McMahon Surveys & Research Tools
McMahon Group offers a wide variety of survey and market research products designed to meet the diverse needs of private clubs:
Comprehensive Surveys
Typically done every three to five years (and as the name implies) covers all aspects of a club’s facilities, operations and services; while also collecting input from the membership on strategic issues facing the club and potential capital improvements.
Improvement Program Opinion Surveys
An invaluable tool for testing member approval and acceptance of a significant capital improvement program before the club proceeds with an actual vote.
Strategic Issues Opinion Surveys
Allows for an in-depth presentation of sometimes complex strategic issues on which the club’s leadership needs member input, such as a restructuring of the club’s membership plan, the sale of club land or moving the club to a new location.
Food & Beverage Surveys
A deep dive into a club’s dining operations, which is, at most clubs, the most important club activity to members. What do members like? What don’t they like? What would cause them to dine at the club more often? What types of dining venues do they want (and will use) at the club?
Targeted Satisfaction Surveys
Similar to food and beverage surveys, targeted surveys are shorter than a comprehensive survey, and collect feedback on a specific club activity or department (golf, swimming, tennis, fitness, etc.)
Focus Groups with Exit Surveys
Focus groups allow members to participate directly in a discussion on a particular club issue or a variety of issues. A short survey at the end of the sessions allows McMahon to quantify the opinions of focus group participants on a variety of topics.
Employee Surveys
Satisfied employees contribute greatly to a satisfied membership.
Look for a more in-depth discussion of these surveys and market research tools in upcoming issues of The McMahon Report®.
About Bill McMahon
Bill leads the research and planning department at McMahon Group, where he has been instrumental in shaping strategic solutions for private clubs since 1999. Over his 25+ year tenure, he has partnered with hundreds of clubs across the country, helping them navigate complex strategic planning and facility development challenges.
A recognized thought leader in the private club industry, Bill has contributed insights to leading publications including Club Trends, The BoardRoom Magazine, and Club Director. He has been a featured speaker at national conferences and regional chapter meetings, where he shares his expertise on club strategy and best practices.
Bill brings a member’s perspective to his work, having been an active member at Bellerive Country Club, Glen Echo Country Club, and the Missouri Athletic Club—all in St. Louis. His commitment to community extends beyond clubs; he has served on the boards of Cinema St. Louis and the Tennessee Society of St. Louis, where he previously served as President.
