What impact does flexible membership have on your overall membership revenue?

Generating more golf membership revenue

Most golf clubs have now gone through their membership renewal period for this year. And, despite us being in the middle of the summer, which normally means full operation mode, many General Managers and Club Secretaries are already looking ahead to building new revenue streams into their budgets. 

Understanding your golfer’s playing habits and needs is always a good starting point. You can discover if there is a need to offer something new or something a little different. Having a flexible approach to golf club membership can have a positive impact on membership revenues in several ways.  

Increase membership numbers 

Giving golfers more flexibility will make your club more attractive for people to join, even if they do not play regularly. This is because your club offers more choice and flexibility, such as the ability to pay by the month or by the round.  

Generate higher membership revenue 

Alongside your current membership, Flexible Membership can work seamlessly with other categories and help your club to grow revenues through extra membership fees, guest fees and clubhouse spending.  

Improve customer satisfaction 

Give golfers more flexibility and control over their golfing experience. This can lead to increased satisfaction and loyalty.  

Better member retention 

Flexible Membership can help to reduce attrition rates. Having a membership programme that suits the varied lifestyle that golfers have could give your club the edge.  

Create marketing opportunities 

Promoting Flexible Memberships can attract a new demographic of golfers to your club. This will increase your club’s visibility and appeal.  

Gain competitive advantage 

Having a points-based Membership category may give your club a competitive edge over others in the area, attracting golfers who are looking for adaptable membership options. 

Reduced risk from weather-related fluctuations 

Golf clubs that rely on green fees for revenue are more vulnerable to weather-related fluctuations. If there is a lot of rain or snow, they may not be able to generate as much revenue. Flexible membership options can help to reduce this risk by providing a steady stream of revenue, even if the weather is not ideal for golf.  

Which flexible category is right for your golf club? 

Overall, offering Flexible Membership options can be a way for golf clubs to attract more members. In addition, you will generate more revenue, and reduce their risk from weather-related fluctuations.  

Here are some examples of Flexible Membership options that golf clubs can offer:  

• Credit based points solution: Golfers purchase points in advance in exchange for rounds of golf. The time of day and day of the week determines the points value, which is set by the Golf Club.  

• Seasonal: This option allows members to pay a fee for a specific period, such as the summer months.  

• Pay-as-you-go: This option allows members to pay an upfront amount and the golfer will receive reduced green fees each time they play.  

• Trial:  Enabling a golfer to experience membership for a limited period such as 1 month with a view that they would join your club following this trial.  

• Social: This option allows members to use the club’s facilities, such as the clubhouse and practice facilities, but does not allow them to play golf.  

 
The best type of flexible membership option for a particular golf club will depend on several factors, such as the club’s location, the demographics of its members, and its financial goals.  

The challenges of flexible membership 

Overall, the impact of offering Flexible Membership options on membership revenues is positive. However, it is important to carefully consider the challenges involved before implementing this type of program.  

Here are some additional tips for golf clubs that are considering offering flexible membership options:  

• Make sure the terms and conditions of the Flexible Memberships are clear and transparent.  

• Market the Flexible Memberships to attract the right target audience.  

• Track the performance of the Flexible Memberships to see how they are impacting revenue.  

• Be prepared to adjust the program as needed.  

 
At PlayMoreGolf, we have a wealth of experience operating Flexible Membership and understand how to implement this category of membership to maximise its potential.  

Our product is designed to support golf clubs at every stage of the flexible members journey from marketing, recruitment, managing and retaining flexible members. 

For more information, please email contact us for our partner brochure, which contains a wealth of helpful information.