Lifestyle Membership is an innovative points-based membership model designed to give clubs more flexibility.
In today’s rapidly changing golf market, clubs are under pressure to attract and retain members, particularly those golfers who cannot commit to the time or fee structures offered through traditional membership. Flexibility is the key to MiClub’s Lifestyle Membership.
Clubs can utilise the module in many ways, as an addition or a replacement of existing membership categories.
A Lifestyle Membership provides the member with a number of points. Points are deducted from the Lifestyle Member’s account each time they book a tee time. Clubs can create bundles, special offers and expiry dates.
Lifestyle Membership allows a club to:
Download Lifestyle Membership flyer (PDF). The flyer can be useful for committee and board meetings or discussions.
When Gosnells Golf Club introduced Lifestyle Membership as a category at the club last year, the decision was not made lightly. The club were facing a probable drop in membership but were limited in options to retain resigning members. The club’s General Manager James Wilkinson spent many months crunching the numbers before the June launch.
Download article: Lifestyle Membership adds up for Gosnells Golf Club (pdf)
The Vines Resort and Country Club, located 35 minutes from the Perth CBD, provides members with full resort facilities, including squash and tennis courts, fully equipped gymnasium, swimming pools and 36 golf holes. Despite being a popular club, management knew potential new members needed something more.
Download article: Why The Vines golf club decide to replace all membership with points-based categories (pdf)
A city golf club experiences around 50 resignations per annum, with many members not seeing enough value in membership as their level of play is restricted by work or family commitments.
The club decides to market a new Lifestyle Membership category to past and current members considering resigning.
In pricing the Lifestyle Membership, the club ensured current full members would not deem it attractive, as full members have a higher frequency of play. There was some consideration to restrict booking and events for Lifestyle Members.
Lifestyle Members were awarded full rights. There is the potential to up-sell to full membership at some point in the future.
A private 36-hole golf course sells tee time to public green fee players. The club has collected contact details for several thousand casual golfers from MiClub’s Pay for Play module. The club decide to market a Lifestyle Membership to the casual golfers to “top up” the shortfall in full membership numbers.
A city club receives many enquiries from golfers who are Fly-in Fly-out workers. The current membership options do not provide for members who can only play once a month, during their time at home. These golfers are able to play golf during the week and at times not considered prime time.
The club implements Lifestyle Membership, marketing to the FIFO worker. The new intake of Lifestyle Members utilsed “off peak” playing times, increasing revenue without adding pressure to peak playing times.
Find out how Lifestyle Membership could work in your club and how to establish this category without impacting on revenue generated by other membership categories.
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