How do clubs become more sustainable

I think something that is overlooked is the impact that a thriving junior section can have on the ability of people in the 30 - 40 bracket to commit time to the golf club.

I'm coming up to 30, married but with no kids. I have a fair bit of leisure time and I use as much as I'm allowed to to play golf! Hopefully we'll be lucky enough to have children at some point and I know that will mean my leisure time for golf will be curtailed. However, I'm sure it would be different if I was also taking the (hypothetical) kids to golf with me, I might be able to retain my membership if it were no longer a choice between family time and golf.

Taking it even further, if the clubhouse was the kind of place that welcomed a family then I might be able to spend even more time there. As it stands, there's no way my wife would want to come to the golf club, the bar and food is ok for a post round drink and a slap up lunch, but it's nothing more than that and certainly not somewhere I'd have any interest in other than after golf. I'm sure to a lot of golf club members the clubhouse represents sanctuary from their family! However, times have changed very significantly, if I have a family then time spent bringing up the kids will be shared 50:50, if the golf club is a me only thing, then it's going to be very difficult for me to justify the cost and time.

In my view, the key age is retaining 30 - 40 year old members with young-ish families. This is always going to be hard. It's nigh on impossible though if the golf club is not family friendly and in my opinion a decent junior section would be a good start. I don't think it's as simple as looking at the financial input of the junior section in isolation from the impact not having a decent one has on the other membership.
 
I joined a new club this year, and with it only being 12 years old i have found it really fascinating how differently run it is.

Interestingly, the club has a very small almost non-existent senior section. The lack of 'older' members has meant that the club can be very modern in its approach without upsetting the traditionalists.

You can wear smart casual clothing in the clubhouse, they offer flexible memberships to fit in with everyones needs etc etc.

Being only 27 myself, i find it really refreshing.

Despite my age I maintain it should be mandatory for smart clothing on the course (no jeans etc), but not allowing mobiles on the course (on silent) and interviewing people before they join is so outdated!

so in my view, the best way to be more sustainable is to allow flexible memberships, encourage juniors and move with the times.
 
I agree with many of the points above. There is no one solution, many strategies are required.

But there's two sides to this !!

The one most people are focusing on in this thread is how you get new people into the club to generate income. Which is needed to sustain a club.

The other is how clubs could reduce their outgoings. Reduced outgoings should lead to reduced income requirements which would lead to reduced membership, which in itself should attract more people.

What's peoples thoughts on how clubs could reduce their outgoings without adversely damaging the quality of the club ? There has to be a lot of inefficiency within most golf clubs that could be targeted.
 
MendieGK said:
I joined a new club this year, and with it only being 12 years old i have found it really fascinating how differently run it is.

Interestingly, the club has a very small almost non-existent senior section. The lack of 'older' members has meant that the club can be very modern in its approach without upsetting the traditionalists.

You can wear smart casual clothing in the clubhouse, they offer flexible memberships to fit in with everyones needs etc etc.

Being only 27 myself, i find it really refreshing.

Despite my age I maintain it should be mandatory for smart clothing on the course (no jeans etc), but not allowing mobiles on the course (on silent) and interviewing people before they join is so outdated!

so in my view, the best way to be more sustainable is to allow flexible memberships, encourage juniors and move with the times.
Click to expand...

Really interesting post, sounds a good club. One thing I would say is that it is very difficult to define what is smart and clubs should stop trying define what is smart and what is not. I'd rather clubs just say people should wear clothes suitable for playing golf when they play golf. And leave it at that.
 
GB72 said:
I find the whole debate about focusing on the junior section fascinating. There is no doubt that juniors are the future of golf but not necessarily the future of a club if you look at it from a totally selfish point of view. Many juniors pay nominal fees and have little to spend in the bar or shop yet still receive free of subsidised lessons (It used to be group lessons at my old club). I suspect very few of those will go on to become full members at that club. Many will find other interests or move away with work or university. All of this initial expenditure to produce a healthy junior section may not see any financial reward and any that it does receive could be decades down the line.

