A new generation of prospective members is evaluating clubs differently than in the past. Golf still matters, but it’s rarely the only deciding factor. Younger households are comparing a club membership to every other place they could spend their time and discretionary income: restaurants, youth sports, boutique fitness, weekend travel, and at-home entertainment. Clubs that win this comparison are the ones that deliver year-round value for the whole family through modern amenities, thoughtful programming, and flexible experiences that fit real-life schedules.
The most successful clubs have a model centered around golf and member community, surrounded with experiences where spouses, partners, and kids can feel equally welcome. While golf may be the hook for a new member, amenity and programming solutions for their family will keep them engaged long after initiation.
Dining experiences for the whole family
Family dining isn’t just adding chicken tenders to the menu, it’s about providing convenience, comfort, and consistency. A great dining program becomes the default option on busy nights and the social hub on weekends.
- Create a casual, flexible venue. Think lodge, grill, or patio-forward spaces that feel welcoming in athleisure and golf attire.
- Design for families. Fast service for weeknights, booths or banquettes, stroller-friendly paths, and outdoor spillover to lawns/patios so kids can move without disruptions.
- Build programming around food. Weekly family nights, holiday brunches, game-day menus, and “parents’ night” dinners paired with supervised kids’ activities.
- Remove friction. Easy online reservations, family-friendly restrooms and handwash areas, flexible spaces members can rent for events.
Pictured in action:
Shea partnered with Edina Country Club on The Landing, a casual restaurant the whole family can enjoy – complete with an activity space for kids.
Youth activities hub that feels like a destination
A dedicated youth center turns the club into an after-school, weekend, and summer staple.
- Design by age group. Separate zones for younger kids and teens (quiet crafts/reading vs. active gaming/lounge).
- Program it like a mini-campus. Rotating weekly calendars: movie nights, maker activities, esports nights, themed scavenger hunts, and seasonal camps.
- Make it parent-friendly. Clear check-in/check-out policies, visibility, and proximity so parents can relax while kids are engaged.
Pictured in action: Master planning Interlachen’s new West Campus included creation of the Youth Activity Center (YAC) within the Fieldhouse. The youth-focused area includes a mix of rooms for varied programming from movies and games to reading nooks, crafting tables and study space.
Modernized golf for families and beginners
Members don’t always want (or have time for) a four-hour round. Short-format golf and technology-forward experiences make the game more approachable and more frequent, especially when out with the family or building time into a busy schedule.
- Add short courses, putting courses, and flexible practice areas. These create quick, repeatable experiences that fit into a family schedule.
- Install simulators or indoor practice options. Keeps engagement high through winter and gives families a fun, social alternative to traditional play.
- Run family-forward formats. Parent/kid scrambles, nine-and-dine, glow golf, and beginner leagues that emphasize fun over score.
Pictured in action:
Hazeltine National’s new Golf Performance Center allows members to fit year-round training into a busy schedule. Additionally, simulators and putting greens can be ideal for introducing family members to the sport.
Weekends and holidays as signature experiences
Clubs that build tradition earn loyalty. A predictable calendar of seasonal moments makes membership feel like part of a family’s identity.
- Anchor events: Easter brunch, Fourth of July, Halloween, Santa breakfast, New Year’s family party, and school-break camps.
- Engage all ages. Provide early/late activity times, and options for both active and relaxed participation. Plan activities for young kids up through teenagers.
- Keep it consistent. A reliable cadence beats “one big event.” Members plan their lives around traditions they trust will happen.
Providing Value to a New Generation
The new generation of members joining private clubs are value conscious. Even when price is a non-factor for dues, they want to make certain that their investment supports a well-rounded lifestyle, which includes golf plus fitness, wellness, and activities for the whole family year-round.
The clubs attracting the next generation are designed for everyday life, not just special occasions. When a club becomes the easiest place for a family to eat, play, connect, and belong, golf participation tends to rise alongside everything else. It’s a win for families and it’s a win for clubs.
