Global Edition


De Vere’s new membership scheme meets needs of modern golfer

12.30am 24th March 2010 - Management Topics - This story was updated on Saturday, April 24th, 2010

Peter Alliss tees off the all new De Vere Club

The UK’s leading luxury golf resort company De Vere has announced bold plans to change the face of golf membership forever delivering an innovative solution for the modern day golfer.

De Vere’s new membership scheme, launched yesterday by Honorary Captain, Peter Alliss at De Vere Oulton Hall, aims to make golf more accessible, flexible and family friendly to stimulate participation and frequency of play.

The De Vere Club will deliver value for money and variety whilst maintaining the quality of the De Vere offering and all the advantages and traditions of being a member of a golf club.

Despite the efforts of many golf clubs to increase demand for membership, through reducing joining fees and annual subs, memberships in the UK remain largely static. As Richard Balfour-Lynn, Chief Executive of De Vere’s parent company, AHG explains “The time is right to create a membership model that allows golfers to spend their golf investment how they want to. We believe the new De Vere Club is suited to thousands of golfers whose needs are not currently met by traditional memberships.”

Independent figures from leading sports research company IFM Sports Marketing Surveys suggest that there are over one million golfers in the UK who currently play between 6 and 26 times a year and they are ideally suited to a flexible membership model like the new The De Vere Club.

The De Vere Club is an innovative new ‘points based’ membership scheme that allows a golfer to become a member for just £295 and use the points purchased to enjoy 16 superb De Vere golf courses at 11 De Vere venues including the spectacular Carrick on Loch Lomond and European Tour venue Slaley Hall.

The points can be topped up at any time and can be used to entertain friends, family and business associates. Legendary golf broadcaster Peter Alliss has been named Honorary Captain of the De Vere Club, hitting the inaugural ‘Captain’s Drive’ at De Vere Oulton Hall launching the scheme earlier today.

Alliss is thrilled to be involved in such a pioneering project, seeing the far reaching benefits for avid golfers across the country.

“Nothing beats the feeling of belonging to a club and the more people feel they belong the more they play and enjoy the game,” he said. “With all the time and money pressures these days I believe the De Vere Club is a great compromise: the flexibility and choice coupled with the wonderful traditions of club golf.”

De Vere Club members will also enjoy a whole host of added benefits including discounts on hotel rooms, spa, golf equipment, food and beverage plus attractive member referral incentives.

De Vere has invested significantly in recent years to not only present beautifully manicured Championship golf courses but to also develop top class facilities that challenge the status quo of the archetypal golf club. Stylish clubhouses, luxurious spas, relaxed dress codes, exquisite dining and state of the art golf academies have created a family friendly environment and attractive social hub for the modern golfer.

The new De Vere Club concept is the next phase of this strategy and will match the needs of a whole array of golfers from the middle aged golfer with children who wants to get the family involved in the game to the twenty-something transient golfer who moves around the country for both business and social activities.

Full details of the new De Vere Club – ‘the club that’s changing golf membership forever’ – at or call 0844 980 8060.


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  • Steve Richardson

    I have an issue with Herons Reach regarding eligibility to play golf in their competitions, it does state on your website:

    “The De Vere Club membership is a flexible way of undertaking your golf and
    leisure activities that can be used for the golf fanatic as well as the entire
    family at any of De Vere’s world class golf resorts. It is a points base scheme
    that enables all of our members to hold the more traditional elements of a golf
    membership such as hold a handicap and play in club competitions but with the
    added flexibility of a modern membership scheme.”

    and this is taken from the FAQ’s on De Vere membership page:

    Can I play in club competitions?
    As a De Vere club member you are able to play in any club events
    at your home club. Your home club is where you originally purchase
    your points.

    Do I receive any other benefits?
    You will receive full member benefits, to find out more call your home club.

    I was a platinum member until April 2011 and then I decided to join a golf club nearer home and that was to be my home club, I didn’t want to sever my ties completely with Herons Reach as I had entered some open matchplay tournaments with Ian Bullock from Herons Reach and that was our home club. I looked into the recently launched points scheme and it seemed like the perfect answer! I could use my points to play in club competitions at Herons Reach and I definitely wanted to play in the Club Championship.

    Now I was aware that to play in board competitions a player had to have an active handicap, achieved by playing in three qualifying competitions which I had already done at Herons Reach, I had also competed in numerous club competitions at Knott End Golf Club.

    It came as a total surprise that Herons Reach had decided to try and exclude players from the Club Championship on the basis that they are classed as an away player, it does not mention any of this on the website or in any promotional literature and as a fully paid up member of Herons Reach I was not getting “Full Member Benefits” nor was I “able to play in any club events at your home club. Your home club is where you originally purchase your points”.

    I feel that the actions of the people making up these rules are incorrect, not acting in the spirit of golf, certainly not in keeping with how you market membership of The De Vere Golf Club and possibly illegal, any comments would be welcome>

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