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We dialled in to a podcast with Leighton Walker on Golf Club Talk UK to dispel a few misconceptions that surround dynamic pricing and online tee time sales. Tune in to hear more and find out why this is the biggest revenue growth channel for golf clubs right now.

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The Revenue Club has officially partnered with the Golf Club Talk UK podcast, a collaboration introduced in the newest episode, 137, by directors Rob Corcoran and Chris Knight. In conversation with host Leighton Walker, they explain how The Revenue Club maximises golf club revenue through three core pillars: pricing, marketing, and reporting. By leveraging a club’s existing technology, the team has helped partners increase average online green fee income from under £40,000 in 2018 to over £120,000 by 2025.

Central to this growth is dynamic pricing, which involves adjusting rates based on demand to increase yield rather than simple discounting or fixed prices. Through detailed utilisation reports, the team identifies spare capacity while ensuring that member tee times remain protected. This proactive approach has consistently resulted in annual rate increases of 6% to 8% for partner clubs.

Beyond pricing, the partnership enhances a club’s digital presence through targeted Meta and Google ads, alongside sophisticated CRM management as a HubSpot Platinum Partner for clubs looking to grow even further once the basics have been optimised. These tools are vital for converting visitor interest into long-term growth of membership, as many new members of golf club come from those who originated as a tee time visitor.

Looking toward 2026, a data-driven strategy is essential to navigate market shifts, such as the impact of the World Cup on traditional playing patterns where real-time optimisations will be key for driving as much revenue as possible.

Listeners are invited to explore the full episode here for insights into AI and tourism trends and further details on all of the aforementioned forms of growth that golf club can experience.

• An unprecedented year of green fee revenue for golf course operators with average visitor income reaching £315k.
• This was an 15% uplift on 2024 supported by an extended peak season which was largely dry and mild across the market.
• Green fee prices are up by 5% YOY while average booking value grew 4%.
• Total online sales grew 27% to £125,855 on average, now contributing over a third of the overall revenue mix.

2025 has delivered a period of sustained growth across visitor demand, digital revenue, and marketing performance.

Visitor golf continued to grow overall footfall at golf clubs, with total rounds growing 13% to 36,107 on average. Demand was sustained for a longer period due to the milder weather experienced over the Summer season.

Digital channels continue to play a central role in green fee revenue. In 2025, 67% of casual green fees were booked online, up from 62% in 2024. Online bookings account for approximately 34% of total green fee revenue, while offline sales represent around 21%, indicating that the visitor market continues to shift further towards digital dominance.

On average, clubs working with The Revenue Club:

• Average visitor income reached £315k, up from £274k in 2024 – growth was experienced across all visitor channels.
• Average group size fell 7% to 2.17 – An indication of more frequent bookings from casual visitor one and two-ball groups
• Average green fees rose 4% to £29.91, and average booking value rose 3% to £64.35 – An encouraging trend given the rise in overall footfall where golfers continue to book at peak times
• Online sales reached £126k, up from £98k in 2024 – With this channel experiencing the highest level of growth, it is clear that prioritising digital channels is key to achieving further growth in 2026.
• Offline sales growth was more modest at 4% to £63k in total – While still a supplementary channel of income, golfers continue to favour booking online.
• Society sales delivered £79k, up from £75k in 2024 – With growing interest for casual visitor rounds, maintaining the balance with traditional larger group bookings is key
• Member guest sales reached £48k, up from £35k in 2024 – An often overlooked avenue for revenue growth, implementing dynamic pricing for member guest channels presents an opportunity for all clubs in 2026.

Marketing efforts continued to generate significant returns. Average return on ad spend for golf clubs exceeded 1,620%, generating over £320,000 in attributable revenue for our partner clubs. Website traffic increased by 14% to 17,697 users, while conversion rates remained steady at 9%, detailing a positive growth in both increased overall users who are booking more often.

Booking habits provide an interesting insight on what details ‘peak’ times for golf clubs. 60% of online bookings were made for weekday play, with peak booking times coming between 11am–3pm.

Short-form video remains the strongest performing content format, particularly via Instagram Reels, and we are seeing the very early stages of user-generated content through viral, short-form social media platforms like TikTok, Instagram Reels and X. Capitalising on this market may provide a key edge over competitors moving into 2026.

Across our 50+ clubs using Hubspot as a solutions partner, clubs receive an average of 500+ membership enquiries, 350+ society enquiries, and 400+ event enquiries annually. The average response time remains 30 hours, with faster response consistently linked to higher enquiry conversion rates.

Together, these results indicate a growing digital landscape for golf, where growing demand must be capitalised on with efficient paid and organic marketing, effective pricing strategies across all visitor types, and quick response time to ensure the greatest chance at conversions.

