With more than two decades in the club industry, Jason Becker brings a front-row perspective on the shifts reshaping membership and marketing. Ahead of his opening session at the Engagement Summit, he sat down with Club + Resort Business to discuss the drivers behind today’s demand, how prospective members are redefining value, and why the next generation of buyers will test whether clubs are ready for the future.
Club + Resort Business (C+RB): Jason, you’ve been in the club industry for more than two decades. Can you start by sharing a bit about your background and perspective?
Jason Becker (JB): I’ve been a PGA professional since 2004 and have spent my career in and around clubs, both on the operations side and now analyzing trends across the industry. Over the years, I’ve had the chance to see what drives members to join—or leave—clubs, and how consumer behavior is evolving. That lens is what I’ll be bringing to the Engagement Summit.
C+RB: Your session is called The Industry Pulse: Membership and Marketing Trends That Matter. What will attendees walk away with?
JB: I’ll be sharing data-driven insights into what tomorrow’s members want and expect. Clubs already know what their current members think. I’ll show them what prospective members across the country are saying—things they may not be hearing day to day. It’s a forward-looking view of consumer demand in 2026 and beyond…