England Golf have reported May as a record-breaking month across the board. Providing golf clubs with a huge opportunity to capitalise on the growth.
England Golf have reported May as a record-breaking month across the board, thanks to the so-called “Rory Factor” following McIlroy’s Masters win and favourable weather. This provides golf clubs with a huge opportunity to capitalise on the growth. However, this surge in interest must be handled strategically in order to ensure sustainable growth for the industry.
Martin Robinson, General Manager at Hurlston Hall and GCMA Director added that “Following the recent increase in growth and engagement in the game, operating strategically in key areas of the club, is pivotal to sustainable growth in the industry. Many clubs have a strategic plan, however the communication of and ongoing review of this plan is a crucial element in maintaining the levels of growth and providing a first class experience for all.”
Here’s a two-part breakdown of how clubs can capitalise on the momentum and what they need to be mindful of heading into the summer months:
How Golf Clubs Can Capitalise on the Surge
Fast-Track New Player Engagement
To accelerate new player engagement, golf clubs can roll out ‘Welcome to Golf’ taster days or beginner-friendly clinics, perfect for newcomers starting out in the game. By offering flexible, short-term memberships clubs can then create a smooth, no-pressure pathway into club life. Throw in some relaxed social formats like 9-hole roll-ups or twilight competitions, and you’ve got an inviting, low-barrier pathway and environment where new players can connect, play, and fall in love with the game.
Strengthen iGolf Pathways
To tap into the local iGolf community, clubs can collaborate with County Golf Partnerships and England Golf to identify active users in their area. Hosting iGolf-friendly open competitions and leaderboard-driven events gives these players a reason to visit your club. Following up with iGolf subscribers who’ve recently played at the club is also key, invitations to socials and competitions can keep these players engaged.
Maximise Visibility
To capture the current wave of enthusiasm, clubs can spotlight local stories of new golfers or young players who’ve found inspiration in Rory’s achievements, creating a relatable and motivational connection within the community. At the same time, leveraging digital marketing to promote tee time availability, upcoming events, and beginner-friendly opportunities ensures visibility while interest is at its peak.
Enhance Member Experience
Clubs can reinforce the value of membership by offering exclusive perks like priority tee times, guest passes, and coaching benefits. ‘Refer a Friend’ incentives is another effective strategy, encouraging current members to invite others who’ve recently discovered a passion for golf.
Data Capture
“Data capture will also be a key driver in the future growth of golf businesses. I would urge clubs to implement a data capture strategy within their strategic plan to grow their database of current and potential future customers by using the available tools through software systems, social media and on site QR codes.” – Martin Robinson
Junior and Family Outreach
Develop junior coaching sessions that tap into the excitement and energy of the moment, helping young players take their first steps in the game. While introducing group family packages, Sunday family golf, or multi-generational formats creates a welcoming environment that brings families together on the course.
What Clubs Need to Be Mindful Of
Course Maintenance & Turf Health
Increased foot and cart traffic can put significant stress on turfgrass, causing compaction and visible wear, especially in high-use areas. To mitigate this, clubs should consider scheduling additional aeration, divot repairs, and overseeding as needed to maintain healthy playing surfaces. Closely monitoring vulnerable zones such as tee boxes, greens, and fairways allows for timely intervention, while adjusting mowing heights and watering schedules can further support turf recovery.
Pace of Play Management
An increase in player numbers can lead to potential bottlenecks and slower rounds. To help maintain a steady flow of play, clubs should implement clear tee time intervals and actively enforce pace-of-play policies. Using marshals or course rangers to oversee activity can further ensure that groups stay on track and the game moves smoothly for everyone.
Equipment & Facility Readiness
Provide a seamless experience during periods of higher demand, ensure golf carts and rental equipment are well-maintained and readily available in adequate numbers. It’s also important to keep the pro shop fully stocked ahead of time to ensure demand is met. Preparing locker rooms and rest areas to accommodate increased footfall will help maintain comfort and convenience.
Revenue & Scheduling Optimization
Aim to maximise tee times and schedule events strategically without overwhelming the course. Implementing dynamic pricing models or targeted membership incentives can help balance demand across peak and off-peak periods, ensuring steady engagement while protecting course conditions.
Safety Protocols
Clubs should ensure all paths and walkways are kept clear and well-marked to reduce the risk of accidents. It’s also essential to have emergency and first aid services prepared and easily accessible to handle any incidents promptly, particularly when guest numbers are higher than usual.
With momentum in the game of golf reaching new heights, clubs are uniquely positioned to turn short-term enthusiasm into long-term engagement. But this golden opportunity comes with responsibility: sustainable growth will only be achieved through thoughtful planning, operational readiness, and a genuine commitment to player experience.
Read England Golf’s report on a record breaking May HERE
By Mark Shanley
