Reimagining Membership Sales with Rick Coffey
Tue Nov 04 2025
In this episode of Club Innovators, Kyle Bradburn sits down with Rick Coffey, newly appointed Vice President of Business Development at Capstone Hospitality. With over 15 years of experience in private club membership and technology sales, Rick shares his passion for transforming how clubs approach membership growth. He dives into Capstone’s unique model, positioning the company as the only private club consulting firm solely focused on membership sales — and not just strategy, but full execution.Rick discusses the power of having “surgeons” instead of general practitioners in the sales process, the tangible benefits of Capstone's on-site and remote sales support, and how their proprietary DRIVE CRM system, built on HubSpot, offers fully tailored solutions for clubs. Whether you’re a GM, membership director, or board member, this episode unpacks how data-driven strategies, professional storytelling, and elite execution can transform your club’s membership trajectory.Episode Timestamps:00:00 – IntroductionHost Kyle Bradburn welcomes listeners and introduces guest Rick Coffey, VP of Business Development at Capstone Hospitality.00:25 – Rick’s Journey in the Club IndustryRick discusses his background as a membership director and his transition into private club tech sales before joining Capstone.01:30 – Why Rick Joined Capstone HospitalityRick shares his passion for membership sales and why Capstone’s exclusive focus on it sets them apart in the private club space.02:10 – The Undervalued Role of MembershipRick explains why strong membership drives club-wide success — from staff morale to financial sustainability.02:55 – Capstone’s Unique Position in the IndustryAn analogy: management companies are general practitioners, but Capstone is the surgeon—handling sales execution, not just advising.03:30 – On-Site vs. Remote Sales ExecutionRick discusses Capstone’s flexibility with both models and how their approach brings professionalism and results.03:50 – Introducing DRIVE: Capstone’s CRM ToolRick explains Capstone’s custom-built HubSpot CRM and how it’s tailored specifically for membership, marketing, and communication directors.04:45 – The Power of a Pre-Built CRMClubs don’t need to build a system from scratch—Capstone has already done the heavy lifting with multiple pricing tiers and tools that work out of the box.05:30 – Capstone’s Data-Driven ApproachHow clubs benefit from analytics on lead sources, conversion rates, and sales tracking to make better decisions.06:00 – The ‘Fully Furnished House’ MetaphorRick uses a real estate analogy to explain how clubs can plug into an already-optimized system with DRIVE.06:30 – Upcoming Conferences & EventsRick shares insights from the recent Golf Inc. conference and how Capstone continues to stay at the forefront of industry innovation.07:20 – Closing Thoughts & How to ConnectKyle and Rick discuss where clubs can learn more about Capstone’s services, CRM, and sales support.
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In this episode of Club Innovators, Kyle Bradburn sits down with Rick Coffey, newly appointed Vice President of Business Development at Capstone Hospitality. With over 15 years of experience in private club membership and technology sales, Rick shares his passion for transforming how clubs approach membership growth. He dives into Capstone’s unique model, positioning the company as the only private club consulting firm solely focused on membership sales — and not just strategy, but full execution.Rick discusses the power of having “surgeons” instead of general practitioners in the sales process, the tangible benefits of Capstone's on-site and remote sales support, and how their proprietary DRIVE CRM system, built on HubSpot, offers fully tailored solutions for clubs. Whether you’re a GM, membership director, or board member, this episode unpacks how data-driven strategies, professional storytelling, and elite execution can transform your club’s membership trajectory.Episode Timestamps:00:00 – IntroductionHost Kyle Bradburn welcomes listeners and introduces guest Rick Coffey, VP of Business Development at Capstone Hospitality.00:25 – Rick’s Journey in the Club IndustryRick discusses his background as a membership director and his transition into private club tech sales before joining Capstone.01:30 – Why Rick Joined Capstone HospitalityRick shares his passion for membership sales and why Capstone’s exclusive focus on it sets them apart in the private club space.02:10 – The Undervalued Role of MembershipRick explains why strong membership drives club-wide success — from staff morale to financial sustainability.02:55 – Capstone’s Unique Position in the IndustryAn analogy: management companies are general practitioners, but Capstone is the surgeon—handling sales execution, not just advising.03:30 – On-Site vs. Remote Sales ExecutionRick discusses Capstone’s flexibility with both models and how their approach brings professionalism and results.03:50 – Introducing DRIVE: Capstone’s CRM ToolRick explains Capstone’s custom-built HubSpot CRM and how it’s tailored specifically for membership, marketing, and communication directors.04:45 – The Power of a Pre-Built CRMClubs don’t need to build a system from scratch—Capstone has already done the heavy lifting with multiple pricing tiers and tools that work out of the box.05:30 – Capstone’s Data-Driven ApproachHow clubs benefit from analytics on lead sources, conversion rates, and sales tracking to make better decisions.06:00 – The ‘Fully Furnished House’ MetaphorRick uses a real estate analogy to explain how clubs can plug into an already-optimized system with DRIVE.06:30 – Upcoming Conferences & EventsRick shares insights from the recent Golf Inc. conference and how Capstone continues to stay at the forefront of industry innovation.07:20 – Closing Thoughts & How to ConnectKyle and Rick discuss where clubs can learn more about Capstone’s services, CRM, and sales support.