Club Mark

What Club Mark does

Club Mark Advisors is a boutique management consulting firm serving the private club industry across North America. Founded circa 1970 and led by founder and president Rick Coyne, the firm has completed more than 1,400 engagements across 1,000+ private country, golf, yacht, and resort clubs in the United States and Canada. Its core offerings are proprietary methodologies—Discovery™ market intelligence, a ClubIntel-driven strategic and capital planning system, and a Survey Suite for member feedback—supplemented by Capital Communication services, Educational Retreats, Search-Hire-Train talent services, and Member Communications/Agency Services. Regional distribution of disclosed club engagements skews slightly toward the Southwest (262), Southeast (251), and Midwest (220), with smaller bases in the Northeast (168) and West Coast (146).

The firm's technology stack is process- and IP-driven rather than software-based. Club Mark's proprietary methodologies integrate member survey data with market demographics, competitive positioning, and usage trending to produce strategic recommendations. Its Survey Suite is reported to achieve 45-65% member participation rates versus an industry standard of 30-45%, and uses demographic analysis and questioning techniques to flag flight-risk members up to 18 months before resignation. More recently, the firm has built an AI advisory layer—curated vendor guides (100+ vendors), an AI implementation roadmap with ROI calculator, and seven documented case studies—positioning it as an AI integration consultant to club operators rather than a software vendor.

Club Mark operates a professional services, project-based revenue model with fees negotiated per engagement and not publicly disclosed. The firm markets its Discovery™ engagements as identifying opportunities worth 5-10x the engagement fee. Go-to-market is enterprise field sales targeting club boards, general managers, and ownership groups directly, supplemented by educational presentations at CMAA chapter events, thought-leadership content marketing, and referral-driven client acquisition. The firm reports 1-10 employees, operates virtually with no publicly disclosed headquarters beyond a Prosper, Texas association, and is bootstrapped with no external institutional capital disclosed.

Name

Club Mark

Legal name

Club Mark Advisors

Website

https://clubmark.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

Club Mark Advisors is a boutique consulting firm serving private country, golf, yacht, and resort clubs across North America with proprietary market intelligence, strategic planning, member survey, and AI implementation advisory services, with 1,400+ engagements over 55 years.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate Strategy Advisory (BPAHADAA)

akta.pro secondary industry

Corporate Finance & Capital Advisory (BPAHADAB)

Keywords

• Private club consulting
• Strategic planning services
• Membership marketing advisory
• Capital planning consulting
• Club governance services

Headquarters

HQ city

Prosper

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Strategic Advisory & Consulting Services: Club Mark generates revenue through premium consulting engagements with private clubs. Services include Discovery™ market intelligence engagements, strategic planning, capital communication campaigns, and governance consulting. Engagements are project-based with fees typically identified as generating 5-10x value through opportunity identification and cost prevention.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Club Mark Advisors is a boutique consulting firm that provides strategic advisory, market intelligence, member engagement, and capital planning services to private clubs across North America. The firm sells proprietary engagement methodologies including Discovery™, Survey Suite, and ClubIntel, along with communication campaigns, board retreats, talent search, and AI implementation advisory for the private club industry.

Product overview

Club Mark Advisors operates as a consulting/advisory firm for the private club industry, offering a portfolio of professional services rather than a unified software platform. The core offerings include Discovery™ (a proprietary market intelligence process), the Survey Suite (member loyalty and feedback system), Strategic & Capital Planning services powered by ClubIntel, and Capital Communication services including visual deliverables. Additional service offerings span Educational Retreats, Search/Hire/Train talent services, and Member Communications/Agency Services. The company also provides educational resources including AI Vendor Resource Guides, AI Implementation Guides with ROI Calculators, and AI Case Studies—these are informational/educational materials for club professionals, not software products. Over 55 years and 1,400+ club engagements, the company serves private clubs throughout the United States and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Discovery™: Proprietary revenue-generating market intelligence process for private clubs
• SurveySuite
• ClubIntel

