Case Study: Formby Hall Golf Resort

In: Blog

Situated in the heart of England’s Golf Coast, Formby Hall Golf Resort offers a choice of an 18-hole Championship Course, 9-hole Woodhey Dunes Course, and the PGA Academy, ensuring a quality golfing experience for seasoned professionals, beginners, and families to enjoy.

But, like many other golf clubs, Formby Hall Golf Resort recognised that its club offering needed an update to stay current and appeal to younger golfing demographics. So, in June 2016, the club decided to open a flexible membership category through PlayMoreGolf.

How PlayMoreGolf’s flexible membership category helped to drive new memberships

Flexible membership categories are enabling golf clubs like Formby Hall Golf Resort to drive new membership enquiries at a time when players are valuing the freedom to play at clubs or locations convenient to them — wherever they are or whenever they have the time to golf.

PlayMoreGolf’s flexible membership category offers a wealth of benefits, with partnered clubs — such as Formby Hall Golf Resort — being able to:

  • Develop an efficient yield managed points system
  • Drive member rounds to quiet times on their golf course
  • Automate referral and retention communications
  • Guarantee contracted membership revenue
  • Develop a real-time online booking platform to manage members points

Formby Hall Golf Resort isn’t the only course to benefit from PlayMoreGolf’s flexible membership. Watch what Brough Golf Club had to say about their experience.


Formby Hall Golf Resort today

Since offering a flexible golfing category in 2016, the club has gone from strength to strength, retaining its traditional feel while adapting its offering to attract new members.

Initial successes were evident. The club began to increase its revenue steadily, with the total increase through flexible membership alone totalling over £37k to date. Over 1,000 enquiries about the club were made within the first two years of launch via the PlayMoreGolf marketing package.

Furthermore, in the first quarter of 2018 alone, over 60 new joiners signed up to make Formby Hall Golf Resort their home club. Given these fantastic triumphs, we have every reason to believe that Formby Hall Golf Resort will see further results at the end of 2019.

To see a complete list of benefits PlayMoreGolf can offer your club, simply enter your details into the form.

Mark Williams, Golf Manager and Head Professional

“Having added the PMG membership category to our options of club memberships two years ago, we have been delighted with the growth in our flexi-points memberships. We knew we had a market for this style of membership locally and the partnership with PMG has confirmed this. Yes, we had some concerns initially, but they have been completely removed now.”

“Any golf club looking to broaden their membership categories and attract more golfers to their facility would be crazy not to consider a partnership with PMG."

“These guys know their stuff when it comes to marketing and generating interest in the product. The PlayMoreGolf team will do a great job in helping to grow your clubs membership.”


Jamie Carroll, co-founder of PlayMoreGolf

“It’s no surprise to us that this incredible, long-established golf club has received so much interest via its flexible category. We look forward with great interest to the next few years and feel confident the golf club will continue to thrive.

“We want to thank Formby Hall Golf Resort for putting its faith in PlayMoreGolf and we’re thrilled they’re reaping huge rewards from this decision.”


If you’re interested in becoming a PlayMoreGolf Partner Club and reap similar benefits to Formby Hall Golf Resort, then please contact us on sales@playmore.golf.
Tags: Blog, case study

Written by Emma Rowlands

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