This is often the sort of conversation we have with golf clubs when we are discussing implementing a flexible points-based membership into their club. As any golf club should do, they should cover all bases and do their due diligence when looking to add something new into the golf club – whether that be a new operating system, till system or a new membership category.
The answer lies in what the golf club wants to achieve when looking to introduce a flexible golf membership. Often golf clubs may focus too much on the “downside”, opposed to looking at what the “upside” will be.
So, let’s look at both:
Attracts More Members – A flexible option can bring in people who might not be ready for full membership. It not only creates a new pathway for potential members, one that clubs do not currently have, but it also helps with integration into the club as a whole. Too many golfers leave membership after just 1 year at the club as they do not feel welcomed or part of the community – let’s fix that.
Encourages Conversion – Some members may start with a flexible option and later upgrade to full membership. We know at PlayMoreGolf that 15% upgrade into a full category of the golf club, meaning the club benefit not only from a new member at the start, but also a full member down the line.
Enhances Inclusivity – It allows people with different needs, schedules, or financial capacities to participate. The 7-day model is not for everyone, so a points-based membership supports those who are time-poor, busy schedules with work and family, as well as different needs, such as beginners.
Revenue Diversification – A tiered membership model can provide additional income streams. When Googling “flexible golf membership” in prospective areas, very often no clubs appear in searches, meaning not enough clubs are taking advantage of this alternative membership. If clubs did, they could capture the market from day 1.
Devalues Full Membership – If a flexible membership offers too many benefits, fewer people may see the need to commit to full membership. This is why it is very important to dangle that carrot, and offer your flexible members some benefits, but never offer them all the bells and whistles. There needs to be a clear gap between flexible, and full members. This could involves limited weekend play, booking windows, access to major competitions or a lower discount behind the bar.
Lowers Commitment Levels – Members with flexible options may be less engaged, affecting overall community strength. This is why it is so important to treat all flexible members just like a full member. Ultimately, clubs should be thriving to encourage them to upgrade their membership at some point in the near future.
Administrative Complexity – Managing multiple membership tiers can require extra resources and oversight. This is not the case with PlayMoreGolf, as we integrate into all booking systems meaning the sign-up process and booking off tee times is automated, saving clubs many hours a week.
Potential Financial Impact – If too many members opt for the flexible category, it could reduce the revenue from full memberships. This is an important point to raise, as we know at PlayMoreGolf, 2% do go from full to flexi membership, but why is that? It will be due to time or money concerns, and if the club had not offered an alternative membership, that member may have left the club entirely, so actually the member has been retained.
Introducing a flexible membership category, when structured correctly, is not a threat to your full membership, it’s an opportunity to enhance and future-proof your club.
Flexible memberships open the door to new audiences, retain members who might otherwise leave, and create a clear pathway towards full membership. At PlayMoreGolf, we consistently see clubs using flexible memberships to grow their community, increase revenue, and build loyalty among modern golfers.
Rather than diluting your offering, flexible membership protects it, ensuring you meet the needs of today’s time-conscious golfer while strengthening your full membership base in the long term.
If your club wants to thrive, not just survive, embracing flexible membership is a smart and strategic step forward.