Attract, Engage, and Retain Members with Storytelling

A culture video is designed to capture the feeling of your club, not just what it offers, but what it’s like to be part of it. Unlike bio videos or employee testimonials that focus on individuals, culture videos take a broader view. They highlight the energy, traditions, and human connections that define your community.

These videos might include footage from member events, candid conversations on the patio, or quiet moments that show your club’s values in action. It’s not about scripting a message or showcasing polished amenities. It’s about offering a real and inviting glimpse into daily life at your club.

Culture videos are especially powerful for prospective members who are still imagining what it would be like to belong. When placed on your homepage, shared through social media, or woven into the onboarding experience, they help create an emotional connection that goes beyond features and benefits. They allow people to picture themselves there, and that’s often the first step toward joining.

There’s something far more persuasive than polished marketing copy: hearing a real member explain, in their own words, why they chose your club. Member testimonial videos tap into that authenticity. They build trust quickly because they come from people who’ve lived the experience.

In fact, 88% of consumers say they trust recommendations from people they know more than any other form of marketing. While club membership isn't quite the same as buying a product, the psychology is similar. People want to hear from peers who’ve already made the decision.

These videos work best when they feel personal, not rehearsed. A new member might share what it was like walking through the doors for the first time, while a longtime member can speak to the sense of belonging that’s built over the years. Both perspectives are valuable, and together, they paint a more complete picture of your community.

What sets testimonials apart is their relatability. Prospective members see people like them—families with young kids, recent retirees, couples new to the area—and begin to imagine themselves having similar experiences. It’s not about listing features. It’s about telling real stories, with specific moments and honest emotion.

These videos can live in many places: embedded in your website, woven into email campaigns, posted on social media, or used during membership events. Wherever they appear, they give prospects something data can’t—a sense of reassurance. Someone else made the leap, and it was worth it.

For many prospective members, the people who run your club are just as important as the amenities themselves. Staff introduction videos help build early familiarity by putting a face and voice to the individuals who make the member experience what it is.

These videos are warm, welcoming, and member-focused. Instead of formal bios, they showcase short, conversational moments with team members: your golf pro sharing their favorite hole on the course, your concierge reflecting on what makes the club special, or your executive chef talking about what goes into a signature dining night. The goal isn’t to explain qualifications. It’s to offer a sense of personality, warmth, and approachability.

When featured on your website’s staff page, woven into onboarding emails, or highlighted in newsletters, these videos help new and prospective members feel more connected. They remove some of the unknowns and create a smoother, more human entry point into the club community. For clubs that pride themselves on hospitality and relationships, this small touch goes a long way.

Hiring in today’s environment requires more than a job description and a benefits sheet. Job seekers want to know what it’s really like to work somewhere, and a “day in the life” video delivers exactly that.

These videos are designed for potential employees, offering an authentic window into daily routines, workplace culture, and team dynamics. Whether you're showcasing a line cook preparing for a large member event, a golf pro walking through their lesson schedule, or your events team coordinating a holiday party, the goal is to highlight real people doing meaningful work.

Beyond attracting candidates, these videos also position your club as a supportive, energized place to grow a career. They speak to values like teamwork, attention to detail, and service without having to spell them out. And when shared on your careers page, LinkedIn, or included in job postings, they can help your club stand out in a competitive hiring market.

For private clubs that rely on high-touch service, attracting the right people is essential. A well-made staff video doesn’t just fill roles, it helps you find team members who will thrive in your culture and stay longer.

When someone is exploring club membership, they’re not just evaluating your club as a whole. They're zeroing in on the parts of it that align with their lifestyle. For one person, that might be the tennis program. For another, it’s the junior swim team, a wine club, or a year-round social calendar. Amenity-specific videos help you meet prospects exactly where their interests lie.

Unlike a general tour video, these targeted pieces go deeper into individual areas of the club experience. A tennis video might feature instructors walking through their coaching philosophy alongside footage from matches and clinics. A dining video could highlight the culinary team, member events, or seasonal dishes in action. These videos show not just what’s available, but how it’s enjoyed.

What makes these videos effective is their ability to turn a general interest into a meaningful connection. Prospects get to see the depth of your offerings, the people behind the programs, and the atmosphere those activities create. It’s the difference between knowing a club has a fitness center and feeling excited to join a yoga class with that particular instructor.

These videos are especially useful when integrated into the membership journey. They can live on dedicated subpages of your website, be shared during one-on-one follow-ups, or support specific outreach campaigns based on member interests. When someone is already leaning in, a well-placed amenity video gives them one more reason to say yes.

One video can spark interest. A thoughtful strategy can change your entire approach to growth and engagement.

The key to making video work for your club isn’t just production quality, it’s purpose. Each video you create should serve a distinct role in the member or employee journey. From an emotional culture piece that builds early connection to a testimonial that removes doubt at the decision stage, video works best when it’s intentional, consistent, and built to be reused across channels.

Clubs that see the most value from video are the ones who plan for distribution from the start. That might mean creating shorter cuts for social, incorporating clips into email campaigns, or embedding videos on pages designed to drive inquiries or applications. Every platform is a new opportunity to reinforce your story.

It also helps to track what’s working. Look at metrics like view time, email click-through rates, inquiry conversions, and even hiring success. These data points will tell you more than vanity metrics ever could. And when you start to see a pattern—more interest, stronger leads, better-fit hires—you know your strategy is doing its job.

Partnering with the right video team makes all the difference. Look for a group that understands the nuances of private clubs and can help balance polish with authenticity. With the right support, video can become one of the most valuable, versatile tools in your marketing and operations toolkit.