Casting a wide lens over the global golf industry, and specifically around member community, new members during their initial term rated their sense of belonging at 76% (59club Industry Average). The best-performing service providers who contribute to the 59club podium achieved 90% for having integrated new members into
the member community.
However, additional insights indicate that only 39% of new recruits felt totally fulfilled by their sense of belonging. That leaves more than 60%of global golf club members suffering a degree of isolation or loneliness during their initial term at the club.
To consider the impact a faltering sense of belonging may have, let’s consider the insights provided by ex-club members.
Data captured from those who relinquished their club membership, highlights that sense of belonging has dropped from 76% to 55%(59club Industry Average), with the best performing service providers having suffered a worse fate with members departing their club with a community rating of just 60%, a figure that started out at 90%.
And in stark contrast to the original data, only 11% of golfers who relinquished their membership said that they had been totally fulfilled by their sense of belonging within the club community during their time as a member, triggering a 72% disconnect in
satisfaction from joining to leaving.