Driving Green Fee Revenues

Study Time

25 hours approximately

Time Limit

6 months



Start Date

Any time


Matthew Orwin
David Reeves


From £145 +VAT
Find out more


Green fee revenues have increasingly grown in importance for golf businesses in the UK over the last decade. Where once clubs could afford to focus purely on membership, this target audience is shrinking – leaving a hole in many clubs finances.

Many ‘Pay & Play’ businesses are also suffering from increased competition, inclement weather and wider economic conditions that have squeezed the consumer’s leisure pound.

This “Driving Green Fee Revenues” course examines the key strategies employed by successful clubs today in driving their green fee revenue.


Section 1 – Green Fees & Golfers

– Why Green Fee Revenue is Important
– Profiling Golfers
– Promoting Green Fee to Promote Membership
– Directions to Increase Green Fee Revenue

Section 2 – Data Collection

– The Importance of Data Collection
– Techniques for Collecting Visitor Data
– What to Fill in
– Overcoming Staff and Customer Objections
– What Data to Collect
– Making Staff Accountable for Data Collection
– Databases

Section 3 – Green Fee Promotions

– Incentive Mechanism to Encourage Repeat Play
– What is a Promotion?
– Proven Successful Green Fee Promotions
– Member-Guest Green Fees

Section 4 – Golf Societies

– When a Golf Society is Not a Golf Society
– The Pro’s & Con’s of Group Bookings
– The Booking Process
– The Forward Sales Report
– Effective Group Booking Promotions
– Visitor Green Fees and Group Bookings
– Group Booking Pricing Strategies

Section 5 – Advertising Media

– Advertising to our Visitor Data
– Advertising to Potential New Customers
– Purchasing & Creating Databases
– Seven Times to Exhaustion
– Advertising Timing

Section 6 – Spreadsheet Tools

– Instructions & Set-Up

Completing the Course

Delegates must complete all units of the course, which include four short self-assessment quizzes and one tutor-marked end-of-course assignment, to be awarded the “Promote Golf Certificate in Driving Green Fee Revenues”.

Accreditation of Prior Learning

Accreditation of prior learning will be awarded to graduates of the “Generating Membership Leads” elearning course and a reduced cost will apply.

PGA Members

On completion/participation of this course, PGA Professionals will be provided with valid supporting evidence and information from us so that it can be added as a structured formal learning opportunity on their CPD records.

What graduates say...

Pier Lorusso


“Very well prepare and covers all that is required for one to understand what drives green fees, understanding different types of golfers, different types of clubs and how to promote and advertise to maximize their respective green fees and revenues. I thoroughly enjoyed the course and learned a lot.”

Craig Waddell

Trump International Golf Club

“The course was worthwhile and explored a lot of good ideas and initiatives that would increase green fee revenue.”

Jon Woodroffe

The Oaks Golf Course, Surrey

“The Driving Green Fee Revenues course was excellent. I had read some testimonials of the course a few months earlier and as I had just taken a role as Director of Golf for the first time, the subject matter seemed quite pertinent to my new position. I found the course easy to follow and understand and it was put over in a logical order so one subject moved neatly into the next one."

Philip Henderson

“The course was full of valuable information which I can implement at my workplace. Very useful for all levels of Golf Club Management especially anyone new and the junior guys starting out in the golf business. I would recommend to my team”

Sam Smallwoods

“This is a great course that gave me some fresh ideas to implement at my club to increase footfall and grow revenue, not just on the course, but also the bar and the shop.”

Jon Brook

“Excellent. The course provided all the right information in a very easy to navigate format. In a challenging world for golf right now, having a course like this to inform as well as reconfirm your own ideas is vital. As an overseas professional, to have a course as comprehensive as this to do in my own time and around my work has been invaluable.”

Jamie Cundy

“I have realised over the past few years that the golf industry is changing – becoming more demanding and requiring more versatile golf professionals. Doing this course has given me lots of new ideas, concepts and initiatives that I can put into practice at my club. In this respect, it’s a really hands-on, practical training qualification. I would recommend the course for all those working in the golf industry and looking to improve their knowledge and skills with regard to promoting visitor, guest and golf society incomes.”

Simon Williams

“This is a really good course and the eLearning portal is very easy to use.”

Matthew Pryke

“I found it very interesting as this is a subject that I have not really had any in depth training with. The content that was covered is easily understandable and the key points are highlighted clearly. I like the fact that now I have access to the spreadsheets and can use them for further reference.”

Standard Price

£195 +VAT

Preferential Price

£145 +VAT

Preferential prices are available to members of the PGA of GB&I, PGA of Canada, Golf Club Stewards Association and for employees of clubs using Material Matters.

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