Golf Consulting: How to create a successful golf club

Created for G3k Consulting.

You have incredible views, excellent quality holes and the best location but if you don’t get the business basics right then a pretty setting will not be enough for your club to survive in this market. What more can you do to make your golf club one of the best? Here are my top six tips for success.

1. People. Whether it’s on the green, in the bar or locker room, in the professional shop or the meet and greet staff. They all have a part to play. Provide the platform for people to create that great experience and how they need to relate to YOUR customer/member. People who have a great attitude and are passionate about making every players` experience a fantastic one will ensure your club is a success.

2. Professionals. As great as Augusta National is we can`t all have an Augusta. However, if that is your goal then get one of the great professionals on board and have him design your course. You’ll need to be quick to get the best (I’ll leave you to decide whether that is Jack, Tiger or A N Other!). You’ll need to pay to ensure he works with no more than a handful of courses worldwide but that will ensure that your course
is one of the few he is associated with.

3. Events. Tournaments are big business. If you’ve gone down the route of the design by a big pro then it shouldn’t be hard to get him and his mates along to play. Just be aware that you may become too big for the amateur golfers so do the numbers and make sure they work.

Otherwise, get involved with sponsors/corporates who may be interested in hosting events at the club. Make use of your contacts.

4. Customers. Be realistic about who your customer is and what he/she NEEDS to feel they are getting value for money from that membership or greens fee.

5. Business Plan. Start your business plan with that in mind and build a solid plan with a focus group of prospective members. This should be a mixture of solid devotees, who have the club at heart, and people who will tell you it as it is. Get them to provide you with a sense check and be realistic about revenue both directly from the core activity of the club and ancillary income streams such as real estate etc.

6. Contingency. What if you don`t quite scale the heights of a certain club in Georgia? Is there sufficient contingency in there?

If you get all of these right from the start or at the start of the rebirth you will succeed. There are too many “golf nuts” out there looking for a great golf experience to fail but you need to get the basics right as there is too much competition for that person`s dollar/pound/euro/yen!!

For further information email me via the Contact section.


About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

2 Responses to Golf Consulting: How to create a successful golf club

  1. I really like this summary. What could and also must be discussed when talking abouthe success is how fat the wallet should be. We can all build imaginary courses and there are hundreds of potential courses out there that could be turned into very good one ( I am the CEO of one of these in Sweden) but with the lack of money the will never raise above mediocre courses.
    So what could be interested in another article is how to make a businessplan for the “we want to be” courses and get down to earth and find the sources to get there.

    Bertil Garpenholt
    CEO Brevikens Golf

  2. Keith Haslam says:

    Start with point 5 (with point 4 very much in mind) and only when you think it is feasible should you proceed and it will help your decision making process on the other points.

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