Why don't clubs do much to keep current members?

[patricks148]

I'm going to get shot down in flames with this!

Your average golf club membership age is probably in the mid 50's, most clubs look to recruit the unobtainable - loads of 25 to 40 year olds. Most in this age group can't afford golf, membership at £1,000 per year and even with no joining fee and reduced subscriptions most in the target group have little or no money. They are settling down in their 30's more now, with university debts, new mortgages and most delay having kids until they are 30 whereas we did all this ( uni apart ) in our early 20's.

We have precious few members in this age group and most of the much younger members will almost certainly leave when they reach 18' ish and return to golf in later life. So, it is , to me, more important to keep the members you have got and I would be looking to recruit from the 45 to 60 age range who have the money, time and desire to play. There are undoubtedly many in that range who would try golf if the help to learn the game and better integration to clubs were offered. Most of the guys I see at my club were the people I played football with/against or were cricketers in the local area who take to golf when these sports pass them by. I reckon there are loads of 45+ people out there who would love to give golf a try but are put off because they are sure they will not be welcomed! and in some cases ridiculed as beginners - we must help them

I am not saying to ignore the younger men and women but looking after your current members so they stay year on year and recruiting to keep up membership is the lifeblood of a club, lose 30 members at renewal time and the real cost to a club could be £40k easily in a year.

Go on, tell me I'm wrong!

Yep, you are right.

My club are obsessed with recruiting under 30's to bolster the comp entries, in the last two years they have let about 50 under 30's in at half the membership fee and no joining fee. hardly any of these have entred into comps and it appears to be getting used only as 2nd membership because its cheap. Its also been notice that lots of signing on is going on with a number of them only playing with guests hey have signed on.

and its not that the club does not make allowance as we now have 2 hour slots for roll up in each comp .

we would be better off getting guys and gals older that are interested in becoming club members in the long term, not just bec its cheaper.

 

[Slab]

I was discussing renewing my membership with a mate earlier and wondering why clubs don't do some kind of loyalty thing, like maybe 5% off per year if you stay with the club year after year.
My club doesn't do it but I'll renew regardless, just think it would be a nice carrot to dangle to keep members coming back.

Do any clubs do such a thing or similar, would be nice to hear what other clubs do to retain membership numbers.

My bold: looks like (for you at least) they don't need to offer any money off though

What business does discounts to be nice, they do it when its good for the business!

And as members we seem to treat golf clubs differently from others that we do business with allowing them to continue along a path that's not always customer focused. How many of us have approached the club with threats to cancel unless they reduce the subscription (a la Sky, mobile phones etc etc)

Maybe its golf in general, how many have approached GM with threats to cancel the mag subscription unless they reduce the subscription costs

Or is it that we'll fight to keep our Sky TV & mobile phones more than we'll fight to keep our club membership...or worse still is it actually that Sky & the mobile operators will fight to keep you more than your club will oo:

 

[Hacker Khan]

I'm going to get shot down in flames with this!

Your average golf club membership age is probably in the mid 50's, most clubs look to recruit the unobtainable - loads of 25 to 40 year olds. Most in this age group can't afford golf, membership at £1,000 per year and even with no joining fee and reduced subscriptions most in the target group have little or no money. They are settling down in their 30's more now, with university debts, new mortgages and most delay having kids until they are 30 whereas we did all this ( uni apart ) in our early 20's.

We have precious few members in this age group and most of the much younger members will almost certainly leave when they reach 18' ish and return to golf in later life. So, it is , to me, more important to keep the members you have got and I would be looking to recruit from the 45 to 60 age range who have the money, time and desire to play. There are undoubtedly many in that range who would try golf if the help to learn the game and better integration to clubs were offered. Most of the guys I see at my club were the people I played football with/against or were cricketers in the local area who take to golf when these sports pass them by. I reckon there are loads of 45+ people out there who would love to give golf a try but are put off because they are sure they will not be welcomed! and in some cases ridiculed as beginners - we must help them

I am not saying to ignore the younger men and women but looking after your current members so they stay year on year and recruiting to keep up membership is the lifeblood of a club, lose 30 members at renewal time and the real cost to a club could be £40k easily in a year.

