swim club guest policy

You are the manager of a pool complex (perhaps with a gym, etc.) that is for members, not open to the public.

You need to structure a guest policy that balances conflicting interests, those of the members who want to bring guests, the members who want the pool to themselves, and your own interest in getting more new paying members.

Tell what can you do to deal with these comments:

I got this membership so I can bring friends regularly.

Member Jones has brought his friend Smith to swim and play on the waterpolo open session at least a dozen times. Smith should get his own membership.

I want my own lane when I swim laps and having all these guests means I have to share.

My brother and his wife are coming next week and they want to swim, but I can't join them those days.

I keep seeing so many non-members in the pool. I thought this club was private.

(And how can you get new members through guest passes/open days?)

A relatively brief answer is all that is needed.