Joyce Laurien is a highly accomplished membership, sales, and relationship-development executive with more than four decades of experience helping private clubs, associations, and member-based organizations accelerate growth, strengthen engagement, and enhance member loyalty. Throughout her career, Joyce has built a reputation for designing and implementing strategic membership programs that drive enrollment, increase retention, improve communication, and deepen member participation.

Drawing on more than 25 years with ClubCorp, one of the world's largest private club operators, Joyce has developed extensive expertise across virtually every aspect of membership development and club operations. Her experience spans membership acquisition, retention strategy, communication planning, new product development, onboarding programs, board and committee engagement, staff training, sales leadership, and organizational change management. She has successfully guided clubs through reinventions, acquisitions, mergers, and repositioning initiatives, consistently creating awareness, strengthening member value propositions, and generating sustainable membership growth.

As Vice President of Sales for ClubCorp, Joyce led enrollment, retention, and communication strategies across 11 clubs throughout the Midwest and Eastern United States, managing annual revenue objectives exceeding $24 million. Her leadership responsibilities included recruiting and developing sales teams, creating growth-focused marketing campaigns, forecasting performance, launching new membership products, and partnering closely with club boards and committees to align strategic objectives with member expectations. Her ability to cultivate meaningful relationships and build member-focused cultures consistently translated into stronger engagement, higher utilization, and improved financial performance.

Prior to her executive leadership role, Joyce served as Membership Sales Manager for The Metropolitan Club in Chicago, where she led a team of Membership Directors and worked collaboratively with board members, committees, and club leadership to drive referrals, improve retention, and create successful member onboarding experiences. Earlier in her career, she held multiple Membership Director positions throughout the Chicago market, refining a consultative sales approach that helped clubs achieve and maintain profitable membership levels while fostering long-term member relationships.

Most recently, Joyce served as Senior Director of Sales and Marketing for PGA National Members Club, where she continued to leverage her expertise in membership growth, marketing strategy, and relationship development. Today, as Founder and Principal Consultant of Laurien Consulting, LLC, she advises private clubs, athletic clubs, city clubs, alumni organizations, associations, and nonprofit organizations on strategic membership initiatives designed to increase enrollment, improve retention, strengthen communication, and maximize member engagement.

Joyce's consulting approach combines strategic planning with practical execution. She works closely with organizations to assess current membership performance, identify opportunities for growth, develop communication strategies, train and coach leadership teams, and implement programs that enhance the member experience. Her expertise in relationship-building, organizational communication, and membership lifecycle management enables clients to create stronger connections with their constituents while achieving measurable business results.

Known for her collaborative style, deep industry knowledge, and passion for helping organizations thrive, Joyce brings a unique blend of executive leadership experience and hands-on operational expertise. Her career has been defined by one consistent theme: helping organizations build stronger relationships that translate into greater engagement, higher retention, increased participation, and long-term growth.