Many of you who read this will be a golf club member. You may have been with the same golf club for years, you may have recently joined a club or you may even be contemplating making a move.
For those on the cusp of leaving to join another course my guess is that there will be many reasons you have in common. And, of course, as we near the end of yet another year, this is the time when many of you may be considering their futures.
We all know that no two clubs are the same and not every membership is equal.
Golf clubs face all sorts of issues and challenges in the ongoing battles to retain their existing membership and attract new golfers.
So what should be the goals?
Winter Deals
The coming months are the time when most golf clubs face their biggest challenges. Some clubs already offer cheap winter deals and I would like to see more of them doing the same thing. My own club offers a special cheap winter deal and I am here to tell you that everybody I know who has taken advantage of such a deal has gone on to become a full member. For me, it is a complete no-brainer. And those who take advantage of the winter deals should be allowed to enter competitions and get the same advantages that every other full member does.
Loyalty Bonuses
(Image Credit: Kevin Diss Photography)
Many golfers believe that their golf clubs take them for granted and, to a large extent, I would agree with them.
Clubs hand out their annual subscription demand and expect everybody to duly dig deep without question. So here is a radical suggestion: I know that many clubs offer free membership when players reach the age of 80. It’s the least they should expect for years of loyalty.
But why not do something similar for other long-serving members? I would like to see discounts being offered for 10 years, 15 years, 20 years, 25 years, 30 years, etc. These individuals have handed over thousands of pounds in annual fees and money spent in the pro’s shop and clubhouse so what’s wrong with discounting their subscription?
Introductory Bonus
If you introduce a new member who is paying full whack, is it too much to expect your club to give you, say, a 20% one-off discount off your membership?
Discount Cards
Reward your membership by providing them with cards that give them discount in both the pro’s shop and the clubhouse - and make it a worthwhile discount.
Scaled Subscriptions
If you are 25 you are in a different place in your life when compared with somebody who is 45. In your early 20s you are probably going to have less disposable income than you will have 20 years later in your life. There will be different demands on your finances - mortgage, children, etc. I know that many clubs already charge different rates for different ages but this should be a matter of course at EVERY club.
Five And Seven-Day Membership
Not everybody wants full seven-day membership.
Speaking for myself, I now refuse to play at weekends. The pace of play drives me to distraction.
That being the case, why on earth would I want to pay for seven days? I know that I am not alone in this.
Will somebody please explain to me then why there are still golf clubs who refuse to offer five-day membership as an option? It makes no sense. They know their courses will be full at the weekends, so why not do something to encourage more play during the week?
Instalments
It should be part and parcel of every golf club offering that members are offered the opportunity to pay their annual fee by monthly instalments - without being charged huge amounts of interest!
Discount For Prompt Payment
Here is a novel thought. You are a golf club and you send out your subscription demands to every member. You tell them how much they owe, you tell them when it has to be paid. Why not give them an added incentive by telling them that if they pay by a specific date then you will be entitled to a 10% discount?
Communication
Talk to your membership. If you are bumping up their fees, given them a full and detailed explanation.
Keep in touch with them on a regular basis. Remember too that most of your membership are now au fait with Facebook, TikTok, Instagram and WhatsApp so don’t restrict club news to emails!
But it's not just members who have a right to expect more from what they get from some clubs. Visitors too should always be made to feel welcome - and here are some ways to make that vision a reality.
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