PlayMoreGolf has underlined its commitment to being the UK’s largest flexible membership offering with the appointment of Brad Chard as Relationship Director.
Having taken up the role in August, Chard’s responsibilities will be split between working with clubs to maximise the performance of their flexible membership categories and ensuring playing members receive the best on-course experience.
With more than 25 years’ experience spanning all sectors of the industry, Chard brings with him further expertise in large corporate proprietary run operations and private members clubs.
His experience of these different clubs and courses will be invaluable in assisting partner clubs to achieve their goals with PlayMoreGolf, alongside developing an exceptional team of Club Support managers within the business.
After witnessing the unprecedented golfing boom across Scotland, England and Wales since COVID-19 restrictions were lifted in the early part of 2021, the frequency as to which PlayMoreGolf members are visiting courses have regressed to pre-pandemic levels.
This change in behaviour presents a range of challenges and opportunities for the golf industry into 2022 and beyond. Chard will be tasked with working with clubs as they begin to navigate the changes to their 2022/2023 membership base, and how they can maintain their revenue streams through flexible memberships.
PlayMoreGolf anticipates that with the end of furlough, and companies asking staff to return to the office, it will present challenges for players who might not have the same disposable income to allow for a traditional 7-day membership, further underscoring the importance of choice in current membership offerings.
Alastair Sinclair, CEO of PlayMoreGolf, said: “Brad joining the PlayMoreGolf brand is indicative of our ambition as we continue to grow. He brings a wealth of experience across all facets of the golf industry will be a boost to PlayMoreGolf as we look to further develop our offering on and off the course and maximise revenue streams for Golf Clubs through flexible memberships.”
Chard said: “I’m delighted to be joining PlayMoreGolf as Relationship Director as the game of golf transitions into a ‘new-normal’ brought about by the pandemic. Whilst the game has flourished during this time, we must strive to make the game as accessible to as many would-be players in the future. I believe that the flexible memberships are important to the sustainability of the game beyond 2021 and I relish the challenge of working with clubs and players to maximise the flexible membership category.”