PlayMoreGolf, the UK’s leading flexible golf membership platform, is celebrating its 10-year anniversary – marking a decade of growth, innovation, and partnership with golf clubs across the UK and Ireland.
Founded in 2016, PlayMoreGolf was created to solve a simple but increasingly common challenge: how modern golfers can enjoy the benefits of club membership while balancing busy lives, changing routines, and varied playing habits. Ten years on, the platform supports thousands of members and works with hundreds of partner clubs, helping them attract new audiences, retain members, and generate incremental revenue.
From day one, the mission has been clear: flexible membership should complement traditional club membership, not replace it.
Golf clubs remain the heart of the game. Yet the way many golfers engage with golf has evolved. Some can’t commit to playing every week. Others don’t want to pay for a full membership if they’re unsure they’ll use it. Many simply want more freedom in when they play.
PlayMoreGolf was built to bridge that gap – providing a structured, points-based membership model that helps clubs welcome those golfers into membership, without undermining the value of their full categories.
Over the past decade, PlayMoreGolf has evolved from a single flexible points-based offering into a multi-product platform, supporting a wide range of clubs — from community-focused venues to premium facilities.
While the products and technology have developed, the guiding principle has stayed the same: help clubs stay relevant to modern consumer expectations while protecting the long-term health of the game.
Alastair Sinclair, Founder and CEO of PlayMoreGolf, said:
“When we started PlayMoreGolf, our aim was to support golf clubs and make the game more accessible without undermining the traditions that make clubs special. Ten years on, I’m incredibly proud of what the team has built and the long-standing partnerships we’ve formed with clubs across the UK and Ireland.”
PlayMoreGolf’s success has been underpinned by close collaboration with partner clubs and a continued focus on operational excellence.
That includes ongoing investment in technology, as well as a strong emphasis on service, compliance, and sustainability — helping clubs implement flexible membership confidently and effectively, while delivering a high-quality experience for members.
Brad Chard, Chief Operating Officer, added:
“Reaching ten years is a significant milestone. It reflects not just growth, but consistency — in how we support clubs, serve our members, and operate the business. Our focus now is on the next phase: growing the portfolio responsibly, continuing to innovate, and ensuring PlayMoreGolf remains a trusted long-term partner for clubs.”
To mark the 10-year anniversary, PlayMoreGolf will be recognising long-standing partner clubs throughout 2026, while reflecting on the role flexible membership has played in supporting the wider golf ecosystem over the past decade.
This milestone is not just about celebrating the platform’s growth. It’s also about recognising the clubs that have embraced new ways of engaging golfers – and the members who have used flexible membership as their route into a deeper relationship with a club.
As PlayMoreGolf looks to the future, the priorities remain clear:
All while respecting the traditions and community that make golf clubs special.
To learn more about PlayMoreGolf and how flexible membership can support your club, get in touch with our team or explore our platform online.