Why do golf clubs offer an intermediate membership category?
PlayMoreGolf
PlayMoreGolf is the UK's leading flexible golf membership provider, with over 14,000 members and 200 partner clubs.
Article written by Brad Chard
Can intermediate memberships be a successful category at my golf club?
This is an area I have been giving a lot of thought to recently. I ask myself “why do golf clubs offer an intermediate membership category?”
Did golf clubs experience high demand for this category of membership post Covid? Also, did they put caps on new intermediate members joining?
As a previous golf club General Manager, I would often see the intermediate membership category as providing a pathway through to full adult membership. We would offer a lower annual fee based on a member’s age. Then, we would try and provide a sliding scale on price through to full membership. Why? So, the jump up to full adult membership was not so great.
In reality, does this work?
I can only talk from my own experience and my own understanding of the data that I’ve looked at. The intermediate membership category that was the last step before full adult membership, carried one of the lowest renewal rates.
General Manager at CIRENCESTER GOLF CLUB LIMITED
3wProbably a bit of history to it and goes back to a time (early 2000’s) where many clubs had very few members in this age category…….great question though as to whether it’s still completely relevant and necessary. One thing is for sure that we can’t just expect that we can charge full price to those who are starting careers, have taken on mortgages, have young children etc and they will continue to stay members
Senior Sales Manager at Toptracer
3wI’ve long believed that it would sensible for clubs to offer a “new parent” band of membership irrespective of age. It is at that time of life when both time and money is at its most stretched. I have no numbers to support this but I bet many drop out of memberships at this time.
Chief Operating Officer at PlayMoreGolf The Leading Flexible Membership Platform for Golf, Spa & Leisure Clubs. We help clubs looking to offer a new membership category to attract the infrequent golfer.
3wThought-provoking