Why Clubs Are Making the Switch to the Premium App

For many everyday interactions, the front door to your club is now digital, and members don’t separate the service they get in person from the experience they get on a screen. They experience one club. That’s the standard this session starts from, and it’s not set by the club down the street anymore; it’s set by every premium digital experience your members already use.

YoYo Mak, who leads product management for the mobile app, walks through what that standard looks like across four areas. Customization: a first impression that’s unmistakably your club, from the splash screen to video home screen backgrounds to more than 80 visual components you can style yourself, no developer required, plus role-based navigation that shows members, prospects, guests, and staff only what belongs to them. Access: biometric login, and the phone as a digital key through Salto and Avigilon integrations, covering gates, lockers, gym doors, and guest passes, with instant deactivation and real facility usage insights. Communication: geolocation messaging that can put a food and beverage offer in front of a member on the ninth hole, alert staff when members arrive, and turn movement on property into planning data. And AI: where the in-app concierge beta stands today and where it’s headed.

The session closes with two clubs that made the switch, including Atlanta Athletic Club, where the premium app became the way members handle the day-to-day items they used to phone in, followed by a live Q&A covering security, rollout, and upkeep.