The god or gods don't exist, but the club does (assuming that we're talking about organized religion), the rituals exist, the buildings exist, the "sacred" objects exist. The product is the experience more than the god(s).

Secular Christmas is build around a man who doesn't exist, but all of the paraphernalia does (tree, cards, gifts, stockings) as do all of the traditions (caroling, parties, gift exchanges, etc.). And after enduring Christmas songs for 2 full months (only when family is in the car though) I can tell you that Christmas exists.