For several years now, golf clubs have grappled with the question: should they introduce a flexible or points-based membership category? At PlayMoreGolf, we understand the many advantages flexible memberships offer to golf clubs:
In England alone, we estimate that only 18% of golf clubs currently offer a flexible membership option. That’s a surprisingly low figure when considering the shifting demands of the golf industry. PlayMoreGolf has over 12,000 golfers using our platform, but we know that even more golfers would choose a flexible membership if clubs adapted their membership options to fit modern lifestyles.
Perhaps the question should be: is not offering a flexible membership a missed opportunity? And what are the wider implications for both the club and its members?
Firstly, not offering a flexible membership category limits your club’s appeal. Without this option, clubs may find it difficult to attract players who cannot commit to traditional annual memberships. This could lead to a reduced membership base and less revenue for the club.
Members who cannot find a membership package that suits their lifestyle may become dissatisfied. This dissatisfaction could lead to lower retention rates and negative word-of-mouth, which can harm the club’s reputation.
A flexible membership option provides an additional revenue stream for the club. Without it, the club may miss out on income from potential members who would love to join but simply cannot justify a full annual membership due to time constraints. Offering a flexible membership allows these golfers to feel they’re getting value for money while fitting around their schedule.
Flexible members should not have access to all the perks that full members enjoy. This could mean limited access to competitions, fewer discounts in the pro shop or bar, and a shorter booking window for tee times. However, these members could consider upgrading to full membership if they start using the club more frequently. The key is to get them involved through a flexible membership in the first place.
In today’s fast-paced world, many individuals value flexibility and convenience. Clubs that do not offer a flexible membership option may find it difficult to attract new members who prioritise these factors. In the long run, this could lead to fewer full members and a loss of revenue.
While Covid brought a resurgence in golf participation, with clubs reporting waiting lists and increased tee-time utilisation, the question remains: is that bubble about to burst? A lack of flexible membership options may result in declining membership numbers over time, as members leave in search of more suitable alternatives. This could have significant long-term financial implications for golf clubs.
Are golf clubs adapting quickly enough to shifting market conditions? Demographics and lifestyle preferences are constantly evolving, and clubs need to evolve too. Golf clubs that fail to offer flexible membership options may struggle to remain competitive and relevant in today’s marketplace.
When you notice the course down the road thriving while yours is struggling, ask yourself: what are they offering that you are not?
In summary, not having a flexible membership option can limit a golf club’s ability to attract and retain members, generate revenue, and adapt to changing market conditions. It’s essential for clubs to offer a variety of membership options to meet the diverse needs and preferences of modern golfers.