{"id":641,"date":"2017-08-15T08:29:40","date_gmt":"2017-08-15T08:29:40","guid":{"rendered":"https:\/\/www.miclub.com.au\/cms\/?p=641"},"modified":"2023-07-14T14:32:39","modified_gmt":"2023-07-14T06:32:39","slug":"case-study-how-lifestyle-membership-added-up-for-gosnells-golf-club","status":"publish","type":"post","link":"https:\/\/www.miclub.com.au\/cms\/case-study-how-lifestyle-membership-added-up-for-gosnells-golf-club\/","title":{"rendered":"Case study | How lifestyle membership added up for Gosnells Golf Club"},"content":{"rendered":"

The issue<\/h2>\n

When Gosnells Golf Club introduced Lifestyle Membership as a category at the club last year, the decision was not made lightly. The club was facing a probable drop in membership but were limited in options to retain resigning members. The club\u2019s General Manager James Wilkinson spent many months crunching the numbers before the June launch.<\/p>\n

The initial prompt to consider a different approach to membership came several months earlier, with two requests that James specifically recalled.<\/p>\n

\u201cWe had two members come to us at the same time saying they could only play once a month. One was divorced and had his kids most weekends. Another member had other commitments. Both were in the 45-50 year old bracket,\u201d James explained.<\/p>\n

\u201cThey wanted to go into our FIFO category but they couldn\u2019t. We had no flexibility to try to hang on to these members.<\/p>\n

\u201cOver the next couple of months I started to get members saying they were likely to resign, just because they were not using their full membership.\u201d<\/p>\n

James began a review of the rounds being played by the club\u2019s full membership. He noted there were players that just hadn\u2019t played enough, so it was likely the club may lose those members too. Combined with a drop in the West Australian economy, James began to consider the club\u2019s options.<\/p>\n

While looking at what other clubs were offering, James stumbled across Keysborough Golf Club and saw they had a similar situation. \u201cI was intrigued. I spoke to the manager at Keysborough about how they used Lifestyle Membership and how successful it was. From there we really launched into doing it ourselves,\u201d James said.<\/p>\n

Doing the numbers<\/h3>\n

With his background in accounting James began some financial modelling, with a number of \u2018what if\u2019 scenarios.<\/p>\n

\u201cWe have 330 full members, so what would happen if all these people decided to downgrade and instead of paying $3,000 per year, they were only paying $1,200? There was a concern from the board about this style of membership eating into the full membership.<\/p>\n

\u201cI did the numbers and did the due diligence. I looked at average rounds played for every category and how often lifestyle members could play at peak times.<\/p>\n

\u201cThen we worked out our pricing point.<\/p>\n

“The number of members who don\u2019t get to play at least once a month is actually quite low. Factoring in the pricing for peak times, Lifestyle Membership will only be cost effective if you don\u2019t get to play very often.<\/p>\n

James also did calculations for the worst-case scenario and came up with a cap on the number of members that would fit into this category.<\/p>\n

\u201cThat relieved any anxiety from the board.\u201d<\/p>\n

The approach<\/h2>\n

The club has introduced the membership in a two-step approach. The first is individual consultation.<\/p>\n

\u201cI meet with any interested member and firstly ask how often they were playing. I would also
\n go through the conditions of Lifestyle Membership. It may be that they would be better off keeping the membership they have.\u201d
\n This consultative approach also worked in approaching resigning members, offering Lifestyle Membership as an alternative to resignation.<\/p>\n

The second approach was to target new members. In particular competition golfers.<\/p>\n

\u201cThe goal in this case is to offer Lifestyle Membership as a pathway, until they have more time to upgrade into a weekday, six or seven day membership. That\u2019s the ultimate goal.\u201d<\/p>\n

Protecting full members<\/h3>\n

\u201cWe needed to protect full members so there are some restrictions on timesheet bookings, with priority given to full members. Lifestyle Members can\u2019t play in honourboard events or pennants.\u201d<\/p>\n

Gosnells have allocated different points for different days, calculated with the club\u2019s treasurer, with assistance from Chris Little and Steven Mancini, MiClub staffers.<\/p>\n

Did you need the club constitution changed?<\/h3>\n

\u201cThankfully we did not need to change our constitution. Most constitutions have a special purpose membership that gives the board discretion over what the playing conditions are. So we were lucky with that.”<\/p>\n

Who wants Lifestyle Membership?<\/h3>\n

\u201cLifestyle membership has a fairly broad appeal.<\/p>\n

\u201cWhen I first heard about this, I envisaged someone like me. I\u2019ve three kids, I work fairly long hours and can\u2019t commit to full membership, so this appeals to me. I was comfortable with the pricing point based on the flexibility that it gave me.<\/p>\n

\u201cThere is also a group of older members with other commitments, like the grandkids or babysitting.<\/p>\n

\u201cWe have found it appeals to anyone who can only play once every three or four weeks.\u201d<\/p>\n

The result<\/h2>\n

The big question… \u00a0“How many full members did you lose to Lifestyle
\n Membership?”<\/h3>\n

\u201cThe first question I asked Keysborough, and the first question I now get asked by other club managers, is how many members
\n downgraded, how many did you lose? That\u2019s what everyone is concerned about, that\u2019s the fear.<\/p>\n

\n

\u201cWe\u2019ve had about ten members that found Lifestyle more suitable for them, but we\u2019ve also had fifteen members who have resigned, they have written their letter of resignation, and we have managed to bring them back into the club. We automatically offer Lifestyle Membership to resigning members now.<\/p>\n

\u201cThe net effect works in your favour.\u201d<\/p>\n

James Wilkinson, General Manager, Gosnells Golf Club<\/strong><\/p>\n<\/blockquote>\n

Lifestyle Membership<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The issue When Gosnells Golf Club introduced Lifestyle Membership as a category at the club last year, the decision was… Read More »<\/a><\/p>\n","protected":false},"author":2,"featured_media":643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[23,55,14,10],"tags":[],"class_list":["post-641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-app-feed","category-case-study","category-lifestyle","category-miclub-golf"],"acf":[],"yoast_head":"\nCase study | How lifestyle membership added up for Gosnells Golf Club - MiClub | Golf and club management software solutions<\/title>\n<meta name=\"description\" content=\"When Gosnells Golf Club introduced Lifestyle Membership last year, the decision was not made lightly.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.miclub.com.au\/cms\/case-study-how-lifestyle-membership-added-up-for-gosnells-golf-club\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case study | How lifestyle membership added up for Gosnells Golf Club - 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