Golf & Fitness

Diversifying into Health

The Directors of Promote Golf are well versed in the combination of golf and fitness having both managed golf only venues that went on to diversify by adding fitness facilities to the club. It’s a combination that, done well and in the right location, can transform a golf club’s business.


One such concept that Promote Golf have been actively involved in for nearly two decades is that of the “Country Club” model espoused by UK-based multi-site golf operator, The Club Company. Where once the company relied heavily on golf revenues, in the late 1990’s they diversified their product offering to encompass health & fitness facilities through the addition of purpose-built gyms, swimming pools, fitness studios and, on some sites, spa treatment rooms.


The concept transformed the fortunes of the company. No longer were they reliant on good weather in order to drive their business through golf green fees and membership dues. Instead, they had additional “weather resistant” facilities in their health clubs that provided for a high level of all-year-round revenues through gym membership subscriptions.


Operationally, golf and fitness work very well together. Where golf experiences peak season during the summer, the health & fitness product is busiest during early autumn and winter.


In addition, the location of gym facilities on golf courses also adds to the user experience. Most gyms are located centrally in towns and cities, on industrial estates or on leisure parks. However, gyms located in the countryside on golf courses are very well received by the consumer, affording better views while working out, often more readily available free car parking and a more tranquil surrounding environment.

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Promote Golf work with numerous golf & fitness clubs, both sole-proprietary owned and multi-site chains, as well as golf only venues looking to diversify their leisure offering into the fitness arena.