The Top Three Strategies for Member Retention

While new sales are often viewed as the lifeblood of a club, retention is the heartbeat. Even at the most prestigious golf and country clubs, annual attrition typically ranges from 5% to 15%. To protect your club’s stability and culture, keeping that number as low as possible is essential.

Here are three proven strategies Bobby Jones Links uses to maximize member loyalty and minimize turnover.

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1. IMPLEMENT A STRATEGIC ONBOARDING PROCESS

A member’s first 90 days determine their long-term lifetime value. A "warm welcome" must be more than a handshake; it should be a structured immersion.

• The Orientation. A formal meeting with the Director of Membership to navigate the club’s culture, rules, and logistics.

• Develop A 30-60-90 Day Cadence. A structured follow-up plan where department heads proactively reach out. This could include a complimentary lesson with the Head Pro, coffee with the General Manager, and a dedicated "Newcomers’ Breakfast."

• Social Connections. Don't leave friendships to chance. Actively introduce new members to existing "ambassador" members with shared interests to ensure they feel immediately woven into the social fabric.

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2. CURATE A DIVERSE YEAR-ROUND CALENDAR

To remain a first-choice destination for a member’s time and discretionary spending, your club must offer value far beyond the golf course or the dining room.

• Breadth of Experience. Amenities are the foundation, but programming is the draw. Successful clubs offer a mix of competitive tournaments, social mixers, and niche "clubs within a club" (e.g., wine societies, book clubs, or fitness groups).

• Proven Activities. There are always member favorites. Leveraging Bobby Jones Links’ library of over 300 proven events ensures the calendar never feels stagnant and appeals to every demographic—from juniors to retirees.
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3. IMPLEMENT PROACTIVE "AT-RISK" MONITORING

The most dangerous member is the one not using the club. Retention is won or lost by identifying disengagement before a resignation letter arrives.

• Usage Analysis. The Membership Director should review participation data weekly. A sudden drop in rounds played, covers in the dining room, or fitness center check-ins is a red flag.

• Reengage Them. Have a specific department head or a fellow member reach out personally to "flagged" members. This isn't a sales call; it’s a personal invitation to an upcoming event or just a quick check-in to see if the club is meeting their needs.
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THE TAKEAWAY

Retention is the art of connection. By mastering the onboarding process, diversifying the social calendar, and intervening when a member goes quiet, you create a community that members can’t imagine leaving.

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