What Milwaukee Athletic Club does

The Milwaukee Athletic Club (The MAC) is a private, non-profit social and athletic membership club founded in 1882 and headquartered in a 13-floor historic building at 758 N Broadway in downtown Milwaukee. Following a $65 million renovation completed in 2022 by J. Jeffers & Co., the club operates as a multi-amenity campus for Milwaukee-area executives, entrepreneurs, families, and influencers, offering athletics and fitness across two floors (functional training turf, cycle studio, group exercise, basketball court, sauna/steam), three dining venues (The Roof rooftop restaurant, the mid-century Elephant Room cocktail lounge, and the multi-purpose Club Lounge), two virtual golf simulators, event spaces including the Olympic Ballroom and Grand Ballroom, private offices, over 60 residential apartments, and six hotel rooms.

The MAC's technology stack is primarily licensed third-party infrastructure — TrackMan and TruGolf simulators, Catalyst Golf Performance coaching, and a standard member portal — rather than proprietary systems. Revenue is generated through recurring membership dues (pricing not publicly disclosed), corporate membership packages, food and beverage across three venues, MAC Offices workspace leasing at $1,500–$2,250 per month, pay-as-you-go Golf Suite access at $25–$35 per hour, and event space rentals for weddings, corporate, and private events. The club employs approximately 75 people and is governed by a member-elected board, with Brad Schendel as General Manager.

Go-to-market is direct-to-consumer and community-led: prospective members request tours or apply online, the MAC Makers ambassador program leverages local thought leaders for organic content, and Instagram, the MAC Blog, and email serve as the primary digital channels. The club operates a single physical location, with no plans disclosed for geographic expansion.

Name

Milwaukee Athletic Club

Legal name

The Milwaukee Athletic Club

Website

https://themacwi.com

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

51–100 employees

Short description

The Milwaukee Athletic Club is a private, non-profit social and athletic membership club founded in 1882 in downtown Milwaukee, offering fitness, dining, virtual golf, event spaces, co-working offices, and residences across a 13-floor historic building to executives, entrepreneurs, families, and influencers in the Milwaukee metro area.

Ownership category

akta.pro rank

Product category

Private Athletic & Social Club

NAICS

Fitness and Recreational Sports Centers (71394), Drinking Places (Alcoholic Beverages) (72241)

SIC

Services-Membership Sports & Recreation Clubs (7997), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Private membership club
• Athletic fitness services
• Fine dining restaurant
• Event venue rental
• Executive office leasing

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Dues: Private club membership providing access to athletics, dining, events, and social networking. Corporate membership packages available for businesses seeking employee benefits and networking opportunities.
2. Food and Beverage: On-site dining at The Roof restaurant, Elephant Room cocktail lounge, and Club Lounge. Upscale New American cuisine by Executive Chef Matt Bauer, plus grab-and-go options.
3. MAC Offices (Workspace Leasing): Private office spaces on 2nd floor adjacent to Club Lounge, ranging from $1,500-$2,250/month. Includes concierge services, on-demand dining, parking options, and access to boardrooms and coworking lounge.
4. Golf Suites: TrackMan and TruGolf virtual golf simulators available to members at hourly rates ($25-$35/hour). Golf instruction powered by Catalyst Golf Performance.
5. Event Space Rentals: Rental of event spaces including Olympic Ballroom, Grand Ballroom, Poage Room, The Terrace, and boardrooms for weddings, business events, and private gatherings.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

The Milwaukee Athletic Club is a private, non-profit membership club operating from a 13-story facility in downtown Milwaukee, offering members dining venues (The Roof restaurant, The Elephant Room cocktail lounge), athletics and fitness programming, indoor golf simulators, social and event spaces, MAC Residences lodging, and MAC Offices coworking. Memberships, food and beverage, golf suite rentals, event space rentals, and office leases are the primary revenue-producing offerings.

Product overview

The Milwaukee Athletic Club (The MAC) is a premier private social and athletic membership club offering a comprehensive suite of facilities and services across 13 floors. The portfolio includes The Roof (member-exclusive rooftop restaurant), The Elephant Room (mid-century cocktail lounge), Golf Suites (virtual golf with TrackMan and TruGolf technology), Athletics & Fitness (two-floor facility with diverse equipment and classes), Club Lounge (coworking and dining space), MAC Offices (private workspace leases), Event Spaces (ballrooms and meeting rooms for up to 270 guests), MAC Residences (apartments), MAC Makers (curated programming by thought leaders), and club membership. The $65 million renovation completed in 2022 transformed the historic club, which was founded in 1882.

