Where to Start:
Creating a Resort Environment

Juliane Jensen is the Director of Sports and Fitness at The Country Club at Castle Pines in Castle Rock, Colorado

I’ve been at The Country Club at Castle Pines for just under a year, as we create wonderful new amenities for our members – a state-of-the-art fitness center and stunning swimming pool. It is my responsibility to create all the programs and hire the trainers and staff needed to facilitate extended engagement with members. We’ve got programs in the works that will benefit our golfers, but also serve our social members who might not play the game.

The fitness center opened last month and features a full selection of the best Technogym equipment available. Having experience with Technogym equipment, it has become one of my favorite brands to work with. It’s almost impossible to make a wrong move on their machines, as they are excellent at guiding you and helping to prevent injuries. Members will have access to this new gym equipment and tools as an added amenity, but group classes and personal training services will incur an additional cost on their part.

At this early stage, we have set up a core power class, yoga classes for flexibility and HIIT training classes to help with speed and power. We hired a physical therapist who will run 15-minute stretching classes before tournaments, further engaging members, even for a brief period before their round.

There had been talk over the past few years of our members wanting a fitness presence at their club. Now we have more than 700 members, an increase since the project was approved, and a waitlist that is growing, as well. In addition, the average age of our membership has gotten younger – more good news for the sustainability and future of the club.

After not having amenities like fitness or a pool in the past, membership is thriving already because it’s not just about the golf members – our social membership has become a more valuable asset now, as well. Golf rounds are up and so is use of our food & beverage services.

We’re getting the word out to all members through periodic email blasts, though most of the members know all about the new amenities. After all, many of them have joined because of it. That means I haven’t had to do much marketing on the subject, as they’ve been anticipating this time for the past two years.

Our club used to be about our fantastic golf course and stellar dining service. Now, it’s like a complete resort experience.