When golf clubs hear the phrase “flexible membership”, a common reaction is: “We don’t want to devalue our offering” or “Isn’t that just cheap golf?”
At PlayMoreGolf, we understand this concern, but we’re here to challenge that perception.
Flexible membership isn’t just about price. It’s about access, opportunity, and providing a sustainable pathway that suits the modern-day golfer without undermining the value of full membership.
Our data shows that the average flexible member plays around 10 times per year. That’s less than once a month. These aren’t golfers who are trying to get something for nothing, they’re simply people whose lifestyles don’t allow them to commit to weekly golf.
Whether it’s work, family, or other commitments, these players still want to feel part of a club, without paying for a full 7-day membership they know they won’t use.
Perhaps more importantly, 78% of flexible members play after 1pm. A time when most tee sheets across the UK are starting to quieten down.
These aren’t peak-time players. They aren’t competing for Saturday morning slots. They’re wanting to play when there’s space, helping you fill quieter periods with pre-paid, committed golfers, rather than relying on walk-ins or discounted late bookings.
Let’s talk about value. While a full member might play 30-40+ rounds per year, a flexible member playing 10 rounds often generates a higher yield per round than your full members.
When you divide the cost of full membership by number of rounds played, the cost per round can drop significantly. In contrast, a flexible member’s contribution is concentrated into fewer visits, making each round more valuable to the club.
Rather than replacing full membership, a flexible option should be seen as a pathway. It introduces people to the club, gets them involved, and builds a relationship. When their lifestyle allows for more golf, they’re more likely to upgrade into full membership.
In fact, at PlayMoreGolf, 15% of flexible members upgrade to full membership categories, a number that continues to grow.
Flexible membership also works as a safety net. Every club has members who reach a point where they can’t justify the cost of a full membership. Without a flexible option, those members leave entirely. With one, you keep them in the system, engaged, and spending, perhaps until they’re ready to return.
So, is it cheaper than full membership? Yes. But does that make it cheap golf? Not at all.
Flexible membership is typically priced at around a third of a full membership, but it’s designed for people who play a third (or less) of the golf. These players are not taking advantage, they’re making an honest commitment based on what their situation allows.
What you gain as a golf club is:
So next time you hear “flexible membership is just cheap golf,” remember: it’s not just about the price, it’s about value, engagement and strategy.