PlayMoreGolf, the UK’s premier flexible membership network, has delivered significant membership growth at Dore and Totley Golf Club, following the venue’s integration of the online points-based membership programme in May, 2016.
The innovative and flexible programme, which sits alongside club’s existing membership packages, has helped the private members’ golf club, situated in South Sheffield, add 33 new members, many of which are younger golfers, as well as creating over 142 new member leads thanks to its targeted digital marketing campaigns.
Chris Cuttler, Secretary at Dore and Totley Golf Club, said: “We were among the first venues to join the PlayMoreGolf network, as we identified there was a growing number of potential members whose needs were not being met by our existing membership options.
“It was clear that in order to thrive in the current market we couldn’t just provide a one-size-fits-all solution, so we now offer three different membership categories at the club – full, social and flexible.
“The positive growth in membership numbers, many of which have been younger golfers, we have achieved over the first six months of adopting PlayMoreGolf’s flexible membership programme, alongside the targeted marketing support the company provides, is testament to its effectiveness within today’s market and we look forward to continuing to grow our membership numbers in the future.”
Based on an initial membership fee of £325 per year, the PlayMoreGolf points system 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 venues.
PlayMoreGolf Director, Daniel Hodson, commented: “The results achieved by Dore and Totley Golf Club, especially in terms of creating a younger, thriving membership, clearly highlight the growing need for golf clubs to offer a flexible approach to membership.
“The success in this case mirrors the findings in England Golf’s 2016 Golf Club Membership Questionnaire, which reiterates the importance for golf clubs to provide flexible memberships. They are ideally suited to the varying demands of today’s transient golfer and by providing the customer with exactly what they want, golf clubs can create significant financial benefits.”
The PlayMoreGolf partner network currently consists of 30 private and proprietary golf clubs, including six new additions since the beginning of October. The six new partner venues include Maylands Golf Club, Essex; Traditions Golf Club, Surrey; Pike Fold Golf Club, Bury; Stockley Park Golf Club, Middlesex; Studley Wood Golf Club, Oxford and Sandilands Golf Club, Lincolnshire.
All PlayMoreGolf partner venues are provided with bespoke support packages, which include strategic lead generation campaigns, sales training, an interactive online product training platform, a fully integrated customer relationship management programme (CRM) and a web-booking engine that directly interfaces with the club’s booking requirements.
PlayMoreGolf runs a series of UK Business Roadshows for club owners and operators, with the free-to-attend seminars designed to offer guests the opportunity to understand how this new and innovative platform can help golf clubs increase membership revenues. Golf club owners and operators interested in attending a future event should, in the first instance, express their interest to Marketing Director, Jamie Carroll, e Jamie@playmore.golf, tel: 07825 057448.
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