A masterclass in engagement

Michael Fortenbaugh, Commodore of Manhattan Yacht Club, likes what he saw in Larchmont, New York:

Yacht clubs are more than just sailing organizations—they are brands and businesses. Like restaurants or sports leagues, they compete for people’s limited recreational and social time. One key to growing sailing in the United States is to recognize this. Then study and learn from the clubs that are thriving.

I had the privilege of anchoring off Larchmont Yacht Club during their 127th Race Week, and what I witnessed was a masterclass in engagement.

From the clubhouse veranda, you could watch 420s team race just off the dock—college sailors battling seasoned veterans in fast-paced duels. There was also team racing on Sonars further out. Away in the Sound was traditional racing with Shields and 12 Meters. There was so much activity that it created an irresistible “sailing atmosphere.”

But it wasn’t just the sailing. The entire property buzzed with life. The pool on the eastern edge was filled with kids and families. The veranda in the middle offered a relaxed space with rocking chairs and there was Adirondack seating on the grass. On the western side, the “Pandemonium” area came alive in the late afternoon with cocktails and music that stretched into the evening.

What struck me most was the range of experiences offered—from serious competition to casual camaraderie, from kids’ activities to adult socials. Larchmont Yacht Club has created an ecosystem that attracts all generations and demographics. It was the most dynamic and welcoming club scene I’ve seen.

There are probably other clubs doing this well around the country too. If you’re part of a yacht club looking to increase membership, I encourage you to make a pilgrimage to Larchmont to see what they do and try to replicate it back home.

I also hope some organization will start compiling case studies of successful yacht clubs and what their officers believe make them tick. Then share this around the country. The formulas for success are always changing. No need for each and every club to try and reinvent the business model. Just read the case studies and use ideas that work for your clubs.