McMahon Surveys & Research Tools

Customer survey feedback

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®.

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About Bill McMahon

Bill is a private club planner providing strategic planning, member research analysis and facility planning services for private clubs across North America. Bill joined McMahon Group in 1999 and has worked with over 200 clubs helping to solve their strategic and facility needs.

Bill is Co-Editor of Club Trends, a quarterly report published with the National Club Association (NCA). He has written for many private club publications like The BoardRoom Magazine, Club Director and more, and has been a featured speaker at national conferences, local chapters and other associations serving the private club industry. He is also on the NCA’s Communications Committee.

Bill has been instrumental in developing and enhancing the McMahon Group online presence. He created and runs Clubtopia® ( – an online business directory of firms and companies serving the club industry.

Bill’s club memberships have included Bellerive Country Club (St. Louis), Glen Echo Country Club (St. Louis) and the Missouri Athletic Club (St. Louis). He has served on the Boards of Cinema St. Louis ( and the Tennessee Society of St. Louis (former President).


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