what about seasonal access, social-only options, or guest pass programs? The goal isn’t to cheapen the experience, it’s to meet people where they are. Entry-level access can lead to long-term loyalty, especially if the experience is strong from the start.

Scrolling Is the New Word-of-Mouth

Country clubs have always relied on word-of-mouth, and for younger generations, that happens online. Gen Z doesn’t hear about places over lunch; they see them on TikTok, in group chats, and on Instagram stories. Your club’s digital presence is its reputation.

A polished website isn’t enough, though it’s become a bare minimum. What drives interest now is short-form, shareable content: authentic moments, real people, palpable energy. A quick video of friends laughing on the pickleball court or a day-in-the-life vlog does more than an amenities list ever could.

And if someone’s paying for an experience today, it needs to be “Instagrammable.” Not fake, just visually memorable. Great lighting, plated food, signature drinks, beautiful spaces. When members post about your club, they’re doing exactly what clubs have always relied on: spreading the word. Just faster – and far wider.

Designing a Future That Works

Clubs that want to stay relevant need to rethink what they’re selling. Exclusivity and status no longer move the needle. Belonging does. Lifestyle does. A real, connected community does.

That doesn’t mean abandoning tradition. It means evolving it. Greek life adapted to remain relevant. So did fitness brands, coworking spaces, and even luxury hotels. Clubs are more than capable of doing the same — if they’re willing to listen.

Attracting younger members isn’t just about filling out a new age bracket. It’s about long-term sustainability. It’s about making sure clubs aren’t just surviving—they’re thriving with new energy, new voices, and new life.
The next generation is ready. They’re looking for places to belong, places to invest, places to grow. The question is: will your club make space for them?