Go on, tell me I'm wrong!

You're wrong. Kind of.

I remember seeing some stats saying that the age range of something like 30 to 35 was on average when people earned the most money. But of course they potentially will have more outgoings. But not always. If you want to target a group of people with a high disposable income then go for the gay market. As every gay couple I know are absolutely minted.

I think clubs should be attracting new members full stop, no matter what their age is. And if you end up trying to target a specific demographic too much then you are narrowing your potential base. So for example efforts that focus on 45 to 60 year old blokes would probably put off a lot of women who look for different things (listed in the excellent article in this months GM). And vice versa, I'm not sure that many elderly blokes would particularly like clubs being made more 'family friendly'.

I think the trick is finding the balance, and in my opinion a lot of clubs (but not all) I have come across are far too much weighed towards existing often elderly mostly male change fearing members. I think the targeting of younger people is only natural to some extent as logic suggests that if you get them whilst they are young they are more likely to stick around. But then again if the club is not doing much to keep them there then it may be a lot of money wasted trying to get them in the first place.

 

[Hacker Khan]

Yep, you are right.

My club are obsessed with recruiting under 30's to bolster the comp entries, in the last two years they have let about 50 under 30's in at half the membership fee and no joining fee. hardly any of these have entred into comps and it appears to be getting used only as 2nd membership because its cheap. Its also been notice that lots of signing on is going on with a number of them only playing with guests hey have signed on.

and its not that the club does not make allowance as we now have 2 hour slots for roll up in each comp .

we would be better off getting guys and gals older that are interested in becoming club members in the long term, not just bec its cheaper.

To be deliberately awkward I would say 'so what'? So what if they are signing in guests and playing with them? So what if they are not entering comps? And of course they are doing it because it is cheaper. is that a bad thing? Are we saying that golfers should be the only bunch of people that do not look for value for their precious leisure time in today's economic climate?

To me this kind of sums up a worrying attitude and explains a reason why memberships numbers are dropping. In that the view is that new members must conform to the traditional rules and do what people think a member 'should do'. To me they are playing the game, they are signing in mates who are also playing the game, they are participating, they are choosing to spend some of their very precious free time playing golf. Which I see as a good thing. Don't knock em.

 

[Fish]

I'm going to get shot down in flames with this!

Your average golf club membership age is probably in the mid 50's, most clubs look to recruit the unobtainable - loads of 25 to 40 year olds. Most in this age group can't afford golf, membership at £1,000 per year and even with no joining fee and reduced subscriptions most in the target group have little or no money. They are settling down in their 30's more now, with university debts, new mortgages and most delay having kids until they are 30 whereas we did all this ( uni apart ) in our early 20's.

We have precious few members in this age group and most of the much younger members will almost certainly leave when they reach 18' ish and return to golf in later life. So, it is , to me, more important to keep the members you have got and I would be looking to recruit from the 45 to 60 age range who have the money, time and desire to play. There are undoubtedly many in that range who would try golf if the help to learn the game and better integration to clubs were offered. Most of the guys I see at my club were the people I played football with/against or were cricketers in the local area who take to golf when these sports pass them by. I reckon there are loads of 45+ people out there who would love to give golf a try but are put off because they are sure they will not be welcomed! and in some cases ridiculed as beginners - we must help them

I am not saying to ignore the younger men and women but looking after your current members so they stay year on year and recruiting to keep up membership is the lifeblood of a club, lose 30 members at renewal time and the real cost to a club could be £40k easily in a year.

Go on, tell me I'm wrong!

I agree with this, I came into the game very late, only 2.5yrs ago (52) and found it extremely difficult, and still do at times, to feel "accepted". This is why I do less at my own club now and more travelling with people off here and elsewhere. Some groups I play with are excellent at my club but the WI mentality shown by others is gob-smacking!