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Wales Golf has announced a progressive partnership with online visitor golf specialists, The Revenue Club, to help golf courses in the country maximise revenue from their online channels.

The move comes after a series of successful workshops that were delivered by both organisations across the region, as part of the package of support that is offered to Welsh golf courses to aid their sustainability and growth.

The Revenue Club will be helping affiliated golf courses to make the most of their online systems and marketing channels and to develop their visitor revenue from both local business and inbound tourism.

In the workshops, the launch of the new Wales Golf tee booking platform, which is powered by dot.golf was announced. The new system will provide a new ‘commission free’ distribution channel for Welsh clubs to market visitor tee times, with the option of free club management software for clubs to control their operations and membership.

Alongside their core services of revenue management, digital marketing and reporting, The Revenue Club will be supporting clubs that adopt the new platform to help raise their profile, and realise the commercial potential of the system.

At the opening workshop hosted by Conwy Golf Club, Company Director Rob Corcoran, said ‘This is an exciting time to be working with such a forward-thinking governing body in Wales Golf, and the provision of this innovative software offers more revenue opportunities for clubs in the country. The uniqueness, quality and value of golf courses across Wales make it an incredibly appealing destination for golfers, and we are really looking forward to helping them capitalise on these emerging, technological opportunities.’

Chief Executive of Wales Golf, Hannah McAllister, said ‘The initiation of our new service takes the provision of support to our clubs into new ground. We are delighted to be working alongside The Revenue Club whose expertise will make the initiative a tangible success that will help the sport to grow, and continue to develop participation across the country.’

Two industry leading companies have agreed a partnership in an agreement that will see further collaboration for the benefit of their customers.

Customer service analysts and training provider, 59Club, have formalised their working relationship with business growth agency, The Revenue Club in a move that will help combine elements of their services that focus on revenue generation and customer retention.

Having delivered a number of educational seminars together in the past year, the companies will be using the closer links to help their customer base achieve their full potential through their respective specialist areas.

‘Working more closely with The Revenue Club has just highlighted the synergy between our two organisations with a skill set among our teams that obviously complements each other.’ Said Will Hewitt, General Manager at 59Club UK.

‘We could quickly see that combining The Revenue Club’s expertise in growing visitor revenue and the customer base of their clients, works well alongside our operations that focus on the next stage of the customer journey with the sales function and customer service.’

The Revenue Club’s CRM service for golf clubs has been used alongside 59Club’s customer service analysis at mutual clients which further underlines the joint effectiveness of both companies in developing effective sales and marketing operations.

‘We are both in a strong position with the data we hold from a combined customer base that exceeds 500 golf courses.’ Said Chris Knight, Director at The Revenue Club.

‘The opportunities that the partnership presents are numerous, and the amalgamation of our considerable depth of understanding of the market will help us both develop our services further.  It will help us both continue to innovate in order to help our clients keep their competitive edge, and allow them to see the benefit of this joint venture in the coming months and years.’

The business growth agency for UK and Irish golf clubs, The Revenue Club, has launched a new marketing system that has delivered rapid advances in the service they deliver. Christened ‘Marshall’ by the company, the new technology has been developed with a number of different systems that use AI to produce high quality marketing content in a timely fashion for their client base of 250 golf clubs.

The responsibility for the build sat with German company, wemakefuture, who specialise in the use of rapidly evolving technology to develop bespoke systems that create greater efficiencies for the companies they work with.

Head of AI & Automation at wemakefuture, Matthias Kunz, was overseeing the project on The Revenue Club’s behalf.

‘As soon as we discussed the scope of work with The Revenue Club, we could see the feasibility of putting together some new technology for the company that would have an instant impact on their business operations. What we’ve achieved is a notable enhancement in service levels for a rapidly growing company.’

Marshall is now used to deliver a range of email and social media marketing for the majority of their client base, producing engaging, relevant and timely content for a wide array of golf courses from municipal facilities to Top 100 venues.

‘We are delighted by the early results that this unique system has helped us to achieve on behalf of our customers. The USPs of the golf courses we operate with can now be showcased with real clarity and we now have the ability to deliver an even higher quality of marketing as we continue to experience unprecedented demands for our service.’ Said Rob Corcoran, Co-Director at The Revenue Club.

