Flexible Golf Membership - Pros and Cons for your Club

Sep 15

4 min read

Golf clubs throughout the UK are facing the challenge of increasing revenue, attracting new members, and retaining current ones. A flexible, points-based membership model, frequently offered by third-party providers, has become an increasingly popular option.

These programs can introduce you to a new audience of golfers who are limited on time and focused on value. However, they also involve trade-offs that every club should be aware of before participating.

This article will explore the main advantages and disadvantages of a flexible points system, helping you determine if it aligns with your club's long-term strategy.

Understanding a Flexible Points-Based Membership

Rather than purchasing a standard 5-day or 7-day membership, golfers acquire a package of points, also known as credits. Each round of golf "costs" a specific number of points, which can differ based on factors like the day of the week, time of day, or the particular course being played.

Third-party providers usually manage marketing, booking platforms, and member administration, while your club supplies the tee times and on-course experience.

Possible Advantages for Your Club

1. Appealing to a Different Kind of Golfer

Many contemporary golfers find it challenging to commit to a full membership due to work, family, or financial constraints. A flexible points system appeals to occasional and lapsed golfers because it seems less risky than a full annual subscription, yet it can still serve as a stepping stone to full membership once they recognize the value of your club.

For clubs, this could involve engaging with a market that might otherwise remain uninvolved.

2. Occupying Unfilled Tee Times

If your peak periods are already crowded, but the mid-week and late-afternoon slots are not fully utilised, a points model can assist in several potential ways:

You can set lower point values for off‑peak tee times encouraging flexible members to play when the course is quieter
You can generate incremental revenue from capacity that would otherwise go unused
With good member insights, you can help existing members by diverting guests from core member playing times to those less utilised periods

When executed effectively, this can enhance yield without disrupting your primary full members.

3. Marketing and Administration Outsourcing

Collaborating with a reliable provider can alleviate the pressure on your internal team:

They promote your club to their national database
They provide the booking and points management platform
They handle much of the communication with flexible members

For smaller clubs or those with limited marketing budgets, this can be an economical method to enhance overall club visibility.

4. Extra Secondary Expenditure

Every flexible participant who joins the platform is also a potential customer across the entire site, including:

The bar and restaurant
The pro shop
Coaching and custom‑fitting
Events and society days

If your on-site experience is excellent, the worth of a flexible membership can exceed the equivalent of the green fee.

Potential Risks and Disadvantages

1. Undermining Your Current Membership

The primary concern we encounter when discussing with clubs is the possibility that existing full members might "downgrade" to a more affordable flexible option. Clubs must have confidence in their product/service and evaluate the flexible 'model' because this could occur when:

The points package is priced too aggressively
Peak‑time access for flexible members is too generous
The value gap between full and flexible membership is unclear

If not thoughtfully organised, you might replace high-value members with those of lower value, which can decrease overall revenue.

2. Impact on Tee Sheet and Member Experience

If flexible members have the opportunity to reserve popular times:

Full members may feel squeezed out of their preferred tee slots
Pace of play and course wear can increase
The perception of “overcrowding” can damage your brand

Ensuring the core membership experience is safeguarded should always be the main focus.

3. Profit Margin and Revenue Distribution

Third-party providers often operate on a revenue-share or commission model. Although this may seem appealing initially, it's crucial to consider:

How much of each flexible round you actually retain
Whether the effective green fee aligns with your pricing strategy
How the scheme compares to running your own in‑house flexible product

What appears to be "new money" might sometimes be lower-margin revenue that replaces higher-value opportunities.

4. Ownership of Brand and Data

When you operate via an external platform:

The customer’s primary relationship may be with the provider, not your club
You may have limited access to member data and behaviour insights
It can be harder to nurture those golfers into full club members

To ensure long-term sustainability, it's important to establish direct relationships with your most valuable players.

Implementing an Adaptable Points System in Your Club

If you're thinking about a plan with an external provider, consider these practical steps:

Define your objectives clearly
- Are you trying to fill off‑peak times, re‑engage lapsed members, or create a pathway into full membership? Your goals should shape how the scheme is structured.
Protect your core membership first
- Limit flexible access to specific tee times
- Maintain clear advantages for full members (booking windows, competitions, pricing, locker access, etc.)
- Communicate openly with existing members about why you’re introducing the scheme and how it benefits the club.
Model the numbers carefully
- Compare projected flexible revenue against your current yield per round
- Stress‑test different scenarios (e.g. if 10–15% of full members downgrade)
- Factor in secondary spend and potential upsell into full membership.
Agree clear commercial terms
- Understand the revenue share and any fixed fees
- Clarify who owns the customer data and how it can be used
- Set review points so you can adjust or exit if the scheme isn’t delivering.
Track performance and member sentiment
- Monitor utilisation of tee times, average yield per round and bar/pro shop spend
- Gather feedback from both full and flexible members
- Be prepared to tweak point values, access rules or marketing messages.

Is a Flexible Points Membership Suitable for You?

Points-based flexible memberships can effectively attract new golfers, utilise underused capacity, and explore additional revenue opportunities. Nonetheless, they do not offer an immediate solution.

For them to be effective, they should align with a well-defined commercial strategy that safeguards your core membership, preserves your brand value, and promotes long-term growth.

If you would like to explore whether a flexible points system might be suitable for your club, DrawIQ Golf and Leisure Club Services can help: