Successfully Implementing Flexible Membership with PlayMoreGolf
Background to Sandwell Park
Sandwell Park Golf Club, located on the edge of Sandwell Valley in the Midlands, launched its flexible membership category with PlayMoreGolf in November 2023. The club is strategically positioned near Birmingham, West Bromwich, and Walsall, making it accessible to a wide audience.
Fast forward 10 months, and Sandwell Park Golf Club has not only met but exceeded its membership goals, boasting 80 flexible members and significant revenue growth. Here’s a breakdown of how they achieved this success and how your club can replicate it.
The Results
- Flexible Membership Price: £375 for 100 points (80 home points and 20 flexi points for visiting play).
- Membership Growth:
- 10 members joined within the first 3 months (December 2023 – February 2024).
- 60 members achieved by the end of May 2024.
- 80 members reached by the end of September 2024.
- Usage: 450 bookings over 10 months, involving 640 players.
- Revenue: £21,000 (home point revenue and flexi play revenue net of PlayMoreGolf costs).
Setting Up for Success: Key Steps to Implementing Flexible Membership
Sandwell Park Golf Club’s achievements didn’t happen by chance. The club followed a structured approach to set up its flexible membership category for success. Here are six critical factors they focused on:
- Set Clear Goals
Establish a membership target with key milestones to track progress. Sandwell Park’s clear goal-setting enabled them to monitor success and adjust strategies as needed.
- Pricing Strategy
Price the flexible membership at approximately one-third of the cost of a traditional 7-day membership. This ensures it remains attractive while providing value to the club.
- Points Matrix
- Align the matrix to encourage play during quieter times on the tee sheet.
- Ensure the points value is slightly lower than the visitor green fee. Aligning it to your members’ guest fee is a best practice.
- Member Benefits
Offer benefits tailored to flexible members, such as:
- Access to midweek competitions.
- Handicap eligibility.
- A reduced advanced booking window.
- Team Accountability
Assign a dedicated team member to manage the flexible membership category. This includes handling enquiries, processing renewals, answering member questions, and analyzing performance. PlayMoreGolf estimates 198 hours per year are required for effective operation.
- Regular Performance Analysis
Continuously review the data to ensure the flexible category meets its goals and adjust strategies as necessary.
Marketing Your Flexible Membership: Consistency Was Key for Sandwell Park
A strong marketing strategy played a pivotal role in Sandwell Park’s success. Here are the key marketing activities they focused on:
- Website Integration: Feature flexible membership prominently in the main membership section. Visitors must see this option immediately to validate its availability.
- Team Training: Ensure all customer-facing staff understand the benefits, pricing, and details of the flexible membership.
- Creative Campaigns: Develop fresh, engaging visuals that emphasize benefits (e.g., access to competitions, flexible play) rather than just the price.
- Advertising Budget: Invest consistently in advertising. Sandwell Park allocated £50/month (£600/year) to promote the category.
- Paid Campaigns:
- Run targeted Google Ads and Meta campaigns with a defined 30-day testing period.
- Regularly evaluate and refine ad performance.
- Social Media Posts: Create complementary posts to highlight the benefits and success stories of flexible members.
- Direct Mail: Send targeted emails to past members, green fee players, and club databases to re-engage interested golfers.
Converting Leads Into Members
Attracting interest is only part of the process – effective lead conversion is where the real value lies. Sandwell Park implemented robust follow-up processes to convert enquiries into paying members. Here’s what worked for them:
- Email Nurturing: Use an automated system to send a series of follow-up emails showcasing the benefits of flexible membership.
- Follow-Up Calls: Proactively reach out to interested prospects to answer questions and guide them toward joining.
- Multiple Touchpoints: On average, a lead requires 12 touchpoints before deciding to join. Patience and persistence are key.
- Conversion Targets: Set a realistic lead-to-member conversion rate of 15-20%. PlayMoreGolf’s own benchmark is 30%, but smaller clubs can aim for this as a long-term goal.
Key Takeaways
Sandwell Park Golf Club’s success with PlayMoreGolf’s flexible membership model demonstrates that a clear strategy, consistent marketing, and structured lead follow-up can deliver impressive results. By following these steps:
- Setting clear membership targets.
- Developing a strong points matrix and pricing strategy.
- Continuously marketing the flexible category year-round.
- Implementing effective lead nurturing and follow-up systems.
Any golf club can replicate this success and generate 50+ new memberships within 12 months.
Is your club ready to grow with a flexible membership model? By adopting these proven steps, you can unlock new revenue streams and attract a broader base of golfers to your course.
