Insights into Club Membership & Play
September 2016
Delivered for:
Golf in Scotland : The Big Picture
Is golf in crisis?
Are clubs in crisis?
Media coverage, debate around the committee table, or chat over a post-round drink throws up a lot of different perspectives on the state of the game in Scotland.
So what have the trends been and what is the picture like for club membership moving forward?
What are the trends in Membership?
National Trend / At Your ClubMale Membership
Female Membership
Club Membership in Scotland : Customer Demographics
Having identified the trends in membership – it is equally as important to understand more about the golfers who are members, and those who have left…
The gender split?
National % / At Your ClubMale Membership
Female Membership
Age of Golfers & Members – UK
Sports Marketing Surveys (SMS) have undertaken regular insights into golfer ages in the UK as a whole. Their studies provide an insight into how golfer habits change with age…
Average age of a club member in the UK : _____
Average age of a non-member in the UK : _____
Definition / Average AgeInfrequent Golfer / Plays upto once a month (upto 12 rounds per year) / 42
Regular Golfer / Plays between 12 and 51 rounds per year / 51
Avid Golfer / Plays more than once a week (52+ rounds per year) / 58
Age of Members – Scotland
Understanding the demographics of club membership is critical, and central to this is your membership’s age.
National Age / At Your ClubMale Membership
Female Membership
Member Age / % Nationally / At Your Club
16 to 24 years old / 5%
25 to 34 / 6%
35 to 44 / 10%
45 to 54 / 20%
55 to 64 / 26%
65 to 74 / 25%
75 + years old / 8%
How much do golfers play?
There are numerus factors that influence how much golf we play.... Some of these factors can be controlled by the club, whilst, some are external factors and cannot be controlled.
Whichever they are, it is critical that you are aware of what those factors are and any way in which you can encourage people to play more golf.
Factors Influencing Golf Participation… and membership
MORE / LESSWhat is likely to make you play more golf?
Can you control them? / What is likely to make you play less golf?
Can you control them?
Comfort & Competence: The Magical Mix
National Golf Foundation’s studies show measureable evidence of how comfort in the club and a golfer’s playing competency make them more likely to play often and be members of clubs.
Therefore, if we are to encourage more golfers into our clubs it is critical we are doing everything we can to make golfers comfortable and competent….
Fun, Enjoyment & ComfortWhat can your club do to make golfers more comfortable?
How can you increase enjoyment in the club?
Competence
What can your club do to make golfers feel more competent?
Are there any initiatives that can improve playing ability of golfers?
Competitions & Handicaps
Understanding your member play & competition habits can help inform how your club plans its competition season, sets up its course, and what kind of golfing experience will create a better club experience for new and existing members.
Average Handicap of Scottish Members
Nationally / At Your ClubAverage Male Handicap / 14.9
Average Female Handicap / 24.1
Handicap Category / Nationally / At Your Club
Cat 1. (<5.4) / 7 %
Cat 2. (5.5 to 12.4) / 28 %
Cat 3. (12.5 to 20.4) / 38 %
Cat 4. (20.5 to 28.0) / 22 %
Cat 5. (28.0 to 36.0) / 5 %
Does you club consider your whole membership’s playing ability?
Would your club consider marketing to golfers based upon playing abilities rather than ‘just taking anyone’?
Competition Playing Habits
Nationally / At Your ClubAverage number of competitions played by members / 11.9
Golfer Competition Habits / % of Scottish Members in 2015 / At Your Club
Lapsed (2 competition scores or less) / 11.7%
Maintaining (3 scores) / 9.5%
Infrequent (4 to 12 scores) / 51.8%
Regular (13 to 51 scores) / 26.4%
Avid (52+ Scores) / 0.6%
Does you club consider your whole membership’s playing preferences – or see it from those who are around the club the most?
Would your club change tee-booking, playing rights, membership options or competition policies to attract more members?
The Largest Ever Survey of Scottish Members
September 2016
Delivered for:
Scottish Golf Customer Feedback Tracker
Available free to all affiliated clubs, the Scottish Golf Customer Feedback Tracker (CFT) is an online survey tool designed to help you and your club make informed decisions and benchmark your performance.
2013 to 2016
To-date the CFT has seen 88 surveys launched, and more than 10,500 golf club members responses – making it the biggest ever insight into club member opinions in Scotland – and possibly even farther afield.
How Satisfied are Members?
Central to the Customer Feedback Tracker is the opportunity for golf club members to rate their satisfaction with each aspect of the club experience.
This provides vital benchmarking information for how your club is performing, areas that may need improvement.
After a second survey, it is possible to track how your satisfaction has changed depending on the work you may have done in that area – several clubs in Scotland are now running CFT surveys annually and some are even surveying their membership twice a year.
Satisfaction League Table : 2013 to 2016
1) Golf Course (82%)
2) Customer Service (77%)
3) Beverage at the Club (75%)
4) Management of the Club (73%)
5) Clubhouse Facilities (73%)
6) Member Services (72%)
7) Food at the Club (67%)
8) Competitions (66%)
9) Professional / Retail (65%)
10) Social Events (53%)
How does this compare to your own club membership’s satisfaction?