Products and services

• Discovery™ A proprietary market intelligence engagement that eliminates guesswork from capital investment decisions for private clubs by integrating member opinions with market demographics, competitive positioning, and usage trending data to identify strategic opportunities worth 5-10x the fee.
• Survey Suite A member loyalty and survey intelligence offering for private clubs that transforms silent members into vocal advocates, predicts member behavior, identifies flight risks up to 18 months in advance, and provides demographic segmentation and gap analysis through a five-minute survey achieving 45-65% participation rates.
• Strategic & Capital Planning A ClubIntel-powered strategic planning system for private clubs that enables them to stay five years ahead of demographic changes, consumer trends, and competitive threats through data-driven insights rather than backward-looking financial analysis.
• Capital Communication A communication strategy and execution service that helps private clubs gain member buy-in for capital improvement projects through transparent surveys, focus groups, sequenced member gatherings, 3D renderings, animations, online VR experiences, microsites, and vision videos.
• Educational Retreats Leadership advantage programs for private clubs that include Board Retreats, Staff Retreats, and Staff Training Videos covering customer service, member engagement, leadership development, and operational best practices, transferring the experience of 55 years and 1,400+ successful engagements.
• Search, Hire & Train Professional talent search, hiring, and training services for private clubs specializing in marketing, communications, event planning, and member relations roles.
• Member Communications / Agency Services Agency services for private clubs covering brand positioning, strategic brand development, digital marketing (website optimization, social media, email campaigns), video marketing (capital campaign videos, lifestyle showcases, promotional content), and communication strategies for member engagement and prospect conversion.

Quantifiable outcome

• Discovery™ engagements identify opportunities worth 5-10x the engagement fee
• +7 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Stone Group ArchitectsminorStrategic or Co-development PartnerStone Group Architects serves as a strategic partner for club development and renovation projects. Skip Avery, CCM, CCE, serves as Director of Club Development at Stone Group Architects and functions as an Advisor to Club Mark Advisors. This relationship enables collaborative engagements combining architectural expertise with Club Mark's strategic planning and member communication capabilities for club capital projects.
• Club Management Association of America (CMAA)coreStrategic or Co-development PartnerCMAA is the primary professional association for club managers. Club Mark Advisors delivers educational content at CMAA chapter events including the Mile High Chapter, Upper Midwest Chapter, Pelican Chapter, and Utah Chapter. These educational presentations cover governance challenges, strategic planning, and AI implementation, positioning Club Mark as industry thought leaders.
• Professional Club Marketing AssociationminorStrategic or Co-development PartnerClub Mark's founder is credited as co-founder of the Professional Club Marketing Association, indicating long-standing industry leadership in club marketing and member engagement best practices.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Bain & Company: Global strategy consulting firm with hospitality, consumer, and private equity practices serving club and resort operators. Comparable as a generalist incumbent offering overlapping corporate strategy and operations advisory.
• RSM US: Mid-market professional services firm with hospitality and private club consulting practices. Comparable as a scaled advisor offering strategic and operational consulting to private clubs and resort communities at lower price points.
• McKinsey & Company: Global top-tier management consulting firm with hospitality, consumer, and organizational practices that periodically serve resort and private club operators. Comparable as a high-end generalist incumbent whose strategic advisory competes for the same premium engagements.
• Boston Consulting Group: Global strategy consulting firm serving consumer, hospitality, and luxury clients including private club operators. Comparable as a broad incumbent competing for the same strategic planning and transformation mandates.
• Huron Consulting Group: Mid-to-large professional services firm with a hospitality and higher education consulting practice serving private clubs, resorts, and member-based organizations. Comparable as a multi-vertical consulting alternative that competes for similar strategic advisory budgets.

Others

• Troon: Largest golf and club management company in the world, providing management, advisory, and operational services to private clubs. Comparable as an adjacent operator that often influences or absorbs the strategic and capital work Club Mark delivers.
• KSL Capital Partners: Private equity firm focused exclusively on travel, leisure, and hospitality, including private clubs and resorts. Comparable as a thematic adjacent player influencing capital decisions and strategic direction at private club operators.
• ClubCorp: Large operator of private golf and country clubs across the US. Comparable as the largest institutional buyer of club-management services and a frequent counterparty in member-retention and capital planning initiatives.
• Stone Group Architects: Architecture firm specializing in private club development and renovations, partnered with Club Mark on capital projects. Comparable as a co-delivery partner whose club expertise and client base overlap meaningfully.

Emerging players

• ClubReady: Cloud-based club management software platform serving fitness, health, and member-based clubs. Comparable as an emerging platform competitor that increasingly bundles data, member engagement, and analytics capabilities Club Mark currently delivers via consulting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ClubMarkCorp
• YouTubeyoutube.com/@clubmarkadvisors
• Facebookfacebook.com/ClubMarkCorp
• LinkedInlinkedin.com/company/club-mark-corporation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Club Mark