Golf, Recreation & Fitness

Advancements in equipment are often credited (blamed) for the massive distance increases we’re seeing on the PGA Tour, but Keke Lyles, Director of Fitness and Recreation at The Bridges Rancho Santa Fe, says there’s more to the story. “Country clubs and resorts have the unique ability to provide a massive resource to the everyday golfer as…

Club + Resort Business’ Second Annual Awards recognize The Quechee Club in Hartford, Vt. for promoting a variety of new racquet-related events and introductory programs that generated a 122 percent increase in play by encouraging members to pursue new ways to have fun while remaining active. Also, The Country Club of Buffalo (N.Y.) earned honors…

Club + Resort Business’ Second Annual Awards recognize The Bridges at Rancho Santa Fe (Calif.), which introduced its Richard C. Helmstetter Performance Centre in the summer of 2020. In addition to lessons and club fitting, a stocked bar and games such as Zombie Tag on the simulator offer entertainment options for non-golfers as well.

Club + Resort Business’ Second Annual Awards recognize The Club at Keowee Key in Salem, S.C. for hosting a triathlon that boosted member participation and provided an outlet for in-person fitness in a pandemic-friendly format, and the Detroit (Mich.) Athletic Club for transforming part of its multi-story garage into an open-air group-exercise studio and fitness center.

Club + Resort Business’ Second Annual Awards recognize Bellerive Country Club in St. Louis, Mo. for transforming a wedge range into Tucker’s Trail—a plot of land that has become home to a short course with three greens and three sets of tees to each green. “The members and juniors are utilizing the course as a…

Whether they’re used to conduct lessons, fit golfers for new equipment or just to provide pure entertainment, clubs are dedicating more space for indoor simulators that are also proving to be invaluable for member retention and recruitment.

The University of Texas Golf Club in Austin, Texas has long been recognized for its successful and innovative pro shop performance, which has grown to include a robust online presence during the COVID-19 Pandemic.

With five courses at the Bandon, Ore. golf destination—including Sheep Ranch, which opened this year—Director of Golf Steven Borror says no two days are ever alike. This pure golf resort engulfs guests in the sport from sunrise to sunset.

The industry has seen an influx of golfers on the fairways, but social-distancing requirements and limited occupancy in facilities has forced properties to get creative when it comes to holding tournaments and outings.

After the coronavirus pandemic hit, golf was considered “essential” in many states, and was either never stopped or welcomed back quickly. And at properties where other outdoor activities are also popular, it wasn’t alone. 

Both Congressional Country Club in Bethesda, Md. and Champions Run in Omaha, Neb. have experienced a boom in the popularity of pickleball, leading the clubs to expand offerings for their members. Also, The Country Club of Virginia in Richmond, Va. celebrated the one-year anniversary of its new Fitness/Racquet Sports Complex with a three-day event, showcasing…

The Sioux City, Iowa facility opened its five ponds to local fishermen at a time of year—mid-October—when very few rounds of golf are played in the morning hours due to near-freezing temperatures. The registration fee was split between the course and the top three finishers, based on weight of catch.

The Omaha, Neb. club brought in a DJ and Jumbotron, and encouraged golfers to sprint while playing its par-5 10th hole during a Club Management Association of America chapter golf tournament. Also, the Country Club of Virginia introduced “CCV Bucks” as rewards for its youngest members, to use for items ranging from golf balls and head covers…

The Morristown, N.J. club rearranges holes so they are not played in the usual order or direction and adds unique rules to add a fun twist—like hitting a drive while seated in a chair or swinging from the opposite side (righties swing lefty or vice-versa). Also, Farmington Country Club in Charlottesville, Va., created a 9-hole…

Offering the right apparel to customers can go a long way toward making a sale—but for it to really pay off, club’s pro shops need to take distinctive approaches to providing value and special services.