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
Page 5
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%
Page 8
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.
Page 9
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
Page 13
England Golf
Member Surveys
17%
34%
77%
Member Surveys England Golf
Page 14
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?
Page 15
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
Page 16
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
Page 19
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
Page 7 Page 21
Entry
England Golf
Getting into golf (new golfers)
Page 7 Page 22
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
Page 23
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
Page 7 Page 26
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%
Page 27
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%
Page 7 Page 29
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
Page 7 Page 32
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/