Strategic direction is no longer only a necessity for the strategic plan, it is a foundational necessity for how each department in the club operates. The complexities of cultural and consumer attitudes today require a uniquely different approach than simply looking at financials and historical performance.
The most successful clubs have learned to look at the full spectrum of data and research available to stay well ahead of the competitive curve.
Just as members change, markets likewise change over time. Following market shifts and cultural change is critical to remaining relevant to lifestyle needs that likewise shift.