Sussner’s feature in Notable

The private club industry is seeing a shift as younger members actively seek clubs that align with contemporary values and societal progression. Younger members today care deeply about a club brand and what it represents. A strong, evolving brand is essential for standing out, communicating the club vision and culture, and making a great first impression that resonates with both new and existing members.

According to a research study conducted by Sussner, a brand strategy and design firm for private clubs, 88% of members under 45 say they would support higher dues if the club refreshed its brand. “Your brand is a living asset that appreciates and depreciates over time. Keeping it updated shows your club is evolving and moving forward,” explained Tucker Larson, senior strategist for Sussner. “By investing in your brand, you not only attract younger members but also build loyalty across generations. This ensures your club stays vibrant and relevant for years to come.”

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Special thanks to Jackie Carpenter for featuring Sussner in her December 2024 edition!

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