PLAYMORE.GOLF. How to build a profitable flexible golf membership category Copyright PlayMoreGolf All rights reserved

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Regina Tucker
5 years ago
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2 WHY FLEXIBLE MEMBERSHIP P A G E 4 UK Golfers Golf is the 5th most popular sport in the UK and a 4billion 5,000,000 4,000,000 market. UK Participation in the sport remains stable at 3million - but golf membership sales have declined. 3,000,000 2,000,000 1,000, Average Golf Membership costs 850 a year. Golf Membership Participation Profits at Golf Clubs are declining due to lower membership sales.

3 THE TEAM? Alastair Sinclair CEO Sales & Marketing Director Lynn Sinclair Finance Director Ben Clark Lead Developer Marcus Weatherburn Club Acquisition Manager Jake Rhodes Club Support Manager Joe Grundy Club Support Manager

4 OUR BACKGROUND Combined 110+ years experience in the golf industry and commerce Business set up was privately funded by a group of high net worth individuals Sold in excess of 20,000 memberships across 100+ golf clubs driving 6 million of additional membership revenue per year

5 OUR BACKGROUND PlayMoreGolf has been operating with golf clubs since February 2016 Now work with over 70 golf clubs, 90+ courses and 3,000 members Administrate, operate and proactively market golf clubs flexible points-based membership category Club use our platform to build their membership depending on their requirements

6 OFFICIAL PARTNERS

7 A FLEXIBLE MEMBERSHIP? What does a PlayMoreGolf member look like? On average 17 years younger than traditional golf members 65% of golf will be played at off peak times Average retention of 81% Yield per round is 3-4 times higher than a full member 6-9% of PlayMoreGolf members upgrade to a clubs full membership category

8 WHAT NOT TO DO 1. DO NOT give members a set number of rounds per year with the same benefits as your full members. Reason you will join up new members on to your flexible category but you will discover that the majority of them will have downgraded from your full membership category = unprofitable!

9 WHY In our experience if you operate a flexible membership correctly only 0.4% to 2.5% of full members will downgrade to your flexible category On a traditional/full membership population of 500 that s only 12.5 members would they have left?

10 WHAT NOT TO DO 2. DO NOT use vouchers or a spreadsheet Reason A. Hard to administer and B. You will miss revenue opportunities

11 WHY PMG provide golf clubs a flexible platform to yield their tee sheet driving flexible member rounds to quiet times on your golf course. You could have access to our bespoke, proven flexible membership yielding model with no administration.

12 WHAT NOT TO DO 3. DO NOT expect golfers just to find you and join. To maximise added revenue you must delivery high levels of marketing activity, focusing on digital.

13 WHY All your activity should be measured so you can see your ROI. All activity should give you tangible results. What are your conversion rates from lead to sale? Are you happy with them?

14 We generate on average new membership enquiries to each golf club per month! Joe Grundy Club Support Manager Jake Rhodes Club Support Manager Would you like more enquiries?

15 A REMINDER WHAT NOT TO DO DO NOT give flexible members a set number of rounds DO NOT operate your flexible membership with vouchers DO NOT operate your flexible membership on a spreadsheet DO NOT expect golfers to contact you and join DO NOT fail to measure your return on marketing investment DO NOT rely on traditional marketing channels alone

16 HOW TO LAUNCH A SUCCESSFUL FLEXIBLE MEMBERSHIP CATEGORY

17 LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO 1) Develop an efficient yield managed points/credit system

full members whilst driving additional guaranteed contracted

19 WHY Drive bookings to times on your golf course where you have spare capacity You will make peak times more accessible to your full members whilst driving additional guaranteed contracted membership revenue reducing your reliability on unreliable green fee revenue

20 LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO 2) Develop a real-time online booking platform

21 WHY Retain control of your tee sheet and your members Deliver real time booking and instant points management Control and how your flexible members will be booking

22 WHY Flexible members spend as much in ancillary spend vs. your full members! Ancillary spend per flexible member per round is: 4 F&B 2.50 in the golf shop

23 LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO 3) Structure your flexible membership category to play multiple courses that IS NOT a free reciprocal arrangement but generates REVENUE!

24 WHY Non-members are more transient than ever and like to play different golf courses.

25 AND PlayMoreGolf members can use their membership points to play at different courses in the UK at no extra cost. All golf clubs receive the revenue for the golf played based on the point value and booking window you set. You can turn a free reciprocal arrangement into a highly managed revenue driver.

26 4) Be proactive! LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO Generate tangible large volumes of enquiries through a structured marketing plan. What do you spend on membership marketing per year Do you use a customer relationship management (CRM) tool to increase lead to sale conversion?

28 WHY We at PMG deliver: Specific marketing activity for each partner golf club (digital & printed collateral) We provide a specific CRM for each club to convert members. We provide skilled membership sales advisors.

29 Joe Grundy Club Support Manager Jake Rhodes Club Support Manager Joe and Jake give golf clubs daily support to drive new members and revenue.

30 LAUNCH A FLEXIBLE MEMBERSHIP 5 THINGS YOU MUST DO 5) DEVELOP a member friendly platform for: Simple online booking; and To increase retention and referral opportunities.

31 WHY YOU MUST keep in regular communication with your flexible members based on their playing behaviour.

32 WHY PlayMoreGolf partner golf clubs benefit from automated referral and retention activity. Based on a members behaviour during their 12-month membership they will receive intuitive communications to increase retention and member referral opportunities.

33 LAUNCH A FLEXIBLE MEMBERSHIP 5 THING YOU MUST DO

34 HOW

35 SUMMARY Develop an efficient yield managed points system Drive member rounds to quiet times on your golf course Guarantee contracted membership revenue Remove the risk of weather dependant green fee revenue Develop a real-time online booking platform to manage members points Retain control of your tee sheet Remove downgrade risk

36 SUMMARY Have complete control when introducing your flexible membership category Drive added ancillary revenue Facilitate flexible members playing multiple courses Highly managed reciprocal revenue driver Be proactive marketing that deliver tangible and measurable results Use an efficient CRM to increase productivity Have focused and skilled sales management support Automated referral and retention communications

37 WHAT IS THE REVENUE OPPORTUNITY? Case Study Hillsborough Golf Club First 12-months of trading with the PlayMoreGolf category: No. leads generated New members % conversion - 24% Added PROFIT - 26,522 Yield per member round played

38 WHAT YOU RECEIVE Planning and Consulting Bespoke Marketing Online Booking Pre Launch Lead Generation Training All delivered at the peak time of the golf season 2 weeks from start to finish to go live

the golf industry is feeling pretty good about itself.

At this writing in 2018, the golf industry is feeling pretty good about itself. After absorbing discouraging data for years course closings, decreasing numbers of players and rounds and revenue, major