Are you engaging members at the time it matters most?

April 9, 2026

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William Hollin, Membership Manager at Foremost Golf, shares practical ways clubs can keep members engaged once the playing season is fully underway.

When the season settles into its rhythm, it is easy to assume engagement will look after itself. The course is busy, competitions are in full flow and members are playing regularly.

But without a clear strategy, busy periods do not necessarily guarantee meaningful engagement with your customer base. This article outlines four key focus areas to help you drive stronger engagement throughout the season.

Plan events early

Marketing key events well in advance is one of the simplest ways to strengthen engagement. A ‘Pros Day’ can be a highlight of a member’s calendar, but only if it is promoted early enough to build anticipation and maximise capacity.

The Foremost EMP Planner allows clubs to map local events clearly across the season, replacing reactive, last-minute promotion with a clear and structured plan. Each event is reviewed by the EMP Marketing Editor team, who deliver coordinated, omnichannel coverage on your behalf. The result is consistent, timely and professionally executed communication that reduces the workload on your professional team.

The best professionals work closely with the golf club to deliver bespoke events in the clubhouse. It’s a simple but powerful way to strengthen relationships with customers, raise awareness of services and ultimately support long-term member retention.

Build your digital community

Our group customer survey, with more than 40,000 participants, shows that 90 percent of club golfers play on a weekly basis. Golf is part of their routine, which makes consistent, well-timed communication not just beneficial, but essential.

A weekly newsletter provides a straightforward way to maintain that connection. Competition winners, course updates and pro shop news keep members informed and involved. When communication reflects the local club environment, engagement strengthens.

Video content can enhance this further. A short drill on the putting green or course management advice adds personality and value.

Integrate new members properly

How organised are you and your team when a member joins?

Mid-season joiners can struggle to feel fully part of the club without a structured introduction. A welcome letter supported by a pro shop pack creates an immediate point of contact and reassurance.

Including a voucher for a half-price lesson or 20 percent off a crested product gives the new member a reason to engage early. It encourages footfall and supports initial interaction with the team, shaping longer-term connection.

Utilise your support team

Foremost members with strong member engagement make full use of their support team. Marketing editors bring local content to life through the Elite Marketing Programme, while Business Development Consultants provide regular, data-led feedback informed by EPOS insights, helping identify exactly what resonates with your customers and where opportunities lie.

Keeping members engaged doesn’t require constant reinvention. It’s about creating an environment where they feel part of something, rather than simply participants in it.