Member Retention Playbook

Why Member Retention Matters More Than Acquisition

This insight came directly from a prospect conversation:

"To be honest, that is exactly what made me start looking at it. It wasn't the prospective member side of things, it's the other way around. It's the member retention side of things... I think is 10 times more valuable because it's a lot easier to retain a member than it is to recruit a new one."

- Jack Slade, General Manager, Hoburne Golf

The Numbers

• It costs 5-10x more to acquire a new member than retain an existing one
• A 5% increase in retention can increase profits by 25-95%
• New members who don't integrate in the first 90 days are significantly more likely to leave after year one
• Most clubs have zero structured onboarding communications

The Problem

Most golf clubs focus all their energy on getting new members through the door. But what happens after they join?

• No welcome sequence beyond a confirmation email
• No check-ins to see if they're using the club
• No prompts to try different facilities (restaurant, pro shop, lessons)
• No buddy system reminders
• No feedback collection until it's too late

The result: new members feel abandoned, don't integrate, and leave after year one.

The CAPTURE Solution

Automated email sequences that guide new members through their first 90 days - without your team lifting a finger after setup.

• Triggered automatically when a new member is added to the system
• Personalised to membership type (7-day, 5-day, flexible, corporate, etc.)
• Spaced out to feel helpful, not overwhelming
• Includes prompts for action (book a lesson, join a roll-up, try the restaurant)
• Collects feedback at key moments

The 90-Day Member Onboarding Framework

This framework breaks the first 90 days into three phases, each with specific goals and automated touchpoints.

Phase 1: Welcome and Orientation (Days 1-7)

Goal: Make them feel welcomed and help them navigate the basics.

Phase 2: Integration and Engagement (Days 8-30)

Goal: Get them using the club and meeting other members.

Phase 3: Deepening and Loyalty (Days 31-90)

Goal: Turn them into advocates and set up for long-term retention.

Email Templates

Copy and adapt these for your club. Personalise with your club name, facilities, and staff names.

Day 0: Welcome to the Family

Subject: Welcome to [Club Name], {{contact.first_name}}!

Hi {{contact.first_name}},

Welcome to [Club Name] - we're thrilled to have you as a member.

Over the next few weeks, I'll send you a few emails to help you get the most out of your membership. Nothing overwhelming - just helpful tips and answers to the questions new members usually have.

In the meantime, here's what you need to know:

• Your member number: {{contact.member_number}}
• Book tee times: [link to booking system]
• Download our app: [App Store / Google Play links]
• Any questions: Contact [Name] at [email] or [phone]

Looking forward to seeing you at the club soon.

Best,

[Name]

[Title], [Club Name]

Day 2: Getting Started

Subject: Quick guide to getting started at [Club Name]

Hi {{contact.first_name}},

A couple of quick things to help you hit the ground running:

Booking tee times: You can book up to [X] days in advance through [system name] or our app. Peak times fill up quickly at weekends, so booking a few days ahead is always a good idea.

The app: If you haven't already, download the [Club Name] app - it's the easiest way to book, check your handicap, and see what's happening at the club. [Link]

Pro shop: Pop in and say hello to [Pro Name] and the team. They can help with anything from booking a lesson to finding the right gear.

Any questions at all, just reply to this email.

[Name]

Day 5: Your First Round

Subject: Tips for your first round at [Club Name]

Hi {{contact.first_name}},

If you haven't played your first round yet, here are a few things that might help:

Parking: [Location details and any member-specific parking info]

Check-in: No need to check in at reception - just head straight to the pro shop or first tee. If it's busy, the starter will get you sorted.

Dress code: [Brief summary of dress code]

After your round: The [restaurant/bar name] is a great spot for lunch or a drink. The [signature dish] is worth trying.

Enjoy your round!

[Name]

Day 10: Meet Your Clubmates

Subject: The best way to meet other members

Hi {{contact.first_name}},

One of the best things about being a member is the people you meet. Here are a few easy ways to get involved:

Roll-ups: We run [day/time] roll-ups where you turn up, get paired with other members, and play. No booking needed - just be there by [time]. It's the easiest way to meet people.

Competitions: Our [weekly/monthly] competitions are open to all members. Check the board in the pro shop or the app for upcoming dates.

Social events: We've got [upcoming event] on [date] - a great chance to meet other members in a relaxed setting.

Don't be shy - everyone was new once. Most members are happy to welcome a new face.

[Name]

Day 14: Have You Tried...?

Subject: Getting the most from your membership

Hi {{contact.first_name}},

Quick reminder that your membership includes more than just golf:

• [Restaurant name] - Open [hours]. The [dish] is a member favourite.
• Practice facilities - [Details of driving range, short game area, etc.]
• Pro shop - [Member discount if applicable]
• [Any other facilities - gym, tennis, spa, etc.]

Make the most of it!

[Name]

Day 21: Improve Your Game

Subject: Want to improve your game?

Hi {{contact.first_name}},

If you're looking to sharpen up your game, our pro team can help:

Individual lessons: [Pro name] offers 30 and 60-minute lessons. [Price if applicable]. Book through the pro shop or [link].

Group clinics: We run [type] clinics on [days]. Great value and a good way to meet other members.

Club fitting: Playing with the right equipment makes a difference. [Pro name] can do a fitting session to check your setup.

Even a single lesson can make a noticeable difference.

[Name]

Day 30: How's It Going?

Subject: Quick check-in - how's your first month been?

Hi {{contact.first_name}},

You've been a member for about a month now - how's it going?

I'd love to know:

• Have you managed to play a few rounds?
• Have you found it easy to book tee times?
• Is there anything you're unsure about or haven't tried yet?

Just hit reply and let me know. If there's anything we can do to make your experience better, I want to hear about it.

[Name]

P.S. If you've got a spare minute, it would mean a lot if you could leave us a quick Google review. [Link]

Day 45: Bring a Friend

Subject: Fancy bringing a friend to play?

Hi {{contact.first_name}},

Golf's always better with company. If you've got a friend who might enjoy a round at [Club Name], here's how it works:

Guest policy: [Details of guest fees, booking process, restrictions]

Introduce a friend: [If you have a referral program, explain it here. E.g., 'If your friend joins, you'll both get a credit towards your next membership renewal.']

Let me know if you'd like to arrange something.

[Name]

Day 60: You're Part of the Club

Subject: Ready to get more involved?

Hi {{contact.first_name}},

You've been with us for a couple of months now - you're officially part of the furniture.

If you're looking to get more involved, here are some options:

Club Championship: [Details and dates]

Interclub matches: [If applicable]

Committees and volunteering: [If applicable]

Handicap competitions: [Regular competition schedule]

The members who get the most out of their membership are the ones who get involved. No pressure - but the option's there.

[Name]

Day 90: Your First 90 Days

Subject: 90 days in - thank you, {{contact.first_name}}

Hi {{contact.first_name}},

It's been 90 days since you joined [Club Name]. Time flies.

I hope you've settled in, met some good people, and played some good golf. Thank you for being a member - we're genuinely glad to have you.

I've got one small ask: would you mind filling out this 2-minute survey? It helps us understand what we're doing well and where we can improve.

[Survey link]

And if you know anyone else who might enjoy being a member, we'd love to meet them. [Referral program details if applicable]

Thanks again. See you at the club.

[Name]

[Title], [Club Name]