If you’re a Golf Club General Manager, Committee Member, Owner or Director, chances are you’ve asked yourself this question recently: “Are there alternative golf membership models that could help us attract more golfers and increase revenue?”
With changing golfer habits, rising living costs, and increasing competition across the leisure industry, traditional 5- and 7-day memberships no longer suit every player. Many golf clubs have reported a slowdown in new member enquiries over the last 12 months, and some are concerned about retaining current members.
At PlayMoreGolf, when we speak to potential new partner clubs, we often ask: “What is your club’s strategy for golf membership revenue over the next 2–3 years?”
If your club is looking to boost income while staying in line with your existing structure and member expectations, exploring new golf membership models could be the right move.
For many clubs, the challenge lies in striking a balance: growing revenue and reach without alienating long-term members. Done well, introducing new models can complement your existing categories and offer more choice to today’s more flexible, time-conscious golfers.
Here are some of the most effective golf membership models worth considering:
A trial membership offers new golfers the chance to experience your club for a limited time, often at a reduced rate. This model is ideal for:
It’s a powerful, low-risk way to introduce your club to potential full members.
Golf has never been more appealing to younger players and families. Offering a family membership model – which includes access for two adults and their children—can make your club more attractive to this growing segment.
It also promotes regular family play, social engagement, and loyalty across generations.
Many businesses are looking for ways to reward staff or entertain clients. A corporate membership model targets this audience by offering access to the course for a set number of employees, along with benefits like:
To add even more flexibility, PlayMoreGolf offers a white-label corporate solution through our XVIII Golf platform, allowing clubs to offer a points-based model to control usage and maximise value.
Ideal for occasional golfers, this model allows players to purchase a fixed number of rounds in advance. Known as a “punch pass”, it appeals to those who play less frequently or are more budget-conscious.
It’s also a great gateway for green fee players looking for something between pay-and-play and full membership.
At PlayMoreGolf, we specialise in flexible points-based golf membership models. Members purchase a set number of points, which they use to book rounds at times that suit their schedule.
Benefits include:
This model works seamlessly alongside traditional categories and allows clubs to welcome new players without undermining core revenue streams.
Offering innovative golf membership models is just one piece of the puzzle. To really grow your club and engage a broader audience, consider enhancing your offering with the following:
Junior and Adult Coaching – Structured coaching programmes create a pipeline of future members and offer real value to families and beginners.
Social Events and Competitions – Clubs with a strong social calendar tend to have better retention and attract more local interest.
Partner Promotions – Collaborating with local businesses to offer member discounts can improve the value of membership and broaden your reach.
Even the best membership strategy won’t work unless people know about it. Here’s how to make sure your options are seen:
1. Update Your Website and Social Media
Ensure your golf club website is up-to-date, mobile-friendly, and clearly explains all membership categories. Include a dedicated page for flexible options and special offers.
2. Use Clear, Transparent Pricing
Make it easy for prospects to compare your golf membership models and understand the benefits of each.
3. Run Targeted Campaigns
Seasonal promotions, referral incentives, or “Join by [Date] and get ‘X’ guest passes” messages work well.
Golf clubs must adapt to survive. That means offering a mix of traditional and modern membership models that suit the evolving needs of today’s golfer.
By introducing flexible and alternative golf membership models, your club can:
Not every model will suit every club – but with the right strategy and support, your membership base can flourish in the years ahead.