Club membership – sealing the deal
A few issues ago, I wrote about the boom in demand for golf and how many clubs are now bursting at the seams with new members. Whether this will last is anyone’s guess, but one thing many more circumspect clubs are trying to do is make sure their new members are welcomed properly and fully integrated.
Recently, I played golf with Paul Boyle of Sandy Lodge in Hertfordshire, who ended a two-year tenancy as captain in November. In his 25 years at the club, he has been on a mission to make it as inclusive and friendly as possible. In a remarkably outgoing gesture, Paul embarked on a mission to play with as many different club members as possible while captain. This enabled him to get to really understand the membership and it turned out to be particularly appreciated by those new to the club. His mission saw him play with no fewer than 325 members, more than 60 of whom have joined in the last two years. This is an exemplary and selfless effort, which has joined people together and made them feel a part of the club.
At my own club, Tandridge, we now have specific events and roll-ups for new members, and we have improved the communication channels enormously to keep everyone informed of all that is going on. Many clubs have an increasing number of competitions that are drawn randomly; some have a guardian angel scheme to ease new members in; and greater use of computerised tee-booking systems has enabled new members to join up with two- or three-balls already booked. All of these things are hopefully enabling this greater pool of new members to integrate more easily and develop a relationship with the club.