 

[chellie]

Waiting list at ours for men and it's a case of "dead men's shoes" to get in.

 

[Fish]

Yep, you are right.

My club are obsessed with recruiting under 30's to bolster the comp entries, in the last two years they have let about 50 under 30's in at half the membership fee and no joining fee. hardly any of these have entred into comps and it appears to be getting used only as 2nd membership because its cheap. Its also been notice that lots of signing on is going on with a number of them only playing with guests hey have signed on.

and its not that the club does not make allowance as we now have 2 hour slots for roll up in each comp .

we would be better off getting guys and gals older that are interested in becoming club members in the long term, not just bec its cheaper.

Ditto, ours has also just created bands with very healthy discounts for ages up to 35 to join. I pay full whack and I use the bar and all facilities and get no loyalty for doing so but those that can join much cheaply rarely come to functions, I don't see them in many if any comps, don't see them in the bar so, what's the point! Competitions (medals) are already over subscribed so if the older members paying full whack left, the club has to find 2 younger members to replace that membership plus all the money we spend in the bar, economic suicide!!

 

[patricks148]

To be deliberately awkward I would say 'so what'? So what if they are signing in guests and playing with them? So what if they are not entering comps? And of course they are doing it because it is cheaper. is that a bad thing? Are we saying that golfers should be the only bunch of people that do not look for value for their precious leisure time in today's economic climate?

To me this kind of sums up a worrying attitude and explains a reason why memberships numbers are dropping. In that the view is that new members must conform to the traditional rules and do what people think a member 'should do'. To me they are playing the game, they are signing in mates who are also playing the game, they are participating, they are choosing to spend some of their very precious free time playing golf. Which I see as a good thing. Don't knock em.

as usual you have missed the point, of course these guys are going to take advantage, its the club thats at fault for thinking this was going to solve the comp issues.

I don't think it all that fair either, to let people in that pay half what the rest of the membership have already paid.

if it were juniors moving into full membership fair enough.

 

[CMAC]

I was discussing renewing my membership with a mate earlier and wondering why clubs don't do some kind of loyalty thing, like maybe 5% off per year if you stay with the club year after year.
My club doesn't do it but I'll renew regardless, just think it would be a nice carrot to dangle to keep members coming back.

Do any clubs do such a thing or similar, would be nice to hear what other clubs do to retain membership numbers.

you've answered your own question right there!


@ChrisD, you are spot on:thup:

 

[SwingsitlikeHogan]

I'm going to get shot down in flames with this!

Your average golf club membership age is probably in the mid 50's, most clubs look to recruit the unobtainable - loads of 25 to 40 year olds. Most in this age group can't afford golf, membership at £1,000 per year and even with no joining fee and reduced subscriptions most in the target group have little or no money. They are settling down in their 30's more now, with university debts, new mortgages and most delay having kids until they are 30 whereas we did all this ( uni apart ) in our early 20's.

We have precious few members in this age group and most of the much younger members will almost certainly leave when they reach 18' ish and return to golf in later life. So, it is , to me, more important to keep the members you have got and I would be looking to recruit from the 45 to 60 age range who have the money, time and desire to play. There are undoubtedly many in that range who would try golf if the help to learn the game and better integration to clubs were offered. Most of the guys I see at my club were the people I played football with/against or were cricketers in the local area who take to golf when these sports pass them by. I reckon there are loads of 45+ people out there who would love to give golf a try but are put off because they are sure they will not be welcomed! and in some cases ridiculed as beginners - we must help them

I am not saying to ignore the younger men and women but looking after your current members so they stay year on year and recruiting to keep up membership is the lifeblood of a club, lose 30 members at renewal time and the real cost to a club could be £40k easily in a year.

Go on, tell me I'm wrong!

