England Golf The National Golf Centre Golf Club Membership The Broadway Woodhall Spa Questionnaire Lincolnshire, LN10 6PU T: 01526 354500 RESULTS BOOK E: [email protected] W: www.englandgolf.org 2012 © England Golf 2012 PAGE 1 GENERAL PAGE 2 EXECUTIVE SUMMARY GOLF CLUB INFORMATION Following the distribution of the 2012 Golf Club Membership Questionnaire, England Golf has produced this Results Booklet which highlights the main findings from the research. Included is TYPE OF GOLF CLUB THAT RETURNED THE QUESTIONNAIRE information and ideas for golf clubs which signposts them to support and resources to further drive positive trends and take proactive steps. The information also helps England Golf to direct national strategy and highlights where resources are best focused in the future. Artisan 3% Without doubt, the golfing environment in England has changed significantly with some golf clubs Private under financial pressure and experiencing challenging times. However, from a participant perspective members golf is now more accessible and inclusive than it ever has been and therefore we as an industry have 66% a product which could be in demand if packaged correctly. As a newly merged National Governing Proprietary Body, we believe that golf can reflect societal change and we can attract new golfers and members. 26% Encouragingly the findings within this publication show a number of consistent and positive trends around accessibility, promotion, membership categories and junior golf. Despite an overall decline in club membership, 25% of golf clubs have experienced an increase in membership in the last 2 years which is an increase of 8% compared to 2010. Municipal 5% Competition for leisure time and money is high and golf clubs should examine what they are offering their customers to support recruitment and retention and whether it actually meets their requirements. Golfers want a high level of service, family opportunities and ultimately value for money and these results provide areas to consider which may be impacting upon what a golf club • 40% (777) of affiliated golf clubs returned the 2012 Golf Club Membership Questionnaire. offers. It is essential that all operational areas of a golf club are planning, prioritising and working together PRACTICE FACILITIES to support their facility as a whole and whilst the structures of affiliated golf clubs differ greatly, there are a number of lessons which can be learnt from the private members and commercial sector. 100% Junior golf continues to progress in a number of areas and it is crucial that juniors are provided with a positive experience at club level to ensure they remain within the game and hopefully become our 80% adult members of the future. 60% Through the work of the County Golf Partnership network, over 154,000 participants have been introduced to golf since 2009, with 4,200 memberships reported to date. This local investment is 40% supporting affiliated golf clubs and is encouraging them to offer activities and packages to support % of go f c ubs the recruitment and retention of new players and members. 20% 93% 78% 76% 69% 34% 18% 14% 13% 10% England Golf is here to support golf clubs. A range of information and resources are available through Club Services and Development, as well as the Regional and County Officer Teams. 0% Investment in County Golf Partnerships will continue and England Golf would urge all golf clubs to get involved with their activities as well as accessing national marketing support through the Get into Golf campaign. Thank you to all golf clubs and counties for their support in this vital research initiative. Putting GreenChipping/PitchingPractice Ground PracticeArea Bunker(s)Driving RangeShort GameIndoor Academy FacilitiesPractice HolesPar 3 course COMPARISON ARROWS The coloured arrows • 93% of golf clubs allow visitors to turn show any significant UPŒ8% DOWN–8% ´STATIC∞ DRIVING RANGES comparisons to the 2010 up at the golf club (without a member) Covered 72% Golf Club Membership to pay and play. Questionnaire. Floodlit 40% Average number of bays 11 PAGE 3 GENERAL MEMBERSHIP PAGE 4 GOLF CLUB PERSONNEL MEMBERSHIP BREAKDOWNS SECRETARY/MANAGER EMPLOYED AT THE GOLF CLUB There are currently 1,941 golf clubs affiliated to England Golf, with 652,121 male and 109,564 female affiliated members (2011 figures). From 2010 to 2011 overall affiliated membership STATIC DOWN–2% ´ ∞ has seen a 1.7% decrease. Secretary/Manager in Yes, full time 60% ADULT : JUNIOR BREAKDOWN place 90% *Juniors are defined as under 18 years of age ´STATIC ∞ No ´STATIC∞ 10% Adults 92% Boys 90% ´STATIC∞ Yes, honorary Yes, part time 24% 16% COACHES TYPE OF COACH % OF GOLF CLUBS WITH 1 OR DOWN 1% MORE ACTIVE COACHES OF *Juniors 8% Girls 10% – THE FOLLOWING LEVELS Professional Coach – PGA Level 3 or ASQ Level 2 81% • The male : female membership breakdown within golf clubs is 84% : 16%. ´STATIC∞ Assistant Professional – ASQ Level 1 or ASQ Level 2 38% AGE BREAKDOWNS OF GOLF CLUB MEMBERS Volunteer Coach – ASQ Level 1 or ASQ Level 2 16% 200 Other 5% 150 For further information on coaching qualifications contact the PGA - www.pga.info 100 ANALYSIS & SUPPORT per go f c ub 50 • There has been a small percentage increase since how accessible golf is. Where possible golf clubs 25 17 14 15 24 52 179 152 2010 in golf clubs with a short game academy, should try to market these playing opportunities to putting green, practice ground, practice bunker(s), not only generate income but to promote their 0 Average number of members Average driving range or indoor facilities. Golf clubs should facilities and membership packages. A competitive look to actively promote and utilise what facilities advantage can be gained by identifying a golf club’s they have available as they may appeal to specific strengths and promoting accordingly, taking into 0 - 15 years16 - 19 years20-24 years 25 - 29 years30 - 34 years35 - 44 years45 - 64 years65 + years customers and can support both recruitment and account what other local courses are offering. retention. Funding opportunities for facility development may be available through County • The majority of golf clubs have one or more active Sports Partnerships and Sport England Professional Coaches available, with supporting see www.sportengland.org assistants and volunteers. By working in partnership with the coaching team, golf clubs can ensure they • 6% of golf club members are between the ages of 16 and 24 years compared to 69% • A high proportion of golf clubs allow visitors to are maximising their potential to recruit and retain who are aged 45 years plus. pay and play without a member, highlighting players and members. PAGE 5 MEMBERSHIP MEMBERSHIP PAGE 6 MEMBERSHIP BREAKDOWNS MEMBERSHIP BREAKDOWNS GOLF CLUBS OFFERING THE FOLLOWING MEMBERSHIP CATEGORIES AVERAGE NUMBER OF ACTIVE MEMBERS PER GOLF CLUB 100% 250 UPŒ8% 80% UPŒ11% 200 UPŒ10% DOWN–3% 60% DOWN–11% 150 UPŒ9% UPŒ19% UP 6% % of go f c ubs Œ 40% 100 20% members per go f c ub 84% 65% 57% 56% 54% 36% 36% 35% 13% 12% number of actAverage ve 50 20 23 4 8 199 207 44 44 0% 0 Junior Boys Junior Girls Adult Males Adult Females 7 - Day Social IntermediateStudent 5 - Day Senior Other CorporateFlexible 6 - Day Once a week Once a month ANALYSIS & SUPPORT AVERAGE MINIMUM AGE AVERAGE MAXIMUM AGE Junior 8 years 18 years • Female members only make up 16% of golf club adapt and be more creative. To support recruitment membership, yet females account for over 50% of and retention, golf clubs should examine whether the population. Females are therefore a potential they are providing membership packages which Student 18 years 23 years growth area for golf clubs to increase participation offer value for money and meet customer and membership. County Development Officers are requirements. England Golf’s Recruitment & Intermediate 19 years 27 years available to support golf clubs in offering targeted Retention Toolkit can support golf clubs in this area activities and opportunities. see www.golfclubtoolkit.org Adult 25 years 66 years • Golf is one of few sports which is played by people • Active members are likely to be more committed to Senior 63 years n/a of all ages, with the majority of members aged 45 their membership than inactive members and years plus. Through the Whole Sport Plan for Golf, therefore it is important to identify why members England Golf will be focusing on increasing may not be playing regularly. Consulting with participation and subsequently membership in members will highlight areas where playing all age categories. opportunities are limited or other areas for change. • 3% of golf club members are in ethnic groups other than White British. • An increased percentage of golf clubs are offering intermediate, corporate, flexible, social and student • On average there are 29 members per golf club that fall into a disability group. membership categories, demonstrating the need to PAGE 7 MEMBERSHIP MEMBERSHIP PAGE 8 MEMBERSHIP CHANGES MEMBERSHIP CHANGES DURING THE LAST 2 YEARS GOLF CLUBS REPORTED THAT MEMBERSHIP CHANGES BY CATEGORY Membership 50% DOWN–4% increased ´STATIC∞ DOWN–4% 25% 40% DOWN 8% – Membership decreased UPŒ8% UPŒ5% DOWN–1% 52% 30% UPŒ8% DOWN–3% UPŒ2% 20% STATIC ´ ∞ % of go f c ubs 10% 28% 41% 20% 29% 26% 47% 20% 42% Membership remained unchanged 23% 0% Junior Boys Junior Girls Adult Males Adult Females AVERAGE NUMBER OF MEMBERS THAT GOLF CLUBS HAVE Increased Decreased INCREASED/DECREASED THEIR MEMBERSHIP BY 60 50 ANALYSIS & SUPPORT 40 DOWN–11 DOWN–6 • The percentage of golf clubs reporting an increase in • Golf clubs should examine what they are doing to 30 membership has risen since 2010, highlighting that retain members to reduce the number of people these golf clubs are bucking the national trend. leaving membership. Having an exit survey and 20 52 46 England Golf will be examining these golf clubs in consulting with current members on what the golf more detail to establish how they are achieving club offers can provide valuable insight into how Average number of Average 10 success.