WELCOME TO SUSSNER
PRONOUNCED [ SUES-NER ]
Sussner works at the intersection of strategy, culture, and identity for private clubs. We partner with visionary club leaders who understand that transformation begins with strategic clarity—defining who you are before deciding how you look or what you build.
Most clubs can list their amenities. Exceptional clubs articulate what creates emotional attachment, cultural identity, and competitive differentiation. We help you answer the questions that matter most: Who are we and what makes us special? Where should we invest our resources? How do we create genuine member belonging?
This is not branding work. This is transformation work.
Strategy, culture, and identity working together
Our mission is clear: With every club transformation, we combine brave thinking, world-class creative, and remarkable client service.
We begin with discovery—uncovering your strategic identity and positioning before designing how you express it. This ensures every investment decision aligns with who you are, every member experience reflects your identity, and every touchpoint strengthens belonging.
What makes our approach distinctive:
1.) Diagnostic clarity first
Strategic identity shapes every decision that follows
2.) True partnership
We guide transformation as thinking partners
3.) Belonging as the measure
Success means deeper member attachment and confidence in your direction
Branding for belonging since 1999
Sussner was founded by Derek Sussner with a commitment to creating meaningful work with organizations people care deeply about. For two decades, we partnered with professional sports teams, equipment manufacturers, and mission-driven organizations.
Five years ago, we made a strategic decision: to focus exclusively on private clubs.
We recognized that clubs occupy a unique category—institutions where belonging matters more than amenities, where identity drives long-term value, and where transformation requires equal parts strategic thinking and cultural sensitivity. Clubs navigating change need partners who understand both the business complexity and emotional weight of their decisions.
Today, we work only with premier private clubs—guiding them through milestone anniversaries, capital investments, leadership transitions, and the evolving expectations of their next generation of members. We’ve partnered with clubs from California to Florida, from Texas to New Jersey, helping them clarify who they are and design what’s next.
Recognition & Impact
Since 1999, Sussner has earned recognition in over 40 international publications and received more than 300 creative awards. These honors validate our commitment to excellence, but they’re not why we do this work.
We measure success by transformation outcomes: clubs that gain clarity about their identity, confidence in their strategic direction, and deeper member attachment. When club leaders move from protecting what was to building what’s next—that’s when we know we’ve done meaningful work.
Your private club transformation partners
Inside our Minneapolis-based headquarters, you’ll find us clarifying club identity and designing member belonging every day. Our team combines strategic insight and creative excellence to guide premier private clubs through transformation—from discovery and positioning to visual expression and cultural activation.
Strategic clarity must become compelling expression. Derek leads creative direction, turning strategy into brand identity that strengthens member belonging and guides every touchpoint. He speaks frequently at industry conferences on club identity and transformation.
Tessa Sussner
Partner / Accounts
Transformation requires understanding your goals and challenges deeply. Tessa leads client partnerships from discovery through implementation, ensuring every engagement creates confidence and alignment across your leadership, staff, and members.
Tucker Larson
Strategy
Clubs navigating transformation need clarity before creativity. Tucker leads strategic discovery—uncovering what makes clubs special through member research, competitive analysis, and cultural insights—translating findings into positioning platforms that guide investment decisions.
Blake Spiegel
Design
Identity expression requires both creative vision and strategic discipline. Blake crafts visual identity systems that express who you are with confidence—from primary logos to complete brand ecosystems that strengthen recognition and member pride.
Nick Tietz
Design
Member experiences live in daily touchpoints and seasonal moments. Nick designs communications, environmental graphics, and branded campaigns that make your identity tangible—ensuring every interaction reinforces belonging.
Robin Faust
Controller
communication on all project finances, keeping you informed and confident in the investment you're making in your club's future.
