The Challenge: A Legacy Organization Losing Momentum
For more than a century, the Executives’ Club of Chicago (Exec Club) has been a cornerstone of Chicago’s business community—a place where leaders connect, learn, and grow. But after years without a refreshed strategy, membership growth had stalled, event attendance was slipping, and energy across the community was fading.
The Club’s traditional model, centered on exclusive in-person events, no longer met the evolving needs of modern executives seeking purpose, flexibility, and peer learning. The risk was real: without change, this historic institution could lose relevance in a rapidly shifting business landscape.
The Breakthrough: Seeing Members as the Product
When newly appointed CEO Dr. Margaret Mueller sought to reignite the Club’s growth, she partnered with Sequence Consulting to uncover what members truly valued.
Through in-depth research and member feedback, Sequence revealed the core issue: the Club’s greatest strength—its community—wasn’t being fully leveraged. Members wanted more than event access; they wanted ongoing opportunities to learn, connect, and collaborate.
The insight was simple but powerful: membership wasn’t about attendance—it was about belonging. That became the foundation for a bold new growth strategy.
The Solution: A Modern Member Engagement Strategy
Together, the Executives’ Club, Sequence Consulting, and creative partner Energy BBDO launched a multi-faceted transformation designed to make membership more valuable, relevant, and dynamic.
Reimagining the Brand
Developed a vibrant new brand identity that honored the Club’s legacy while projecting a modern, forward-looking image.
Refocused messaging around the Club’s role as a catalyst for leadership growth and meaningful connection.
Redefining Membership Models
Replaced the one-size-fits-all model with tiered memberships tailored to corporate and individual needs.
Introduced corporate memberships offering leadership development, event access, and dedicated support.
Enhanced individual memberships with curated peer groups, networking, and online learning communities.
Content as a Core Offering
Launched a robust content platform featuring executive webinars, research reports, and an online knowledge library.
Created Executives’ Exchange, a members-only online forum for peer-to-peer dialogue and collaboration.
Expanding Reach Through Technology
Built a redesigned website and virtual event experience to engage members beyond Chicago.
Extended reach nationally by enabling online participation and digital networking.
Sequence guided the overall member engagement strategy—linking research, brand, and digital innovation into a unified growth engine.
The Results: A Community Transformed
The transformation was dramatic. Within just three years, the Executives’ Club became one of Chicago’s fastest-growing professional communities—and a model for how associations can thrive in a changing world.
Membership Doubled: Achieved 200% membership growth in three years.
Retention Soared: Retained 100% of corporate members and 90% of individual members in the first year.
Revenue Expanded: Corporate sponsorship revenue grew by 30%, reflecting greater partner value.
Satisfaction Rebounded: Net Promoter Score (NPS) jumped 45 points—from -5 to +50—in just two years.
Engagement Reignited: Events once underattended became must-attend gatherings; the online community flourished with active member participation.
What began as a membership challenge evolved into a complete renewal of purpose, brand, and energy. The Executives’ Club emerged not just stronger—but future-ready.
oration.
The Lesson: Engagement Is the Engine of Growth
he Executives’ Club’s turnaround shows that sustainable membership growth starts with engagement, not recruitment. By making member experience the product—and by aligning strategy, content, and community around that truth—associations can unlock extraordinary loyalty and momentum.
Growth follows when members feel they’re part of something that moves them forward.
To read more about how Sequence creates winning member engagement strategy, please see From Passive to Passionate: How to Supercharge Member Engagement.