Differentiator

Problem solved

Functional benefit

Brands

• The Roof: Member-exclusive rooftop restaurant featuring upscale New American cuisine with views of Milwaukee
• The Elephant Room
• The Club Lounge
• Golf Suites
• MAC Offices
• MAC Residences
• MAC MAKERS

Products and services

• MAC Membership

Quantifiable outcome

• First African American Olympic medalist George Poage (2 bronze medals, 1904) was sponsored by the MAC

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered major, core and minor.

• J. Jeffers & Co.majorImplementation/ SI/ Consulting Partner · 1 January 2020J. Jeffers & Co. served as the developer for the $65 million, two-year top-to-bottom renovation of the historic Milwaukee Athletic Club building, completed in 2020. The renovation preserved historical features while modernizing all facilities.
• Catalyst Golf PerformancecoreStrategic or Co-development PartnerCatalyst Golf Performance powers all golf coaching programs at the MAC's virtual Golf Suites. The partnership provides members access to expert training sessions, lesson packages, and golf instruction customized for all skill levels.
• TrackMancoreTechnology or IntegrationTrackMan radar and high-speed camera technology powers Bay 1 at the MAC Golf Suites, providing exact motion capture, swing data analytics, club fitting, and access to hundreds of international golf courses including PGA tour venues.
• TruGolfcoreTechnology or IntegrationTruGolf technology powers Bay 2 at the MAC Golf Suites, designed for social golfers and families. Offers hundreds of international golf courses, multi-sport capabilities including soccer, disc golf, baseball, and dodgeball, plus driving range and target-based games.
• Milwaukee BucksminorGTM or Marketing PartnerDJ Shawna, a MAC Makers ambassador, serves as the Milwaukee Bucks Official DJ and Producer. She has DJ'd two NBA All-Star Games and been part of a World Championship. This connection enhances the MAC's brand visibility at major Milwaukee sporting events.
• Michael Best & Friedrich LLPminorOthersPaul Benson, MAC Board President, is a trial lawyer and partner at Michael Best & Friedrich LLP. This law firm represents a significant professional connection to Milwaukee's legal and business community.
• Keller, Inc.minorOthersLogan Ferrie, MAC Board member and Co-Owner of Keller, Inc., brings commercial construction expertise. Keller is a design-build contractor with four Wisconsin offices.
• Northwestern MutualminorOthersNick Walls, MAC Board Treasurer, serves as a Financial Advisor at Northwestern Mutual, a major Milwaukee-based financial services company. He was named Northwestern Mutual's New Financial Representative of the Year in 2014.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jonathan Club: Historic private social and athletic club in downtown Los Angeles founded in 1895. Combines dining, athletic facilities, event venues, and overnight accommodations on a membership basis for business leaders, paralleling the MAC's full-service private club model.
• University Club of Milwaukee: Historic private social and athletic club in downtown Milwaukee. Operates on a similar membership model with dining, athletic facilities, and event spaces, directly competing for the same Milwaukee business and professional member base as the MAC.
• The Battery: Private members club in San Francisco combining social, dining, fitness, and workspace amenities. Targets business leaders and influencers with a curated community experience, similar to the MAC's positioning with Milwaukee executives and families.
• The Union League Club of Chicago: Historic private social and athletic club founded in 1879 in Chicago. Operates with a similar business model combining dining, athletic facilities, event spaces, and networking for business and civic leaders, directly comparable to the MAC's structure.
• Wisconsin Athletic Club: Multi-location athletic club operating in the Milwaukee metro area. Offers similar fitness, swimming, and social amenities on a membership basis, representing a direct competitive alternative for fitness-oriented members in the same geography.

Broad incumbents

• Equinox: Premium national fitness club brand offering high-end athletic facilities, group classes, and ancillary services. Targets affluent urban professionals overlapping with the MAC's executive member base, though without the social/event/dining integration.
• Soho House: Global membership-based club operator with locations across the US, UK, and Europe. Offers dining, fitness, workspaces, and event spaces for creative professionals; while broader and more lifestyle-focused than the MAC, it represents the modern evolution of the private members club model.
• Life Time: National premium athletic club chain with full-service amenities including fitness, dining, pools, spas, and family programming. Competes with the MAC for fitness-oriented members but at a much larger, multi-location scale with more standardized offerings.

Emerging players

• NeueHouse: Modern membership-based coworking and social club targeting creative professionals. Represents the contemporary evolution of the private club model focused on workspace and community, offering a more flexible alternative to traditional clubs like the MAC.
• Core Club: Ultra-premium members-only club in New York City targeting high-net-worth individuals and executives. Combines dining, fitness, workspaces, and curated events at the top of the price spectrum, representing the modern aspirational benchmark for premium private clubs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeinstagram.com/djshawna/?hl=en
• Facebookfacebook.com/djShawna
• LinkedInlinkedin.com/company/milwaukee-athletic-club
• Instagraminstagram.com/explore_the_414

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Milwaukee Athletic Club