Yacht Clubs Aren’t “Sinking”

And for many that have properly engaged their memberships, the sailing has never been smoother.

An article titled “Yacht Clubs Are Sinking—And It’s Their Own Fault” appeared recently in a boating publication that serves the Great Lakes region. As it circulated through yacht-club circles, it set off some choppy waves and distress signals.

The author’s primary premise was that time has passed many yacht clubs by, and they remain stuffy, dated and aging, with no remaining sense of a community shared by those who love the water. 

As consultants who have spent much of our own careers managing leading yacht clubs and now work with many others, we agree that some of the author’s prescriptions for saving yacht clubs from “sinking”—by becoming more family-oriented, offering community boats, and finding creative ways to get more people on the water—rang true. 

Where we think the article veered off course, however, was with its conclusion that price and exclusivity are the main problems that need to be addressed. Because if you remove membership requirements altogether, what remains isn’t really a yacht club—it’s a marina.

The real opportunity lies in rethinking how members engage, through scalable membership structures and revitalized programming. At the American Yacht Club in Rye, N.Y., for example, a tiered membership model allows members to participate at different levels—serious sailors pay one rate, while families or social members join for roughly $500 per month. This approach sustains inclusivity without diluting the club’s identity or purpose.

Experience Brings Value

The “lower the price, open the doors” argument was compelling a decade ago when many clubs were struggling—but the market has since moved on. Since 2020, dues are up roughly 60%, initiation fees have doubled—and membership numbers and engagement are at record highs. The lesson is clear: People will pay more when the experience justifies the cost. Success is coming from investment in programs, facilities, and community, and not by discounting dues.

At their core, all private clubs—whether yacht, golf, or social—thrive on the same foundation: belonging, community, and social connection. The Chicago Yacht Club’s marketing campaign—“No Boat. No Problem.”—is a great example of how to address high barriers to participation and reach those who simply want to get out on the water. That’s smart positioning—but what keeps those families engaged once they walk through the door?

That’s where the next generation’s priorities come in. Today’s yacht club members are placing greater emphasis on social and family amenities—tennis, pickleball, paddle—over traditional racing, powerboating, or heritage. That shift presents both a challenge and an opportunity. Yacht clubs, like all clubs, must evolve without losing their core identity. 

Achieving Unique Relevance

Golf clubs have benefited from golf’s surge in popularity; boating, by contrast, still faces higher costs and steeper learning curves. The task ahead is to modernize, stay relevant, and expand participation—while continuing to celebrate what makes these institutions uniquely yacht clubs.

At McMahon Group, we work with private clubs across North America facing these same challenges. The most successful ones don’t compete on price—they invest thoughtfully in the member experience, strengthen their community connections, and evolve their facilities to meet modern expectations while preserving what makes them special. 

That’s how yacht clubs—and all clubs—can truly stay afloat.