Could your golf club be missing out on hidden revenue opportunities?
While traditional annual memberships offer steady income, they often leave large gaps in the tee sheet—especially during quieter times. At the same time, potential members who don’t fit the traditional model are left behind.
The solution? Flexible membership categories – a smarter way to maximise tee sheet revenue without compromising your existing structure.
Flexible memberships are designed for golfers who don’t play frequently enough to justify a full membership but still want to feel part of a club. These memberships are typically points-based, allowing golfers to use their points across the week based on day, time, and season.
Benefits for golfers might include:
By pricing tee times according to demand and encouraging play during quieter periods, flexible memberships help fill unused capacity and maximise tee sheet revenue.
Golfers who only play 10–15 rounds per year are unlikely to justify a full membership. A flexible option gives them an affordable route to join – turning occasional visitors into loyal, paying members.
Revenue insight: Members feel a sense of belonging and are more likely to spend. PlayMoreGolf data shows each visit from a flexible member generates an average of £12 in secondary spend.
Flexible memberships encourage golfers to play during off-peak times such as weekday afternoons or shoulder seasons. These are often the hardest slots to fill and are typically underutilised.
Revenue impact: Rather than offering discounts or leaving times unsold, flexible pricing drives incremental revenue by increasing volume without impacting peak demand.
Flexible members frequently top up their points once they’ve run out – creating repeat transactions and opportunities to upgrade.
PlayMoreGolf insight: Around 15% of flexible members go on to upgrade to a full category, delivering long-term revenue growth.
Digitally-managed flexible memberships provide valuable data on golfer behaviour, such as play frequency, timing, and spend.
With this data, clubs can:
Revenue impact: Personalised marketing boosts conversion, retention, and overall customer lifetime value.
With full memberships often exceeding £1,000–£1,500 per year, the cost alone can deter potential joiners. Flexible memberships start from around £320, offering a low-risk entry point and a pathway to full membership.
Revenue impact: A larger pool of lower-commitment members often generates greater cumulative revenue than relying solely on a smaller group of full members.
The golf industry is evolving, and so are member expectations. To maximise tee sheet revenue, clubs must think beyond the traditional model.
A well-structured flexible membership category:
Clubs that adapt to the needs of modern golfers and use their tee sheets more intelligently are already seeing the benefits. Whether you want to retain more members, increase off-peak bookings, or diversify your income, a flexible membership model is a proven route to growth.