Giving New Meaning to Membership: Reinventing Business Clubs for ClubCorp

ClubCorp asked IA to revitalize the experience at their business clubs. IA joined clubs, immersing ourselves with current, former and potential members to understand drivers and motivations for the membership experience. Through redesigned offerings, updated physical environments, and a refreshed communications strategy, clubs regained relevance and accessibility while being tailored to member needs. Additionally, IA provided a detailed roadmap for how to update the actual physical club environments and how to redesign their services — including new training modules for back-end and front-end staff.