What I Want From Golf Club Memberships in The Future

If you were to believe everything you read then you may be forgiven for thinking that everything within the world of club golf is rosy. And while we have much to celebrate, there is still much work to be done

You may not be surprised to learn that I have some thoughts on the subject, in particular the areas I hope to see improved as we move forward. None of it is rocket science. 

Tee Times

Ah yes, that old chestnut. 

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Where to begin? Well, for starters, what about all the clubs that still do not actually have a booking system, that expect members to turn up and take their chances and possibly have to hang around for ages waiting to tee off? In this day and age there is simply no excuse for it.

And then there is access to the systems that do exist. You know what I mean - you attempt to book a time a month in advance, access the system and discover that all the times for the day in question have already been snapped up by some smart sod who has claimed a block booking for himself and all of his mates. 

It is surely not beyond the wit of man to design a system that allows a club member to book one or at most two times in one go and then prevent said member from coming back seconds later and repeating the process.

(Image Credit: Kevin Diss Photography)

Practice Facilities

Most golf clubs will now tell you that they have a driving range or a practice ground. What they will not tell you is when said facilities are essentially not fit for purpose. 

If you are going to provide your golfers with a driving range then please give them some decent mats to hit from. Offer various tee heights. Put yardage markers on the range. And please, please, please give them some actual proper golf balls.

Oh, and if you are going to install Trackman or any other such system, please do not use it as an excuse to hike the price of a basket of golf balls. We are only hitting the damn things, not buying them!

Is it really beyond your greenkeepers to put proper sand in the practice bunkers? Why are practice greens so often utterly different in speed and condition to the greens we will experience out on the course? 

Flexible Membership

Moving forward, I believe that more golf clubs need to waken up to the fact that not everybody wants to buy a 12-month membership. 

Many clubs now offer special winter deals. My own club has some incredible offers for the winter period and I know for a fact that many of the men and women who have taken advantage of it have gone on to become full members.

But lots of people do not want to play golf in the winter so let’s see some deals that offer rates from March to September. 

And is it really fair to charge golfers who can only play on a Saturday or Sunday the same rate as those who are able to play three or four times a week, 52 weeks a year? Is there a case to be made for weekend memberships?

Social Side

For the life of me, I will never understand why almost every club in the land fails to make best use of their clubhouses. 

At a time when pubs and restaurants are closing at an alarming rate, surely the future is to open up our clubhouse bars and restaurants to local communities? 

Let’s get creative with menus and let’s see music acts, quiz nights, dances. If we can become more inclusive then surely clubs will generate more income and, just possibly, attract people who would not otherwise have considered going to or joining a golf club.

Dress Code

I know that this will not be universally popular, but as we move forward isn’t about time that we relaxed golf’s dress code a little? 

Why is it all right for a tour professional to wear a collarless top but when you or I do it we are told that we are not wearing proper golf attire? Why can Tyrrell Hatton wear a hoodie but we are not allowed to do so? 

And don’t get me started on knee-length socks. What on earth is that all about? Oh, and will somebody explain to me why that rule only applies to men? 

While I am on the subject, there are still golf clubs that insist men wear a jacket, shirt and tie when they enter the clubhouse. Why? No, seriously - WHY? I don’t know about you, but the only time I now wear a jacket, shirt and tie is when I attend a funeral. Ties are not even considered de rigueur at weddings now!

Communication

Yes I know that this is another theme I have droned about before but I keep coming back to it. 

Golf clubs simply must improve the way they communicate with their members. In this digital age there is simply no excuse for failing to do. If work is being done on the course, let them know. If there are temporary tees or greens, let them know. If there is a competition planned, let them know. I could go on and on, but you get the picture. And even now, most websites are simply shocking. If you doubt it, take a look at a few in your area and ask yourself if they sell the club to potential members or visitors.

Customer Service

This remains a real bugbear of mine. When I walk up to a clubhouse bar, I do not expect to have to wait until the two bar staff have finished their conversation before deigning to serve me. When I walk into the club pro’s shop, I do not expect to be greeted with a frown. Is it my fault that the person behind the counter probably has to work a 14-hour day during the summer? Did I force him to take that job?

Slow Play

And finally….you knew it was coming. 

I recently played in an inter-club match and every time one of us went to look for a ball one of our opponents pulled out his phone and set a three-minute timer. It felt a bit harsh but boy did it focus the mind. 

We need to find a way to drum home the message that the rules of golf clearly state you have three minutes to look for a ball. 

We also need to encourage people to hit a provisional, to play ready golf, to not stand in the middle of the fairway discussing their next knee operation while the group behind is waiting to play. 

We need to eliminate five- and six-hour rounds of golf. And perhaps we need to take a long hard look at the gaps between groups on the course. I know that myself and my playing partners are often guilty of teeing off before our allotted time if the first tee is clear - and all that happens is that we quickly catch up with the group in front of us.

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