When we introduce the PlayMoreGolf opportunity to golf clubs, one of the most common concerns is: “Will offering a flexible membership category lead to a decrease in my full members?” The simple answer is no, and here’s why.
The traditional golf membership model suits those who play frequently, but it can be less appealing to casual golfers or those with limited time. While the popularity of golf remains strong, the number of golfers committing to club memberships has seen a slowdown. As such, we’ve started to notice many ‘special offers’ already being advertised.
For members who are finding the costs or rigidity of a full membership restrictive, a flexible alternative can provide a solution that benefits both the golfer and the club. Flexible memberships, often based on points or credits, cater to those who love the game but can’t justify a full membership’s price due to time constraints or other commitments.
When a club partners with PlayMoreGolf, it defines all the parameters of its new flexible membership category. This ensures that flexible members do not receive the same benefits and rights as full members. Full members deserve more perks for their higher fees, much like how airlines offer different experiences for business and economy class travelers.
Here are a few benefits that we encourage clubs to limit for flexible members:
By restricting these benefits, flexible membership becomes less appealing to regular golfers. This limitation often highlights the value of full membership for those who play more than 3-4 times a month.
Introducing a flexible membership category doesn’t mean your current full members will downgrade. It typically appeals only to those golfers who were already considering leaving the club. Many of our partner clubs that have implemented a flexible membership category have seen an increase in member retention and club profitability.
Consider how many members your club has lost in the past five years because they didn’t play enough golf to justify their membership. A flexible membership offers a middle ground that could help retain these members.
Flexible memberships are attractive for one main reason: they provide the flexibility that modern golfers need. For members with busy schedules, the ability to play at their convenience is highly appealing. This approach allows them to balance their work and personal commitments while still enjoying golf.
In addition, flexible memberships often include access to multiple golf courses across the UK. This appeals to members who travel frequently, allowing them to make the most of their membership regardless of location. Plus, it enables them to play in good weather or enjoy social events with friends and colleagues wherever they are.
Read our blog here on how to Increase member retention at your golf club with flexible memberships.
We’re not here to poach your full members; we’re here to help you keep them. Hundreds of golf clubs across the UK use our platform to manage flexible memberships in a way that complements their existing full membership offerings, while still giving them control of their tee sheet.
On average, our partner clubs report that up to 2.5% of full members who were planning to leave opt to switch to a flexible membership instead. Without this option, these members might have left the club entirely, or even worse, joined a local competitor. By providing a flexible membership, clubs can retain these members and improve profitability.
Golf clubs partnering with PlayMoreGolf typically see the following results:
“We always wanted to offer a flexible membership but were concerned about managing it. The fact that PlayMoreGolf is managed online, with automatic point deductions and tee sheet integration, is fantastic. It allows our staff to focus on their tasks and on looking after members and guests. The lead generation setup gives us an opportunity to speak with potential members and grow our database. We are grateful for the increase in membership.”
– Natalia Lowe, Theale Golf Club
Our goal is to supplement your full membership base, not diminish it. If a flexible membership is structured correctly, it won’t appeal to full members who play regularly. At PlayMoreGolf, we handle the admin and operation of your category, ensuring it runs seamlessly so that you retain customers.
With a solid base of flexible members, you’ll not only attract a new audience but may also encourage some to upgrade. On average, 8% of flexible members move up to full membership once they get hooked on playing more golf.
If you’re interested in becoming a PlayMoreGolf Partner Club and want more information, please contact us at [email protected].