Since partnering with flexible membership platform PlayMoreGolf in 2018, Wychwood Park Golf Club in Cheshire has reported record numbers making use of its facilities, with the range of cost-effective alternative membership options ensuring players who might have drifted away from the game staying loyal to the club.
As a premier resort course, Wychwood Park caters to a diverse clientele – from full-time members and corporate groups to hotel guests. This unique position in the market led the club to take an innovative approach to membership offerings, recognising that traditional membership models didn’t suit customer needs.
In 2018, the club identified a crucial opportunity: the growing market of occasional golfers who sought flexibility in their playing arrangements. These players wanted access to premium facilities without the substantial investment traditional memberships required.
Ian Orvell, Golf Club Manager at Wychwood Park, explains the club’s strategic thinking: “We needed an option that would complement our full-time membership while appealing to occasional golfers who might hesitate at traditional membership costs. PlayMoreGolf’s flexible membership platform proved to be the perfect solution.”
The results have been remarkable. Today, Wychwood Park boasts 291 active flexible members — one of the highest numbers in the PlayMoreGolf network. This success stems from the programme’s ability to address several key market needs:
Affordable Access: Provides a cost-effective alternative to traditional country club memberships
Network Benefits: Members can use their points at other PlayMoreGolf partner clubs
Seasonal Flexibility: Perfect for players affected by Britain’s unpredictable weather patterns
Strategic Timing: Helps optimise tee sheet utilisation during off-peak periods
Through seven years of partnership with PlayMoreGolf, Wychwood Park has fine-tuned its membership strategy to create a comprehensive suite of options: 7-day membership, 5-day membership, and PlayMoreGolf flexible membership.
“We’ve invested time in understanding our ideal flexible member,” Orvell notes. “The current 291 members perfectly represent our target demographic — casual golfers who want quality facilities without full membership commitments. While these members don’t receive all traditional membership benefits, such as tournament participation, this clear differentiation has proven crucial to our long-term success.”
The introduction of flexible membership has transformed Wychwood Park’s business model. The club can now effectively serve different market segments while maintaining its premium positioning.
As Orvell explains, “PlayMoreGolf has become an integral part of our business strategy. It manages our flexible membership programme efficiently, allowing us to focus on attracting and serving our full-time members.”
The success at Wychwood Park demonstrates how innovative membership models can help golf clubs adapt to changing player preferences while maintaining their traditional appeal. By embracing flexibility, the club has created a sustainable approach that serves both occasional and dedicated golfers, ensuring its position as a leading golf destination in northern England.