There are, however, groups that could have a far more dramatic impact on current revenues. Women would be my first target. Many clubs could do with increasing the size of their ladies section so why not have free lessons to attract women to the game. Any member attracted would pay full fees and more than likely have funds to spend in the club facilities.

I would also look at the 30-40 age group. Many men are stopping playing impact sports at this age such as football or rugby and are looking for a new challenge. I have rarely seen free introductory sessions for men but this could, again, produce immediate financial gains.

I would also add that clubs tend to focus their marketing and promotion at the keen or knowledgeable golfer. There is some market for attracting existing golfers to the club but what they need to do is make themselves attractive to people who have not tried golf and that needs more forward thinking.

So, looking at the future of the sport, juniors need to be encouraged but I suspect that they have little impact of the financial sustainability of a club.
Click to expand...

Absolutely agree that the 30-40 age group is the one that clubs must do some really innovative thinking on how to attract - and keep. Having been a member of a club from 16 I stopped from ages 35-43 . I stopped as I moved area with work with a young family and a house that needed work. As much as I wanted to be a member I couldn't justify it money / time wise. Though I had time to play occasional rounds I couldn't justify the 'business case' cost/round. I joined with my lad when he was 11 - and I had more time and a bit more money. If my club had a form of joint membership for me and my lad then we would have joined probably 5-6 yrs earlier. Get me in my early-mid 40s and all things being equal I'll stay.

I'd also basically scrap dress code for juniors except when they are representing the club or playing in comps with adults.

I'd also turn the Artisans Club Room and facilities into a Junior Club Room and let them sort themselves out and have in it whatever they want. It's 100yds from clubhouse in the Greenkeeping compound so if they want loud music and parties - I'd let them get on with it.
 
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* Management instead of committee structure
* Set a realistic pricing strategy, on and off the course. Many clubs are either too expensive or too cheap.
* Combined membership fees and competitions for men and women, ie an equal status.
* All main competition tee times drawn in handicap brackets.
* No reduced membership fees after the age of 21.
* Relaxed dress code
* Open license in bar and Clubhouse, anyone can use it.
* Active recruitment of all age and sex new members
* Better commercial use of the clubhouse
* An involved, well trained and respected staff.
* Commercially aware of change, the reason so many are in a mess.
* Varied structures of payment for membership
* Varied outreach work by the club in the local community.
 
My club has lifted the no Jean in the club house. It has helped as a lot of members who drive past on their way home. Ok it's mainly to put their name on the sheet. But many stay on for a while and spend a bit. Many schemes to pay membership.
Guess the clubs around Manchester have to try harder. There must be 15 clubs within 20mins of where I live. So plenty of clubs fighting for members.
 
Doon frae Troon said:
* Management instead of committee structure
* Set a realistic pricing strategy, on and off the course. Many clubs are either too expensive or too cheap.
* Combined membership fees and competitions for men and women, ie an equal status.
* All main competition tee times drawn in handicap brackets.
* No reduced membership fees after the age of 21.
* Relaxed dress code
* Open license in bar and Clubhouse, anyone can use it.
* Active recruitment of all age and sex new members
* Better commercial use of the clubhouse
* An involved, well trained and respected staff.
* Commercially aware of change, the reason so many are in a mess.
* Varied structures of payment for membership
* Varied outreach work by the club in the local community.
Click to expand...

Seems like a proper strategy!

Though I'm dubious about the 'no reduced fee for > 21'. A stepped increase - or 'Lifestyle' type fee structure would seem better to me, otherwise there'll be no 21-40 players at the club! I've certainly seen that happen - and players are simply lost to Golf!

In fact, I'd add 'Multiple/Flexible Membership categories' so potential members can choose how to use the club/business based on their own circumstances'.
 
