Energising a Tired Member’s Club

Like many clubs up and down the country, this long leasehold proprietary members club was in a sound financial position, but chronic underinvestment meant cracks were beginning to show. Cornerstone Golf were engaged to turn the tide.

Situation

A 180-acre proprietary members club was in a reasonable financial position, with an annual turnover of £1.2m, and EBITDA of £220k. But underinvestment in the facility was starting to show, and its relevance to both members and visitors was declining.

All the ingredients were in place; an 18-hole course, 9-hole course, practice facilities and a clubhouse which could accommodate functions of up to 300 people.

Response

With potential to be realised, Cornerstone Golf:

  • Cleaned up the facility, re-painted the clubhouse, and produced a new corporate ID with supporting signage throughout
  • Restructured the cost base and updated the accounting systems
  • Recruited a new General Manager, Head Chef and Sales support
  • Updated the website and social media channels, and introduced online tee-time booking functionality for both courses
  • Upgraded IT and installed new operating system for membership, retail and food and beverage.

Business Outcomes

    • Turnover increased by 23% YoY
    • EBITDA rose by 33% YoY
    • Projected out-turn of 270k EBITDA.

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