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How to attract new members and improve retention

Understanding your market

Did you know golf is the fifth largest participation sport in the country?

Around 637,000 players belong to one of our 1800 affiliated clubs and a further 2 million people play golf independently.

To help clubs and facilities attract and retain members, we realised we needed to increase understanding of the golfing market. We need to know what people want from their golfing experience and where we can find potential golfers and new members.

Working with a behavioural research company, England Golf identified nine profiles to help you create an effective marketing strategy:

  1. Relaxed members
  2. Older traditionalists
  3. Younger traditionalists
  4. Younger fanatics
  5. Younger actives
  6. Late enthusiasts
  7. Occasional time pressed
  8. Social couples
  9. Casual fun


Watch our short video to find out what your customers want and need.

Growing your club  

Using data generated from our mapping tool, such as potential profiles and member catchment map, you’ll be able to: 

  • Develop a retention programme for existing members 
  • Improve your marketing plan for recruiting new members 
  • Create new packages to meet the needs of different customers 
  • Decide where and how the club promotes their offers 
  • Identify specific areas in which to target potential new customers 
  • Support the development of new facilities 
  • Identify the key purpose and USP of the club 

Your Regional Manager can offer advice and local knowledge to help you make the most of our mapping tool. They’ll also provide potential solutions and share success stories from other clubs. 

How much does it cost? 

A full set of reports costs £300 + VAT.

You’ll also be supported by one of our Regional Managers who will discuss and assist your club in understanding our documents and putting the findings into action.  

If your club is looking at facility development or re-purposing, we’re also able to provide a detailed planning development report and supporting guidance. 

Case study - Gloucester GC

How Gloucester Golf Club used Understanding Your Market to transform its fortunes