Discover expert insights and practical strategies to help Golf Club Managers attract, engage, and retain members in today’s evolving membership landscape.
Golf club membership is changing and clubs that adapt to meet shifting expectations are reaping the rewards.
That was the focus of a recent panel discussion on Golf Club Talk UK, where experts explored the move away from traditional membership models toward more flexible, value-driven approaches.
Alistair Sinclair, CEO at PlayMoreGolf, highlighted the rise of points-based and hybrid options, particularly among younger golfers.
Meanwhile, data shared by 59club Director Matt Roberts showed top-performing clubs achieving satisfaction and value-for-money scores close to 90%, compared with averages around 75% at less engaged venues.
The panel emphasised the importance of effective processes, from onboarding to follow-up, and urged clubs to better meet the needs of modern, diverse audiences by making the most of all their facilities.
Here are five key takeaways for Golf Club Managers looking to strengthen their membership strategy:
1. Evolve your offering to suit changing lifestyles
The days of relying solely on traditional five- and seven-day memberships are over. More golfers, especially younger ones, are looking for flexible options that align with how they want to play and pay.
“There’s a gradual and consistent diversification of golf memberships,” said Alistair Sinclair. “Younger demographics are tending to want value, access, and freedom.”
2. Put robust processes in place
The way clubs respond to enquiries can make or break recruitment. Top-performing clubs have clear, consistent follow-up procedures, and they stick to them every time.
“The best golf clubs, the top-performing ones, cover this 100% of the time,” said Matt Roberts, referring to follow-up on membership enquiries. “The average clubs, if you like, are generally around about 20%.”
3. Start as you mean to go on
A positive first impression can be the foundation of long-term engagement. Structured onboarding that connects new members with others and introduces them to club life is increasingly important.
“We’re seeing clubs work harder to provide that feeling of being valued,” said Sinclair. “It’s about making sure new members are welcomed, introduced to other members, and given reasons to come and play.”
4. Think beyond the course
Today’s members are looking for more than just access to a good golf course. A broader leisure experience, including practice facilities, fitness options and family-friendly events, can drive stronger engagement and retention.
“It’s not just golf anymore,” said Sinclair. “It’s a leisure experience, and it’s a leisure experience that people want to use in lots of different ways.”
Eddie Bullock pointed to Goodwood as an example, where a six-hole course, new range and flexible credit system have helped attract more than 2,500 members.
5. Build a welcoming, inclusive community
Creating a sense of belonging is essential, and that starts with inclusivity. Clubs that break down barriers and appeal to a broader demographic will be better positioned for long-term success.
“We still have an 80:20 male/female split in golf, which is just nuts,” said Sinclair. “The leisure industry cracked that puzzle in the 1990s.”
Host Leighton Walker added: “People come back when they enjoy the experience — and that’s the art really, isn’t it? Maximising the customer experience.”
For more insights from the Golf Club Talk UK panel episodes, visit Golf Club Talk UK
