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Clubs Made Meaningful: Daily Summaries Delivered
by Sussner
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.
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- 1 weeks ago31 min
Ep 121: Reading the Room - with Denny Corby of Private Club Radio
Most club events are planned from the front end. Pick a date, book the entertainment, set the menu, and hope the feeling takes care of itself. Denny Corby works in the opposite direction. Join Derek with Denny Corby, entertainer, magician, and host of Private Club Radio, who has performed at hundreds of private clubs across the country. Before Denny does anything, he asks one question: what should people feel when they leave? Everything else gets built backwards from there. That discipline is the difference between an event members remember and one they attended. What makes Denny's perspective worth your time is that he is not observing clubs from the outside. He has stood a few feet from your members, in rooms he was actively trying to win over, with their guard down. He knows what a connected room feels like and he knows within minutes of walking in whether a club has it or not. For more information, visit www.sussner.com#PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- 3 weeks ago35 min
Ep 120: What Clubs Can Learn From Brands that have to Earn Opt in - with Crosby Renwick
Clubs have something almost every other brand would want: an audience that already said yes. That advantage can quietly turn into a liability the moment it becomes a reason to stop asking whether a message is worth sending. Join Derek with Crosby Renwick, who spent 30 years in advertising sending messages that had to earn attention, and now sits on the board of Marrakesh Country Club. The clubs winning on communication aren't the ones sending more. They're the ones who know who they are, say it with restraint, and let every member know their message was written for them. If your team is buried in emails that members keep asking about anyway, this is the episode to start with. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Aug 10, 202637 min
Ep 119: A Conversation with Two Designers, Space and Story with Howard Kuo of KDC Architects
Architecture and brand are not two separate projects — they're two answers to the same question. Derek and Howard are both designers working in different mediums, and when they compare notes, the process turns out to be nearly identical. Both start with listening, both are doing discovery, and both are chasing the same result: how a member feels when the work is done. The conversation covers where architecture and brand identity meet, why the sequence matters more than most clubs realize, what happens when a club tries to design a space without first knowing who it's for, and why less is more is as true on a floor plan as it is on a brand. The clubs that get this right aren't the ones who do design well and brand well in isolation. They're the ones who make sure the two are pointed at the same idea, and pointed there early. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Jul 27, 202629 min
Ep 118: What 170 Clubs Are Talking About with Kate Scott
Nobody in this industry sees more clubs at once than a CMAA Chapter Director. Join Derek with Kate Scott, managing director of the Carolinas Chapter of the CMAA, one of the largest and fastest growing chapters in the country. Her job puts her in the room with club leaders across the Carolinas constantly, which means she doesn't just see trends. She sees them forming. Right now that story includes a labor market that isn't letting up, a generational gap between who's on the board and who's actually using the club, and the question of how long the Covid resurgence can carry clubs that haven't done the harder work of building for what comes next. Her words for it were familiar. Be there, be available, and the value compounds over time. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Jul 13, 202629 min
Ep 117: Strategy, Not Tactics with Avi Olitzky of Olitzky Consulting Group
Most clubs think they have a strategy towards the future when what they usually have is a list of tactics to deal with the now. Join Derek with Avi Olitzky, president and principal consultant at Olitzky Consulting Group, who has spent his career helping membership organizations understand and close that gap. Avi came to this work not through club management but through years of leading congregations and advising nonprofits, and that vantage point is exactly what makes his thinking on belonging land the way it does. A congregation and a private club have more in common than most people realize. Sacred purpose, high emotion, legacy families, competing expectations, and deep questions about relevance. A club is never just amenities, it’s a promise of belonging wrapped up into an experience, and that’s exactly where the work sits. If your club is doing a lot but can’t quite say what it’s building toward, this episode is for you. For more information, visit www.sussner.com#PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Jun 29, 202641 min
Ep 116: Putting Your Story Together with Ed Heil of StoryTeller Club Marketing
Half of all clubs have a waitlist right now, and the difference between the ones that do and the ones that don’t usually has nothing to do with the golf course. Join Derek with Ed Heil, founder of StoryTeller Club Marketing, who has spent two decades helping clubs figure out why their story isn’t landing the way they think it is. Ed walks through what that disconnect actually costs a club, from the 18 month window when a new member is most likely to become an advocate, to the shift happening right now in how people search for anything, including a club. Google traffic is down. AI search is up. And underneath all of it sits the same problem he keeps running into in his own work: clubs with core values so safe they could belong to any club in the country, and content with nowhere real to attach to. If you’ve ever wondered why your communications aren’t landing the way they used to, this conversation is a good place to start. For more information, visit www.sussner.com#PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Jun 15, 202648 min
Ep 115: The Data Behind Belonging with Dr. April Seifert of Sprocket CX
Satisfaction tells you whether someone enjoyed their last meal. It doesn't tell you whether they feel like they belong. April Seifert of Sprocket CX on what clubs aren't measuring, and why the most important question isn't how members feel about the food. Most clubs survey their members annually. They track NPS scores, read comment cards, and walk away feeling like they've done the work. But a high satisfaction score can quietly mask something more concerning: a member who rates everything a nine and still doesn't renew — not because the experience was bad, but because the belonging was never there. Join Derek Sussner and April Seifert, president and data scientist at Sprocket CX, as they explore the difference between measuring what members think and understanding why they stay. April brings a PhD in social cognitive psychology and years of work at the intersection of sports fan loyalty and human behavior — and the parallels to private club membership are sharper than you might expect. Whether you're a general manager wondering why strong operational scores aren't translating to member retention, a board trying to make sense of survey data that doesn't point anywhere useful, or a leader ready to ask better questions of your membership, this episode reframes what it means to truly understand your members. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Jun 1, 202630 min
Ep 114: Making a Milestone Meaningful with Casey Newman of Lakeside Country Club
A milestone is only as meaningful as the intention behind it. A logo on a napkin and a one-night gala check a box. What Casey Newman did at Lakeside Country Club for their 75th anniversary was something different entirely. Join Derek with Casey Newman, General Manager and COO at Lakeside Country Club in Houston, as she shares how her team turned a yearlong celebration into something members and staff felt genuine ownership of. Lakeside has been through Hurricane Harvey, a pandemic, and a full golf course renovation. The 75th wasn't just a number. It was a chance to honor the resilience of a membership that rebuilt something together and look forward to what comes next. Whether you're a GM with a milestone on the horizon, a board member wondering how to make your club's history feel relevant to newer members, or a leader trying to build culture that outlasts any single event, this episode offers a grounded perspective on what it means to know your story and use it well. Because your club's story isn't something you make up. It's built every day through the people in it and the memories they make together. For more information, visit www.sussner.com #PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
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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.
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