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.