What This Research Reveals
In partnership with Sprocket CX, we surveyed over 300 members from private golf clubs nationwide to understand what creates genuine member engagement and long-term loyalty. This research uncovers the strategic dimensions most clubs overlook:
- How members balance tradition with evolution — What members value from club heritage and what they expect to change
- What drives capital investment priorities — Which facility improvements strengthen belonging versus simply adding amenities
- How identity shapes member behavior — The connection between strategic clarity and member satisfaction, referrals, and tenure
- Where transformation creates value — Insights that guide club leaders in making confident decisions about identity, capital, and culture
Research Methodology
Sussner partnered with Sprocket CX to conduct quantitative research across diverse private golf clubs throughout the United States, analyzing member perspectives on club identity, belonging, and value.
Sprocket CX delivers consumer insights that transform how private clubs understand their members. Their team combines psychological expertise and data science to help clubs answer strategic questions with confidence. Learn more at sprocketcx.com
