Golf has traditionally been perceived as having too many rules, too much formality, an old clientele and being quite expensive – but the sport has slowly tried to change its image.

Many golf clubs were traditionally founded as private men’s clubs, which was perfectly normal and commonplace at the time, but society and its values have changed. We have seen female members increase, more pay and play, relaxed dress codes, the shorter game, adventure golf and foot golf – all steps to modernise the sport.

Perhaps some of the changes seen on the course need to change on the inside too, with the clubhouse replacing the formal ageing image with a more relaxed younger vibe, more seasonal local foods, light bites or grab and go coffee. Events can attract customers to come at a particular time in the month, whether that be for a masterclass, workshop or film night. All of this will help create a clubhouse with a feeling of belonging, where you can be surrounded by like-minded individuals.

Members’ clubs in other sectors have retained their popularity as places to socialise, network and be seen, and the golf club similarly offers an attractive opportunity to create a sense of community.

We have also seen golf clubs diversify with gyms, hotels, holiday accommodation and wedding venues in an attempt to make businesses more viable, but by taking this approach to create a modern, more fit for purpose clubhouse people might be enticed to want to join and, more importantly, stay at the club.

In addition to this, we are seeing increased healthcare and retirement living offerings alongside golf courses, but this does not mean that it is okay to keep the traditional style for the elderly. It is more an opportunity to revitalise the clubhouse to attract relatives and even carers. As we see the next generation choosing places for their parents to retire, they know how important it is to spend time with them and to do that in a club environment must surely be appealing.

Once again the golf club could become a place to spend the day, but this time play a round of golf, visit a relative, use the wellbeing facilities, dine in style, watch a film, use the workspace, and do so much more than just play the traditional game. A chance to become part of a community again and be part of the club.

Further information

Contact Kay Griffiths

Savills Leisure