For many golf clubs, clubhouse refurbishment starts with a discussion about carpets, furniture and paint colours. But according to interior designer Jill Treloggen, that's the wrong place to begin. Speaking on Golf Club Talk UK, Treloggen argued that successful clubhouse projects are driven by commercial strategy rather than aesthetics, with clubs first needing to decide how they want members and visitors to use their spaces before selecting a single chair or colour palette.
As clubs continue to invest heavily in facilities following the post-pandemic golf boom, attention has increasingly turned towards clubhouses that, in many cases, have remained largely unchanged for decades. Treloggen believes today's members expect spaces that feel closer to boutique hotels or welcoming cafés than traditional golf clubs. "We want to look more like a bar or a hotel bar rather than a golf club bar," she explained, while stressing that clubs can modernise without losing the heritage and character that makes them unique.
The discussion highlighted one of the biggest challenges facing club leaders: balancing the expectations of long-standing members with the need to attract new generations of golfers. Henley Golf Club General Manager James Brockington, whose club is preparing for a major clubhouse refurbishment, said the key is having a clear vision before work begins. Surveys, member consultation and honest conversations about the club's commercial future are essential, he argued, warning that trying to please everyone often leads to expensive compromises that satisfy nobody.
Treloggen emphasised that good interior design is as much about functionality as appearance. Every project starts by understanding how members move through the building, where people gather, how flexible spaces need to be and whether the environment encourages visitors to stay longer. Features such as improved acoustics, adaptable furniture, better lighting, zoning and comfortable lounge areas can all increase the amount of time members spend in the clubhouse—creating stronger communities while also generating additional food and beverage revenue. "It's not just about how it looks; it's about how people feel," she said.
The conversation also explored the hidden costs behind many refurbishment projects. While members often notice new furniture or décor, Brockington pointed out that significant investment frequently goes into replacing ageing electrics, plumbing, heating systems and other infrastructure that is invisible but essential. Treloggen added that modern upgrades such as LED lighting, improved insulation and energy-efficient air conditioning can significantly reduce operating costs over the long term, making refurbishment as much an operational investment as a visual one.
Perhaps the biggest takeaway for club managers and boards was that successful clubhouse projects begin with purpose, not products. Before choosing fabrics or finishes, clubs need to define what success looks like—whether that's increasing dwell time, attracting younger members, hosting more events or creating a stronger sense of community. As golf clubs continue to evolve, the clubhouse is becoming far more than somewhere to grab a post-round drink; it is increasingly viewed as one of the club's most important commercial and social assets.
