Why the Clubhouse of the Future Must be Multi-Generational
The clubhouse has always been the emotional heart of a private club—where members gather, celebrate, relax, and connect. As clubs look to invest in the next generation of their facilities, one truth has become increasingly clear: The clubhouse of the future must serve multiple generations at once, or risk becoming irrelevant to the very members it hopes to attract.
Today’s private clubs are no longer dominated by a single generation. The modern membership includes Silent Generation retirees, active Baby Boomers, career-focused Gen Xers, Millennial parents, and even Gen Z children. Each group brings distinct expectations for how they use the club and what they value in the clubhouse environment. Facilities built solely around formal dining or adult-only lounges no longer reflect the evolving needs of today’s families.
Instead, clubs must plan for flexibility and purposeful diversity of space. Multi-generational design goes far beyond simply adding a children’s room. It means creating a range of spaces that meet the needs of different age groups while encouraging shared experiences. Family-friendly “kid zones” adjacent to dining areas allow children to play safely while parents enjoy a relaxed meal. Casual family-dining spaces promote multi-generational meals together. Coffee lounges with Wi-Fi, soft seating, and work nooks offer daytime utility for remote workers, casual meetings, and social drop-ins. Meanwhile, indoor golf or gaming simulators are becoming popular year-round gathering spots—welcoming teens, parents, and grandparents alike to enjoy friendly, intergenerational competition in an informal setting.
This evolution requires intentionality. At McMahon Group, we’ve seen successful clubs approach clubhouse reinvestment through a generational lens—often guided by survey insights and usage data. The clubs that thrive long-term are those that understand their members not just by age, but by lifestyle, interests, and expectations for how they engage with their club community.
As clubs navigate Facility Master Planning, they must ask: Does our clubhouse reflect the future we want to build—or is it rooted in a past that only serves a fraction of our membership?
A clubhouse designed for a previous generation may no longer meet the expectations of today’s diverse membership. If core spaces are formal, adult-only, or underutilized during the week, they likely fall short of supporting broader engagement.
Planning for the future means designing spaces that encourage daily use across all ages. Facility Master Plans that embrace this diversity keep clubs relevant, vibrant, and fully utilized—not just on weekends, but every day.
Designing for one generation limits your club’s future. Designing for many ensures it.
About David Dew, CCM, CCE
David brings over 30 years of experience in hospitality and private club management, with a career focused on creating exceptional member experiences within both developer-owned clubs and equity-owned, board-governed environments. A graduate of the University of North Carolina at Chapel Hill, David’s expertise spans strategic planning, real estate development, and overseeing transformative capital projects, including golf course construction, clubhouse renovations, and long-term master planning. As a member of two private clubs himself, David brings a unique perspective to his professional expertise, understanding firsthand the expectations and needs of club members. He holds the prestigious Certified Club Manager (CCM) and Certified Chief Executive (CCE) designations, reflecting his deep commitment to professional excellence.
David’s leadership roles have included serving as President and CEO of Lake Toxaway Company, General Manager of coastal communities Belfair and Dewees Island, and as a former Partner & COO of Forest Creek Golf Club in Pinehurst, NC. In addition, David is a North Carolina Real Estate Broker, successfully managing property development projects in luxury private club communities. His involvement with the National Golf Course Owners Association and the National Club Association through the years further highlights his dedication to advancing the private club industry.
Once named Club Manager of the Year in the Carolinas, David’s contributions include serving as President of the Carolinas Chapter of CMAA and a member of its Board of Directors, along with participating on various National Committees. A sought-after thought leader, he has spoken at numerous industry conferences across the country on topics ranging from operational excellence to community engagement.
David is married to his college sweetheart, Angela, and they have two sons. In his free time, he enjoys traveling with his family and serving his community as a volunteer firefighter. He also assists with the Fireman’s Relief Fund and has been extensively engaged in disaster relief efforts across the southeast. David’s passion for leadership, dedication to his community, and commitment to excellence continue to inspire those around him.
