Why golf membership isn't expensive... it's undervalued

A GM recently told me: "Members complain about dues increases but spend £200 on dinner without blinking. I don't understand psychology."

I think I do. It's not about money - it's about perceived value.

That £200 dinner delivers immediate, measurable satisfaction. Clear value exchange, obvious quality, memorable experience. The £200 monthly membership feels like paying for potential rather than consistent delivery.

This perception gap represents club management's greatest opportunity.

The real spending competition

Remember: millennials already spend £115 monthly on wellness subscriptions alone. Add gym memberships (£40-89), co-working access, premium coffee subscriptions, and dining out - they're easily spending £300+ on lifestyle services.

They're not price-sensitive about £200 monthly. They're value-clarity sensitive.

When Equinox charges hundreds of pounds monthly, members see immediate returns: daily workout options, premium facilities, social environment, wellness programming, co-working spaces. Every visit reinforces value.

When golf clubs charge £200 monthly, too many members see weekend golf access, occasional dining, underutilised facilities between rounds, and missed daily integration opportunities.

Same price. Vastly different value perception.

Reframing membership value

Exceptional F&B and facilities management transform membership from recreational access to lifestyle infrastructure.

Value perception shifts when members think dues cover:

Daily productivity support with premium workspace and course views Wellness integration through outdoor access and healthy dining Business development via relationship-building and impressive entertainment venues Lifestyle convenience with reliable, high-quality dining eliminating decision fatigue Community connection through programming enriching life beyond work

Suddenly £200 monthly feels reasonable.

The daily touchpoint advantage

Clubs successfully justifying premium fees share one characteristic: multiple weekly member touchpoints beyond golf.

This happens primarily through exceptional F&B welcoming diverse facility uses:

• Morning coffee that rivals commercial shops

• Business lunch supporting professional entertaining

• Afternoon workspace with course views and premium service

• Evening dining providing compelling restaurant alternatives

• Weekend programming integrating family and social activities

Each touchpoint reinforces value whilst generating incremental revenue.

What pricing psychology reveals

Subscription services succeed when users perceive ongoing value delivery rather than access-based pricing.

Netflix succeeds through continuous content updates. Spotify through regular music engagement. Premium gyms through facilities, programming, and community benefits every visit.

Golf clubs often fail this test because member experience between rounds doesn't justify ongoing investment.

The F&B transformation opportunity

F&B service quality directly impacts membership value perception more than any other operation.

Poor coffee, limited menus, inconsistent service, or unwelcoming off-peak atmosphere signals the club doesn't value member experience outside golf revenue opportunities.

Exceptional coffee, thoughtful menu development, genuine hospitality, and environments welcoming diverse activities communicate comprehensive lifestyle support.

Required investment - better equipment, expanded menus, varied service training - generates returns through increased engagement, higher per-visit spending, reduced turnover, and referral growth.

The compound effect

Weekend-only members divide annual dues by rounds played, often reaching uncomfortable per-round costs making alternatives seem attractive.

Daily-integrated members divide annual dues by total visits, creating value calculations making membership feel essential rather than discretionary.

This shift happens primarily through F&B experiences giving members reasons to visit between rounds.

Making the financial case

The mathematics are compelling:

Increased visit frequency creates different value perceptions whilst generating higher F&B revenue. Higher per-visit spending from members comfortable spending extended time. Reduced churn from members integrated into daily club life. Referral growth from members viewing clubs as lifestyle infrastructure. Premium pricing support from clubs delivering comprehensive value.

The future of membership

Thriving clubs won't have the best courses or lowest prices - they'll most successfully integrate into members' daily lives whilst maintaining traditions making clubs special.

This integration happens through exceptional F&B welcoming, supporting, and enhancing member experience beyond golf. Great coffee, thoughtful menus, genuine hospitality, and environments designed for various activities become membership value foundations.

At £200 monthly, golf membership isn't expensive, it's hugely undervalued. Clubs closing this gap through comprehensive lifestyle integration will find pricing conversations disappearing, replaced by waiting list discussions.

Quick one — if you’ve not done this yet, my scorecard helps you spot gaps across guest experience, costs, and day-to-day ops. Takes a few minutes and you’ll get a proper report at the end.