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This is what I see as the problem with golf clubs today:

  • In days gone by it was a status symbol being a member if the local club.
  • As already highlighted, the dress code for the clubhouse is ridiculous. When I got told I needed to put on a dress shirt to go into the restaurant to have Sunday lunch, I just got in my car and drove to a pub with my 3 mates. With drinks that lost the club £60-£70, how much money does the club lose because of that rule.
  • the 20-35 age group have certain restrictions, lack of disposable income and young kids. I would agree that clubs should try and target people 30+ as the future, not younger.

The cure:
  • Open the club up for the day. My old club decided to close the course from 9am - 3pm one day a couple of summers ago. It was free golf for prospective members, no matter what their ability was. They got members to assist with this by taking them out onto the course for a game, so if you had beginners then they would be kept moving and also to show them rules and etiquette. I was normally up in the morning when on nights so took a couple of lads out as the club wanted to try and attract younger members. The pro was out on the range giving free advice to people and the kitchen was giving out free samples of food. I think the club managed to sign up about 10 new members from this day, so it worked a treat for them.
  • Keep the dress code on course, but relax it in the clubhouse to try and encourage members to bring their wife and kids for Sunday lunch.
  • if you have a second bar then get a big screen TV up and have SKY Sports playing all day. I might be encouraged to hang around on a Sunday afternoon to watch the footie with my mates, rather than rushing off to get home. Lost track how often mates have had to shoot off to watch the footie after playing.

Just some of my thoughts on how to raise the income a bit and maybe get people to use the club rather than being car park golfers.
 
Yeah I think the reduced fees for 21-30 year olds is something alot of clubs need to implement.Maybe even shift it to 25-35.
Im in that category at the moment, however not for long.

Its a time in folks life where alot of people have familys etc.

I play between 6-8 times per month. The guys I play with whos kids are up and away play 5-6 times per week.
I think its only right I pay slighty less (£80) than a full member.

However the folk that are over 30 that cant play regular due to work/kids suffer.
Thats where a lifestyle membership woukd be handy £250. Pre paid card loaded with say 250 points. 15 points per game off peak. 17 on peak and say 20 a medal. And you can top up £50 min a time if need be.

Ive not worked out figures above (value for money etc) thats just a rough guess for an example
 
The big one for me is more flexible membership options. I work Monday-Friday and I have a young son so I'm lucky to play once a fortnight. This makes membership too expensive for the amount I get to play but I would still prefer to be a member in some capacity.
 
Stop banging on about etiquette and tradition'. It's a leisure time activity, not a Jane Austen novel. ;)
 
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Doon frae Troon said:
* Management instead of committee structure
* Set a realistic pricing strategy, on and off the course. Many clubs are either too expensive or too cheap.
* Combined membership fees and competitions for men and women, ie an equal status.
* All main competition tee times drawn in handicap brackets.
* No reduced membership fees after the age of 21.
* Relaxed dress code
* Open license in bar and Clubhouse, anyone can use it.
* Active recruitment of all age and sex new members
* Better commercial use of the clubhouse
* An involved, well trained and respected staff.
* Commercially aware of change, the reason so many are in a mess.
* Varied structures of payment for membership
* Varied outreach work by the club in the local community.
Click to expand...

Some really good ideas there.

As I'm not a member I don't have first hand experience, but I get the impression that a lot of the important decision making posts in golf clubs are given due to length of service and who you know, as opposed to competence.

I do find it a bit ironic that most golf clubs by their nature must have several very competent business people on their membership books, who could add a great deal of value to running a golf club on a commercial basis if given the chance.
 
Barriers to taking up golf/joining courses

'Golf is difficult'- internet tuition is helping, promotion to local schools,

Perceived as boring-perception may change with the ricky fowlers and mcilroys.

Perceived as an old man/male sport This is not so much the case in the USA. Will change but less elitism required

Time consuming compared to other sports possible express timeslots for smaller experienced groups and others scheduled differently. golf cart rickshaws just introduced in Arizona, promotion of 9 hole rounds in kids tourneys

Bad Weather. Possible use of optishot type sims in golf clubs or ranges when weather is restrictive. Even a putting tourney in the bar?!

