Episode Details

Welcome to a transformative story of club revitalization. The remarkable journey of Watersound Club in Inlet Beach, Florida demonstrates how wellness-focused amenities can completely revolutionize membership growth and engagement. Before their major rebranding in 2018, Watersound Club had fewer than 800 members. Today, they boast more than 3,400 members. This extraordinary growth followed a $52 million expansion project that created the Camp Creek amenities in 2023. What makes this transformation so powerful? Mark Diedrich of Kuo Diedrich Chi, the architecture firm behind the project, noted that before the Camp Creek additions, "wellness was almost non-existent for members." Yet this investment in wellness "likely drove membership or, at a minimum, added a lot of value to an existing, growing membership." The expansion wasn't modest – it added a two-story, 11,000-square-foot wellness center and a 75-room inn. This comprehensive approach to member experience created a powerful draw across all demographics. For fitness enthusiasts, Camp Creek includes group exercise rooms, functional fitness training spaces, and cardio and strength training areas. Adults enjoy access to a heated pool, steam rooms, and saunas. For families, there's a resort-style pool with a lazy river and waterslide, a zero-entry activity pool, and barbecue dining. The club even incorporated sports amenities including a basketball half-court, grass sports fields, eight lighted pickleball courts, and eight lighted tennis courts. This multi-generational approach ensures something for everyone. Jean Capps, general manager at Watersound, explained the impact: "This expansion has redefined the way our members engage with the club, as the amenities complement the world class Watersound Club golf experience. The additions have significantly enhanced the membership experience's lifestyle component." The Camp Creek Inn serves as both an architectural anchor and a practical solution for members hosting visitors, providing what Capps described as "fifth, sixth and seventh bedrooms when company comes to town." The results speak for themselves. Capps reported "an immediate effect with a more than 30% lift in revenues." Even more impressive, "Membership interest has increased remarkably, and existing members are more deeply engaged. They don't just view their club as a golf destination, but as a comprehensive retreat for wellness, social connection and relaxation." This case study offers valuable lessons for any club seeking revitalization. First, recognize that modern members seek more than traditional golf amenities – they want comprehensive lifestyle experiences. Second, thoughtful design that connects generations rather than separating them creates a more vibrant community. Finally, investing in wellness isn't just about following trends – it fundamentally transforms how members engage with their club. The Watersound story demonstrates that bold investment in wellness and lifestyle amenities can dramatically expand membership, increase revenue, and create deeper, more meaningful engagement with existing members – transforming a club from a single-purpose destination to a vital part of members' lives. Now that I pulled out some highlights, let's dive into the article. Watersound Club's lifestyle and wellness rebrand by Chris Lewis in Golf Inc Magazine. May 9th, 2025 Before major rebranding in 2018, Watersound Club in Inlet Beach, Florida, had fewer than 800 members. It now has more than 3,400 members, following a $52 million expansion project that led to the creation of its Camp Creek amenities in 2023. The expansion added a two-story, 11,000-square-foot wellness center and the 75-room Camp Creek Inn. Before the Camp Creek additions, "wellness was almost non-existent for members," said Mark Diedrich of Kuo Diedrich Chi, the architecture and design firm that oversaw the project. "Wellness likely drove membership or, at a minimum, added a lot of value to an existing, growing