How to Maximise Your Tee Sheet Revenue

How to maximise your tee sheet revenue
By Matt Smith - 20/05/25

Filling Quiet Times on Your Golf Club’s Tee Sheet

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.

What Is a Flexible Membership?

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:

  • Access to off-peak tee times for fewer points
  • Advanced booking privileges
  • Discounts on food and beverage
  • Limited access to competitions

By pricing tee times according to demand and encouraging play during quieter periods, flexible memberships help fill unused capacity and maximise tee sheet revenue.

Attract the Occasional Golfer

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.

Fill Low-Demand Tee Times

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.

Increase Upsell and Renewal Opportunities

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.

Use Data to Drive Better Results

Digitally-managed flexible memberships provide valuable data on golfer behaviour, such as play frequency, timing, and spend.

With this data, clubs can:

  • Identify high-usage members for potential upgrade
  • Send personalised offers to lower-risk leavers
  • Improve communications with targeted messaging

Revenue impact: Personalised marketing boosts conversion, retention, and overall customer lifetime value.

Reduce Barriers to Entry and Drive Volume

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 Bottom Line: Unlock Your Tee Sheet’s Potential

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:

  • Retains members who might otherwise leave
  • Attracts new golfers who wouldn’t join full-time
  • Fills quiet times on the tee sheet
  • Drives upsells, repeat visits, and loyalty
  • Delivers data to help you make smarter business decisions

Next Steps for Your Club

  • Audit your tee sheet: Identify underused times and patterns.
  • Segment your audience: Who isn’t joining and why?
  • Test a flexible membership: Start with a small pilot through PlayMoreGolf and scale up with confidence.

The Future of Golf Membership Is Flexible and Profitable

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.