185. Jeff Morgan, President & CEO of CMAA, on Community as the Secret Sauce, Member-Driven Growth, and Global Certification

How does an association grow from 6,000 to 9,000 members without a membership sales team? What can associations learn from an organization whose members actively recruit the next generation on its behalf?In this episode of Associations Thrive, host Joanna Pineda interviews Jeff Morgan, President & CEO of the Club Management Association of America (CMAA). Jeff discusses:How CMAA represents professionals working across 3,500 member-owned clubs, including golf clubs, yacht clubs, city clubs, ski clubs, and more.How CMAA membership grew from approximately 6,000 members during COVID to 9,000 members today—with no membership sales team.Why private clubs experienced significant growth during and after COVID, including increased member demand, long waiting lists, and investments in facilities and amenities.CMAA’s highly intentional 12-month new member onboarding process, which includes welcome kits, monthly communications, quarterly Zoom sessions, and structured opportunities to build connections.The association’s long-running conference idea-sharing program, where members submit and share more than 100 best-practice posters that become a searchable knowledge resource for the profession.CMAA’s Certified Club Manager (CCM) credential, built around 12 professional competencies, continuing education, and a globally licensed certification model.How CMAA has expanded its influence internationally through partnerships, certification licensing, and conference participation from club professionals around the world.Why Jeff believes clubs are no longer simply physical facilities, but communities that remain connected through technology, virtual programming, and shared experiences.How “community” serves as the secret sauce behind both successful clubs and successful associations.References:CMAA Website