Rebirth on the Beach: How the Club at Barefoot Beach Reinvented Itself—And Why Their Retail Space Is the Secret to Member Value and Revenue Growth

By all accounts, the Club at Barefoot Beach was already a hidden gem—a small, 400-member private beach club nestled along the Gulf of Mexico in a gated Collier County community. But when they emerged from  post-COVID lockdowns and Hurricane Ian’s destruction, club leaders realized something critical: the club needed a rebirth. And that’s exactly what they delivered.

The story of Barefoot Beach’s transformation is one of vision, resilience, and an unwavering commitment to member experience as General Manager Rhett J. Robicheaux and Membership Director Cassi Distefano explain. But the crown jewel of that transformation? A retail space that has not only elevated member value but created a previously untapped revenue stream—and Range & Bearing’s was at the heart of that success.

A Rebirth Rooted in Member Needs

The club’s sweeping renovation began with a simple idea: evolve or be left behind. As Robicheaux explained, “Ever since COVID and then Ian and the storms, we’ve kind of gone through a rebirth… Everything we’ve done is just to elevate the service and truly make it a one-of-a-kind beach club.”

That rebirth included a new downstairs kitchen, an enclosed ground level for year-round use, and a newly constructed bathhouse featuring locker rooms, an ice cream shop—and, for the first time in club history, a dedicated retail space.

With membership engagement nearly doubling and a growing waitlist of over 80 people, the changes clearly resonated. But it was the introduction of a retail store that surprised many with its impact.

From Afterthought to Asset: Retail as a Club Amenity

“Most clubs treat retail as an afterthought,” Robicheaux noted. “But we wanted to do it differently. We wanted high-quality, custom product that reflected the spirit of our beach club.”

That desire to offer more than tumblers and baseball caps led Robicheaux and Distefano to Range & Bearing’s, a company that specializes in exclusively custom, private-label club merchandise and apparel. The result was transformative.

“We started with a few dresses, polos, and accessories,” Distefano said, “but the feedback was immediate. Members wanted more. They loved the customization, the quality, the thoughtfulness of the designs. And most of all, they loved that it felt like their club.”

Customization That Tells a Story

One of the defining traits of Range & Bearing’s is its commitment to true customization—not just logo embroidery on other brand’s products. Every fabric, silhouette, and emblem placement is designed from the ground up to reflect the club’s unique identity and member preferences.

For Distefano, that flexibility was invaluable. “We were able to design a beach dress in one print this year, and next year we can change it up. Members can build a collection. It becomes a conversation piece, something they’re proud to wear.”

That level of member input and variety—paired with Range & Bearing’s hands-on partnership—has created something rarely seen in club retail: excitement!

“The membership has responded in ways we couldn’t have predicted,” she added. “They love the dresses, the bags, the hats. And we’re expanding into car emblems, keychains, and more accessories. There’s something for everyone—grandparents, parents, kids.”

From Aesthetic to Revenue

Beyond elevating the member experience, the retail space has exceeded all financial expectations. “What we forecasted has already been nearly doubled,” Robicheaux shared. “This is now a true revenue source for the club, and it never existed before.”

He also emphasized a powerful lesson many clubs hesitate to embrace: quality sells.

“In every club I’ve worked at, when you lead with quality over price point, it sells better. People want pieces they’re proud of. It reflects their club’s brand. That’s what Range & Bearing’s brings to the table—products that feel like luxury but are deeply personal to the club.”

A Partnership, not a Vendor

While the products speak for themselves, it was the relationship with Range & Bearing’s that Robicheaux and Distefano kept coming back to.

“I’ve worked with a lot of vendors,” Distefano said. “Some are great, others disappear. But Range & Bearing’s has been there every step of the way—from the first concept sketch to displaying our custom dress in their marketing materials. They’re true partners.”

That partnership, they say, is key to building something that evolves with the membership. “Memberships are changing,” Distefano explained. “What worked 20 years ago doesn’t work today. You need products that reflect your current members—and you need partners who can grow with you.”

Final Takeaway: Build It Right, and They Will Come

For clubs considering a similar path, Robicheaux offers simple advice: “If you build it right—and you stock it with quality, member-driven products—they will come. Our retail space isn’t just a store. It’s an amenity. It’s a gift to the members. And thanks to Range & Bearing’s, it’s a part of our club’s future!”