The traditional members’ golf club has been the beating heart of the sport in this country for more than a century. Members paying a set annual subscription to largely or fully cover the running costs of the establishment. But rising costs across the board in recent times have, by necessity, driven subscription rates higher and higher over the last 20 or so years.
That trend has caused many casual golfers to question whether they get value for money from the significant sum they hand over each month for their ordinary club membership. Many clubs are facing a looming crisis.
What can clubs do?
What do clubs need to focus on?
(Image credit: Kevin Murray)
Martin Slumbers, the outgoing CEO of The R&A spoke with Golf Monthly in November and he commented on the challenge golf clubs are facing.
“Golf clubs must sell a product that the consumer wants to buy,” he said. “They have to focus on the consumer. To say, ‘we want more young people, women, girls.’ They can’t just say, ‘here’s the product – if they don’t like it, lump it!’”
“I think that discussion has been one of the hardest things of the last 10 years,” he continued. “And yes, some golf clubs are in trouble. I’d argue, are they the ones selling a product people don’t want to buy?
Because there are clubs that are doing really well. There are clubs that have waiting lists. They are the ones that have learned to change to fit a changing society. They’re more inclusive with technology, they have more family orientation.”
Golf Clubs must look offer a package that appeals to a broader spectrum of people, not just the traditional golfer. Handing over north of £1,000 per year simply to have access to a golf course just won’t cut it these days.
Clubs must offer excellent and inclusive dining options. They must have a full social calendar with quizzes, theme nights, speakers, singers, dances. They should look to run family events, new member events, open days and the like.
The golf clubhouse is a superb facility that is often under-utilised. It’s a great space that could be more versatile in many cases. Could the old drying room be converted into a gym? Could the function room be used for yoga classes or other non-golfing activities that would appeal to prospective members or non-members…
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