Players 1st Report 2022

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Players 1st A year in numbers (May 2021 - April 2022) England Golf Membership Campaign
2021-22 A year in numbers Overall sign up-stats 2 User analytics 5 Member Survey 7 Entry Survey 20 Exit Survey 30 Page 1
A year in numbers
Table of contents

Overall Sign-up Stats

England Golf

Page 2
Overall Sign-up stats England Golf 187 # new club accounts created Page 3 224 # England Golf Membership Campaign subscription activations
Overall Sign-up stats England Golf 120 # Survey launches Page 4 29k # Responses Member (96) Entry (15) Exit (9) Distribution of survey launches by type Member (28,429) Entry (863) Exit (187) Distribution of responses Member (58%) Entry (48%) Exit (38%) Response rate

User analytics

England Golf

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449 # Registered Club admin users 6,101 # User sessions by Club admins
overview User analytics England Golf Page 6
Subscriptions

Member Survey

England Golf

User analytics England Golf Page 7

% members who have played at Club on average at least once a week across a year

Playing Habits 79%

% members who pay green fees at other golf courses less than once a month (or never)

% members who play most during the year - Weekdays only

% members use the Practice Facilities at the Club at least once a week

Member Surveys England Golf 63%
44%
37%
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Member Surveys

Recommendation & Loyalty

% of members who are likely to be a member at the Club in 2 years time

59%

Highest Seniority Group

67% of Members who have been at the club for 10yearormore said they are likely to be a member at the Club in 2 years time.

% of members who have recommended membership at the Club (to at least one person in the past year)

53%

Highest Age Group

70% of Members aged 18-30 years have recommended membership at the Club to at least one person.

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England
Golf

Net Promoter Score (NPS)

How likely is it that you would recommend the club to friends, family or colleagues?

Overall NPS

+41

Highest Scoring club

+83

The service area THE CLUB IN GENERAL is categorised as 'In Need of Immediate Attention' and could have the highest impact on improving Overall Satisfaction (NPS) if there were actions taken to improve the service levels:

The four Club in General touchpoints below could have the highest impact across all touchpoints:

The day to day management meets or exceeds my expectations

The Board of Directors/ Management Committee group is effective

The club's Board of Directors/ Management Committee listens when members make suggestions and new ideas

The club's management listens when members make suggestions and new ideas

Page 10 Member
England Golf
Surveys
Page 11 Member Surveys England Golf
Promoter Score (NPS) Food & Beverage How likely is it that you would recommend the food & beverage to friends, family or colleagues? Food & Beverage NPS Highest Scoring club +70 -5 The price level is appropriate to the choice and quality The food & drink quality is excellent The menu offerings are interesting FOOD & DRINK service area is categorised as 'Underperforming': The three food & drink touchpoints below could have the highest impact on improving Overall Satisfaction (NPS) if there were actions taken to improve the service levels:
Net
Page 12 Member Surveys England Golf Golf Professional NPS Highest Scoring club +83 Net Promoter
Golf Professional +56 34% % members taking lessons (at least once in the past year) How likely is it that you would recommend the Golf Professional to friends, family or colleagues?
Scores (NPS)

Club Integration

% volunteers recruited (average % members per Club)

% of members who are part of a society within the Club

30%

11% of members are already volunteers

% members who have family members at Club

% of members who's average travel time to the Club is 20 minutes or less

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England Golf
Member Surveys
17%
34%
77%

Member Surveys England Golf

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What does the club do well to make it a good club to be a member of?

Member Surveys

What can the club improve to make your experience even better?

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England
Golf

Member Surveys

England Golf

The gender split of member experience survey respondents by percentage (May 2021 - April 2022)

Distribution of responses

Gender NPS Male +42 Female +41 0% 25% 50% 75% 100% Male Female Gender
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Surveys

The age group split of member experience survey respondents by percentage (May 2021 - April 2022)

Age NPS

Distribution of responses

Age
u18s +38 18-30 +27 31-50 +34 51-65 +42 66-75 +45 76+ +52 0% 10% 20% 30% 40% u18s 18 30 31-50 51 65 66 75 76+
Golf Page 17
Member
England

Member Surveys

Handicap Index

The handicap index group split of member experience survey respondents by percentage (May 2021 - April 2022)

Distribution of responses

Handicap Index NPS 5 or below +30 6-12 +34 13-19 +40 20-28 +46 28+ +50 Do not have a handicap +50 0% 10% 20% 30% 40% 5 or below 6 12 13 19 20 28 28+ Do not have a handicap
Golf Page 18
England

Member Surveys

Seniority

The seniority of membership group split of member experience survey respondents by percentage (May 2021 - April 2022)

Seniority NPS

Less than 1 year +49 1-2 years +40 3-5 years +41 6-10 years +39 More than 10 years +43

Less than 1 year 1 2 years 3 5 years 6 10 years

Distribution of responses

Don't know +24

More than 10 years Don't know

0% 10% 20% 30% 40% 50%
England
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Golf

Entry Survey

England Golf

Entry Survey

User analytics England Golf Page 7
Page 20

Survey

Playing Habits

% New Members who have visited the Club on average at least once a week across a year

73%

What were the Primary reasons the Club was chosen?