How often do your club measure member satisfaction?
Have you tracked how improvements at your club have affected satisfaction?
What Matters For Members?
Some aspects of the membership experience matter more than others… it’s not enough to just know how satisfied customers are…. You need to know what is most important to your members!
Whilst understanding how satisfied members are is critical this information is only half the story.
Imagine a situation where you invest significantly in your clubhouse facilities only to find out that it is customer service that would make all the difference to your member experience.
Therefore to avoid wasted effort and resources it is critical to find out what club members think are more or less important. The outcomes may surprise you…
Customer Type: Women Golfers
In the largest ever survey of Scottish Golf Club Members some interesting trends were identified when it came to comparing female golfers with male golfers.
A number of parts of the club experience changed in importance depending on if the golfer was male or female.
Does your club understand what is more important for female golfers, and what is less important to them when it comes to the club experience?
MORE Important / LESS ImportantWhat is more important to female golfers? / What is less important to female golfers?
Does you club want to reach out to female golfers?
Will your club change its priorities based upon this?
Will you adapt the way that you communicate with and market to female golfers and members?
Starting Out: Initiatives to bring women into Golf
Syngenta’s growing the game reports provided specific insights into what would encourage women to start golf, and those who have lapsed from the game to return….
Initiative / How your club could implement it…Affordable Club Rentals and Equipment
Beginner only times for play
Female Group Lessons
Shorter / More Enjoyable Golf Course
Summer Only Membership
Casual Dress
Fast Track Learning for Rules & Skills
More Affordable Membership / Green Fees
Gym Facilities
Crèche / Childcare Facilities
Membership & Play: Increase play & club appeal for women golfers
Syngenta’s growing the game reports provided specific insights into what would encourage women who play the game currently to play more often, and consider club membership….
Initiative / How your club could implement it…Flexible Play Options
Less Masculine Environment
Friendlier Atmosphere
Easier Access
Better Weather
Get to Play Other Courses
More Friends Who Play
Customer Type: Younger Golfers
In the largest ever survey of Scottish Golf Club Members some interesting trends were identified when it came to comparing younger golfers with older golfers.
A number of parts of the club experience changed in importance according to the age of the golfer.
Does your club understand what is more important for younger golfers, and what is less important to them when it comes to the club experience?
For the purposes of this exercise we have categorised ‘younger golfers’ as those aged under 45 - those well below the average age of club membership in Scotland, and the demographic making up only 21% of the golfing population.
MORE Important / LESS ImportantWhat is more important to younger golfers? / What is less important to younger golfers?
Does you club want to reach out to younger golfers?
Will your club change its priorities based upon this?
Will you adapt the way that you communicate with and market to younger golfers and members?
Starting Out: Initiatives to bring young people into Golf
Syngenta’s growing the game reports provided specific insights into what would encourage women to start golf….
Initiative / How your club could implement it…Affordable Club Rentals and Equipment
Golf Games and New Play Formats
Enjoyable & Fun Environment
Shorter / More Enjoyable Golf Course
More Social Environment
Casual Dress
Fast Track Learning for Rules & Skills
More Affordable Membership / Green Fees
Membership & Play: Increase play & club appeal for younger golfers
Syngenta’s growing the game reports provided specific insights into what would encourage younger people who play the game currently to play more often, and consider club membership….
Initiative / How your club could implement it…Affordable Guest Passes for Friends
Flexible Play Options
Less Masculine Environment for Girls
Competition At All Levels
More Recognition of Achievement
Easier Access
Improved Social Side
Get to Play Other Courses
On Course Refreshments
Lower Fees & Loyalty Schemes
Further Club Support
Scottish Golf provides in excess of forty different club support services – from legislation to marketing, handicapping & rules to environment, governance & business planning to
To find out what services might benefit your club and discuss how your national governing body can be of support contact your Regional Club Development Officer:
Central Region Mandy Martin, CMDip 07956 540587
East Region Lesley Nicholson, CMDip 07956 540595
Grampian Region Audra Booth, CMDip 07956 540588
North Region Willie Mackay, CMDip 07956 540575
South West Craig Chalmers, CMDip 07956 540576
Tayside & Fife Region Iain Evans, CMDip 07714 770431
West Region Sean Laird, CMDip 07885 965581
Scottish Golf Club Services
Scottish Golf offer support to golf clubs in many different areas through our Club Services team, relating to many different areas within your golf club. The staff are at hand to deal with any enquiries whether it relates to handicapping & CDH, course rating, education or environmental.
Please feel free to contact the Club Services staff at any time to gain support and develop the level of service that you are providing.
Edinburgh Office : 0131 339 3987
Kevin Fish, CCM Club Services Manager
John Kemp, CMDip Education & Resources Officer
Carolyn Hedley Environmental Manager
Calum Grant Golf Officer
Adam Phillips Golf Administrator
Audrey Rees Customer Services Administrator
Andrew Travers Club Services Administrator
Liam Allan Club Development Administrator
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