The wider golf landscape is finally starting to return to something resembling normality following the impact of the pandemic, which marked the start of a rapid and unexpected boom in participation but also in membership numbers in golf courses. clubs across the country.
The numbers were undeniably impressive during this period and provided a welcome boost to theaters and the industry as a whole, but the lingering question of what things would look like afterward awaited an answer.
With remaining pressures on cost of living and the opportunities presented by lockdowns are now (thankfully) a thing of the past, the game must evaluate how best to retain and recruit members as we enter the heart of a decade that has been severely disrupted in its early days.
Hoping to gather insight into the experiences of regular golfers and potentially shed some light on what we can expect in the future, our newest Golfshake Survey focused solely on the theme of golf club membership and was completed by 4,000 golfers who visited the website over a ten-day period in October/November 2023.
As we begin our analysis of the data we have gathered, we begin by thinking about the 18% of golf respondents who are not members of a club but are considering joining one in the next year.
These data are similar to those situation in 2017, when 20% said they hoped to join soon.
Are golf clubs doing enough to retain their members?
However, most strikingly, 10% of this data also indicates that they ceased to be members of a golf club in 2023, raising the question of how golf clubs can do more to retain their loyalty. current members. When it comes to reasoning, what we witnessed frequently, the common factors were: lack of time, membership fees, guaranteed value for money, and injuries.
These are recurring themes that are unlikely to go away, but a few comments submitted highlighted growing issues surrounding membership categories, difficulty in obtaining tee times and the challenges faced here in the UK with golf d ‘winter.
“So many days of golf were lost due to bad weather that it was no longer profitable to pay an annual membership fee.”
“Cost and lack of use due to injuries and poor course conditions due to weather.”
“Too expensive for seven months because we don’t play in winter.”
“I’m not prepared to pay £1,350 for a course that is undrained, very wet and unplayable during the winter months.”
“Course too busy during the week, the same people monopolize tee times. Cheaper to pay and play.”
“Membership is too expensive for those over 45.”
“Too many companies are booked on weekends.”
“Not too many benefits for being a member. Difficult to get a weekend departure and even less so if there was no subscription.”
While many golfers struggle to find value for money with their membership, it’s no surprise that many seek to establish an alternative relationship with gamblingincluding those who prefer to be nomadic and pay as they play.
This is not a new reality for clubs, but it must be considered carefully as the economic environment raises more questions for consumers. Institutions that innovate more quickly may be the ones that ultimately benefit in the years to come.
One of the easiest areas to fix is poor communication, which Golfshake’s Derek Clements has recently met during his trip while trying to join a club in the Norwich area. And he’s not the only one frustrated with this particular department at certain establishments.
The survey also found that 50% of non-club golfers had previously been members, but surprisingly, of those who had previously been members, only 23% had been asked the reason for leaving the club.
This highlights an area that golf clubs should take seriously. It’s simply part of any responsibly run business, as one golfer pointed out in a comment submitted to us.
“Like any good employer, a golf club should be disappointed to lose a member and should therefore seek feedback to ensure the club has no issues with membership or anything else.”
Retaining future members will not be made easier by not exploiting the feedback from those who have decided to leave.
What recruitment processes are in place?
Keeping current members happy and in the building is one thing, but what about recruiting new people to a club? You may be surprised, but 13% of non-club golfers who responded had actually tried to join a golf club in 2023.
Why didn’t they ultimately join? The main reasons were cost, membership fees and the reintroduction of waiting lists. There have also been comments on the value for money and impact of winter golf, as well as attitudes within some clubs which continue to be mentioned.
“Expense. Unwelcoming atmosphere.”
“Price, fees, distant nature of employees.”
“Complicated process and snobbery.”
“Snobbish and hostile members.”
“High membership fees on top of membership fees.”
“Initiation fee + annual fee + minimum food charge = poor value statement.”
The process of recruiting members and retaining existing members should be a marriage, rather than being in contrast and opposition to each other. The most successful golf clubs are those that manage to balance both.
However, it may be that the data from this survey highlighted testing for clubs, but there are plenty of positives to be taken from the results of non-club golfers, especially since 13% tried to join a club, 18% plan to do so. and 50% had previously been members at some point, highlighting that there are potential members waiting to be welcomed into a club under the right circumstances.
The challenge facing golf clubs is not new and simply requires the right product offering. In 2018, 39% of non-club members said they would join a golf club if there was a flexible membership option this reflected the amount they would play. The latest data suggests that this still holds and is a topic we will cover in the next article.
Finally, golf clubs can draw other positives from the data. After the pandemic boom, the signs remain positive for clubs: 62% of non-club respondents say they plan to play more golf in 2024, and only 5% plan to play less, meaning that revenue Additional information may be generated by visitors. , otherwise a rich pond to fish for possible new members.
This will be good news for clubs and will provide a great opportunity to reach an enthusiastic audience with additional green fee revenue or the opportunity to sell the many benefits of becoming a golf club member. The future is bright if golf clubs are willing to continue to adapt and focus on the future growth opportunities that come with effective member retention and proactive recruitment.
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