Dan Ferrie, Digital Marketing Manager at the company, was responsible for the completion of the project and he also takes the lead on the delivery of organic communications for which Marshall has been designed. ‘It is impressive to see the variety of content that the system is generating. Our experience and golf specific knowledge allow us to refine the outputs before they are sent to ensure they are aligned to the tone of voice and branding of many different venues. Not only has our capacity increased, but we’ve also raised the bar in the standard of online marketing for our golf clubs’

A historic golf club in Northumberland has become the 200^th customer for business growth agency, The Revenue Club as their growth gathers pace in 2025. Hexham Golf Club is the latest addition to their client base that spans the UK and Ireland, helping golf clubs to generate revenue from their online channels. The Revenue Club will be working with Hexham to develop their visitor income through a mix of revenue management and digital marketing, a unique combination that has helped the company grow to their current size since its inception in 2017.

‘We’re delighted to be operating with such a forward-thinking venue in the North East.’ Said Scott Woodhead, Account Director, who manages the relationships with The Revenue Club’s courses in the north of England and North Wales.

‘The excellent location and stunning course at Hexham suggests there is plenty of opportunity to build the club’s profile, and we are very much looking forward to helping them achieve their full potential in the coming year.’

The new agreement follows a record year of growth for the business that has helped them grow to their current size. Alongside their core service of dynamic pricing, digital marketing and reporting, they have developed a pioneering blueprint CRM model with HubSpot that is currently being used by a select group of 26 high performing UK clubs.

‘As more golf clubs become aware of the importance of balancing visitor income with their membership base, we had an unprecedented number of enquiries in 2024.’ Said Chris Knight, Co-director at The Revenue Club.

‘The level of growth we’ve achieved at our clubs amidst a backdrop of challenging weather and economic conditions highlights the impact that well considered online operations can achieve.

‘It is an exciting time for the business, and the wider market as we help golf clubs continue to modernise with the evolution of our CRM service, and tap into the full potential of the tools and channels that in most cases are already at their disposal. 2025 has started extremely well with the customer count likely to hit the 250 mark in the early part of the summer with half an eye on accelerating to 300 by the end of the year.’

A BBC documentary reporting on the changing working patterns of UK employees has highlighted a link with the increase in the amount of golf being played during the week.

The Panorama programme that was broadcast on 20^th January 2025 focused on the societal changes of flexible working and its impact on lifestyles. In a feature at Brocket Hall, Hertfordshire the investigative series discussed how the volume of rounds played in the UK and Ireland have tripled since before the pandemic. According to data obtained by the BBC from The Revenue Club*, there has been a 350% increase in the volume of tee times booked in the working week.

It is suggested that golfers are using the change in working arrangements to spend more time on the course, with greater demand for tee times when many golf clubs have historically been quiet. An interview with a club member who flexi works from the venue, cited hybrid working arrangements as a benefit that can boost productivity while providing a better work life balance.

The programme goes on to discuss the merits of remote and office-based working, while some individuals question output and innovation from a disconnected workforce.

In other data provided by The Revenue Club, a 10% increase in afternoon play has shown that golfers are taking advantage of cost savings from less commuting or the ability to start earlier, to play more after work.

‘In the summer months particularly, we have seen a higher volume of tee time utilisation in the afternoons where members and visitors are making the most of their flexible working arrangements to hit the course.’ Said Rob Corcoran, Director at The Revenue Club.

‘The change in playing patterns highlights the importance for golf clubs to take a flexible approach to their pricing, while considering the additional needs of remote workers among their membership base.’

‘In the absence of daily social interactions at work, golf clubs have an excellent opportunity to provide the community that many people will want, which fits perfectly with the sense of belonging a golf club membership can offer.’

*The Revenue Club’s is a business growth agency that works with golf clubs to grow their online sales. Their data is compiled from a combination of 202 UK and Irish golf courses comprising private members clubs, proprietary owned venues, charitable incorporated organisations, and multi-course operators.

Click here to view the episode in full.

At a Glance

• A record year of green fee revenue for golf course operators with average visitor income reaching £170k.
• An 11% uplift on 2023 derived from a strong second half to the year.
• Green fee and average booking prices are up by 4% YOY.
• Demand plateaued with similar levels of web traffic to 2023.

2024 has delivered a year of double digit growth for the UK and Irish golf industry, with the average golf club generating an 11% increase in casual visitor revenue. Despite the very wet start to the year and challenging conditions for golf course operators, the level of demand over the peak season increased to record highs, and after a relatively strong final quarter, this was the best year ever for green fee revenue, eclipsing the previous best in 2020 by 8%.

The average golf course benefited from green fee income of £170,462, that was made up of 68% online revenue, and 32% offline. The online sales have been the main driver of the growth with a 15% YOY uplift to £112,065, while the offline revenue still grew, but at a slower pace of 5% to £58,397.

The uplift in average green fees has been one of the key growth drivers throughout the year with a 4% rise to £28.04 per person for the whole year. This is slightly above the inflation rate and has resulted from many golf course operators passing on increased costs to the customer, and a general acceptance of higher prices for many consumers. As a result, the average sale price has grown to £60.94 per booking which is also a 4% uplift with group sizes for casual bookings remaining the same at 2.17.

