WHAT DO GOLFERS WANT FROM GOLF CLUBS?
Recent research commissioned by the English Golf Union and
conducted by Sports Marketing Surveys has provided an insight
into what would make non-members join a golf club and how
membership could be improved in the eyes of current members.
Little evidence exists in what people perceive to be barriers
to golf and membership and the research conducted in October
and November last year was nationwide at private, pay and
play and municipal courses. Interviews were conducted face
to face with 1,000 active golfers below the age of 40, split
evenly between members and non-members.
It is clear that the average golfer likes to be a member
for the competitions, official handicap status and better
golf courses that they, therefore, have access to. However,
what becomes clear is a need to improve the overall service
that the golf club offers.
Of those currently members of a golf club, 7.5% had resigned
a membership in the previous year, but had either joined another
golf club or simply reduced the number where they are members.
Of those not currently members, 13% had previously belonged
to a private members club and a further 8% to a proprietary
or municipal club. Whilst nearly two thirds of these would
consider coming back into membership, cost and social considerations
are major issues. No joining fee, special offers and importantly
more family facilities would encourage them. Moving region
and cost were the major reasons for resigning.
Of the under 25’s, it is interesting to note that 30%
of the members under this age, had first started playing golf
at a private members’ club, compared to only 8% of non-members
first playing the game there – the major place that
non-members started playing the game was at independent driving
ranges.
It is crucial that stronger links are developed between ranges
and golf clubs, as non-members would be interested in joining
a golf club if the route was easier and better advertised.
The younger golfer is more likely to become a member if they
have been exposed to the club environment at an earlier age.
Other important trends identified in the research were that
the majority of members were introduced through relatives
or friends and that most golfers had started to play at school
age.
Whilst some of these findings may seem obvious, no formal
research of this kind has been conducted and it is vital that
this continues in other areas of golf development to provide
actual evidence for governing bodies and golf clubs.
This latest study is just part of the EGU’s research
strategy in order to aid strategic planning. Statistics from
the recently distributed biennial golf club membership questionnaire
will be available later on this year.
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