b'CULTURE IS YOUR BRAND (AND VICE VERSA)WHY THE MOST SUCCESSFUL CLUBS UNDERSTAND THAT MEMBER EXPERIENCE STARTS INSIDE THE CLUBHOUSE WALLS.Culture isnt just what we say weWhen a clubs internal culture believe. Its what we do when noaligns with its external brand, ones watching. members can feel it the moment And thats where the connection tothey walk through the door. Theres branding becomes clear. an ease, an energy, a tone that Jeff Bezos once said, Your brand iscant be manufactured. Its the what other people say about yousame way you know a restaurants BY JASON OLSEN staff likes working thereand CHIEF GROWTH OFFICER when youre not in the room. when they dont.CLUB LEADER 360 In clubs, and with respect toThe irony? culture, that line hits differently,You cant build a member-first because when you think about it,brand without first building a Most leaders in the private clubyour culture is what your people do industry talk about culture. Itswhen youre not in the room. people-first culture.often one of those words thatIn this context, culture and brand shows up in a team meeting,are inseparable. TWO PERSPECTIVES, ONE board retreat, or strategic plan REALITYoften followed by nodding headsCulture looks different depending and general agreement. Its alsoTHE SHARED DNA OF CULTUREon which side of the experience one of those topics that can getAND BRAND youre standing on.overshadowed by club revenue. Culture and brand are two sides ofFor team members, culture is the same coin. One faces inward,about leadership behavior, fairness, the other outward, but both tellcommunication, and recognition. And, if you ask ten differentthe same story.people to define it, youll likelyCulture is the lived experience ofIts the tone set by how decisions get ten different answers:your team. are made and how people are Its our values.treated.Its how we treat people.Brand is your member experience. For members, culture shows up in Its the vibe of the club. Both are built through consistency,the warmth of the greeting, the not slogans. Both are shaped morerhythm of service, the tone of voice The truth is, all those definitionsby what leaders model than byat the front desk, and even the way are partly right, but theyrewhat they say. the team handles mistakes.incomplete.24 JANUARY/ FEBRUARY 2026VOLUME 17 | NUMBER 6'