How to retain more of your golf members this renewal
Attracting new golfers to your club is challenging enough, but retaining them is an entirely different task. While participation in golf remained strong in 2024, ensuring these new members renew their membership for 2025 and beyond is critical for long-term success.
At PlayMoreGolf, we’ve developed proven strategies to help our partner clubs improve member retention. This guide outlines some of our best practices—some you may already be using, while others could provide fresh ideas. One thing is certain: keeping retention at the top of your priority list is essential.
Our approach centres around four key areas, each supported by robust processes and an effective CRM system:
- Integration
- Satisfaction
- Value
- The Build-Up to Renewal
Integration
New members join golf clubs for different reasons – some already have a social circle at the club, making their integration easier. However, many will be stepping into unfamiliar territory and need guidance to settle in.
Best Practice Tips:
- Welcome Call: A phone call from the club within the first few days of joining can make a great first impression, showing the member that they are valued.
- New Member Guide: Create a comprehensive guide covering everything a new member needs to know, such as booking tee times, clubhouse etiquette, dress codes, competition formats, obtaining a handicap, and key contact details.
- Buddy System: Pair new members with existing members who can introduce them to others and help them settle into club life.
- Social Integration: Encourage new members to join WhatsApp groups, participate in roll-up games, and attend welcome events combining golf with food and drinks.
Satisfaction Levels
Regularly checking in on members’ satisfaction is key to ensuring they remain happy and engaged.
Best Practice Tips:
- New Member Surveys: Conduct short surveys at intervals such as 4, 8, 12, and 20 weeks to assess how well the membership has met expectations and address any issues promptly.
- Ongoing Feedback: Distribute annual satisfaction surveys to gather insights from a significant proportion of members. Aim for a response rate of 50% or higher.
- Close the Loop: Share the survey results with members and outline the actions the club is taking to address any concerns raised.
Demonstrating Value
When it’s time to renew, members often weigh the cost of their membership against the perceived value they’ve received. To improve retention, show them the broader value beyond the number of rounds played.
Best Practice Tips:
- Share detailed usage statistics, such as the number of competitions entered, improvements in their handicap, best scores, and participation in club activities like reciprocal golf, dining, and range practice.
- Highlight the non-tangible benefits, such as the community and friendships formed through membership.
The Build-Up to Renewal
Effective retention doesn’t begin when renewal invitations are sent out—it’s a year-round process.
Best Practice Tips:
- Identify At-Risk Members: Well in advance of renewal, identify members who have not played frequently and may feel they’ve not gained value. Reach out to these members with a personal call to understand their challenges and encourage them to play more.
- Start Early: Begin communicating at least 90 days before renewal. Share the highlights of the past year and plans for the future, especially if there’s been a significant fee increase. Transparency builds trust.
- Multiple Touchpoints: Don’t rely on a single communication. Use digital tools to track who has read your messages and follow up with a personal call to those who haven’t engaged.
- Post-Renewal Follow-Up: For members who haven’t renewed, a friendly call can make all the difference. Many may simply need a reminder.
Conclusion on how to retain your members
Retaining members is not just about sending renewal notices; it’s about building a continuous relationship throughout the year. By focusing on integration, satisfaction, value, and a proactive renewal process, your club can create a membership experience that golfers won’t want to leave.
With these strategies, retention becomes more than just a task – it becomes the foundation of your club’s growth and success.
