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Making credit membership work

Case Studies

While the necessity of flexible membership programmes is a topic of debate across the golf industry today, Golf At Goodwood on England's south coast provides a superb case study of a club that has boldly and successfully transformed its membership offer.

In 2006, the historic West Sussex estate ripped up the traditional club business model – along with increasingly irrelevant rules and precedents – and created a flexible, credit membership program.

Now, with 2,500 members and a waiting list, it’s clear that Goodwood’s strategic shift has hit a sweet spot with customers.

“We wanted to deliver golf in a very different way,” says Stuart Gillett, General Manager of Golf At Goodwood.

"We have a business model that works for today’s society. People know they have value for money. They will only pay for what they use. And for me, that is the key point.”

Watch the full interview with Stuart Gillett here: