Is your golf club struggling for funds or do you have cashflow concerns? You’re not alone. Many clubs are struggling during these unprecedented times. From starting the year with flash floods and waterlogged courses, to a UK wide lockdown and temporary closure of clubs, 2020 has had a significant impact on many.
Of course, many people across not only the nation, but the world, have had some form of financial hit due to Covid-19. Meaning, the funds to pay for their golf membership may not be high on their list of outgoings. But perhaps what golfers don’t understand are the serious financial implications this can have on their club.
The question many are asking is, “can golf clubs as we know them in the UK survive this lockdown?” The answer is yes, but it requires each golfer and golf club to play their part to support each other.
What can be done?
In the past couple of weeks, we have seen two historic golf clubs launch appeals to help keep a flow of income for their club to keep them afloat. They aren’t the only clubs to be thinking outside of the box. In a recent survey completed by GolfPunk, just over half of golf clubs within the UK have introduced some form of scheme, making it easier for members to renew and support their club during the lockdown.
Let’s break that down a little further. According to the study, 14.5% of clubs are introducing a payment play, giving their members the option to spread the cost of their membership over a period of time. With 11.5% of clubs allowing a deferral of payment. We have also seen 7.2% of clubs actually reduce their fees and just under 20% of clubs have introduced some form of “other scheme”.
That leaves us with 49% of clubs having not introduced any form of incentive to their current traditional membership base. The research also shows that there is a growing sense of anger coming from members, this is towards clubs that have not shown any form of support so far.
Is there anything PlayMoreGolf Can Do To Help Golf Clubs?
With high hopes that golf will be one of the first leisure activities to return once Covid-19 restrictions begin to be relaxed, we have launched a new membership product which will help support not just the 250+ clubs we currently work with, but the wider industry during this difficult period.
Our new membership product is built on the same premise as our flexible membership category, but takes this a step further by providing an online membership that allows a pathway back to full membership at a time when, under normal conditions, clubs would be reaping the financial benefit of renewed memberships.
These new products will enable a club to generate that much needed cashflow, allowing them to continue to operate and thrive during this difficult period. Until we went into lockdown, golf was a sport that was still enjoyed by many, though precautions had to be taken by both clubs and golfers. It would be fair to assume that, once the lockdown is lifted, golf will be one of the first sports to reopen.
This membership product was designed to help remove any concerns clubs or golfers may have around not being able to justify the cost of a membership and providing the comfort golfers require of not being financially disadvantaged if they can’t play as often – all whilst providing a pathway back to full membership once the uncertainty is over and normality resumes.
By being online members can purchase the membership and perform all booking without compromising the current social distancing regulations at their club whilst knowing they are playing a key part in supporting their club during a difficult time.
We believe that this is the perfect solution for those full members who are concerned about renewing and considering delaying renewal for the year. Our unique, innovative platform will direct individuals to a bespoke payment page just for their club. This will give members the comfort and security they are looking for with their membership while allowing the golf club to have total control on which members they give this option to. We anticipate them using this only for those members that are unsure of renewing and those that have already left.
If you would like to sit down with Jamie for more information on this membership concept, you will have the opportunity to do just that on Thursday April 23 at 10am. We will be hosting a live preview of the membership option along with a Q&A session - click here to register. Alternatively, you can contact us on 0330 555 6555.