Winter can be a challenging period for many clubs, but Ian McCairns insists it is not the time to take your foot off the gas.
For some golf clubs, winter can feel like the natural time to slow down. Shorter days, tougher conditions and fewer rounds often lead to quieter clubhouses and tighter margins.
But Ian McCairns, most recently General Manager at Coventry Hearsall Golf Club, sees it quite differently. In fact, far from easing off, he insists it is the ideal time to push things forwards and maintain momentum.
“For me, it’s simple — you keep your foot on the gas all year round,” he said. “Winter isn’t a time to ease off; it’s when managers need to be on the top of their game. It’s all about sales, sales, sales.
“There are so many opportunities to keep business flowing if you stay proactive — dining offers, themed nights, society deals, community events, you name it. Cost control matters, but if you look after revenue, the rest tends to look after itself.”
Ian is soon to launch Ingentro Consultancy with a view to harnessing all he has learned in the industry to provide strategic insights, practical solutions, and measurable results to clients of all sizes. His philosophy on maintaining winter revenue is rooted in activity and accountability.
The off-season, he argues, should be a time to sharpen focus, test ideas and engage members in fresh ways. That means seeing every department — golf, food and beverage, retail, and membership — as a lever to be pulled.
“The key is to break your business down into sections and keep asking: how do we get more people eating, drinking, and playing? Don’t sit back, push harder,” he said.
“More golfers on the course, more people in the clubhouse, more reasons to visit.”
He believes that the benefits extend beyond financial performance. For him, winter trade is also about protecting the people who make the club run.
“As always, it comes back to people,” he added. “Success in winter isn’t just about keeping the tills ringing; it’s about keeping your staff engaged and earning. If we’re not busy, we can’t offer loyal staff the hours they need to pay their bills. As managers, we’ve got a responsibility to drive trade so they can keep their livelihoods stable.”
That sense of duty has led Coventry Hearsall to explore creative collaborations within the local community.
“We’ve reached out to local sports clubs in quieter months to look at staff-sharing arrangements, anything that helps our people,” Ian explained. “When you look after your team, they stay with us. That consistency in staff retention shows up everywhere: better service, stronger culture, and a club that performs at a higher level, all year round.”
And as every good manager knows, communication underpins it all. Keeping members informed and engaged through the darker months can make the difference between a busy clubhouse and an empty one.
“Above all, communicate,” Ian concluded. “Let members know what’s on, what’s improving, and what they can look forward to. Out of sight really does mean out of mind during the winter months.”
For Ian, winter isn’t a downtime but an opportunity to build resilience, strengthen relationships, and set the tone for the year ahead. His message to fellow managers is clear: keep the gas pedal down.
Ian’s top five tips for making the most of the winter months
Winter is not a time to hibernate; it’s when good managers earn their stripes. You can either tighten the belt and watch the place go quiet or get creative and drive business. Here’s how I approach it:
Communicate with your members
It sounds simple, but it’s the most powerful tool you’ve got. Keep members informed, ask them what they want to see, and remind them the club needs their support 12 months a year, not just when the sun’s out. Most members want to help, they just need to feel involved.
Build a proper winter events calendar… and make it dynamic
Plan early and think smart: themed nights, winter menus, festive events, New Year parties, January offers, and value-led promotions. Use dynamic pricing, fill the quieter slots and maximise demand when it’s there. Keep the buzz going.
Target your summer societies and upsell the winter months
Don’t just wait for them to rebook next year — go after them now. Offer winter packages, food add-ons, or “warm-up” society days. If they loved your club in the summer, give them a reason to come back in the winter.
Strengthen local partnerships and community links
Work with nearby social clubs, sports teams, and local businesses. Joint events, shared promotions, or even staff swaps in quieter periods can boost trade and relationships. Be part of the local network, not just another venue.
Create atmosphere — always
It’s easy to turn down the heating or cut corners to save a few quid, but no one spends money when they’re freezing. Make the clubhouse somewhere warm, welcoming, and consistent. Good lighting, background music, a friendly team — it all matters. Make it a place people want to spend time in.
