The Club Member Index™ opened my eyes! It objectively measures individual member engagement up and down the golf, social and sport member spectrum and is a tool that should be in every Club Manager’s toolbox. Rich Spurlin GM Eugene Country Club
Bend, OR (PRWEB) July 10, 2014
DRC Research and Prevo Health Solutions have licensed their respective intellectual property to the new entity which will be the exclusive provider of the Club Member Index™ (CMI) and Member Interest Survey™ (MIS) programs.
DRC Research, a 35 year family owned survey company and creator of the Club Member Index™ (CMI), and Prevo Health Solutions, the club industry’s premier wellness solutions provider and executive producer of the America’s Healthiest Club certification program, have quickly migrated from a partnership to forming a new company to be known as the Club Member Index, LLC.
Rick Ladendorf, President of Prevo Health Solutions announced, “Our recent success and requests from clients, industry associations and allied partners has prompted the need to form a separate entity that is dedicated to servicing the Private Club Industry’s appetite for member retention and usage solutions. While the number of golfers and tennis players decline, and member demographics change, it is imperative the private club industry focus on relevancy by offering programming and amenities that cater to the various member populations.”
Private Clubs are seeing a shift in how members use the club; 61% of all golfers are over the age of 50 (37% over age 60), 34% are between the ages of 30-50 and 5% of all golfers are under the age of 30. To remain relevant with these cohorts, private clubs have created Golf & Tennis specific conditioning activities, guest speakers, lecture series and programming that target specific age groups i.e. senior versus junior members. In addition, strategic plans call for capital improvements to include amenities that appeal to the coveted 55 and younger member.
According to a new report in the New York Times, investors with cash are buying distressed clubs and revamping their business models. Eric Affeldt, CEO ClubCorp said, “While the right location and management is crucial, the golf clubs that are doing well have also evolved from being golf-centric to family-centric. It’s now golf with a small ‘g’ instead of a capital ‘G’. ClubCorp is refreshing food and beverage operations, relaxing dress codes and adding water parks, tennis courts and fitness facilities. Case in point: His home club, Brookhaven Country Club in Dallas. “Kids are playing putt-putt golf and running around in their bare feet while grandmas do water aerobics,” he said. “It’s the epitome of a multi-use, multigenerational club.”
”The CMI is a predictive index that measures relevancy and is used to better understand member usage, engagement and attrition. The CMI can also predict members who are at risk of resigning.
Rich Spurlin, CMAA Board Member and General Manager of Eugene Country Club, and CMI subscriber said, “The Club Member Index™ opened my eyes! It objectively measures individual member engagement up and down the golf, social and sport member spectrum and is a tool that should be in every Club Manager’s toolbox.”
JD Cornutt, founder of DRC Research, explains “the CM validates programs and services, provides clarity for board or committee questions, identifies specific data driven areas for strategic planning objectives and is easy and simple to understand. The Club Member Index™ is a unique method of collecting membership data from both management information and membership opinions. The process is designed to identify areas where members derive value from their membership and continue to stay loyal to the club experience. Understanding membership characteristics and how members utilize their club is fundamental to improving club loyalty and retention.
About DRC Research
DRC Research, located in Bend Oregon, is a survey and data management company founded in 1976. DRC Research has developed long-term clients within the health/fitness club market and private club industry. Within those sectors, DRC Research has conducted a variety of satisfaction surveys, community surveys, data management software, and predictive data modeling algorithms including the Club Member Index™.
About Prevo Health Solutions
Prevo Health Solutions, Inc. is the club industry’s premier wellness experts with expertise in workplace and member wellness. Or mission is to improve the overall health of the Private Club Industry through education and sharing of best practices. Our team consists of health professionals, certified nutrition & fitness experts, workplace wellness gurus and engagement specialists. We know what works in the workplace and we know the club industry. Prevo Health Solutions works with clubs of all sizes to develop and execute custom wellness strategies which maximize engagement and participation. For more information call (888) 321-1804 or visit http://www.prevohealth.com.