CMAA RELEASES REPORT ON
GENERATIONAL ATTITUDES
TOWARD CLUBS
THE CLUB MANAGERS ASSOCIATION OF AMERICA
WORKED IN CONJUNCTION WITH THE CENTER
FOR GENERATIONAL KINETICS AND THE CLUB
FOUNDATION TO DEVELOP THE RESEARCH, WITH A
SPECIAL FOCUS ON MILLENNIALS.
According to the report, 41% of Millennials say that
personal recommendations are most important when
considering a club membership, and that same group
is twice as likely to seek child-centered club activities.
In conjunction with the Center for Generational
Kinetics and The Club Foundation, the Club Managers
Association of America (CMAA) has unveiled new
research uncovering generational attitudes about club
memberships, specifically the Millennial demographic.
This landmark national study was conducted in
summer 2016, and provides valuable insight into what
potential club members are seeking.
“CMAA embarked on this research to quantify the
effect of the millennial generation and how they are
transforming the world of club membership,” said
CEO Jeff Morgan, FASAE, CAE. “It challenged a lot