Golf, Recreation & Fitness

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.

Pickleball may be the fastest growing sport in America, but club professionals are keeping members active on the tennis and platform courts as well. For many, it’s as much about socialization as competition. 

Clubs’ aquatics offerings are expanding to not only add more to traditional programs and swim teams, but also to introduce intriguing new offerings, such as stand-up paddleboard and scuba classes. 

An open spot at the back of the range at the Country Club of Lincoln proved to be the ideal spot for a new Golf Performance Center, while Destination Kohler looked to a nearby retail center to expand its instructional footprint and services.

Sporting clays and other shooting options are becoming popular at many club and resort properties, as an activity that can be added in a relatively simple and cost-effective fashion. 

With an eye to both the present and the future, general managers and activities directors are finding new ways to keep kids active and engaged year-round through a broader range of athletic endeavors. 

Woodfield Country Club in Boca Raton, Fla. offers more than 10 yoga classes every week, including vinyasa, yin and restorative. While the club has an active membership, men rarely participated in these classes. But when a member suggested a male-focused yoga class, “Yoga for Bros” was introduced. “The goal was to create a class that…