Are Private Clubs Missing a “Life Time” Opportunity?

Imagine a club that delivers flexible, engaging athletic programming that includes evening pickleball socials with drinks and live music, high-energy HIIT fitness classes – and boutique-style wellness offerings.

While some traditional private clubs have moved toward providing these types of amenities and features, others have been slow to adopt them. That’s opened the door for business-focused, forward-thinking for-profit organizations that have successfully built new models for club environments that truly fit the lifestyles and preferences of a new breed of members.

Athletic Country Clubs

This new genre of “athletic country clubs,” as they call themselves, offers premium amenities and programming for all ages. They offer many opportunities for family activities, including expansive aquatics centers, open gyms for family sports like basketball and even family locker rooms. Alternatively, parents can also enjoy their own experiences while their children are engaged in dedicated kid-friendly spaces or supervised creative activities such as arts and crafts, music, foreign-language classes, or even fitness-studio classes just for kids.

One company that is being particularly bold in how it offers a fresh, modern approach to clubs and seeks to reshape the membership experience is Minnesota-based Life Time, which has been expanding its already strong presence in the fitness marketplace by buying up privately owned, non-golf clubs in St. Louis, Chicago and other metropolitan areas across the country.

 

Self-care

Beyond physical fitness, Life Time has embraced mental and emotional well-being, providing meditation spaces, recovery rooms and spa services to support a well-rounded approach to health. It has also added cafés and coffee bars in many locations to further enhance its appeal, along with premium co-working spaces, complete with high-speed Wi-Fi, desks, quiet rooms, casual workspaces and Zoom-friendly private meeting areas.

In a world where self-care and work-life balance continue to become greater priorities, Life Time has positioned itself as a leader. Some of the largest and most popular Life Time facilities even include full residential communities.

The company has become a model for the future by proving that the private club experience can be modern, inclusive, and built for the way people live today. By prioritizing family-friendly programming, casual social spaces, wellness-focused amenities, hybrid work solutions, and digital convenience, it has successfully captured the interests of younger generations.

We in private clubs are seldom innovators. Look at how many of our club fitness, pickleball and wellness facilities started—by following the outside commercial club world. Now it is time to again follow the innovators on the commercial side of the industry.

We need more clubs in the future that will serve the greater population, just as Life Time is doing. We can learn something from operators like Life Time and their expansion strategies. They are thriving while many traditional, member-owned private clubs in this post-pandemic era still struggle to attract younger members.

Remember that less than five years ago, many traditional clubs were struggling just to keep their member rosters full. Fortunately, thanks largely to the pandemic and the renewed emphasis it put on safety and security, we have observed membership growth in clubs that primarily offer traditional activities and cater to the wealthy 5% of the market.

However, as the success of companies like Life Time has clearly shown us, there is a world of opportunity with the other 95% of society. The new generation is looking for more than just a place to belong for golf or tennis or dining—they want a club or community that enhances their lifestyle in meaningful ways and truly aligns with the daily routines of everyone in their families.

Is your club ready to answer this call?

*Article published in the Spring 2025 edition of Club Director.