Many golf clubs face a challenge during the quieter winter months and attempt to drive participation by offering discounted winter golf memberships. But have you considered a more strategic approach? Instead of limiting your club’s potential with seasonal memberships, why not introduce a flexible golf membership that benefits both golfers and your club all year round?
We believe that a flexible membership option offers far more value. Not only does it cater to winter golfers, but it also provides an affordable, adaptable way to keep golfers engaged throughout the year, including during the peak summer months when green fees can rise.
Flexible memberships come with a range of benefits that make them a superior choice to traditional winter-only deals. Let’s explore the key advantages:
With a flexible membership, there’s no need to lower the price of your existing membership categories to accommodate seasonal players. You can maintain the value of your full-year memberships while offering an alternative that still appeals to budget-conscious golfers.
Unlike winter memberships, which tend to focus on a 3-4 month period, flexible memberships encourage year-round play. Members are encouraged to use their points whenever they can, keeping them engaged with your club not just in winter, but also in the busy summer season.
Golfers who exhaust their points during the year are often encouraged to upgrade to full membership to gain more access to the course. This creates a natural pathway for flexible members to become full-time members, increasing your retention rates.
One of the main perks of a flexible membership is that golfers only use points when they play. Even if the course is closed due to poor weather, their points remain intact, offering excellent value during quieter months.
Around 80% of flexible members renew their memberships annually, a far higher percentage than those with winter-only memberships. Winter members often drop off after the seasonal price rise in March or April, but flexible memberships allow golfers to continue benefiting from their points into the summer, increasing retention.
While winter memberships offer frequent play at reduced rates, flexible memberships ensure you’re getting the right revenue per round. Points are used based on the demand for tee times, meaning quieter times are cheaper, but high-demand slots in summer require more points, maximising your club’s revenue potential.
Tee sheets often go underutilised during the colder months, but that doesn’t have to be the case. A well-constructed points matrix can encourage play even during traditionally quieter times. For instance, lower point requirements for early morning or off-peak winter rounds can make those crisp, sunny winter days more attractive, filling your tee sheet when you need it most.
Winter often deters regular play from even the most dedicated golfers. However, this presents an opportunity for clubs to introduce flexible memberships that cater to golfers who seek occasional play without the long-term commitment of a full-year membership. These seasonal players appreciate the flexibility to play on their terms, especially during the winter when they may be more selective about tee times.
Winter is one of the best times to be part of a golf club, and not just for the golf! Many clubs come alive during the winter months with social events, indoor simulator hires, and winter tournaments that keep members engaged even when they’re not on the course. A flexible membership can be the perfect way to introduce new members to everything your club offers beyond the fairways, fostering a sense of community that keeps them coming back.
A flexible membership is not just a winter solution – it’s a year-round strategy that boosts engagement, maximises revenue, and keeps your club’s tee sheet active. By offering a flexible option, you can retain your pricing structure, encourage golfers to play throughout the year, and provide outstanding value that makes members want to renew year after year.
If you’re looking to optimise membership offerings this winter and beyond, consider introducing a flexible membership. It’s the smart, adaptable choice for both clubs and golfers.