Revealed: The secrets to retaining golf club members

2016 04 Golfreport1 4Ef9F3D60E48F60Baa5813F356Ceb776

Research carried out by Manchester Metropolitan University has revealed the secrets to keeping golf club members happy and loyal.

The study, which was commissioned by England Golf, will be used to help clubs strengthen their business by retaining their members and highlighted six key ways for them to do so. They are:

• Offer enjoyment and engagement;
• Provide a unique ethos and atmosphere;
• Create a great customer experience from car park to bar;
• A warm welcome which extends beyond a ‘meet & greet’;
• Participation options for all, from novice to experienced;
• Ways to keep members involved long-term.

It also offers ideas for clubs to consider which will customise their approach to members. These could include becoming a female-friendly club or offering alternative formats which could be welcomed by beginners, older players and those who are short of time.

Report author Dr Chris Mackintosh said: “Members are the lifeblood of any club and retention really matters. The evidence says that if golf clubs can be more diverse, more open and embrace a friendly culture more people will stay in the game and we will grow the sport.”

Abbie Lench, England Golf’s head of club support, added: “We want to show clubs how to understand and to value their customers and build a healthy base of loyal members.

“There’s another great benefit because we find that clubs which have an excellent relationship with existing members, will improve their reputation and find it easier to recruit new players.”

England Golf is now working in partnership with MMU on a three-year research project to better understand volunteers in clubs and the critical role they play in retention.

Share this Article

share-logo
twitter-logo facebook-logo

Latest Videos See all videos right arrow

play button
HOW DO THE NEW TITLEIST T-SERIES IRONS PERFORM?
Titleist
play button
HAS TITLEIST MADE BIG IMPROVEMENTS? | T-Series irons review
Titleist
play button
PLAYING THE OLD COURSE AT ST ANDREWS | AN EPIC EXPERIENCE
Callaway Golf
play button
DRIVING TIPS FROM A TOUR PRO | with Ewen Ferguson
Ewen Ferguson
See all videos right arrow

Golf News

Sensational club golfer cards two albatrosses and five eagles
Olympics: Xander Schauffele wins gold for the USA
“Olympics should be for amateurs” says tour pro
WHS: Has the World Handicap System been good or bad for golfers?
Olympic medal hopeful OUT after positive COVID-19 test

Other Top Stories

Tiger Woods: Inside his $41million Florida mansion
The very best pubs in St Andrews
The Scottish Golf Course Emoji Quiz!
24 lies every bad golfer tells
Doug Sanders: The extraordinary life of golf's original playboy

Quick Fault 'n' Fixes See all videos right arrow

play button
How to limit your hands in the golf swing
Watch
play button
Get your takeaway on the correct plane
Watch
play button
Make your swing arc wider
Watch
play button
Denis Pugh’s wise words for ex-pro Steven Rettie
Watch
See all videos right arrow