Located in the heart of the West Midlands, Sandwell Park Golf Club has long been known for its rich history and warm, welcoming atmosphere. But in the face of changing member expectations and evolving lifestyles, the club recognised the need to adapt.
After a record-breaking first year partnering with PlayMoreGolf, Sandwell Park is not only celebrating early success, but actively planning how to build on it. With renewed focus, General Manager Andy and his team are committed to offering an inclusive, accessible membership experience that meets the needs of today’s golfer.
Like many modern golf clubs, Sandwell Park was facing the challenge of accommodating golfers whose lifestyles no longer aligned with the traditional 7-day membership.
There was a desire to welcome more infrequent or time-poor golfers into the club without compromising the value of its full memberships. At the same time, the club wanted to create an engaging route into membership for new players, without overwhelming its staff or operational systems.
To solve this, Sandwell Park partnered with PlayMoreGolf, launching a flexible, points-based membership category designed to:
PlayMoreGolf’s platform took care of everything, from onboarding and payments to marketing and customer support, allowing the club team to focus on what they do best: providing an exceptional member experience.
The introduction of flexible membership has significantly widened Sandwell Park’s appeal. Over the last 12 months, the club has seen a noticeable rise in participation, especially among players who were previously unsure if membership was right for them.
Golfers who once considered themselves “occasional players” are now enjoying all the benefits of club life – from course access to social events – at their own pace. And with full visibility and control over usage, the club can manage availability and maintain the quality of experience for all members.
The success of year one has given the club even more confidence to scale up the category in year two, further supporting growth, retention, and member satisfaction.
General Manager Andy has his sights firmly set on the future:
“Our first year with PlayMoreGolf exceeded expectations, both in uptake and in how smoothly it integrated with our existing membership. We’ve now got a wider membership base and more golfers actively engaging with the club. For us, this isn’t just a short-term win – it’s a strategy to ensure long-term sustainability and relevance in a changing golf landscape.”
Sandwell Park Golf Club’s success highlights how embracing flexible membership models can bring tangible benefits – without diluting tradition or quality.
By meeting golfers where they are – whether playing weekly, monthly or just occasionally – the club has future-proofed its offering while creating a clear pathway for long-term engagement.
As more clubs look to evolve, Sandwell Park stands out as a powerful example of how flexibility, when implemented correctly, can unlock new opportunities and strengthen community.