Overall, the level of web traffic stayed the same as 2023 with the average golf course booking engine being visited by 15,615 users over the course of the year. Those that were browsing were more likely to go on and make a booking as the conversion rate increased to 10% for the year, illustrating the continued transition to online sales as the main form of green fee revenue.

2025 promises to get off to an excellent start if weather conditions do not hinder progress. The first two months of the winter season have delivered a 32% uplift on last November and December owing to the extremely wet weather in the latter part of 2023, so there is the likelihood that courses will be well ahead at the start of the summer. The level of demand in high season shows that appetite from visitors remains high, and with a considered approach to both pricing and marketing, UK and Irish golf courses will continue to prosper from significant growth in this area.

To view the statistics for the market in full detail, Click Here

Google Business Profile (formerly Google My Business) is an essential tool for golf clubs looking to improve their online presence and attract more golfers. With millions of people using Google Search and Maps daily to find local businesses, an optimised Google Business Profile ensures your golf club stands out and gets noticed. Here’s how to make the most of it.

1. Claim and Verify Your Golf Club’s Profile

The first step is to claim your golf club’s Google Business Profile and verify it. Without verification, you won’t be able to manage your profile or update important details.

• Go to the Google Business Profile Manager to claim your listing.
• Complete the verification process, which may involve receiving a code by mail, email, or phone.

2. Provide Accurate and Detailed Information

Golfers want quick and clear access to essential details about your club. Ensure your profile includes the following:

• Name: Use your golf club’s official name.
• Address: Include accurate details, especially if your club is part of a larger facility or complex.
• Phone Number: Use a direct line to your pro shop or golf operations desk for bookings and enquiries.
• Website: Link to your homepage or the tee time booking page for convenience.
• Hours: Update your operating hours regularly, including seasonal changes.

3. Select the Right Categories and Attributes

Choose categories and attributes that accurately describe your golf club. These help potential visitors find your club when searching for specific activities or features. For example:

• Primary Category: Golf Course.
• Attributes: Highlight features like Driving Range, Golf Lessons Available, or Restaurant On-Site.

4. Showcase Stunning Photos and Videos

Golfers love to see what they’re signing up for. High-quality visuals can entice potential customers to visit your course.

• Profile Picture: Use your club’s logo or an iconic shot of your course.
• Cover Photo: Feature an aerial view or signature hole that captures the overall feel of the golf course.
• Gallery: Regularly update with photos of the course, clubhouse, tournaments, or dining facilities. Consider short videos showcasing the ambiance or player testimonials. Make sure the gallery is kept up to date with the seasons.

5. Encourage and Manage Reviews

Reviews are critical for building trust with golfers searching for their next round.

• Request Reviews: Ask satisfied members and visitors to leave reviews about your course and customer service.
• Respond to Reviews: Thank reviewers for positive feedback and address negative reviews professionally and constructively.
• Report Inappropriate Reviews: If a review violates Google’s guidelines, you can flag it for removal.

6. Leverage Google Posts to Share Updates

Google Posts let you share updates, promotions, or events directly on your profile. For a golf club, this could include:

• Announcements for upcoming Open Competitions.
• Promotions like discounted green fees or twilight rates.
• Club events such as wine tastings, member socials, or charity fundraisers.

7. Enable Messaging for Direct Enquiries

Activate the messaging feature to allow golfers to contact your club directly via your profile.

• Set up messaging through your Google Business Profile dashboard.
• Assign a team member to respond promptly to questions about tee times, membership options, or lessons.
• If you cannot provide a quick response to these messages consistently, its best not to enable this feature.

8. Use Reserve with Google for Tee Time Bookings

• Certain Tee Time Softwares allow you to integrate directly with your Google Business Profile. Be aware that third-parties can also hi-jack this space essentially stealing direct web traffic.

9. Track Performance with Insights

Google Business Profile Insights provide valuable data about how customers find and interact with your profile.

• Track metrics like searches, photo views, and calls.
• Identify trends, such as peak days for enquiries, and use this information to refine your marketing strategies.

10. Keep Your Profile Updated

An outdated profile can frustrate golfers and lead to missed opportunities. Regularly review your profile to ensure it reflects accurate information, current promotions, and upcoming events, noting that Google will update the profile if something looks out of line

Conclusion

An optimised Google Business Profile is a game-changer for golf clubs looking to attract more players and grow their membership base. It is one of the first things we do when a golf club becomes part of The Revenue Club.

By following these steps, you’ll enhance your club’s online visibility, provide a better experience for potential visitors, and drive more bookings.