Transportation for those without cars- more rental or club storage options

Health issues/health concerns playing golf. More advertising showing golf as benefical for health. Perhaps fitness partner companies or fitness facilities onsite.

Cultural changes since golfs standard model-as discussed changes in traditional rules

Entry fee-remove if supply outstretches demand

Cost per round for casual golfers-more flexible payment options

Snooty nature-will change in this new culture and when clubs go bust
 
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How's does this sound like a great business model to use for a golf club. Now let's take a hypothetical golf and call hackers valley. Now hackers valley has all the standard membership options that all private clubs do 5 day, 7 day family, junior etc etc, with the full 7 day costing £1500.

Now Mr Jones can't play often due to a young family, so sees £1500 as a lot to pay out to only play a few rounds a year. So what does he do, becomes nomadic and plays at friends places and pay and play courses, so does want to play. So how does a private club get him to join? This is my idea, maybe places already do it.

What about a new membership for let's say £500. With this he gets membership to the club so he has a maintained handicap and can play in organised comps. He also gets 20 rounds a year, but can't use them during peak w/e times ie 8am-10am & 12pm-2pm. If he wants to play anymore than his 20 rounds a year then he gets to play at members guest rates for anything over that, or if he wants to play at peak w/e times.

So now you have got a new member, maybe not paying the full whack but eventually he will have the time and money and take full membership up. Over time he will want to play more and more and eventually take full membership.
 
MadAdey said:
How's does this sound like a great business model to use for a golf club. Now let's take a hypothetical golf and call hackers valley. Now hackers valley has all the standard membership options that all private clubs do 5 day, 7 day family, junior etc etc, with the full 7 day costing £1500.

Now Mr Jones can't play often due to a young family, so sees £1500 as a lot to pay out to only play a few rounds a year. So what does he do, becomes nomadic and plays at friends places and pay and play courses, so does want to play. So how does a private club get him to join? This is my idea, maybe places already do it.

What about a new membership for let's say £500. With this he gets membership to the club so he has a maintained handicap and can play in organised comps. He also gets 20 rounds a year, but can't use them during peak w/e times ie 8am-10am & 12pm-2pm. If he wants to play anymore than his 20 rounds a year then he gets to play at members guest rates for anything over that, or if he wants to play at peak w/e times.

So now you have got a new member, maybe not paying the full whack but eventually he will have the time and money and take full membership up. Over time he will want to play more and more and eventually take full membership.
Click to expand...

I had a membership like this season before last only instead of £xxx = xx rounds the £500 (or whatever) equals points (say 200) and each round used up points The good thing here was that rounds on weekends, public holidays or peak time used up more points than rounds on off peak (say a Tuesday afternoon)

This way Jonesy could still play when he could but would use more of his points if he wanted to join in with mates primetime on a weekend etc

Worked well for me

p.s. Jonesy (I) could also earn points for introducing other golfers to join the membership scheme
Membership card also gave the usual discounts in proshop etc and in my case the attached hotel/gym etc
 
Never used a points for rounds type of scheme before, but it appears to be a bit if a pain to work out when and how to use your points.

Does anyone know of a club that runs a sort of off-peak 7 day membership? One where you are allowed to play at weekends but you have these restrictions imposed. Monday to Friday between 4:30pm to 6:00pm and Saturday and Sunday from 8:00am to 2:00pm apart from things like the club championship and captains day. If offered at the right price would certainly bring more members in who do have a tight budget and can't play 3 or 4 rounds a week. This is just another idea that I would look into if I was ever on a club committee.
 
Open the club up for the day. My old club decided to close the course from 9am - 3pm one day a couple of summers ago. It was free golf for prospective members, no matter what their ability was. They got members to assist with this by taking them out onto the course for a game, so if you had beginners then they would be kept moving and also to show them rules and etiquette. I was normally up in the morning when on nights so took a couple of lads out as the club wanted to try and attract younger members. The pro was out on the range giving free advice to people and the kitchen was giving out free samples of food. I think the club managed to sign up about 10 new members from this day, so it worked a treat for them
Click to expand...

I really like this idea.
 
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