Industry Trends

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Increased Health & Wellness Amenities

65% of country clubs have already invested or are in the process of investing in fitness and wellness amenities.
58% of buyers say health amenities will factor into their decision of which club to join and home to buy.
Private golf clubs across the entire industry have undergone significant renovations in recent years to increase their amenity offerings, expand their clubhouse, and modernize the design as the average age of private golf club members goes down.
Health and wellness amenities include saunas, massage rooms, salt and steam rooms, unique treatments and new fitness equipment and fitness centers.
There has also been increased demand for spaces for casual social events and gatherings, especially indoor outdoor spaces to accommodate entertainment for families with people of all ages.

Pickleball

More than 36.5 million people played pickleball from August 2021 to August 2022, and the number of people playing pickleball grew by 159% over three years to 8.9 million in 2022.
Its popularity is due to requiring less space, easy to learn and play, accessible, social sport.
Average core pickleball player is 47.5 years old.
Many private golf clubs in the Coachella Valley and around the U.S. have added pickleball courts.

Our Competitors

Bighorn Golf Club $250k initiation
- New $70 million clubhouse in 2018 that boasts four "penthouses," ranging in size between 5,200 and 6,800 square feet.
- 80,000 sq ft clubhouse built 1,000 feet above the floor of the valley.
- New indoor and outdoor event spaces.
- Renovated Bighorn Spa & Wellness Center with a full-service salon and spa with a sub-zero cryotherapy chamber.
The Vintage Club $300k initiation
- $25 million clubhouse reno in 2015.
- Almost every one of their clubhouse amenity has been renovated in the last five years to make the private club lifestyle a key selling point for potential buyers.
- Expanded casual dining areas with heated patio floors; upgraded men’s and ladies’ locker rooms, bathrooms; 1,000 seat ballroom; and a 5,000 sq ft kitchen with new equipment.
-17,000 sq ft spa and wellness center with massage, yoga and stretch rooms and a full-service hair and nail salon and a gyrotonics studio.
Reserve Golf Club $200k initiation
-$11.5 million renovation completed in 2019 aimed at creating a more casual and relaxed atmosphere by opening up the floor plan and creating interconnecting inside rooms to create multiple gathering points in addition to adding modern amenities like other clubs in the Coachella Valley.
-$1.5 million for new irrigation system.
Tradition Golf Club $180k initiation
- Recent $7 million clubhouse enhancement centered around improving the food and beverage services.
- Created a bar and cocktail area, expanded outdoor dining area, added bocce ball with a brand new pizza oven next to it serving fresh pizza during bocce ball nights.
Toscana Golf Club $125k initiation
- Expanded casual dining facilities during renovation project that was completed in the beginning of 2017.
- 28,000 sq ft state-of-the-art spa and adjoining fitness center with luxurious treatment suites and expansive fitness facilities with pickleball, bocceball, and tennis.
Eldorado Country Club $125k initiation
- Built a new terrace lounge in 2020.
- Underwent clubhouse restoration in 2021, which included men’s locker room, golf pro shop, member services and other facilities.
- A $29 million spa and fitness project will be underway in 2023.

Patio and firepit at Tradition Golf Club

Indoor/outdoor dining area at Tradition Golf Club

"Penthouse" views at the clubhouse at Bighorn Golf Club