When golf clubs talk about the success of flexible membership, the conversation often focuses on numbers — joiners, revenue, yield, or utilisation. But at Wirral Golf Club, the real story runs deeper. Their success is driven not just by the category itself, but by a strategic philosophy: flexible members are treated as part of the club, not apart from it.
Under the leadership of Sean, Director of Golf, Wirral has created a model that many clubs aspire to — one where flexible members feel welcomed, involved, and connected from the moment they join. And the results speak for themselves.
Many clubs introduce a flexible category and then unintentionally ring-fence it.
Different rules. Different access. Different treatment.
Wirral made a different decision: Flexible members are integrated into club life just like any other member.
They are:
Sean’s view is simple but powerful. “If someone chooses to invest in your club – in any capacity – they deserve to be part of your community.”
It’s this philosophy that underpins Wirral’s outstanding performance.
Wirral’s flexible category isn’t just performing well – it’s setting the benchmark.
Flexible membership isn’t just a category — it’s a footfall driver.
A flexible category thrives when golfers feel connected to the heartbeat of the club.
At Wirral Golf Club:
Flexible membership isn’t treated like a discount product. It’s a pathway.
A pathway into the club, into the culture, and ultimately into full membership when the time is right.
The conversation around flexible membership often centres on protecting full membership. Wirral shows that the best protection is engagement.
When a flexible member feels part of something, loyalty grows. And when loyalty grows, retention and upgrades naturally follow.
Wirral’s success isn’t an accident — it’s strategy, culture, and delivery.
Strong systems matter. Good marketing matters. Flexible membership structure matters.
But at Wirral, they have one other key ingredient which is clear: a Director of Golf who genuinely believes in integrating every member into club life.
Sean champions flexible members, values them, and includes them. That advocacy filters through staff, members, and even the club’s identity.
“Our approach has always been simple — if someone joins the club, in any capacity, they’re treated as a member. Fully integrating flexible members into club life has been the key to our success. They feel welcome, they stay engaged, and many eventually progress into full membership.”
“PlayMoreGolf have been instrumental in making this work. Their support, systems, and ongoing communication make the whole process seamless, and we couldn’t run a scheme like this as effectively on our own. Flexible membership has brought new golfers into Wirral, strengthened our community, and become an important part of our long-term strategy.”
Wirral Golf Club is proof that flexible membership works best when clubs embrace the people behind the product.
Treat flexible members like members and they will behave like members. Support them and they will stay. Include them and they will grow with you.
Wirral doesn’t just offer flexible membership. They live it, and the results speak for themselves.