Beyond The Baselines

A chat with Jeff Morgan, CEO and President of the CMAA. We look at where the association has been over his 12 years of leadership and where it is headed as he retires in September 2027.

At Fort Wayne Country Club, Brock Orlowski is betting on padel, a new generation of members, and a different approach to racquets leadership. When pickleball swept across the American private club landscape, many clubs found themselves playing catch-up. Members were asking for courts, neighboring clubs were adding facilities, and racquets directors were scrambling to respond. But not in Indiana. At Fort Wayne Country Club in Indiana, Director of Racquets Brock Orlowski remembers that experience. His club had been a follower in pickleball. When the opportunity to introduce padel presented itself, he was determined to take a different approach. This time, he wanted Fort Wayne Country Club to lead, not follow. And he staked his professional reputation behind that decision. The members were going to either love it or hate it when the board wanted to “call” his hand. In our latest Beyond The Baselines podcast, Brock discusses how he brought padel to a private club in the middle of Indiana, completed the court project for under $100,000, and began changing the way members experience racquet sports. But this conversation is about considerably more than a new court. It’s about the changing role of the Director of Racquets, the importance of understanding a younger membership, and why tomorrow’s successful private club leaders may be those willing to take calculated risks today.

One of the leading NCAA Division I female coaches and one of the nation’s leading teaching professionals, Shir Azran joins the podcast. Azran is just off a summer at Sippican Tennis Club in Marion, Massachusetts where she served as Assistant Director of Tennis. Now at well-known Boston area club Weymouth, Azran is coaching the number one junior prospect in the USA, Chloe Anthony, who is currently ranked number 4 in the world in the 12 and under age group. Azran was the leading Israeli junior when she left her native Israel for the Auburn University women’s tennis team. Completing her college career at UNLV, she knew that coaching was in her blood. She is only the second female coach, and the first since 2016, in the history of the NCAA D1 to be the head coach for both a women’s and men’s team and lead them to the conference tournament championship game. Her Wagner men’s team went on to win their conference and punched their ticket to the big dance where they lost to Texas A&M. Azran has worked at some of the leading racquet clubs in the country, including Pretty Brook Tennis Club in Princeton, NJ, New Canaan Field Club in New Canaan, CT and the famed Sippican Tennis Club in Marion, MA. She takes us through how she goes about understanding the differences between clubs and then the change in coaching college juniors compared to club juniors. She discusses how she adapts her work based on the strength of her director, the student, the adult or junior, and how to approach members socially and competitively. One of the leading coaches in the country joins the BTB Podcast.

Magnus traces his unlikely journey from growing up as an aspiring ice hockey goalie in Uppsala, Sweden, to playing collegiate tennis at Ferris State University and beginning his professional career under legendary tennis director Mike Rahaley in Vero Beach. He also recalls accepting his first director’s position at just 26 years old—despite having never played platform tennis and knowing little about squash—and learning quickly that succeeding at a private club requires far more than technical expertise. Now in his 14th year at Louisville Country Club, Magnus discusses how the club has evolved from a traditional golf club with a seasonal tennis program into a year-round racquets destination. That transformation has included the growth of platform tennis, eight dedicated pickleball courts, year-round ClayTech tennis courts, a major court renovation and an increasingly active membership.

Ben Nichols, President of Padel22.com, joins host Ed Shanaphy to investigate the American market for padel. The global sport is coming to America, but is America to insular with its own sports such as baseball and the NFL? Does competitive tennis have a stranglehold on the young racquet player? Join us and find out.

