Video Teaser Strategies for Launching Private Members Clubs: A Comprehensive Guide

Private members clubs offer exclusive experiences, fostering communities built on shared values and interests. When launching such an establishment, creating compelling video content that captures the essence of your club is crucial for attracting the right members. This report examines various video campaigns for private members clubs, with special attention to story-driven approaches that effectively showcase member experiences and club culture.

The Power of Video in Private Club Marketing

Video has emerged as the most effective medium for club marketing, with research showing that 95% of audiences find videos more emotionally appealing than other content types [2] . This emotional connection is particularly valuable in the private club space, where prospective members are not merely purchasing amenities but joining a community.

"Marketing a private club isn't like marketing a product. You're not just selling a golf course, dining experience, or fitness center—you're inviting someone into a lifestyle. And people don't join clubs because of amenities alone. They join because they see themselves belonging," notes industry experts [6] . A well-crafted video teaser can transport prospects into the club experience, helping them visualize their future as members.

According to a 2025 consumer survey, over 75% of consumers look for video content when researching local businesses, including lifestyle investments like club memberships [6] . This makes video an essential component of any private club launch strategy.

Successful Video Campaigns for Private Members Clubs

Carlyle \& Co. (Hong Kong)

Launched in June 2021 by Rosewood Hotel Group, Carlyle \& Co. represents a "new breed of private members club" focused on building a diverse community based on shared values rather than profession or income bracket [1] .

Their approach emphasized the community aspect of membership. As CEO Sonia Cheng explained, "The whole idea is that we would like to develop a new breed of private members club that is not about whether you're in certain profession or you are in a certain group or certain social circle or having a certain income. It's really about bringing a group of people together building a community that share the same values." [1]

This narrative-driven approach reflected in their marketing effectively communicated the club's distinctive positioning in Hong Kong's competitive private club landscape.

Club Batard (Hong Kong)

Set to launch in summer 2024 in Hong Kong's iconic Pedder Building, Club Batard exemplifies how luxury clubs can use exclusivity as a key marketing element. Spanning 18,000 sq ft over three levels and capping membership at 1,200 people, their marketing emphasizes both exclusivity and gastronomic excellence [3] .

Their pre-launch campaign focuses on the unique selling proposition summarized by founders as offering members a place "to drink better, for less," highlighting the value proposition alongside exclusivity [3] .

Curve Club (London)

This private members club exclusively for founders took a different approach by emphasizing the functional benefits of membership. Co-founder Erin Wolfe focused their campaign on "creating a physical space for founders to connect and share ideas" [9] .

Their video strategy highlighted the supportive founder community, addressing specific pain points that their target members experience, and showcasing how the club environment helps solve those challenges [9] .

Types of Video Content for Private Club Launches

1. Storytelling "About Us" Videos

These cornerstone videos showcase your club's identity, values, and vision. Rather than simply listing amenities, they convey the emotional appeal of membership through narrative [5] .

An effective "About Us" video goes beyond facts and figures to capture "the energy of a tournament day, the laughter at a summer social, and the traditions that members look forward to year after year. It's about showing what life at your club is really like." [6]

2. Member Story Videos

These powerful videos feature current members (or in the case of a new club, founding members) sharing their personal journeys and expectations. They address the critical "will I fit in?" question that many prospects have [5] .

Member story videos are particularly effective because they're authentic and can't be replicated by other clubs. "Your members' stories are uniquely their own, and can't be replicated by any other club. They make your community feel real, welcoming, and full of life." [6]

3. Behind-the-Scenes Footage

This approach creates transparency and builds trust by showcasing the day-to-day operations and the people who make the club special [2] . For a new club, this could include the design process, construction milestones, or staff training.

"'Behind the Scenes' is another interesting video idea you can use to improve your members' involvement. This may include the way you work towards achieving your mission, the activities you carry out as a team, or how you prepare for an event." [2]

4. Staff Profile Videos

These casual introductions highlight the personalities who will shape the member experience [5] . They create a sense of familiarity before the first visit and showcase the service standard members can expect.

"When staff members share their passion for their work—whether it's a chef talking about their signature dishes or a groundskeeper explaining how they keep the course in pristine condition—it reinforces the sense of community that makes a club feel like home." [6]

5. Event Preview/Experience Videos

These videos showcase what members can expect from the club's social calendar, special events, and everyday experiences [5] . For a new club, this might include concept renders, designer walkthroughs, or exclusive pre-launch events.

Best Practices for Story-Driven Teaser Videos

1. Prioritize Authenticity Over Production Value

While professional quality matters, authenticity is paramount. "Over-produced videos can actually work against you in the private club space, where personal connections and genuine relationships are paramount." [5]

Feature real founding members and staff rather than actors, and focus on genuine stories rather than scripted marketing messages [5] [6] .

2. Balance Professional and Member-Generated Content

The most effective approach combines high-production "formal" pieces with authentic, unscripted content [4] . This creates a comprehensive storytelling strategy that appeals to different aspects of the membership experience.

"Consider a complementary video strategy that combines the high impact of 'formal' pieces with authentic, unscripted content. Spontaneous but strategically-timed member interviews (done efficiently and inexpensively), event coverage, and user-generated content provide the ingredients to create more immediate and topical stories within your club." [4]

3. Focus on Community and Belonging

The most compelling reason people join private clubs is for the sense of community. Your video should help prospects visualize themselves as part of your club's community [5] [6] .

As demonstrated by Carlyle \& Co.'s approach, emphasizing the community aspect can differentiate your club in a competitive market [1] .

4. Address Concerns Proactively

Use your video content to address common concerns before they become objections. For a new club, this might include explaining membership benefits, selection criteria, or the vision for the community [5] .

"Most importantly, video content helps prevent prospects from making assumptions about your club based on outdated perceptions or incomplete information." [5]

5. Showcase Your Unique Value Proposition

Every club needs a clear differentiator. Whether it's Club Batard's focus on wine enthusiasts [3] or Carlyle \& Co.'s commitment to diversity [1] , your teaser should clearly communicate what makes your club unique.

Technical Considerations for Club Video Production

1. Equipment and Quality Standards

For cornerstone content, invest in professional-grade production. "DSLR cameras with professional-grade lenses and support gear will best capture the stunning architecture of your clubhouse and the beauty of your grounds. Proper grip and lighting equipment and frame composition ensure interview subjects look their best, while quality audio kits guarantee clear, crisp sound to enhance the viewer experience." [4]

2. Interview Techniques

"Work with a producer or production company that specializes in non-scripted storytelling. They know how to create a comfortable environment and ask the right questions, putting subjects at ease to share genuine stories and insights." [4]

3. B-Roll and Supplementary Footage

Capture ample supplementary footage to enhance your storytelling. "B-roll footage of club activities, facilities, and events adds visual interest and helps tell a complete story." [4]

Conclusion

A successful video teaser for a private members club should transport viewers into the experience of membership, helping them visualize themselves as part of your community. By focusing on authentic storytelling rather than simply listing amenities, you can create an emotional connection that distinguishes your club from competitors.

The examples from Hong Kong's private club scene, including Carlyle \& Co. and the upcoming Club Batard, demonstrate that successful campaigns focus on unique value propositions and community building. By implementing the strategies outlined in this report, your club can create compelling video content that attracts the right members and sets the foundation for a thriving community.

Remember that authenticity matters more than production value, and that your members' stories are your most powerful marketing asset. As you develop your video teaser, focus on creating content that feels genuine, captures your club's unique culture, and helps prospects see themselves belonging to your community.