How Can Clubs Capitalise On The Post-Lockdown Golfing Surge?

The return to golf has seen a nationwide increase in overall play. How can clubs maximise membership intake from the current positivity surrounding the game?

- Fergus Bisset

This has been an unprecedented and challenging year, with many normal pastimes off the table for months. But, since May, golf has not been one of those prohibited activities.

In fact, golf was one of the first sports to return post lockdown and has successfully proven it can function in a responsible, socially distanced way, even with indoor club facilities now reopening.

As a result, golf enjoyed something of a boom in the second half of the year as people flocked back to the fairways.

Figures from Sports Marketing Surveys showed that June (the first full month of golf after lockdown) saw a year-on-year increase of 61% in total rounds played. Current members were delighted to be able to return to their clubs, with strong anecdotal evidence that many hadn’t realised what they had until it was gone.

Prospective members were shown the benefits of being a part of club life, as many private clubs reserved their course(s) for the use of members in the immediate aftermath of lockdown. Clubs across the country reported an upturn in applications.

It’s been a shot in the arm for members’ clubs and a clear demonstration there are golfers out there who would consider joining. It is, therefore, a moment of great opportunity for clubs in this country to attract newcomers to their ranks.