When speaking across our industry, I discuss various cutting edge club wellness programming topics and detail how clubs could and should be implementing specialized wellness contractors, physical therapy, personalized digital connections and expert vendors and speakers. I recently highlighted these issues at the Mid Atlantic CMAA Wellness Summit at Army Navy Country Club and Washington Golf & Country Club in Arlington, Virginia.
This event included a one-hour interactive presentation and offered several “Bobby Says” moments, which is my tagline for these presentations. I also performed a group-led TPI (Titleist Performance Institute) mobility/stability session for all event attendees.
To keep the GFAA community abreast of my presentation, here are the topics I covered in a bit of detail:
Operator Value Cycle: Every strategic decision an operator makes should be centered around this diagram (see below). Investment into wellness amenities and services will positively influence this cycle and set your club to be a vibrant, future-ready community for the next decade. The stronger your club economics, the more amenities you can offer, the more usage of facilities, the happier the member — it all ties together!
Specialized Wellness Contractors: Did you know that the demand for specialized wellness professionals has increased by 20 percent in clubs over the past two years? As opposed to salaried club employees, bringing in contracted wellness professionals does a couple of things. It creates an eagerness from that individual to produce quantity and quality of services, and it allows that person to stay in touch with the current methods and trends in the fitness world.
Physical Therapy: Did you know that the recovery and longevity market is growing roughly 10 percent annually? Physical therapists provide an elevated brand of fitness and help members continue to participate in club activities pain free. Operators should consider the compliance requirements with bringing this service into the club setting. Find an expert to guide state regulations and mitigate risk of malpractice for your club.
Digital Connections: Did you know that 70 percent of people use at least one digital health tool? Digital personalization is now expected with club wellness programming. New integrations include AI fitness platforms, preventative health screening tools and app driven exercise engagements. These additions can create real-time interactions and keep members connected no matter where they are.
Challenges/Meet-Ups: Did you know the “gamification” market is set to grow from 12 billion today to 20 billion in 2034? Challenges and meet-ups help create sub-communities and an additional sense of belonging at the club. Members crave socialization, and structure to this category can enhance the experience of physical and mental well-being.
Vendors/Speakers: Did you know that 45 percent of clubs state they do not have adequate space for a fitness center? Inviting guest speakers or companies is an easy way to connect members to the fitness and wellness industry. Some examples of this are inspirational health stories, sampling from local food/diet companies or seasonal demos of sport-specific education. This is a budget-friendly way to provide a unique wellness experience.
Dr. Bobby Papariella, DPT, a 2025 GFAA Recognition Award winner, is the Owner and CEO of Tee Time Therapy, LLC. in Greenville, South Carolina.