Global Edition

PlayMoreGolf partner venues increase revenue

11.15am 14th June 2016 - Corporate

Houghwood Golf Club added 30 new members in the first six weeks of integrating the PlayMoreGolf programme
Houghwood Golf Club added 30 new members in the first six weeks of integrating the PlayMoreGolf programme

PlayMoreGolf, the UK’s first online points-based flexible membership programme, has been successfully integrated at Wokefield Park Golf Club and Houghwood Golf Club, with the flexible approach to club membership delivering a significant increase in revenue and membership numbers at the two venues.

Wokefield Park Golf Club, part of the De Vere Venues network, generated an additional £8,000 in revenue within a 24 hour period after adopting PlayMoreGolf’s flexible membership programme, while Houghwood Golf Club added 30 new members in the first six weeks of integrating the innovative online points programme alongside its existing membership packages.

Houghwood Golf Club in Merseyside was one of the first clubs to adopt PlayMoreGolf’s flexible memberships and Peter Turner, the venue’s Managing Director, said: “We wanted to offer golfers a flexible membership option and with 30 people joining the club in the first six weeks of us becoming a PlayMoreGolf partner venue, it is testament to the effectiveness of the programme.

“Golf memberships are still very important, as people want to feel they belong to a club, but it is clear that golfers are moving away from ‘traditional’ memberships and instead looking for flexible options that are a better fit for their lifestyles, which is why we made the decision to be one of the first to integrate PlayMoreGolf’s points-based system.”

The PlayMoreGolf points system is based on an initial membership fee of £325 per year, which gives the member a minimum of 100 points – 80 to be utilised at their designated ‘home’ club and 20 reserved for rounds at other participating clubs throughout the PlayMoreGolf network.

Points are only used when a golfer plays, making PlayMoreGolf the perfect value solution for the infrequent golfer who seeks an affordable golf club membership, with the added flexibility of having access to other partner clubs.

PlayMoreGolf director, Jamie Carroll, said: “The key USP for PlayMoreGolf is that it aims to help unify the way flexible golf memberships are undertaken, appealing not only to the transient golfer, but also to avid club members who enjoy the social side of club life as much as playing.

“The positive results from Wokefield Park Golf Club and Houghwood Golf Club would suggest that there is a need for golf clubs to offer flexible memberships and that PlayMoreGolf’s unique approach is ideally suited to meet the demands of today’s golfer.”

Created by the same team that delivered 18,000 new members to 12 golf clubs in just four years, the PlayMoreGolf network consists of 23 golf clubs, with the company’s points programme sitting alongside clubs’ existing membership packages to provides golfers with more choice and flexibility.

PlayMoreGolf provides its partner clubs with bespoke support packages, including sales training support, member acquisition marketing campaign support, a fully integrated customer relationship management programme (CRM) and a web-booking engine that interfaces with the club’s booking requirements.


 /  /  /  /  / 

In related news... (GBN) is for the many thousands of people who work in the golf business all around the world.

We cover the full range of topics both on and off the course. We aim to supply essential information both quickly and accurately in a format which is easy to use. We are independent of all special interest groups.


Click here to sign up for our free twice weekly golf industry news summary

View the latest newsletter here