The Great Millennial Shift - Why Your F&B Strategy is Fighting Yesterday's War

My Brother-In-Law showed me his phone last weekend. Between Whoop (£25/month), premium gym (£89/month), AG1 supplements (£75/month), and co-working day passes, he's spending over £200 monthly on lifestyle infrastructure.

He's 33, works as a Creative Director for a graphic design studio, loves golf. But he's not a club member.

"I just don't see the value," he said. "I'd pay if I used it more than once or twice a month."

This crystallised something crucial: millennials aren't avoiding premium prices - they're investing heavily in lifestyle enhancement, just not at golf clubs.

The numbers that should make GMs pause

Recent research reveals millennials spend an average of £115 per month on beauty, fitness, and mental health resources. That's £1,380 annually on wellness alone.

More telling: 60% of millennials would accept a 20% pay cut to achieve a lifestyle prioritising well-being.

This isn't a small shift. While millennials represent just over a third of the population, they drive more than 41% of annual wellness spending globally.

These aren't people avoiding premium prices. They're people investing heavily in lifestyle enhancement… elsewhere.

What wellness brands understood first

Brands capturing millennial spending didn't succeed by being cheaper. AG1 costs more than many gym memberships. Whoop charges subscriptions for devices you already own. Premium fitness classes cost £25 per session.

They succeeded by solving integration problems.

AG1 doesn't just sell vitamins; they sell comprehensive daily nutrition convenience. Whoop doesn't just track fitness; they provide personalised recovery insights optimising daily performance. Premium studios don't just offer exercise; they create social experiences enhancing wellbeing whilst building community.

Each service slots seamlessly into modern lifestyles whilst delivering measurable value.

The real competition

Golf clubs aren't competing with other clubs for millennial members - you're competing with their entire lifestyle ecosystem.

Consider my Brother-In-Law’s monthly spending:

• Fitness/wellness: £115

• Gym membership: £89

• Co-working access: Variable

• Premium coffee/dining: £100+

• Social/networking: £50+

He's already spending £350+ monthly on exactly what well-positioned clubs could provide. The difference is integration and daily relevance.

Why F&B becomes critical

Traditional club thinking misses this: F&B isn't just dining between rounds - it's your opportunity for daily routine integration.

When wellness-conscious professionals need exceptional morning coffee, nutritious lunch options, professional meeting spaces, and social environments beyond alcohol, your club could be their natural solution.

But this requires thinking beyond weekend golf dining. It means exceptional coffee from 7am, clearly labelled healthy options, reliable Wi-Fi throughout, and genuine hospitality welcoming diverse space usage.

What clubs misunderstand about millennial spending

The misconception is that millennials want everything cheaper. Data tells a different story; they want everything better integrated.

They'll pay premium for services enhancing daily productivity, experiences supporting wellness goals, environments facilitating meaningful connections, and brands understanding their lifestyle patterns.

Recent UK research shows 38% now want to spend more on experiences, with more consumers living in the moment rather than long-term planning.

This represents opportunity. Clubs positioning themselves as comprehensive lifestyle infrastructure rather than recreational facilities, will capture this spending.

The integration advantage

Your club already possesses infrastructure startups spend millions recreating:

• Established hospitality teams trained in premium service

• Professional kitchens capable of diverse, high-quality offerings

• Multiple social spaces suitable for different activities

• Outdoor environments enhancing wellbeing

• Parking and accessibility co-working spaces often lack

The question isn't whether you have what millennials want. The question is whether service delivery matches their expectations and usage patterns.

Next week: What the future golf club looks like when designed around modern lifestyle integration whilst honouring traditions.

Quick one — if you’ve not done this yet, my scorecard helps you spot gaps across guest experience, costs, and day-to-day ops. Takes a few minutes and you’ll get a proper report at the end.