This session will provide an update on the scenarios presented in the Club Benchmarking white paper authored during the first two weeks of the COVID-19 shutdown crisis (March 17–30). The paper presented a framework for a strategic response to the crisis with a proposition for club leadership to avoid repeating poor decisions made during the 2009 recession by viewing the impact of the crisis in the context of three clearly specified periods of time:

·      April to Mid-May, which was predicted to be the end of the shutdown

·      End of the shutdown through June 30, as clubs opened and began to see potential changes in membership patterns

·      July 1 to Dec 31, as a timeframe to strengthen the club by embracing financial best practices

In this webinar, Club Benchmarking will review its forecasts, the framework for strategic response and likely outcomes for the remainder of 2020 based on data being gathered through the Strategic Monthly Dashboard from more than 250 clubs across the industry. The data presents a fact-based view of the financial impact of the shutdown thus far and issues of membership attrition and recruitment.

Two scenarios posited in the white paper—one based on a more positive situation in June and the other based on a negative situation—the current stock market level projects the positive scenario, which likely bodes well for the club industry.

Presented by:

Ray Cronin, Founder & Chief Innovator, Club Benchmarking

Moderated by: 

Joe Trauger, Vice President of Government Relations, National Club Association

This webinar is free and open to the public.