I think your analysis is spot on - for my club at least. We have significant financial challenges for the coming few years as we had to build a brand new greenkeeping complex from scratch - our old one was condemned. Has cost us a fortune and has to be dealt with in the coming years. A cut in subs for existing members on a year by year - or iindeed any basis is simply not on - as indeed is the short term increase in subs that would be needed to sort our situation relatively quickly.

So what do we do? Well I'll find out when I open my subs 2014 Email and attend our next open forum which will consider what we must do.

Meanwhile what can a club do for existing members. I think one thing we can do is to use the fact that existing members tend to know a lot of other existing members. All members have a wide variety of interests outside of golf. So maybe let's start using that breadth of interests and experience in the club to the benefit and added enjoyment of other members.

We have a social committee that arranges an annual musical 'show' that plays for a few nights. Written, acted, music, produced etc by the members for members and family. And out of that a group have realised that they enjoy singing together - and so have formed a golf club choir - and this has attracted members not interested in doing the show. The choir supports charity days at the club - and maybe it'll move out of the confines of the club and maybe do a bit of fundraising for the club as well as spreading goodwill and a bit of marketing - who knows. We've also started a 'keep fit' group - organised by one of the assistant pros. Bit of exercise in the clubhouse and a bit of jogging around the course access roads/tracks.

You can imagine all sorts of sections being set up; running for the long or short of it; but however long each lasts doesn't really matter. If members enjoy it it'll last.

Remember a members club is the members - and it is up to the members to work out what more can be offered to the membership - and make it happen. That is the club offering more to and for the existing members.

 

[Hobbit]

Bringing in new members at discounted rates is done for one reason and one reason only to generate extra funds for the club. No committee goes down the road of reducing rates until they see the flow of new members drying up.

Offering a 5% discount for loyalty; most clubs used to, whether it was x number of years or x number of years + hitting 65yrs of age. Most clubs have fought long and hard to keep subs low, and one of the first victims of that has been loyalty discounts.

Bringing in younger people at reduced rates; many younger people baulk at the high rate of subs, and the older crowd has already been tapped into. But what the younger crowd do that the older crowd don't... they spend more over the bar. How many 60-somethings consume 5 pints compared to how many 20-somethings?

If clubs don't tap into other age groups your subs will go up, and if a loyalty discount was offered the starting point for subs would be higher.

The best way for clubs to retain members is for them to produce a quality product/give value for money.

 

[Beezerk]

you've answered your own question right there!

Yeah I know mate ha ha, it's the first club I've ever joined and I like the place, I've met some nice people there plus it's a very good course.
Just think the clubs are missing a trick somewhat, it's almost like they don't really have a business plan or an eye for the future.

 

[CMAC]

Yeah I know mate ha ha, it's the first club I've ever joined and I like the place, I've met some nice people there plus it's a very good course.
Just think the clubs are missing a trick somewhat, it's almost like they don't really have a business plan or an eye for the future.

now thats nearer the mark.........some now have business/commercial managers but thats usually the resort type clubs who have additional facilities like Gym/tennis/wedding or corporate functions etc etc but the majority of 'members' clubs have well meaning individuals who spend their own time doing the best they can. Even if they have some great ideas or forward think, they are restricted by budget or committee's or resistance to change.

 

[SwingsitlikeHogan]

Bringing in new members at discounted rates is done for one reason and one reason only to generate extra funds for the club. No committee goes down the road of reducing rates until they see the flow of new members drying up.

Offering a 5% discount for loyalty; most clubs used to, whether it was x number of years or x number of years + hitting 65yrs of age. Most clubs have fought long and hard to keep subs low, and one of the first victims of that has been loyalty discounts.

Bringing in younger people at reduced rates; many younger people baulk at the high rate of subs, and the older crowd has already been tapped into. But what the younger crowd do that the older crowd don't... they spend more over the bar. How many 60-somethings consume 5 pints compared to how many 20-somethings?

If clubs don't tap into other age groups your subs will go up, and if a loyalty discount was offered the starting point for subs would be higher.

The best way for clubs to retain members is for them to produce a quality product/give value for money.

