Trends Research Initiatives

Building on years of support for trends research and education projects, in 2013 the Foundation funded a new multi-phase trends research study which was designed to provide clubs with a sense of direction related to upcoming changes and guidance on how to respond.

This extensive project utilized a number of research methodologies such as interactive forecasting, surveys and focus groups to evaluate ways in which the makeup of the club industry is shifting, ways to achieve success in the future, the impact of increasing competition for club services, and how the club of the future and its membership might differ from today. The research was conducted in the spring and summer of 2013 with the assistance of the McMahon Group.

Research findings are contained in a comprehensive report, Navigating the Future: The Outlook for Private Clubs, and a Highlights report was sent to all NCA members.

Ongoing trends initiatives funded by the NCA Foundation include:

  • A quarterly Club Trends report co-branded with the McMahon Group, expanding on the trends information provided to members, including an annual overview and quarterly reports that focus on specific areas.
  • An online forum for sharing trends content, providing a dynamic format for clubs to share their experiences on an ongoing basis—including specific examples of strategies that have been successful for other clubs.