In this episode of the BeyondTheBaselines.com podcast, host Ed Shanaphy welcomes listeners back for another insightful conversation exploring the latest developments in the private club and hospitality industries. This installment turns the spotlight on a fundamental—but often overlooked—component of racquet sports facilities: court fencing and surrounds. For decades, chain link fencing and windscreens have been the standard. But as the sport evolves, the question arises—are these traditional solutions still the best fit for modern clubs? Joining the podcast are two industry innovators from Pickletile: Matt Rineberg, Vice President of Sales, and Brooks Wiley, Head of Strategic Partnerships. Shanaphy first encountered the Pickletile team at the PGA Show and later at RacquetX in Fort Lauderdale, where their comprehensive approach to court development stood out. Pickletile is not simply focused on building courts—they are rethinking the entire playing environment. From planning and permitting to construction and performance optimization, their work addresses one of the most pressing challenges in racquet sports today: sound and wind mitigation, particularly in the rapidly growing pickleball sector. In this conversation, the group explores why traditional fencing may no longer meet the needs of today’s facilities, and how emerging acoustic solutions—now recognized by USA Pickleball—are reshaping the landscape. They also discuss key growth markets across the country, including South Florida, Texas, and the unexpectedly strong demand in Chicago. Beyond infrastructure, the episode delves into the future of pickleball as a professional sport, examining what is needed for long-term growth and sustainability. Topics include the relationship between amateur and professional play, and whether greater alignment with tennis platforms such as UTR could unlock new opportunities. For club operators, developers, and industry professionals looking to build, upgrade, or future-proof their racquet sports offerings, this episode provides valuable perspective and forward-thinking insights. With that, listeners are invited to enjoy the discussion with Brooks Wiley and Matt Rineberg of Pickletile.

Louise Fahys, co-founder of Plan2Play Artificial intelligence is no longer a future concept in club management — it is already reshaping how private and commercial clubs operate. But according to Louise Fahys, we are only scratching the surface. Fahys is the co-founder and CTO of Plan2Play, a court and sport booking platform built by people who understand both software engineering and the realities of club life. Her view is clear: the next generation of club operations will be driven by intelligent, conversational interfaces — think ChatGPT-style applications — where members interact directly with technology to book courts, schedule lessons, manage guest play, and personalize their club experience. AI Is Going to Change Everything in Club Management AI is already easing the workload for Directors of Racquets, Golf, and Operations. Tasks that once required hours of manual setup — like creating round robins, allocating courts, or balancing player levels — can now be handled in seconds. Names go in, constraints go in, and AI produces fair, efficient scheduling by level, gender, or randomization. And that, Fahys says, is just the beginning. The real shift will come through dynamic pricing. Much like airlines adjust pricing based on demand, clubs will increasingly use AI to price court time, tee times, lessons, clinics, amenities, and guest fees in real time. One-hour bookings will replace fragmented half-hour gaps. Utilization improves. Revenue becomes more predictable. Member experience improves. Data Will Confirm What Clubs Already Suspect AI will also validate long-held assumptions in club operations. Fahys notes that most club professionals already understand that the average lifetime value of a pickleball participant differs from that of a tennis member — and that tennis often differs again from padel or squash. AI won’t just confirm those differences; it will quantify them. That data will influence everything from facility development to membership structures, programming decisions, and long-term capital planning for both private clubs and commercial operators. The End of the “Fiefdom” Era One of the most challenging areas for clubs, particularly member-owned facilities, is change. Software transitions are often resisted — not because the technology isn’t effective, but because long-standing habits and informal traditions are deeply ingrained. Unspoken court ownership. Preferred time slots. Long-tenured directors controlling access “the way it’s always been done.” AI introduces transparency. And transparency challenges tradition. As clubs move toward data-driven scheduling and access, those informal systems may begin to fade. For some, that will feel uncomfortable. For others, it will represent progress — fairer access, clearer policies, and a better overall member experience. Looking Ahead Fahys believes the clubs that embrace AI thoughtfully — using it as a tool to enhance service rather than replace hospitality — will be the ones that thrive. The technology is not about removing people from the equation; it’s about freeing professionals to focus on what matters most: relationships, programming, and experience. The future of club management is arriving faster than many expect. And for those willing to engage with it, the opportunities are significant.

