How Golf Clubs Can Attract More Members Without Spending a Fortune
Running a golf club isn’t just about keeping the greens tidy or booking weekend tee times. It’s about creating a thriving community – one that grows, returns, and recommends you to others. Yet too many clubs find themselves struggling to attract new members, even when the facilities are excellent.
So what’s going wrong?
Often, the issue isn’t the offering – it’s visibility and communication. If prospective members don’t clearly see what’s available, why it matters, or how to get started, they’ll simply walk (or drive) past. And when that happens, your club loses potential recurring revenue.
The good news? You don’t need a huge marketing budget to fix this. Small, thoughtful changes to your on-site messaging and signage can make a big difference...
Why Aren’t More People Joining?
Before you can solve the problem, it helps to understand the barriers. When clubs fail to grow their membership base, it’s often because:
- The benefits of joining aren’t clearly promoted
- Pricing or commitment feels unclear or intimidating
- The club feels exclusive or unwelcoming to non-members
- No clear “next step” is provided for interested visitors
Many prospective members are already right under your nose – visiting the café, attending events, or playing as guests. But if they don’t know what membership includes, they won’t ask.
Your job is to gently answer the question they might never voice:
"Why should I become a member here?"
Simple, Low-Cost Strategies to Drive Membership Growth
Here’s how to turn casual visitors into committed members – without expensive campaigns or external marketing agencies...
1. Aim To Increase the Diversity of Your Membership
No, this doesn't have to be a tokenistic effort to keep up appearances. Your business could quite literally be missing out on thousands of pounds by not appealing to a wide range of people!
The Hillier Hopkins Golf Club report states that "The age of golf club members remains high with 43% of club members aged over 61. Just 16% of club members are aged under 30" [1].
Similarly, another report by England Golf reported that less than half of clubs run a junior academy or a women's academy [2].
These reports suggest there has been an increase in the number of memberships for women and juniors, but numbers for these groups are still low and could certainly be improved on.
Why not try:
- Running family fun days which get all ages and genders involved
- Consider sliding scale pricing and affordable programs
- Promote special events to welcome beginners
2. Create a Friendly First Impression
It might sound obvious, but the way your club looks from the outside shapes how approachable it feels.
Ask yourself:
- Is there a sign that clearly says “Visitors Welcome”?
- Does it feel like a private members-only space, or a place to explore?
- Would a first-timer know where to park or enter?
Welcoming signage, a clean display board, and visible membership messaging go a long way in removing intimidation and inviting people in.
3. Use Outdoor Banners to Highlight Offers and Perks
Visitors need to know, immediately and visually, what you offer. A well-placed outdoor banner can showcase:
- “Join Now: Get 2 Months Free!”
- “Unlimited Golf From £X/Month”
- “Free Junior Membership with Adult Sign-Up”
Place banners near your:
- Clubhouse entrance
- Car park entrance
- Driving range or practice area
4. Make Membership Info Easy to Grab and Take Away
It’s hard for someone to decide on the spot to join. Help them consider it at their own pace by offering easy-to-read printed info they can take home.
Use:
- Wall-mounted leaflet dispensers in your reception area, locker rooms, or outside restrooms
- Freestanding leaflet holders in the bar, restaurant and pro shop
Include:
- Membership tiers and pricing
- Perks (guest passes, discounts, event access)
- A human touch (testimonial quotes from real members)
5. Signpost the Next Step – Literally
If someone’s interested, don’t let them guess what to do next. Tell them clearly:
- “Ask at reception to find out more”
- “Pick up a leaflet today”
- “Speak to our Membership Team inside”
Use clear instructional signage with:
- Snap frames in the foyer or corridor
- A-board signs at the clubhouse entrance
Thought to Leave You With
You don’t need a flashy ad campaign to attract new members. What you need is clarity, visibility, and trust. Most clubs already have what people want – community, wellbeing, access to nature. But unless that’s communicated clearly and consistently, you’ll keep missing opportunities.
Don’t underestimate the power of one good sign at the right place.
Your Next Step
Start by walking around your club today as if you’re a first-time visitor.
- What would you notice?
- What would you not?
- Would you know how to join?
Then consider adding just one or two strategic POS displays from UKPOS to improve visibility.
Explore the full range of POS display products for golf clubs at UKPOS →
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References
1. ‘Members' and Proprietary Golf Clubs' Survey’ (2024), Hillier Hopkins, https://hillierhopkins.co.uk/wp-content/uploads/2024/01/Hillier-Hopkins-Golf-Clubs-Report-2023-24.pdf
2. ‘Golf DNA A National Report Of Statistics Relating To the Landscape of Golf in England’ (2024), England Golf, https://static.whsplatform.englandgolf.org/clubs/1000-1/uploads/downloads/golf-dna-report-24.pdf
