It’s no surprise that we would advocate for a points-based membership system as a means of retaining current members. In this article, we aim to explain how such a system can help retain your existing members. Furthermore, we try to alleviate the concern many golf clubs have about members shifting to this type of membership. This concern, which we’ve discussed before, is one of the biggest challenges clubs face when considering the introduction of a new membership category.
Let’s address the main concern head-on. It would be misleading to suggest that none of your current members will opt for this new category. Typically, the members who do switch to a flexible membership are those with infrequent playing habits. Or those that aren’t getting sufficient value from their current membership. Time constraints, often temporary due to work commitments, or more permanent issues like health, are common reasons these members don’t play as much as they would like.
The critical question to ask. Would these members would leave your golf club entirely to pay-and-play elsewhere, or whether you can retain them within your club with the possibility of them returning to a more traditional membership in the future.
We strongly believe that offering your current members and prospective new members a choice in how they pay and play their golf can help retain them at your club.
To determine if a points-based membership could help retain members at your golf club, it’s essential to analyse your data. Data-driven decision-making is crucial, and as a former General Manager, I routinely reviewed the playing habits of my members. The goal was to identify trends and spot members at risk of leaving—those whose playing habits had become infrequent.
Understanding the reasons behind these changes in behavior can provide valuable insights into how the club can support these members. Surveys and direct conversations are excellent tools for gathering this information.
With the data in hand, you can assess the level of risk. If you identify a certain number of at-risk members and know their subscription fees, you can gauge the financial impact on the club. By understanding the likelihood that these members might not renew, you can make informed decisions about whether a points-based membership might help retain them.
The key takeaway is that thorough analysis, driven by data, and engagement with at-risk members, should guide your decisions. Any conclusions you reach will be based on a well-considered process rather than guesswork.
As mentioned earlier, the biggest fear golf clubs face when introducing a new membership category is the possibility of members “downgrading.” We prefer to view this as members moving to a category that better suits their playing habits. With the right controls in place, this transition can be managed effectively. This will ensure that those who move to a flexible membership do so for valid reasons.