Cleobury Mortimer Golf Club has been on an upward trajectory over the last few years, culminating in what has been heralded as its best membership year ever. This isn’t by chance; it’s the direct result of a proactive, sustained investment strategy aimed at enhancing every aspect of the golfing experience, from the ground up.
While many clubs faced challenges in recent times, Cleobury Mortimer has quietly but effectively been transforming its course and facilities, laying the groundwork for the success it is now enjoying. The club’s commitment to continuous improvement is evident in the significant developments players are experiencing firsthand.
One of the most impactful, yet often unseen, upgrades has been the comprehensive drainage overhaul. Critically,all 27 holes, plus the practice putting green, have now been fitted with the advanced HydroWick rope drainage system. This state-of-the-art technology actively wicks away moisture, ensuring the course remains playable and in superb condition even after heavy rainfall, a crucial factor in unpredictable British weather. Less downtime means more golf, and members are certainly appreciating the difference. Complementing the HydroWick installation, more general drainage work across the course continues to ensure optimal playing conditions year-round, addressing historical wet spots and improving overall turf health.
Beyond drainage, the club has embarked on an ambitious bunker renovation programme using the cutting-edge EcoBunker developments with the Eco-Tech liner. Seven of these resilient, low-maintenance bunkers are now in play, seamlessly blending into the course while offering consistent, high-quality playability. The vision is clear: to install nine EcoBunkers per nine holes over the next three to five years, further enhancing the course’s aesthetics and playability while reducing long-term maintenance needs.
The club has also injected over £180,000 into new machinery in recent years. This significant investment ensures that the greenkeeping team has the best tools at their disposal to maintain the course to the highest possible standards, from precision cutting to effective aeration and top-dressing. The result is consistently excellent playing surfaces that rival those of much larger, more established clubs.
Furthermore, attention has been paid to the player experience, with new path work enhancing accessibility and ease of movement around the course. This improvement demonstrates an understanding that a premium golf experience extends beyond just the plain areas.
Finally, to maximise the return on these investments, the club recognised marketing was an area where external expertise was required. Partnering with golf membership growth specialists Intuitive Edge, Cleobury Mortimer’s staff’s attention is now almost solely on customer experience, as Intuitive Edge manage both the marketing for the club and deal with all enquiries on its behalf, leaving staff to deliver the best experience possible for members and visitors alike. This comprehensive support, designed to raise the club’s profile and effectively deal with every enquiry, has been a significant factor in the club having the best membership year in its history.
David Pain, Golf Operations Manager & Coach at Cleobury Mortimer, comments “This feels like the start of a fantastic period for the club. The investments have made such a positive difference to playability, and the number of new members we’ve attracted since our marketing started properly in February speaks volumes.”
The surge in membership numbers at Cleobury Mortimer Golf Club isn’t merely a fleeting trend. It’s a testament to a clear vision, smart investment, and a dedication to providing a top-tier golf experience. By strategically focusing on essential infrastructure, and recognising the key areas it needs support, Cleobury Mortimer has firmly positioned itself as a thriving and forward-thinking club, ready to welcome its growing community of golfers.