How SWFL Private Clubs & Communities Are Thriving Amid Market Shifts

Southwest Florida has long been one of the most desirable destinations for private club living. With its world-class golf, pristine beaches, and evolving cultural scene, the region continues to attract members from across the country and abroad. But as the club and community landscape becomes increasingly competitive—and as the local real estate market experiences a cooling period—it has never been more important for private clubs to remain relevant and forward-thinking.

At Chambers, we know the most successful clubs are those that embrace change, anticipate member needs, and position themselves as indispensable to their communities. Even in times of economic fluctuation, private clubs can become powerful drivers of regional appeal, encouraging people to invest in the lifestyle of Southwest Florida.

Shifting Market Conditions

For many years, skyrocketing real estate prices across Naples and the surrounding region fueled a steady pipeline of new members joining private clubs. But with recent signs of softening home values, clubs can no longer rely solely on real estate to drive growth. Instead, they must compete directly for attention—and members’ time—offering unique amenities and experiences that differentiate them from neighboring clubs and communities.

Meanwhile, competition is growing. New clubs and communities are emerging across the Gulf Coast, and established clubs are reinvesting in their campuses with bold renovations. Even with local construction challenges in the area, members now have more options than ever—and expectations are higher.

Clubs that succeed in this environment are those that position themselves not only as places to play golf or dine, but as lifestyle hubs that enhance everyday living. By emphasizing the importance of enhancing a members’ lifestyle, clubs can serve as a magnet for both current residents and those considering relocating to Southwest Florida.

Driving Lifestyle, Not Just Membership

When planning for the longevity of your community, there are key elements of the lifestyle experience that current and future residents are looking for:

• Generational Appeal
  Thanks to an influx of younger families and remote workers, the median age in Collier and Lee Counties is dropping (U.S. Census Bureau, 2023), and over 60% of high-net-worth homebuyers in Naples are under 55—up from just 39% five years ago. This means clubs in Southwest Florida must appeal to a broader variety of interests that span multiple generations. Intuitive, unprogrammed spaces that evolve for different purposes throughout the day—merging lounge, coworking, and social areas—help clubs adapt to the rhythms of member life.
• Diversified Amenities
  And as the average age of club members is getting younger, and lifestyle expectations are becoming more holistic, clubs are having to offer more than the traditional golf and dining offerings. Competitive clubs are investing in recreational buildings, wellness centers, racquet sports, poolside offerings, family-friendly amenities, and a various types of casual gathering spaces. Today’s members want spontaneity, flexibility, and options that enhance their everyday lives.
• Emphasis on Wellness
  Today, wellness isn’t a trend—it’s an expectation. And one that spans all generations. Private club members want fitness offerings that enrich their mind and body. From spa services and treatment rooms to nutrition programs and outdoor fitness experiences, wellness-focused programming and amenities for a variety of ages help clubs remain relevant across all demographics.
• Flexible Dining Options
  Similarly, member dining expectations are also rising. Today’s members are seeking everything from casual, grab-and-go fare to elevated, chef-driven dining. A club’s dining venue should serve as the culinary centerpiece of the club, offering a rotating, ingredient-driven menu that celebrates fresh Florida produce, local seafood, and contemporary takes on traditional country club favorites. Multiple venues allow clubs to meet diverse preferences while staying competitive with Naples’ broader restaurant scene.
• Experiential Programming
  Clubs that deliver memorable events, seasonal activities, and family-oriented programming create loyalty that transcends market cycles. Culinary programming—like chef’s table events, wine pairing dinners, or weekend brunch with live acoustic music—can enrich member engagement and deepen the emotional connection to the space. Social programming—like mixology classes, themed pickleball or tennis socials, wellness retreats, guest speaks, and generation events (grandparents and grandchildren)—offer immersive experiences that help foster lifelong memories.
• Connection to Nature
  Given the coastal allure and scenic landscape of Southwest Florida, clubs and communities in this area are uniquely positioned to help members reconnect with nature. The most successful clubs don’t just “frame” views of nature—they immerse members in it through both design and programming. Think outdoor gathering spaces, water-based recreation, wellness gardens, native plantings, nature trails, and boardwalks. Inside, biophilic design uses natural materials (stone, wood, water features), abundant daylight, and expansive windows to “bring the outside in” and engage the senses.

Why Relevance Matters Now More Than Ever

Even as home prices fluctuate, people continue to move to Southwest Florida for its lifestyle. Clubs play a pivotal role in shaping that lifestyle. When a club offers world-class facilities, forward-looking amenities, and a sense of community, it becomes a deciding factor for prospective residents—and a reason to stay for existing members. In this way, clubs don’t just serve their members; they help sustain the region’s overall attractiveness.

As the club industry evolves, one thing remains clear: relevance is not optional—it’s essential. And the clubs that act now will be the ones that set the standard for the future.

Planning for Longevity

Southwest Florida clubs that thrive in the next decade will be those with a strong vision for how best to serve current members, while also preparing for changing demographics in the years to come. This process begins with comprehensive master planning—taking a holistic look at the campus, member demographics, and emerging trends to create a roadmap for growth—and developing a phased project approach that will address more immediate priorities.

Thoughtful planning ensures that clubs make strategic investments, avoid piecemeal upgrades, and evolve in ways that keep them relevant for generations. It also reassures members that the club is committed to long-term vitality, which is especially important during times of economic uncertainty.

Contact Chambers today—Let us help you plan your next move.