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Crushing Club Marketing
Crushing Club marketing is a podcast for progressive private club leaders ready to increase their club's revenue. Episodes are posted twice a month.
All Episodes
Hazeltine National Golf Club Grows Membership, Events, and Catering Every Year | Ruth Glaser
We're joined by Ruth Glaser, Director of Sales and Marketing at Hazeltine National Golf Club in Chaska, MN. After implementing inbound marketing best practices, Ruth has helped Hazeltine add over 250 new members and increased catering revenue year over year. Ruth tells her story of transforming the marketing process at Hazeltine and howa she began to implement this new way of thinking for her club and shares some lessons she learned along the way.
Where Tradition Meets Tomorrow: Dr. Bonnie Knutson on Creating Value in Modern Private Clubs
In this episode of Crushing Club Marketing, I sit down with Dr. Bonnie Knutson, a Hospitality Professor at Michigan State University, to explore the evolving landscape of private clubs. We delve into the delicate balance between preserving cherished traditions and embracing new member values. Dr. Knutson introduces her "value equation," highlighting how clubs can enhance member experience by focusing on more than just cost. We also discuss the shift from exclusivity to meaningful connections, particularly among younger generations. Dr. Knutson shares insights on creating experiences that resonate with today's members, emphasizing the importance of understanding what truly matters to them. Join us as we uncover strategies for clubs to remain relevant and valuable in an ever-changing world. Tune in to discover how tradition can meet tomorrow in the club industry.Why Every Club Leader Needs a Crisis Management Plan
No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it’s a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be better prepared tomorrow Key Moments: Andy’s Background in Crisis Communication [00:00:00] – From journalism to military media training to law enforcement, Andy shares how his career shaped his crisis communication expertise. A Lifelong Connection to Private Clubs [00:04:00] – Andy reflects on growing up golfing with his father and why he chose to raise his own kids in a private club environment. Common Misconceptions About Crisis Planning [00:07:30] – Andy outlines the three biggest myths leaders believe about crises: it won’t happen, others will handle it, and you can’t plan for it. Real-World Examples of Club Crises [00:11:00] – From tragic accidents to internal disputes, Andy explains how crises at clubs take many forms—most without media coverage. Risk Management Through a Communications Lens [00:14:00] – Why crisis planning can’t be left to legal teams alone, and how to look at risk from a PR standpoint. The Speed of Crisis in the Digital Age [00:16:30] – How social media has changed the game, and why clubs need to respond faster than ever before. Choosing the Right Spokesperson [00:20:00] – Why credibility, clarity, and media training matter more than titles when selecting someone to represent the club. Balancing Transparency and Legal Advice [00:24:00] – Why withholding information often backfires—and the case for addressing bad news head-on. Internal Communication Builds Credibility [00:28:00] – Andy shares how consistent member communication builds trust long before a crisis occurs. Club Governance Challenges [00:32:00] – Volunteer boards, dues increases, and why the club communication structure can break down under pressure. Taking Action: Where Club Leaders Should Start [00:36:00] – Practical next steps: scenario planning, identifying spokespeople, and media training for key staff. Final Thoughts on Reputation and Readiness [00:40:00] – Why club reputation is more vulnerable than ever—and why preparation makes all the difference.
Change Management: Why Communication is the Key to Private Club Success
In this episode of Crushing Club Marketing, we explore the pivotal role of communication in successful change management within private clubs. Join me as I sit down with Brett Galloway, a seasoned expert in communications and change management, to uncover strategies that drive effective transformations. We discuss the challenges clubs face, from navigating board politics to addressing member concerns, and emphasize the importance of a well-crafted communication plan. Brett shares insights from his extensive experience, highlighting the need for authenticity, repetition, and alignment in messaging. Discover how to build consensus, overcome resistance, and ensure your club thrives amidst constant change. Whether you're dealing with facility upgrades or cultural shifts, this episode offers valuable guidance for club leaders aiming to foster lasting success. Tune in to learn how to communicate change effectively and keep your club on the path to growth.-1.png)