The world of fitness has evolved greatly over the past several decades. Trends have come and gone, commercial clubs have risen and fallen, and most importantly, consumers have much higher expectations of their fitness programs, facilities, and experiences. Much like everything in today’s society, consumers are plagued with choice, and there is no shortage of choice when it comes to fitness. The rise of the boutique studio has turned the industry upside down and has changed the landscape of the industry for years to come. Country club fitness is nothing new, however, one might agree that the general perception of country club fitness looks something like this: some treadmills, dumbbells, a personal trainer or two, and if you’re lucky, one or two pieces of equipment that are considered the “latest and greatest.” Due to the evolution of fitness, this no longer suffices. Members expect quality out of their clubs, whether that be dining, social events, golf, or any other core program. The same can be said regarding fitness. Many clubs have already caught on to this notion and are leading the field in fitness innovation and programming. Country clubs not only need to have top notch facilities, but also need to have best in class personal trainers, versatile and eye catching equipment, and all-star programming. The future of country clubs rests on the backbone of fitness and wellness and failing to recognize this and adapt now could damage your club’s value and reputation.