The latest episode of GCMA Insights on GCTUK covers the topic of new membership at golf clubs, what golfers want and are clubs fit for purpose?
Listen here:
Episode Overview
What does the modern or “new” golfer actually want, and are golf clubs keeping up?
This episode explores the rise of the “non-traditional golfer” and whether they now represent the majority of players. The panel discusses why many golfers are choosing not to join clubs, and whether the issue lies in cost, time pressures, or a mismatch with modern lifestyles.
The conversation looks at how welcoming clubs really feel in practice, particularly for women, younger players, and more diverse audiences, and examines both the practical and cultural barriers that still exist.
There’s a strong focus on what today’s golfers value, flexibility, social experiences, and more accessible formats, and whether clubs are adapting quickly enough or holding too tightly to tradition. Important that each club knows what it wants to be and delivers on that ethos.
As well as the need to consider the culture and welcome, there’s also the facilities and initiatives that clubs are providing. Are they fit for purpose?
The group also shares practical ideas for change, from evolving membership models to shifting club culture, and considers what successful golf clubs might look like in the next 10–20 years.
Guests
Tom Brooke – CEO, GCMA
Natalie McColl – Membership & Communications Manager, GCMA
Mike Verhelst – General Manager, Bury St Edmunds Golf Club
Emma Highwood – Head of Women’s Development, England Golf
Scott Thompson – General Manager & PGA Professional, Mendip Spring Golf & Country Club
Key Takeaway
Modern golfers expect flexibility and inclusivity, not rigid traditions. Clubs that evolve their offer, culture, and experience will be the ones that attract and retain the next generation of players.
By Mark Shanley
