Course quality the most important factor influencing decisions: According to a new survey from Carr Golf, 90% of UK golf club members say that year-round course quality will impact their membership decision.
When asked to rank membership factors, course conditioning dominates at 55%, significantly ahead of value for money (39%), tee time availability (39%), and price (22%).
Course quality the most important factor influencing decisions
The Challenge: High Expectations, Changing Climate
While current satisfaction among club members is high, with 78% of members satisfied or very satisfied with their membership, expectations are even higher. 88% expect good to excellent course conditioning year-round, a standard that’s becoming increasingly difficult to meet for course managers.
The UK experienced its hottest summer on record in 2025, 1.5°C above the long-term average. These volatile conditions, dry summers paired with mild, wet winters, are stretching maintenance operations to their limits.
Ed Pettit, Managing Director of Carr Golf Maintenance, explains: “Many clubs are still grappling with inadequate equipment, resources and practices to deal with the challenges they now face. Clubs must invest in irrigation optimisation and water storage to manage summer stress, while mild and wet winters are increasing pressures on drainage and year-round playability.
“On top of this, the chemistries at the disposal of course managers are limited and less curative, making it extremely difficult to overcome disease outbreaks.”
The Solution: Data-Driven Course Management
With year-round course conditions directly linked to membership growth and retention, golf clubs require a more strategic approach to meet the standards customers expect.
Carr Golf Maintenance uses a data-driven programme based on 13 key performance indicators (KPIs) to track, measure, and optimize course performance, operational efficiency, and regulatory compliance. Recently, in the UK, the company partnered with Burhill Group Limited (BGL) to enhance agronomic standards, elevate playing conditions and maintain sustainability certification at five of its venues across England.
“We consistently see a strong correlation between improved KPI scores and increased golfer satisfaction, membership retention and growth,” says Pettit.
“For clubs to meet member expectations, manage evolving weather, and stay compliant with environmental regulations, a comprehensive agronomic programme isn’t optional, it’s essential.”
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