As we enter our seventh year behind the microphone, it’s still remarkable to say those words out loud: seven years of conversations, insights, and shared experiences across the private members club and hospitality landscape. What began as a passion project has grown into a trusted forum for club leaders, operators, and professionals who care deeply about the future of our industry. Jeff Isbell, Renaissance General Manager There is no better way to kick off the first Beyond The Baselines podcast of the year than with a thoughtful and wide-ranging conversation with Jeff Isbell. Jeff brings a grounded, operator-first perspective that resonates strongly with where clubs find themselves today — balancing governance, culture, staffing realities, and evolving member expectations, all while staying true to their mission and identity. In this episode, we explore themes that will define much of the year ahead: leadership presence, communication across departments and boards, and how racquets, hospitality, and project management increasingly intersect within a modern club environment. These are the same issues that surface week after week in our work with clubs, boards, and executive teams — and the same topics that sparked such strong engagement during The Monday Morning Club Quarterback. That series will return next fall, but the conversations never really stop. What continues to energize this podcast is the community around it — from professionals navigating career moves and immigration questions, to general managers and board members trying to make thoughtful, sustainable decisions for their clubs. We hear from you regularly, and those real-world challenges shape every episode we produce. As always, we welcome the dialogue. If you have thoughts sparked by this episode, questions about the industry, or simply want to connect, feel free to reach out at [email protected] or call 508-538-1288. We are always willing to listen — and when appropriate, to help. Thank you to our listeners, partners, colleagues, and the many clubs and professionals we are fortunate to work with. We are proud to be private members club consultants, and even more grateful to be part of such a thoughtful, evolving industry. Here’s to a strong year of conversation ahead — and to starting it with Jeff Isbell.

The private club world and the boutique resort world often feel like parallel industries—adjacent, similar, yet fundamentally different in culture, expectations, and operations. Every so often, we meet a leader who straddles both worlds daily, offering a rare perspective on how racquets programming evolves when a facility must serve two distinct audiences at once. In this week’s BeyondTheBaselines.com podcast, we sit down with Dave Neuhart, Director of Racquets at Innisbrook Golf Resort on Florida’s Gulf Coast. Innisbrook is not your typical resort. While it welcomes a steady flow of guests who stay for a week or two and move on, it also maintains a robust year-round membership. The result? A racquets environment that blends the pulse of a resort with the continuity of a private club. Dave walks us through how he manages this hybrid model—running programming simultaneously for resort guests and full-time members across pickleball, racquetball, table tennis, tennis, and soon, padel. From themed live-ball sessions built around holidays to the planning of club championships, he shares how he keeps both groups engaged without compromising the identity of either. We also dive into the strategic side of racquets management. Dave discusses the growth of league play at Innisbrook—seventeen teams strong—and how his “Awesome August” initiative boosted participation with four weeks of tactics-and-strategy sessions and creative prize incentives, capturing 60 percent of all league players. Finally, Dave offers insights into reporting into a corporate ownership structure under Salamander Investments, and what profit-and-loss scrutiny means for departments that straddle hospitality and sport. We even explore the broader industry landscape, including the acquisitions of Peter Burwash International and Cliff Drysdale Management by Troon, and how such consolidations may shape the future of racquets operations nationwide. It’s a thoughtful, engaging look at what it means to operate at the crossroads of resort hospitality and private club culture.

In the next episode Beyond The Baselines Podcast, we sit down with Maxwell Shteyman, Director of Culinary and Clubhouse Operations at Montammy Golf Club, to discuss how innovation in food and beverage can sometimes go too far. “Too much fusion leads to confusion—and to a messy plate,” Max says with a smile. In a world where every dish seems to chase the next trend, Shteyman believes that simplicity and clarity still reign supreme. Food, after all, mirrors life: the more ingredients and variables you add, the more complex—and often problematic—the outcome becomes. But this episode goes beyond the kitchen. Max believes that food and beverage in private clubs is in deep transition. He suggests that the traditional role of Executive Chef may be nearing its expiration date. Instead, he envisions a model where each dining outlet has its own director, all reporting to a single Culinary Director—a structure that reflects today’s diversified member expectations and multi-outlet club environments. Mentorship, too, plays a central role in Max’s philosophy. Leading younger staff in hospitality requires patience, vision, and courage. As he notes, “There will always be those who can’t or won’t work as a team—and sometimes, dismissals are simply part of maintaining excellence.” It’s a candid, insightful discussion about the future of private club dining, the art of leadership, and the delicate balance between creativity and clarity.