Membership and Revenue Growth

CMRG was created specifically to solve the real problems membership business face: silent churn, underused assets, and missed commercial revenue.

 

CMRG partners with membership-based organisations to strengthen retention, reduce member attrition, and unlock reliable commercial revenue.

We work closely with clubs to understand why members leave, identify which members they should be retaining, and implement practical solutions that drive long-term value. Our focus is on building sustainable income through structured sponsorships, well-designed events, and revenue-led competitions — not short-term fixes.

Led by real industry experience, CMRG delivers hands-on, commercially focused support. Every strategy is designed to be actionable, measurable, and aligned with how clubs actually operate. We prioritise clarity, accountability, and outcomes — helping organisations grow revenue while strengthening the quality of their membership base.

 

 

What We Typically Find in Golf Clubs

Across many golf clubs, the same patterns appear. These are rarely caused by lack of effort — they’re usually the result of systems that were never designed to manage modern membership behaviour.

Common issues we see include:

Members disengaging long before they leave
Attendance drops, competition entries fall, and engagement fades months before a resignation is submitted. Most clubs don’t track this early warning period.

New members not being properly integrated
The first 90 days of a membership are critical, yet many clubs rely on informal introductions rather than structured onboarding and engagement.

Competitions and events that once worked but now underperform
Formats remain unchanged for years, participation declines, and potential revenue opportunities are missed.

Sponsorship opportunities left unstructured or under-priced
Many clubs have valuable assets — noticeboards, competitions, scorecards, driving ranges, events — but no structured way to monetise them properly.

Communication that is frequent but not effective
Updates are sent, but they are not always relevant, targeted, or timed in a way that drives engagement.

Decisions based on assumptions rather than data
Most clubs do not have a clear picture of why members actually leave or disengage.

What Improvements Usually Deliver Results Fast

While every club is different, there are several improvements that consistently deliver measurable results within a short period.

Simple engagement tracking systems
Identifying when members start to disengage allows clubs to intervene before resignation becomes inevitable.

Improved onboarding for new members
Structured introductions, early touchpoints, and clear integration into competitions and social groups dramatically increase retention.

Refreshing competition and event formats
Small changes to structure, communication, and incentives can significantly increase participation and revenue.

Better communication around value
Members are far more likely to renew when they clearly understand the value they receive throughout the year.

Reactivating lapsed or inactive members
Many clubs have a pool of former or inactive members who can be brought back with the right approach.

Structuring sponsorship and commercial partnerships properly
Packaging sponsorship opportunities clearly and professionally often unlocks revenue that was previously overlooked.

Founding Client Programme

CMRG is currently working with a small number of Founding Clients.

This programme is designed for clubs that:

  • Want to strengthen retention

  • Want to increase participation and engagement

  • Want to unlock new commercial revenue streams

  • Are open to implementing practical improvements quickly

Founding Clients receive:

  • A full 90-Day Commercial & Membership Growth Sprint

  • Hands-on support during implementation

  • Preferential founding-client rates

  • Priority scheduling

In return, we ask for:

  • Honest feedback

  • Permission to document results

  • A testimonial if measurable improvements are delivered

We are intentionally limiting the number of founding clients to ensure every engagement receives full attention and produces meaningful results.

The CMRG 90‑Day Growth Sprint

The 90-Day Sprint is a structured, results-focused engagement designed to quickly identify where membership value is being lost, uncover under-performing commercial opportunities, and implement practical fixes that drive measurable improvement.

The focus is on clarity, momentum, and execution — not theory. We work alongside you to put systems, processes, and revenue activators in place that continue to perform long after the sprint ends.

We don’t sell retainers or long-term lock-ins. Just defined work, transparent outcomes, and proven frameworks that YOU own and control

Days 1–30

Investigate

Drop-off analysis, engagement audit, sponsorship review, and user journey mapping. User journey mapping is a critical aspect of understanding how visitors interact with your website or service. By visually representing the different stages a user experiences—from their initial awareness to conversion—this analysis helps identify pain points, opportunities for enhancement, and areas for seamless navigation. The insights gained from user journey mapping can inform targeted strategies that enhance user experience, ultimately leading to higher retention rates and increased customer loyalty. It ensures that every touch-point is optimised for engagement, fostering a deeper connection between users and your brand.

Days 31–60

Fix

Retention actions, commercial structure, sponsor packages, customer engagement strategies. Customer engagement strategies are essential for fostering long-term relationships with your audience. By implementing targeted campaigns that resonate with their interests and needs, businesses can create a more personalized experience that encourages loyalty and repeat interactions. Techniques such as surveys, loyalty programs, and interactive content can not only enhance customer satisfaction but also provide valuable insights into consumer behavior. This proactive approach helps identify opportunities for improving service delivery and product offerings, ultimately driving both engagement and retention rates.

Days 61–90

Grow

Hands‑on activation and systems left behind are crucial elements in the transition phase of any project. Effective activation involves not just implementing new technologies, but also ensuring that teams are equipped to utilize them fully. This can mean providing thorough training sessions, creating user-friendly documentation, and maintaining open lines of communication for ongoing support. It's equally important to address the systems that were previously in place; often, valuable insights can be gleaned from these legacy systems. By analyzing past performance and user experiences, organizations can identify what worked well and what didn't, allowing for a smoother integration of new solutions while preserving beneficial practices from the old systems.

Curious about our 90-day program or looking to learn more? Click the link to schedule your call today!

A Message from the Founder

I started CMRG because I saw first-hand how much untapped potential many golf clubs and facilities have. Too often, good venues struggle not because of a lack of effort, but because opportunities to increase revenue, improve retention, and engage customers more effectively are being missed.

My approach is practical and hands-on. I don’t believe in complicated strategies or long reports that never get implemented. I focus on clear, realistic improvements that can be put into action quickly and that deliver measurable results.

I work closely with every club to understand how their business really operates — their customers, their strengths, and the challenges they face day to day. From there, I help identify where additional revenue can be generated, where engagement can be improved, and how existing facilities can be used more effectively.

What I pride myself on most is delivering ideas that are achievable. Everything I recommend is designed to work within the reality of a club’s resources, staff, and budget. The goal is always long-term, sustainable growth, not short-term fixes.

What CMRG Does

Our range of specialised services is built to address the specific challenges of each organisation we work with.

We take the time to understand your goals, constraints, and commercial pressures before recommending any solution. This ensures every action we take is practical, relevant, and designed to deliver real-world results — not generic consultancy advice.

Our approach is hands-on, considered, and outcome-focused, helping you implement changes that make a measurable difference to both member engagement and revenue performance.

This is NOT for clubs looking for marketing ideas or generic consultancy. Our focus is exclusively on providing tailored strategies that address the unique challenges faced by your club. We dive deep into your specific goals, culture, and audience to create a customised approach that drives real results. By utilising data-driven insights and industry best practices, we empower clubs to stand out in a crowded market, ensuring sustained growth and engagement.

Investigate

 

Membership journeys, engagement signals, pricing & value, and commercial gaps.

Fix

Retention improvements, clearer offers, engagement triggers, and sponsor‑ready assets.

Grow

 

Launch events, competitions, and structured sponsorship using a proven model.

Helping Golf Clubs Grow Membership and Revenue

CMRG works with golf clubs across the UK to improve membership retention, increase engagement, and unlock new commercial revenue streams. Our 90-day sprint identifies why members leave, strengthens onboarding and retention systems, and helps clubs generate additional income through competitions, events, and structured sponsorship opportunities.