At one with you on this and your thoughts in general on the subject.

Loyalty reductions in subs are just not an option. The amount of reduction that would 'make a difference' to a member would have to be quite significant (£100-£200?)- and in truth I don't want the club to be in the position that the only way they can keep some existing members is to offer a reduction in subs - especially when the club needs to increase subs to keep going.

Reduce subs by £100 when they should be going up by £100 - say for 300 members of over 5yrs standing - that's £60,000 - financial suicide.

 

[Fish]

Bringing in younger people at reduced rates; many younger people baulk at the high rate of subs, and the older crowd has already been tapped into. But what the younger crowd do that the older crowd don't... they spend more over the bar. How many 60-somethings consume 5 pints compared to how many 20-somethings?.

Not at my club, the over 50's are the proper drinkers, the youngsters haven't got any money, which is how they joined on reduced rates?

 

[Beezerk]

Reduce subs by £100 when they should be going up by £100 - say for 300 members of over 5yrs standing - that's £60,000 - financial suicide.

I don't really agree with this, I've learned so far there seems to be a lot of "club hopping" and not much loyalty with golfers, they tend to move from club to club.
Lock them into a club by the way of an incentive and surely you're looking good for the future?

 

[CheltenhamHacker]

Not at my club, the over 50's are the proper drinkers, the youngsters haven't got any money, which is how they joined on reduced rates?

Not implying anyone in particular, just observations from my experience, but I find this is actually true, because the younger golfers are more worried about drink driving. From what I have seen, the more elderly golfer is much more comfortable having a couple of pints, whereas most young drivers will have a pint at most, for fear of being caught.

 

[patricks148]

Bringing in new members at discounted rates is done for one reason and one reason only to generate extra funds for the club. No committee goes down the road of reducing rates until they see the flow of new members drying up.

Offering a 5% discount for loyalty; most clubs used to, whether it was x number of years or x number of years + hitting 65yrs of age. Most clubs have fought long and hard to keep subs low, and one of the first victims of that has been loyalty discounts.

Bringing in younger people at reduced rates; many younger people baulk at the high rate of subs, and the older crowd has already been tapped into. But what the younger crowd do that the older crowd don't... they spend more over the bar. How many 60-somethings consume 5 pints compared to how many 20-somethings?

If clubs don't tap into other age groups your subs will go up, and if a loyalty discount was offered the starting point for subs would be higher.

The best way for clubs to retain members is for them to produce a quality product/give value for money.

At some clubs this maybe the case,but at my own its certain not, you never see any of younsters in the bar.

I can see there is a loyalty issue, for instance the first crop we had of under 30's we had the folloing year more than half didn't come back. They got there cheap golf and had no loyalty as they had not paid a joining fee.

also the cost they got club membership for was still much less than they would have to play even for full membership at other local courses.

 

[BTatHome]

I don't really agree with this, I've learned so far there seems to be a lot of "club hopping" and not much loyalty with golfers, they tend to move from club to club.
Lock them into a club by the way of an incentive and surely you're looking good for the future?

For every club hopper there are dozens more that stay. Offering a discount to ALL members to stop just a few moving clubs is still financially not viable. The figures from earlier still stack well unless your saying that half of the club members are hopping between clubs.

 

[SwingsitlikeHogan]

If someone wants to be a golf club membership 'tart' - (as in Credit Card tart) then so be it. Get cheap 1st yr golf - with no joining fee; 2nd yr more expensive - so they leave and join another club. I'm not at all for giving 'loyalty' discounts - that's baldocks. If a discount of 5% in your subs is essential for you to be able or willing to renew then something is wrong. Note that even at that the discount would for most clubs only offset the increase they would be applying - so you'd still be paying the same as last year - if not more if the general increase was >5%.

And I think the OP Topic - though maybe inadvertantly - hints at part of the problem. Why don't clubs do much to keep current members?

Thinking of member's clubs - the club is the members - so replace in the OP Topic Why don't members do much to keep current members?