How to Effectively Manage a Flexible Membership Programme

Are you a golf club considering the introduction of a flexible membership scheme? If your golf management system includes a flexible membership module, this could be a viable option for you. You might also be a club that already offers a flexible membership program.

Before embarking on the journey of managing your own flexible membership scheme, it’s crucial to understand that there are key differences between operating your own program and partnering with PlayMoreGolf.

Key Considerations When Launching a Flexible Membership Category

Introducing a flexible membership category requires a significant investment of time. You’ll need to plan, launch, and continuously manage this new membership offering. Below are some critical aspects to consider:

• Planning the Points Matrix: Determine how points will be allocated and redeemed.
• Defining Member Benefits: Outline the specific benefits that flexible members will receive.
• Setting the Price: Establish a pricing strategy that ensures the new category adds value to your overall membership offering.
• Marketing the Launch: Develop a comprehensive marketing strategy to introduce the new category to your target audience.
• Ongoing Marketing Efforts: Maintain consistent marketing efforts to keep the momentum going.
• Handling Inquiries: Be prepared to explain how the flexible membership scheme works to potential members.
• Signing Up New Members: Streamline the process of onboarding new flexible members.
• Managing Member Queries: Handle questions related to points balances, topping up points, renewals, and payments.
• Processing Payments: Manage credit card transactions and associated costs.

Time and Cost Implications of Managing a Flexible Membership Programme

While the tasks mentioned may seem manageable, they add up. Based on our experience, managing a flexible membership category can take up to 455 hours per year, or approximately three months. If you translate this into monetary terms, a club might incur an additional £8,342 in payroll costs.

Advantages of Partnering with PlayMoreGolf

Now, let’s explore the benefits of partnering with PlayMoreGolf. A partnership with PlayMoreGolf offers several advantages, including:

• Year-Round Marketing Support: Consistent marketing efforts to generate leads for your club.
• Marketing Launch Plan: We invest additional resources to raise awareness about your new membership offering in the local community.
• Easy Online Registration: Members can join online in just a few minutes.
• Targeted Member Prospecting: Our CRM system allows for extensive outreach to potential new members.
• Dedicated Customer Service: Our team handles all inquiries from flexible members.
• Renewals Support: A specialised team assists with the renewal process for existing members.
• Ongoing Club Support: A dedicated Club Support Manager will set up your scheme, train your team, and provide ongoing support throughout the partnership.

Cost Comparison: Running Your Own Scheme vs. Partnering with PlayMoreGolf

Let’s compare the costs of running your own flexible membership scheme versus partnering with PlayMoreGolf.

While the total revenue generated from both approaches is similar, the key difference lies in the profit or contribution derived from that revenue. PlayMoreGolf can operate the scheme more cost-effectively than a club managing its own program. A detailed breakdown of revenue and costs can be found in Appendix One at the end of this article.

For example, running your own scheme could generate a profit of £10,929 from 40 flexible members paying £375 per year. In comparison, partnering with PlayMoreGolf could generate £17,824—an additional £6,895 in profit.

Is Running Your Own Scheme Profitable?

In summary, yes, golf clubs can successfully manage their own flexible membership schemes, attracting a significant number of members and generating substantial revenue. However, from a club’s perspective, if the costs of operating the scheme result in significantly lower profits, you may need to ask yourself, “Is it worth the time and effort?”

Appendix One

Appendix One provides a full breakdown of costs and revenue, comparing the management of your own flexible membership scheme with partnering with PlayMoreGolf.

The comparison assumes 40 flexible members paying £375 per year, with an average hourly payroll rate of £17.92 (including NI and pension costs). The revenue figures shown for PlayMoreGolf are after our commission, representing the actual revenue the club would receive.

Please note that the comparison excludes any payroll costs for marketing, as marketing is sometimes handled by volunteers, particularly in member-run golf clubs.