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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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The most recent episodes — sign up to get AI-powered summaries of each one.
- 1 weeks ago36 min
Ep 125: Showing up Every Week, with Joe Smith of Countryside Golf & Country Club
Most clubs communicate with their members the way they always have, in emails that get skimmed while rumors travel faster than any correction. Joe Smith, General Manager and COO of Countryside Golf and Country Club in Naples, Florida, found a better way by pointing a camera at his own club. Join Derek with Joe as he explains how a weekly video turned a major clubhouse renovation into a promise members could count on every Monday, and why telling people what is coming, again and again, keeps the rumor mill in check. A club does not earn trust in the big moments. It earns it in the small ones, repeated through consistency to create expectation. Learn more at: https://www.countrysidegcc.net/
- 3 weeks ago34 min
Ep 124: What Private Clubs Can Learn from Golf Course Owners with Jay Karen of NGCOA
Private clubs like to think they are the ones setting the pace for the rest of the golf industry. Jay Karen, CEO of the National Golf Course Owners Association, is not willing to let that assumption stand. Join Derek and Jay as they trade ideas in both directions, from gamified driving ranges to the AI agents that will soon be finding and booking tee times for the public. Jay gets specific about what commoditization costs a golf business, what a golf course owes the community living around it, and how to build a vision strong enough to survive the leadership turnover every club eventually faces. Private clubs are not as far ahead as they think, and that might be the best thing that could happen to them.
- Oct 6, 202636 min
Ep 123: Make Every Experience Unmistakably Yours
Every club has a handful of spaces and traditions that carry more weight than everything else on the property. Almost none of them have decided if that weight deserves its own name. Join Derek and Tucker as they get into the discipline of building brand sub identities inside a club, from a grill room that becomes its own culture to a golf course that finally needs an identity of its own. They cover the test for knowing when an experience has earned its own name, the risk of branding something that was never actually different, and what a club owes the places its members already love. Some experiences are worth claiming. Naming one is where the real work begins.
- Sep 21, 202638 min
Ep 122: The Communication Gap with Jason Lisi of ClubLISI
Every missed event, every confused member, every call that should have been a click. That is the gap between what a club intends and what members actually experience. Join Derek with Jason Lisi, founder and president of ClubLISI, who has spent more than two decades building websites and communications systems exclusively for private clubs. Jason is also a longtime club member himself, which means he feels the friction he is trying to eliminate. His guiding principle is simple: make the club as seamless online as the best experience your members had anywhere else that same day. This conversation gets into where clubs overcommunicate and where they go silent, why organizational inertia is the real obstacle to better technology, what it actually means to sit in the member's seat before you build anything, and why the gap between a $10 million golf course renovation and a $50,000 website says everything about how clubs think about who uses what. For more information, visit www.sussner.com#PrivateClub #ClubIndustry #LeadershipPodcast #Branding #BrandingStrategies #ClubsMadeMeaningful
- Sep 7, 202631 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
- Aug 24, 202635 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
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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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