Debunking the Myth: Why Flexible Golf Memberships Are Not Just Cheap Golf

A common misconception often heard in the golf community is that flexible golf memberships are simply cheap golf, undermining the value of traditional memberships. While everyone is entitled to their opinion, it’s worth considering whether those who hold this view fully understand the benefits and strategic value of flexible golf memberships. Flexible membership isn’t about offering cut-price golf; it’s about catering to modern golfing habits, driving growth and increasing golf club revenue.

Understanding Flexible Golf Membership

Just because a flexible golf membership costs less than other membership types, that doesn’t equate to “cheap golf.” As a former golf operator, I’ve always looked at the bigger picture – what value does this new membership category add to the club? What is the strategic goal behind introducing flexible membership?

Key Objectives Behind Flexible Memberships

Here are some common strategic objectives clubs can achieve with flexible memberships:

• Filling Quiet Afternoon Tee Times: Do you have afternoon tee times that frequently go unused? Flexible memberships can help fill these quieter periods by offering more options to players.
• Expanding Membership Categories: Introducing a flexible membership category alongside traditional ones can boost revenue, offering a competitive advantage without compromising the value of full memberships.
• Reinvesting into the Club: The extra revenue generated from flexible memberships can go directly back into the club, funding essential capital projects and improvements.

Clearly defining your goals when implementing flexible memberships is key to its success.

Addressing Misconceptions About Membership Value

Some may argue that discounted offers, such as “15 months for the price of 12” or “winter memberships,” dilute the perceived value of club memberships. While these are short-term marketing tactics, flexible memberships are a long-term solution that can enhance the club’s overall membership offering without devaluing it.

The Flexible Golf Member: A Key Contributor

Let’s break down the profile of a typical flexible golf member and understand why this category is not just about cheap golf:

• Playing Frequency: The average flexible member plays around 10 times a year – less than once per month.
• Revenue Contribution: Flexible members can generate 2-3 times more revenue per round than full members.
• Demographics: The average age of a flexible golf member is 46, which is over 10 years younger than the typical full member – offering long-term value by attracting a younger audience.

Controlled Membership for Better Club Management and More Golf Club Revenue

Flexible memberships are often managed through a points matrix system, where rounds played at different times of the day or week cost a varying number of points. This structured approach contrasts with traditional memberships, which typically offer unlimited golf. The points-based model allows clubs to control when and how their members play, further optimising tee-time utilisation.

Data-Backed Playing Patterns

For example, the majority of flexible members play during quieter periods:

• 75% of golf played midweek
• 78% of rounds start after 1pm
• Wednesday is the most popular day

This data demonstrates that flexible memberships can work harmoniously with traditional memberships, offering golfers more options while ensuring clubs get the most out of their tee times.

Conclusion: Flexible Memberships are Strategic, Not Cheap

If set up properly, flexible golf memberships can coexist with your current categories and significantly boost your club’s revenue. They are not about undercutting traditional memberships but offering a valuable, modern alternative that benefits both the club and its members. So, rather than seeing it as cheap golf, consider it a strategic tool for growth.