Global Edition

EGU help for hard-pressed clubs

12.59am 19th February 2009 - Management Topics

The English Golf Union (EGU) has announced a series of initiatives designed to help golf clubs deal with the current economic climate and the increased risk of golfers moving away from club membership.

The ‘Are You Ready?’ campaign launches to golf clubs later this month when over 1,800 golf courses will receive detailed information on the business and marketing opportunities available to clubs and how to sign up.

The campaign, which is currently been launched to golf clubs attending the EGU’s “…at the Heart of Golf” roadshows, aims to support golf clubs in an increasingly challenging environment and relaunches as a dedicated marketing hub for golf club managers and proprietors.

John Petrie, EGU chief executive, said, “The EGU is committed to creating a sustainable, cost effective marketing solution to help clubs to reach the 2 million plus non member golfers who, for whatever reasons, are choosing not to join a club. We need to start directly communicating with this important market, firstly to win visitors and society business and also to begin promoting the benefits of golf club membership so that they will consider becoming the members of the future.”

Gemini Network Media, the leading golf club marketing company based in Telford, Shropshire, will partner with the EGU to deliver the initiatives outlined within the campaign.

These include: – The enhanced site, which has been developed by Gemini Network Media and Nemisys the EGU’s existing website designer, is being promoted to consumer and media partners as the definitive course directory. All the club’s details will automatically be fed through to partner sites ensuring that a Golf Club Manager updating the club offers and information on EGU Golf Central need only make changes once and will see these simultaneously updated on partners’ networks.

Online tee time distribution and marketing:- EGU Golf Central will also offer golf clubs the opportunity to market all or a selection of their tee times online, initially through EGU Golf Central and by the summer through media and other partners, again clubs only have to enter information once. A simple tee time booking engine to allow golf clubs to trial the initiative will be provided free of charge.

Golf Advantage card:- This is being billed as the golf club’s flexible friend and will be launched to golfers in May. Golfers buying the card will have access to special rates, value added offers and advance booking notifications. Golf clubs will also benefit as they will receive 50% of the revenue from the cards they sell, can alter the green fee offers at any time, rather than be tied to 2 for 1 deals, and importantly will have controlled access to a growing database of golfers to communicate directly with. The Advantage card will be marketed to non-member golfers whilst the EGU’s existing County Cards will continue to be promoted to golf club members offering them, as club members, the best rates available.

Golf Club Network:- In order to take full advantage of these initiatives clubs need to be confident that their websites and e-marketing can keep pace with the changing business opportunities. As part of the ‘Are You Ready?’ campaign, the EGU is endorsing Golf Club Network,, as the supplier of website and e-marketing solutions to clubs. They will offer preferential packages and options to clubs wishing to embrace the campaign.

John Petrie added, “It is important that clubs are ready to do business in this changing environment. The EGU and its partner, Gemini Network Media, are focused on providing dynamic and innovative marketing opportunities. Clubs should look out for the information being sent out this month and adopt the initiatives on offer, many of which will cost clubs nothing but could have great benefits.”


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