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by Sussner
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- Yesterday36 min
Ep 113: The Cost of Solving Before Understanding
A new website won't save you. Neither will a new logo, a pickleball court, or a redesigned menu if you haven't defined the problem you're trying to solve. Are you mistaking a solution for a diagnosis? Whether you're a GM navigating a board pushing for quick fixes, a club leader sensing something is off but unsure where to start, this episode gives you a framework to slow down before you speed up. Because the clubs that invest wisely aren't the ones with the fastest answers. They're the ones who asked the right questions first. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- 2 weeks ago30 min
Ep 112: What Value Really Means to Members with Aaron Dawson, CCM of Viewpoint EQ
Member satisfaction scores look solid. But when the survey asks about value, the numbers soften. Most boards reach for pricing adjustments or reworking their messaging, but what do you do when that shows no results? Join Derek Sussner and Aaron Dawson, founder of Viewpoint EQ and a club leader with more than 30 years in the industry, as they unpack why that gap between satisfaction and value has almost nothing to do with cost and everything to do with how easily the club fits into a member's life and how it makes them feel when they are there. Whether you are a board reviewing survey results you cannot fully explain, a general manager trying to close the gap between a great operation and a lukewarm value score, or a leader wondering how emotional intelligence connects to member retention, this episode reframes the conversation around two questions every club should be able to answer. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- 4 weeks ago25 min
Ep 111: New GM: The Importance of the First 90 Days with Luke Burbach of The Club at Golden Valley
A new general manager inherits more than a title. They inherit a culture, a team, a membership — and a window of clarity that closes faster than most people realize. Join Derek with Luke Burbach, the new general manager at The Club at Golden Valley. This conversation is an on-the-ground look at what principled leadership looks like in motion: how to build structured listening into the calendar before acting, how to find quick wins that signal engagement without forcing change, and why the single greatest risk of a mishandled first 90 days isn't operational — it's relational. Whether you're a board preparing for a GM transition, a general manager stepping into a new club, or a leader wondering how identity stays alive once the brand work is done, this episode offers a candid, human account of what it actually takes to turn a strong identity into a living culture. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Apr 6, 202619 min
Ep 110: Club Differentiation in a Local Market
Most clubs describe themselves the same way. Great amenities. Welcoming culture. Excellent service. And most of the time, the club down the street says the exact same thing. Join Derek and Tucker as they dig into one of the most persistent and underexamined challenges in the private club world: what real differentiation looks like and how to know whether your club has an identity problem, a communication problem, or both. Whether you're a general manager frustrated that your club can't articulate what makes it special, a board member trying to understand why strategic plans aren't producing momentum, or a marketing director searching for language that actually resonates with prospective members, this episode cuts through the noise and gets to the real question: what could your club claim that every competitor would agree belongs to you? Because differentiation isn't built in a boardroom. It's uncovered and lived daily, at every touchpoint. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Mar 23, 202627 min
Ep 109: How Membership Directors Create Belonging with Melissa Hansen of The Club at Olde Cypress
A membership director's job isn't just filling seats. It's curating the first year of someone's belonging—one introduction at a time. Join Derek and Tucker as they sit down with Melissa Hanson, Director of Marketing and Membership at The Club at Old Cypress in Naples, Florida. With 15 years of experience living the brand daily, Melissa reveals what it really takes to transform prospects into advocates, new members into ambassadors, and a marketing role into the heartbeat of club culture. Whether you're a membership director trying to move beyond transactional tours, a general manager wondering how to scale authentic connection, or a club leader looking to turn members into your best salespeople, this episode offers hard-won wisdom from someone who lives at the intersection of brand and belonging every single day. Because at exceptional clubs, membership directors aren't just filling a pipeline. They're matchmakers for friends, architects of relationships that turn "I joined" into "I belong." For more information, visit ww.sussner.com #PrivateClub #ClubIndustry #leadershippodcast #Branding #Brandingstrategies #ClubsMadeMeaningful
- Mar 9, 202628 min
Ep 108: The Importance of a GM's First 90 Days
A new general manager doesn't just inherit operations, they inherit a once-in-a-decade opportunity to see what everyone else has stopped noticing. Join Derek and Tucker as they explore why the first 90 days of a GM's tenure matter more than most boards realize—and why rushing to "get back to normal" wastes their prime strategic reset. Whether you're a board preparing to hire a new GM, a general manager starting fresh at a club, or a leader wondering why past transitions didn't generate the momentum you hoped for, this episode offers a framework for turning handoff into breakthrough.
- Feb 23, 202638 min
Ep 107: Building Culture Through Better Training with James Cronk of Guru Collective
Training isn’t just about teaching tasks—it’s how culture becomes real. Join Derek and Tucker as they sit down with James Cronk, co-founder of Guru Collective and creator of Golf Industry Guru, to explore what private clubs can learn from the public golf world about building engaged, accountable teams. James shares why public facilities have been forced to master service and culture in order to survive—and how private clubs risk complacency when they stop “earning” the member experience every day. Our episode tackles practical ideas for defining your employee value proposition, using data instead of anecdotes, and creating systems that make expectations clear—without losing the humanity of hospitality. Whether you’re a general manager struggling to shift culture, a board member trying to invest wisely in people, or a leader wondering how to turn training into a true competitive advantage, this conversation offers a grounded framework for moving forward. Because the clubs that thrive tomorrow won’t just upgrade their facilities—they’ll build teams who understand why their work matters today.
- Feb 9, 202625 min
Ep 106: The Importance of Tradition
"We've always done it this way" might be the seven words of a dying organization—unless what you've always done actually means something. Join Derek and Tucker as they untangle one of the most contentious challenges facing private clubs: knowing the difference between traditions worth preserving and habits disguised as heritage. When members invoke tradition to resist change, are they protecting something essential or just clinging to familiar comfort? And how do the best clubs honor their past while designing their future? Whether you're a board member navigating pushback on necessary changes, a general manager trying to modernize without alienating legacy members, or a club leader wondering which parts of your history actually define you, this episode offers a framework for moving forward without leaving your soul behind. Because tradition should inspire evolution, not prevent it. And the clubs that understand that difference are the ones that thrive across generations.
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About Clubs Made Meaningful
Too many organizations and marketing leaders struggle with their branding and marketing and often focus on solving symptoms instead of the problems. This podcast is about uncovering and identifying the issues and having conversations meant to inform and inspire business leaders looking to have a brand that helps them communicate, differentiate and engage. For more on Sussner, visit sussner.com.
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