These key factors have emerged from research commissioned by England Golf to support the development of its new and ambitious Strategic Plan.
The plan sets out to inspire people of all ages to make golf a part of their life. Its ambitions include reversing the trend of declining club membership and working towards a target of 750,000 golf club members in England by 2020.
A total of 55 clubs were interviewed for the research project, of which 70% were private members’ clubs, 24% proprietary and 6% pay and play. All had increased their memberships during 2012 and seen that hold firm in 2013. In many cases it has increased again.
Richard Flint, England Golf’s Club Services and Development Director, said: “These clubs, which are all bucking the national trend, have been very generous by describing their successful strategies and we can now share this best practice to grow the game.”
The research was carried out by SPORTS MARKETING SURVEYS INC. which concludes: “The three key principles which our interviewees have applied could easily be deployed across the country and could potentially reap rich rewards without profoundly changing the way the clubs operate.”
Many of the clubs also made use of outside help to promote their club amongst members or visitors, for example by achieving the GolfMark award for junior and beginner-friendly facilities, and by working with England Golf’s Club Services department and with their CountyGolf Partnership.
Most make their facilities available commercially, say for weddings or conferences, and many are seeking to build up a database of visitors’ details, often using electronic communication.
The full report, Membership Recruitment & Retention: Key Themes for Implementation, can be viewed by clicking here.
Click here to read the second draft of the England Golf Strategic Plan and to provide feedback. The consultation period on the second draft runs until 13 January, 2014.
The full report, Membership Recruitment & Retention: Key Themes for Implementation, can be viewed by clicking here
Click here to read the second draft of the England Golf Strategic Plan and to provide feedback. The consultation period on the second draft runs until 13 January, 2014
England Golf www.englandgolf.org
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