UHNW Strategy · Luxury Brands · Private Clubs
Zack Bates
The leading authority on reaching ultra-high-net-worth consumers — through private clubs, luxury brand partnerships, and the most exclusive audiences in America.
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The leading authority on reaching ultra-high-net-worth consumers — through private clubs, luxury brand partnerships, and the most exclusive audiences in America.
The most affluent consumers in America are unreachable through traditional marketing. They don't respond to ads. They respond to relationships, access, and trust — built inside the private clubs, luxury communities, and exclusive networks where they actually spend their time. That's the channel Zack has spent over two decades building.
Zack Bates is a UHNW marketing strategist, luxury brand advisor, and private club expert based in Newport Beach, California. He is the founder of Private Club Marketing, the industry's leading agency for private clubs, and the creator of ClubCRM, a marketing platform built for the club and luxury hospitality space.
Over more than two decades, Zack has built one of the most direct channels to ultra-high-net-worth consumers in the country — a proprietary network spanning hundreds of the most prestigious private golf, country, city, and yacht clubs in America, their leadership teams, and their members. His client roster includes more Platinum Clubs of America-designated properties than any other firm in the industry.
His work has been featured in The Wall Street Journal, The New York Times, Financial Times, Fortune, CNBC, and Robb Report. Brand partners include Aston Martin, Bentley Motors, Ralph Lauren, American Express, and Montage Hotels & Resorts.
Club Industry Contacts
HNW Consumer Database
Social Following
Years in Private Clubs
The ultra-affluent are immune to traditional marketing. They make decisions based on trust, peer networks, and firsthand experience. Reaching them requires access to the private spaces where they live, play, and do business — not a bigger media budget.
Whether you're selling a membership, a $200K car, or a $40M estate — the path to a UHNW buyer runs through relationships, not funnels. Every touchpoint should be engineered to build trust and deepen connection. The brands that understand this don't just close deals. They create lifelong advocates.
There are over 4,000 private clubs in America with a combined membership in the millions — the single largest concentration of ultra-high-net-worth individuals under one roof. Most brands have no strategy to reach them. Zack has spent 23 years building the infrastructure to change that.
Two programs designed to help club professionals and luxury sales leaders build lasting relationships that drive measurable business results.
An 18-week coaching program that teaches membership directors, club professionals, and luxury sales leaders how to build a systematic, relationship-driven pipeline — turning networks into revenue without ever feeling like they are selling.
An exclusive peer advisory group for membership directors and club leaders who want to stay ahead of industry trends, share best practices, and benchmark their performance against the top clubs in the country.
Spirits, golf, and luxury lifestyle content reaching private club audiences.
Whether you represent a luxury brand looking to reach ultra-high-net-worth consumers, a private club focused on membership growth, or a professional exploring Relational Capital or The Membership Council — Zack would like to hear from you.