Fixing the Roof While the Sun Shines

This year has been one of the best golfing seasons in living memory. From spring through to late summer, courses across the UK have basked in long spells of sunshine punctuated by the occasional well-timed downpour. The result has been nothing short of perfect conditions. Rounds are up. Visitor numbers are up. England Golf is reporting record score submissions. On the surface, everything looks rosy.

But here’s the uncomfortable truth: unless clubs act now, this moment of prosperity could mask deeper structural weaknesses. It is the perfect time to fix the roof while the sun is shining.

The Age Profile Problem

Data across the UK paints a stark picture. The median age of a golf club member is 59. For women, it is 68. Nineteen percent of members are already over 75. In a country where average male life expectancy is 78, that statistic alone is alarming. Meanwhile, casual golf has never been more popular with 20 to 40 year olds, yet they are not converting into club members. Only 1.2% of club members are women aged 20 to 50, a horrific statistic for a sport that talks endlessly about inclusivity.

This disconnect between a boom in participation and a stagnation in golf club membership is golf’s ticking time bomb.

People are playing, but relatively they are not joining. If clubs do not address this, the surge in rounds we have seen this year will not translate into long term sustainability that we should be seeing.

Membership or Bust

One of the biggest risks is that clubs allow themselves to become over reliant on green fees. Yes, a run of good weather can push a budget into surplus, and green fee yield is fantastic relative to members’ round yield, however, green fee income is transactional and volatile. It comes and goes with the weather. Membership income, on the other hand, is renewable. Statistically ninety five percent of members renew year on year. That makes membership income the bedrock of financial security.

The opportunity is obvious: convert visitors into members. Even 20 or 30 conversions from the hundreds of casual golfers passing through can transform the bottom line. Yet too many clubs lack the pathway, such as flexible points based schemes, relaxed off peak memberships, or family friendly packages that make joining realistic.

The Clubs Getting it Right

Some clubs are showing the way forward with the likes of Kirriemuir In Angus, and Workington in Cumbria being great examples of clubs underpinning their inclusive membership offering with a flexible points based offer. Or Potters Resorts Five Lakes in Essex, who have grown from 240 members to over 1,200 in three years by embracing flexible memberships, excellent marketing, and a friendly progressive atmosphere. They have not reinvented the wheel; they have simply executed consistently, rewarded loyalty, and created an environment where members want to bring guests. Their results speak for themselves.

This is not about slashing prices or abandoning tradition. It is about meeting today’s golfers where they are: time poor, value conscious, and seeking experiences that fit around their lives.

A Moment Not to Waste

Golf is enjoying a golden moment. The weather has been kind. The Ryder Cup and major victories have and will inspire millions. Participation at driving ranges, simulators, and short formats has never been stronger. But unless clubs create fluid customer pathways and convert that enthusiasm into sustainable membership, the opportunity will pass.

The sun is shining. The roof needs fixing. The question is whether your club is willing to climb the ladder and make the changes required before the rain inevitably comes.

Phil Grice

Head of Venues at Custodian Golf

Golf Club Rescue, Powered by Data

Expert-led analysis, sustainable solutions and funding partnerships helping distressed golf clubs reposition, repurpose or relocate without upfront cost.

Contact Phil Grice on 01223 776101 or phil.grice@custodiangolf.co.uk.