Golf clubs across the UK are enjoying the spoils of flexible members, as players are regularly spending on average £10 at their ‘home’ pro-shop before each round.
The good news for club pro shops doesn't end there; PlayMoreGolf members are also spending an additional £197 per year on upgrading their clubs, trollies, and GPS devices. Making the most of on-site expertise and pro-shop knowledge before purchasing.
The research was gathered from 1,200 of PlayMoreGolfs 14,000 members to understand their pre-round habits and secondary spending when playing at home.
PlayMoreGolf is the UK's largest flexible membership offering and works with over 250 golf clubs in the UK.
·84% of PlayMoreGolf members spend up to £9.24 per round played in the pro shop
·20% of members spend on average £197 on upgrading their golf kit per year
·18% spend more than £100 per year on lessons with PGA professionals at their home club
Whilst some clubs are looking to bolster the traditional member category, golf clubs are already reporting that course occupancy is returning to pre-pandemic levels. The challenge for clubs into 2022 is generating alternative revenue streams to the club and generating sales in the club pro shop as well as through food and drink.
Data released at the start of 2021 by PlayMoreGolf shows that members contribute more than £2m of food and beverage revenue at our 250 partner clubs (roughly £12 per round). Plus, 70% use their points to play on multiple UK golf courses – underscoring the importance of flexible memberships to boosting the bottom line at UK courses.
Alastair Sinclair, CEO, PlayMoreGolf, said: "2022 is going to be a challenging environment for golf courses as we return to pre-pandemic levels in terms of course usage.
"For clubs to stay competitive they must welcome a wide range of players and look to utilise those who are willing to travel and spend money in their pro shop, restaurant, and bar. This is why flexible members are still an important part of the golf club eco-system.”