In 2014, The Financial Times reported a worrying trend. The average age of a regular golfer in the UK had risen 15 years, from 48 to 63, in a mere five-year window. Many golf clubs and players yearned to see golf appeal to a younger, fresher audience, but faced challenges (and continue to do so) in modernising the demographic. A combination of reasons exists for this shift, including the increasing nomadic nature of younger people (both in their personal and professional lives), higher general living costs, a change in family roles and, crucially, the inflexibility of traditional golf memberships. It’s imperative, therefore, that clubs recognise and adapt to this need for greater golfing flexibility, both in terms of its offering and its cost. So, what does the average PlayMoreGolf member look like and how can your club take steps to appeal to them?

As a reputable golf club with a loyal customer base, you may have multiple concerns about bringing in a flexible points system or question how much profit you can realistically achieve using this
method. That’s why we have collected some of the most common myths about flexible golf memberships and clarified the facts surrounding each of these. Read on to discover the answers…