Membership Retention & Customer Service March 2015

I think we would all agree that the retention of members & golfers is just as important as recruiting new ones?

Member vs Non Member ,945 golfers (13% drop in participation)

Question… In your opinion, why are less people becoming members of Golf Clubs?

So why are less people becoming members of a Golf Club? Not value for money Age profile of clubs, dominated by older people Changing lifestyles & lack of time Lack of customer care Cheap green fees/2 for 1 etc… Staff/PGA Pros not part of the club’s aspirations No forward/business plan Lack of investment – poor condition of course or other facilities Poor initial ‘’emotional’’ attachment to the golf club No follow up following starting membership No mentoring Lack of staff training/investment Clubs not understanding their customers’ needs Lack of added value for membership Clubs not understanding the worth of a member Competition from other sports/leisure providers

Time to reflect… How many of you know which members are at risk of leaving before they do? Do you know if your customers are really happy with the services they receive at your club? How do you create an ‘’emotional’’ attachment between your club and new members? How do you invest in and develop your newer members? How do you ensure you don’t forget the loyal member? How often do you communicate with your membership? Do you have a plan? Is your PGA Pro actively involved in meeting your aspirations and do they help drive business to the club?

We need to understand the changes in society to understand our customers. - Social Change - Competition for our leisure time

Video / Computer Games

TV

Other Sports…

Cycling…

Health & Fitness…

Golf…

Why is Recruitment, Development, Investment & Retention important to Golf Clubs?

Revenue Guarantees sustainability of ALL

What is The value of a golfer?

The value of a golfer? The average value of the economic impact on the Golf Club is: £ The average value of the economic impact on the Golf Professional is: £ SMS 2013

The value of a golfer Think Golfer Think £1k Every time you RDR!

Important to know……. “Whilst core golfers (Regular & Avid) only account for 45% of the total players in GB&I, they account for over 75% of the total expenditure”

The value of a golfer The average value of the economic impact on the Golf Club of: A GC member (Membership Fees /members) £ A Non Member (Green Fees /Nomads) £ (Staff Wages included in figures) SMS ‘Economic Impact of Golf’ Report (2013)

Have a Plan

Touch Points Question. - “As a Golf Club Member; which member of the golf club staff would you say you interact with the most?” PGA Professional43% Club Sec / Manager13% Mens Capt10% Seniors Capt8% Bar Manager7% Greenkeeper(s)7% Ladies Capt5% 8% don’t interact with anyone on a regular basis

Retail Tribe Info Asked 3 Questions to Club Managers in America... How many golfers in a coaching program in 2013 failed to renew their membership in 2014? 0% Dropout rate from membership (Over the last 3 years) Do golfers in coaching programmes play more golf in the next 12 months than they did in the previous 12 months after coaching? Golfers in coaching programmes play on avg. 20% more rounds than those not in coaching Do golfers in coaching programmes spend more at the golf club than those that don’t? Golfers in coaching programmes spend % more than those not involved in coaching

The Impact of Coaching on Adult Participants Adult participants that are coached are more likely to: –experience greater enjoyment in playing their sport (81%) –have greater passion & commitment (78%) –spend more time playing (67%) –have a positive playing experience –play more than non –coached participants –have a stronger affinity to the game –try and avoid missing a chance to play Less likely to stop playing –Temporarily (59%) –Altogether (65%) The Impact of Coaching on Participants (SCUK, 2014)

Perception V Reality Your Perception is Your Reality How do we manage it?

Consumer Aspiration

The Challenge! Work to understand the key drivers behind Recruitment, Development, Investment & Retention. Identify the actions that will effectuate positive change to Recruitment, Development, Investment & Retention. Make your facility the third place. Make an Action PLAN that is SMART! Make sure the plan is Agreed by all!

Training & Education CACI Segmentation Handicap & Course Rating Xact Advice Greener Golf GolfMark Clubhouse Club Offer – Currently Under Construction…

Thank You for listening… Jason Budd (Regional Manager – England Golf) M: