Why Every Club Leader Needs a Crisis Management Plan

When most private club leaders think about crisis management, they picture large corporations in the headlines—national chains dealing with food recalls or airline CEOs addressing major service failures. But in reality, a crisis can take shape in any organization, including the private club industry.

And yet, many clubs still operate under the assumption that "it won’t happen to us."

This mindset, as crisis communication expert Andy Skoogman explains, is one of the most dangerous myths in club leadership today. “A crisis can happen to any organization, any individual, any entity, and we’ve seen it over and over,” he said during a recent conversation on the Crushing Club Marketing podcast. The question isn’t if something will happen, but how your club will respond when it does.

It’s Not Just a Corporate Problem

At a private club, a crisis doesn’t need to involve reporters or news coverage to cause real damage. It could be a safety incident at the pool, an alcohol-related issue at a member event, or even a heated dispute between members that spirals out of control. These types of situations rarely make it into the press, but they travel fast within the club community.

Clubs without a clear plan often end up reacting on the fly, trying to figure out who should speak, what to say, and how to keep members informed. In crisis communication, the first 72 hours are arguably the most important. That’s when perceptions are formed, and trust is either strengthened or shaken. Planning ahead means you’re not starting from scratch when the pressure’s on. It means you’re ready to respond at any given moment with clarity and confidence.

More Than Just Legal Risk

Many boards and general managers lean on legal teams when something goes wrong, hoping that a lawyer’s statement or a quiet settlement will make the issue go away. That might work in court, but in the court of public opinion, silence can be damaging. And in today's digital world, stories don’t disappear.

Skoogman shared the example of a tragic accident at a Minnesota club from nearly two decades ago. “To this day,” he said, “you can Google the name of the club, and that story is still one of the top results.” It’s a sobering reminder that reputations have a long shelf life online.

Every Club Needs a Spokesperson—Before They Need One

When a crisis happens, someone needs to be the voice of the club. But picking the right person is only half the battle—they also need to be prepared to handle the pressure that comes with it.

Not every general manager or board president is naturally suited for that role, and that’s okay. The key is identifying someone who has the right mix of credibility, composure, and communication skills—and then giving them the tools to succeed. That’s where media training and crisis simulations make a real difference.

A well-run simulation doesn’t just test your plan on paper. It shows you how your team reacts under stress, exposes any communication gaps, and helps your spokesperson get comfortable delivering key messages in a controlled, realistic setting. It’s a safe space to make mistakes and learn from them—before the stakes are real.

“You have to understand how this works,” Andy Skoogman said. “An interview or a press conference is not like a normal conversation.” Practicing ahead of time ensures that when the time comes, your club's spokesperson is ready to lead with clarity, not caught off guard.

Internal Communication Is Just as Important as External

One part of crisis response that often gets overlooked is how clubs communicate with their own members. In many clubs, members are emotionally and financially invested—and if they feel out of the loop, trust can erode quickly.

Strong internal communication starts long before a crisis. Regular updates, transparency around decisions, and consistent messaging all help build credibility. When a crisis does occur, a club that’s been regularly communicating has far more trust to work with.

Skoogman compared it to his own kids’ school. “They send out newsletters and videos every week. So when something serious happens, the message doesn’t feel out of nowhere. You trust it because you’ve already heard from them regularly.”

In a crisis, your members can also be your strongest advocates—sharing accurate information, defending the club’s actions, and reinforcing the trust you've built over time. But that only happens if they feel informed and valued. Clear, timely communication helps minimize rumors and misinformation, while strengthening loyalty when it matters most.

Take Action Before You Have To

Crisis preparation doesn’t need to be overly complex, but it does need to be intentional. Clubs that handle issues well aren’t improvising under pressure—they’re working from a plan that’s been thought through, discussed, and tested. While it’s in your club’s best interest to run crisis simulations on a regular basis, there are a few foundational things every leadership team should have in place.

Start by carving out time to run through potential scenarios with your leadership team. What if a serious accident occurred on the property? What if a damaging video went viral? Who would speak on behalf of the club? Who would manage social channels or communicate with members?

From there, go a step further. Identify one or two individuals who could represent the club publicly and invest in basic media training. Practicing key messages in a simulated environment helps build confidence, reduce missteps, and ensure your team knows how to respond when the pressure is real.

You don’t need to predict every possible situation. But you do need a clear communication plan, a designated spokesperson, and a shared understanding of how your club will respond when something unexpected happens. The more you prepare now, the more control you'll have over how the story is told later.

The Real Cost of Not Planning

The good news? Crisis planning doesn’t have to be complicated. You don’t need to map out every possible scenario. But you do need to know who your spokesperson is, how messages will be approved, and who will manage internal communication and social media when the moment comes.

It’s also smart to know in advance which PR agency or crisis communication expert you’d call if outside support is needed. The middle of a crisis is not the time to start vetting partners or scrambling for a contact. Have someone on deck—someone who knows your club, understands your values, and can step in quickly if things escalate.

A simple conversation at your next board or leadership meeting is a great place to start. What would we do if a video went viral? If a serious injury occurred? If a controversial member interaction escalated? Thinking through those scenarios ahead of time makes it easier to respond calmly and confidently when the pressure’s on.

“Even setting aside 30 minutes to talk about it is better than doing nothing,” Skoogman said. “You never think it’s going to happen—but when it does, you’ll wish you had a plan.”