The Blog

One of the greatest things we have learnt from COVID pandemic is the power of human interaction  and the importance of spending time with friends, writes Sacha Dunnett.

For golf, it’s meant people flocking back to the sport and enjoying time together within our clubs.  But it’s also put a focus on the whole golf experience – including clubhouses.

As these venues are now once again buzzing, it is a key time to look at club interiors and what it adds  to the member and customer experience.

Many clubhouses are overwhelmingly dull in colour, tired, lacking of character and interest and  certainly not shouting to potential new members, “please join our lovely club.”

Even with a championship course, the interior of a clubhouse can be make or break to someone  considering membership. Why would a young member, male or female, want to spend leisure time in  a tired, dated environment?

In an increasingly visual world with access to Instagram and Facebook, it is easy to see the revolution  that has taken place in hospitality interiors over the past 10-15 years. Just think about some of the  successful pubs, restaurants and hotels near you.

Yet, unfortunately, the majority of golf clubs are running behind the times and could be missing out on  business, either failing to retain members who have joined during the pandemic, or attracting new  customers.

A new interior brings life to a club – and it brings revenue.

Retaining members is important, so is attracting new members. Younger members offer the  opportuning of long-term loyalty and value, while the opportunity to attract new female members is  well documented.

These customers have expectations. So if your club is tired looking, it’s not really a question of ‘should’  you invest in your clubhouse, it’s a matter of ‘when’.

Investing in the interior adds value to the customer experience. Importantly, it makes members proud,  creates positive sentiment towards the club, increases loyalty and makes it more likely members will  invite friends and family.

Ultimately, clubs are communities of people. And as well as giving everyone a great golf course, a  great clubhouse experience can inspire and bring out the best in a club and its members.