My wife works in marketing and deals with focus groups on a regular basis as part of her “process.” If the club is doing focus groups with NDA’s then they have something proprietary to talk about/get feedback on and it’s not simply a data gathering session of general likes/dislikes.
That’s not to say I know anything about this focus group or what they presented, I was not involved/did not attend nor do I know what was discussed, but I’d wager they discussed information that is very relevant to potential sites or designs.