The England Golf initiative is attracting thousands of nomadic golfers, boosting participation and driving club memberships.
iGolf is giving independent golfers the chance to obtain a Handicap Index under the World Handicap System (WHS), and the data shows it is driving in increase in participation and membership uptake.
Launched in July 2021, the subscription service from England Golf for non-club members provides an annual subscription that includes a Handicap Index, public liability insurance, access to England Golf’s MyEG app, playing offers, competitions, and an online community.
It was designed to engage the large number of golfers who play regularly but don’t belong to a club, with that figure estimated at just under two million in England.
For Golf Club Managers, the numbers make compelling reading. Research shows 47% of iGolf subscribers play more since joining, and 20,000 have moved into club membership. Importantly, 9,000 of those had not been members at any point previously. The average iGolf subscriber is 42 years old – notably younger than the average club member – and two-thirds play two or three times a month.
The success of iGolf was the focus of a recent GolfClubTalk UK episode featuring Matt Draper, England Golf’s Development and Membership Director, and Claire Hodgson, Head of iGolf. Both shared insights that underline how the scheme is helping clubs strengthen their membership pipelines.
“From our latest subscriber research, 47% of subscribers say they started playing more golf since joining iGolf,” said CHodgson. “We know if people are playing more, that’s more spending at golf clubs and they’re more likely to join a golf club as well.”
The movement from iGolf to membership has been significant. Draper added: “We’ve now seen 20,000 iGolf subscribers move into club membership across 1,600 golf clubs in England.”
For some, iGolf membership is a stepping stone back into the club environment after years away. For others, it’s the confidence boost they need to see value in joining.
“Through having a handicap, it’s increased their confidence, they’re then playing more, and it becomes better value to join a golf club,” added Draper.
England Golf also makes it easy for clubs to reach this audience. Offers and events can be promoted on the iGolf website, through direct emails to over 22,000 engaged subscribers, and via an online community and social channels.
“We’re really keen to receive as many offers and opportunities as we can,” said Hodgson. “This is an active audience, and they’re interested in different offers because they just want to play more and enjoy the game.”
For GMs, the message is clear: whether you see iGolf as a pathway to membership or a way of driving green-fee revenue, it’s a ready-made connection to a large, motivated pool of golfers who may one day become your most loyal members.
Key Takeaways for Golf Club Managers:
- Proven Pathway to Membership – 20,000 iGolfers have joined clubs since launch, with a net gain of 9,000 brand-new members.
- Younger, Active Audience – Average age of 42 and two-thirds playing 2–3 times a month means high engagement potential.
- Direct Marketing Channel – Clubs can promote offers and events directly to 22,000+ engaged subscribers via England Golf’s iGolf communications.
