How communication drives member satisfaction in private clubs.

At Sussner, we always talk about how branding is more than visuals—it’s about fostering connections and enhancing experiences. In a recent Brands Made Meaningful podcast, we spoke with Ricky L. Potts Jr. CCM, a private club marketing expert, about how strategic communication strengthens member satisfaction.

Communication builds community.

Many clubs see communication as a way to relay information, but it’s also a tool to reinforce identity and culture. At The Lakes Country Club, Ricky ensures messaging is clear, engaging, and consistent—whether through segmented emails, text alerts, or a monthly magazine. His philosophy? Over-communicate rather than risk members feeling uninformed.

Balancing tradition.

With younger generations joining clubs, bridging the gap between longtime members who prefer print and newer members who expect digital tools is crucial. Ricky’s approach? Meet members where they are—offering both print directories and digital solutions to maintain relevance while respecting tradition.

The takeaway? Communication defines the club experience.

“Your brand is the experience members associate with your club,” Ricky says. Consistent, intentional communication fosters connection, engagement, and long-term loyalty.

To listen to this episode and more, visit Brands Made Meaningful.

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