46%

selected that it was because of the Clubs location to home/work

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Entry
England Golf

Getting into golf (new golfers)

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Entry Survey England Golf
42% 28%
27%
my
It was recommended I started playing golf by friends, family, colleagues etc
I have always wanted to play golf To increase
activity and exercise levels
What was the primary reason(s) you started playing golf?

% of New Members who are likely to be a member at the Club next year

Highest Gender Group

76% of female Members said they are likely to renew membership at the Club next year

The service area THE START IN THE CLUB is categorised as 'In Need of Immediate Attention' and could have the highest impact on improving Overall Satisfaction (NPS) if there were actions taken to improve the service levels: The two Start in the Club touchpoints below could have the highest impact:

I feel welcomed into the club

I feel the club has given me sufficient attention as a new member

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59%
Loyalty
Highest
+49 Overall NPS
& NPS Entry Survey England Golf
Scoring club +75

Entry Survey England Golf

What does the club do well for you as a new member?

Page 7 Page 24

Entry Survey

What

the club improve to make your experience as a new member

Page 7 Page 25
England
Golf
can
even better?

Gender

Gender

The gender split of entry survey respondents by percentage (May 2021 - April 2022)

Distribution of responses

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NPS Male +50 Female +54 0% 25% 50% 75% 100% Male Female
Entry Survey England Golf

Entry Survey England Golf

The age group split of entry survey respondents by percentage (May 2021 - April 2022)

Age NPS

u18s 18 30 31-50 51 65 66 75 76+

Distribution of responses

Age
u18s +52 18-30 +47 31-50 +38 51-65 +57 66-75 +60 76+ +47 0% 10% 20% 30% 40%
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Handicap Index

Distribution of responses

10% 20% 30%
Handicap Index NPS 5 or below +43 6-12 +52 13-19 +52 20-28 +45 28+ +50 Do not have a handicap +56 0%
5 or below 6 12 13 19 20 28 28+ Do not have a handicap
Page 7 Page 28
England Golf
The handicap split of entry survey respondents by percentage (May 2021 - April 2022)
Entry Survey

Entry Survey

New member types

The new member type split of entry survey respondents by percentage (May 2021 - April 2022)

New Member Type NPS

New to Golf +55

New to Golf

Distribution of responses

Have been a member at a Club before +49

Have previous golf experience, but haven't been a member at a club before +55

Have been a member at a Club before

Have previous golf experience

0% 25% 50% 75%

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England Golf

Exit Survey

England Golf

User analytics England Golf Page 7
Entry Survey
Page 30

(NPS)

How likely is it that you would recommend the Club to friends, family or colleagues?

Page 7 Page 31 Exit Survey England Golf +3
Overall NPS Highest Scoring club +50 Net Promoter Scores

Exit Survey

What was the primary reason(s) for leaving the club?

Reasons for leaving 21%

% of Members selected that they would most likely join another club

Have you joined another club?

40%

said yes

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England
Golf

Exit Survey

What does the club do well for its members?

Page 7 Page 33
England
Golf

What can the club improve to make the experience for its members even better?

Page 7
Page 34
Exit Survey England Golf

Gender

The gender split of exit survey respondents by percentage (May 2021 - April 2022)

Distribution of responses

Gender NPS Male +2 Female +16 0% 25% 50% 75% 100%

Male Female

Exit
England Golf Page 7 Page 35
Survey

Survey

The age group split of exit survey respondents by percentage (May 2021 - April 2022)

Age NPS

Distribution of responses

u18s +33 18-30 -14 31-50 +8 51-65 -9 66-75 11 76+ +73 0% 10% 20% 30%

u18s 18 30 31-50 51 65 66 75 76+

Age
Page 7 Page 36 Exit
England
Golf
or below -20 6-12
13-19 -17 20-28 +20 28+ +42
not
+24 0% 10% 20% 30% 40%
6 12 13 19 20 28 28+ Do
Handicap Index Handicap Index NPS 5
0
Do
have a handicap
5 or below
not have a handicap
Exit Survey England Golf Page 7 Page 37
The handicap split of exit survey respondents by percentage (May 2021 - April 2022)
Distribution of responses

Exit Survey

Seniority

The seniority split of exit survey respondents by percentage (May 2021 - April 2022)

Seniority NPS

Less than 1 year -30 1 year +8 2-5 years -10 6-10 years -5 More than 10 years +28

Don't know 0

Less than 1 year 1 year 2-5 years 6 10 years

Distribution of responses

More than 10 years Don't know

0% 10% 20% 30% 40%

England Golf Page 7 Page 38
Thank you! For further information on the partnership, please visit: https://www.englandgolf.org/players-1st or https://players1st.sport/

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