PlayMoreGolf, the UK’s largest points-based golf membership offering, has posted a set of record-breaking sales figures which, it says, signal a significant shift in golfers’ habits.
The number of PlayMoreGolf’s new member sales in March soared to a total value of £1.25million – 48% higher than the company’s previous best-ever monthly sales figures.
The announcement by PlayMoreGolf comes in the wake of a recent survey of UK golf club managers which revealed that membership resignations had risen amid the key annual April subscription renewals.
According to the Contemporary Club Leadership survey, membership resignation rates could be returning to pre-Covid levels, but PlayMoreGolf insist their new statistics demonstrate a new trend in golfing habits rather than a sport hit by a mass exodus of active participants.
Alastair Sinclair, CEO of PlayMoreGolf, said: “At a time when clubs up and down the country are reporting losses in membership numbers, PlayMoreGolf is seeing the opposite in what signals a significant shift in golfers’ habits. This move towards points-based membership highlights that golfers are not quitting the sport and they are not leaving golf club memberships per se. But they are changing the ways they want to consume golf and their traditional affiliation with clubs because of the mounting financial pressure caused by the cost-of-living crisis.”
He added: “The evidence suggests golfers still want to be attached to a club, but on their own terms, and our new sales figures bode well not only for PlayMoreGolf’s offering but for the overall health of the game.”
With more than 12,000 active players, PlayMoreGolf is now the largest online golfing community in the UK. Based in Banbury, Oxfordshire, PlayMoreGolf has gone from strength to strength since 2010 when it was originally conceived to make golf more affordable and accessible to address the decline in membership as households struggled financially due to the 2008 financial crisis.
Now PlayMoreGolf, which was launched to market in 2016 and partners with golf clubs to widen membership options through its app-based platform, links 250-plus golf courses across the UK under one membership.
The PlayMoreGolf platform provides clubs from the north of Scotland to Cornwall with a new members marketing, recruitment and management solution that means they can immediately reap benefits in partnership with the PlayMoreGolf team.