Early sun across a fairway at Hazlemere, pines and woodland along the edge

Hazlemere Golf Club · A proposal · October 2026

More members, and more from every tee time.

Prepared forCallum Martin, and Emily, Sales, Marketing and Events ManagerPrepared byChris Fitt, and James Wilkinson, Albatross

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Chris finds the gaps.

Albatross fills them.

Low sun through the pines onto a fairway at Hazlemere, golfers in the distance

Act oneThe brief

What you told us

Five things we heard on 8 October.

If any of these is wrong, tell us, because everything after follows from them.

Fewer adult members joining

Last month one new member joined, where five to ten a month used to be normal. Juniors enquire all the time, and the ladies’ pathway is bringing in new women golfers. The gap is men from about 25 to 50.

Enquiries have gone quiet

Single figures, mostly through the website. There is a first-year discount and no joining fee, but no real marketing budget, so it all depends on the website and word of mouth.

Green fees and events are strong

Visitors are keen, and many want Saturday and Sunday mornings, which are held for members.

A balance to strike

Hazlemere is owner-run, not a members’ club. Green fee players are profitable, and your members want more people to play with. You want to tackle membership now, before it becomes urgent.

A flexible membership has come up before

Clubs nearby sell points. Callum’s questions are the right ones: how points would be tracked in BRS, and how many members on about £1,800 would move down to a cheaper category.

The club in numbers

Six numbers worth telling more people.

1,460Pounds for a seven-day membership in the first year, with 20% off
0Pounds to join. No joining fee, and no waiting list
1,110Pounds for the first year at 28 to 35, on the Intermediate rate
3Roll-ups a week, Tuesday, Thursday, and Saturday, where new members find their regular four
6.58The first weekend tee time a member can book, up to four weeks ahead
2Function rooms, with a spa, a hairdresser, and the Pines Coffee Shop and Bar

And your own website calls it “the best draining golf course in the area”, with “not many days lost to rain”. Few clubs nearby can promise winter golf.

How someone joins today

A good welcome, once they find you.

Step	What happens today
They hear of you	Through the website and word of mouth.
They enquire	The join buttons on the membership page lead to the contact form, and the enquiry reaches Emily.
They hear back	Emily emails the membership details.
They try the course	They pay a green fee, which comes off the membership if they join.
They settle in	Callum talks them through how they want to play, and most recent members have found their group in the Saturday roll-up.

The end of the journey works. The work is at the start: being found by the right people, and keeping in touch with the ones who are not ready yet.

The Hazlemere clubhouse from the course, the balcony and its stairs above the lawn

Act twoThe proposal

Two areas, each with a lead

Chris works out where the value is. Albatross goes and gets it.

One proposal, from people who work together, with a clear owner for every part of it.

	Chris Fitt leads	Albatross leads
Area one: Membership growth	Who to sell to, what to sell, and what stops people joining	The campaigns, the landing page, and the follow-up
Area two: More from every tee time	Where the tee sheet has room, and at what price	The right golfers in those slots, and back again

Commercial and operational lead

Chris Fitt

A former PGA Professional and senior golf industry leader, with nearly twenty years’ experience spanning Foxhills, Moor Park, and Goodwood. He combines hands-on club experience with advisory work in commercial strategy, membership growth, and innovative business development.

Campaigns and delivery

Albatross

Nearly twelve years with golf clubs, from Stoke Park to The Hertsmere. For Banstead Downs we built the membership campaign and the database behind it; this summer they emailed a new joining offer to those leads, and about eight joined straight away.

Area one · Membership growth

Why would a 35-year-old in High Wycombe choose Hazlemere?

The answer to that question is the campaign. Chris works out who to sell to and what is getting in the way; Albatross turns it into adverts, a page worth landing on, and a follow-up that books the visit.

Why now. Winter is when golfers who have played pay-and-play all summer start looking for a club. You can say what few clubs nearby can: the course drains, and the golf goes on.

Why it matters. A new seven-day member pays about £7,300 over five years, before VAT, at today’s prices. That is the prize, not the first year.

Pines in low evening sun on the course at Hazlemere

An example, from your published prices. The real adverts come out of the work in weeks 1 and 2.

Chris leads

Commercial and operational insight

Review the categories, prices, the first-year offer, capacity, and who has left and why.
Decide which memberships to sell first, and to whom.
Walk the journey from enquiry to joining, and find what slows it down.
Map who your members are, where they live, and how the clubs nearby position themselves.
Model a flexible membership from your BRS round data: rounds by category, a price that protects you from members moving down, and how BRS tracks the points. A recommendation by day 90, not a launch.

Albatross leads

Campaigns and execution

A clear reason to choose Hazlemere, written down and used everywhere.
Winter adverts on Facebook and Instagram for the priority categories, from your own photography, aimed at the right ages and postcodes.
A landing page with one strong reason to visit: a trial round, or a place in the Saturday roll-up.
The offer as the hook. You already have no joining fee and 20% off; Chris has suggested 15 months for the price of 12 from January, running to the April renewal. Your call.
Emails to the people you already know, and a follow-up that lets nobody go cold.

What we measure in the first 90 days: qualified enquiries, visits and trial rounds, new members, cost per new member, and the first-year value they bring. Joining can take longer than 90 days, so we report the early signs and the actual joins.

Area two · More from every tee time

Green fees are doing well. The aim is more from each one.

Filling the quiet slots, pricing the busy ones well, and spotting the gaps early, without upsetting members. Some of your best membership prospects are already playing here as visitors.

Chris leads

Finding the gaps

Analyse the tee sheet by day, time, season, price, and how far ahead people book.
Find where demand is weakest, and which slots could be sold without displacing full-price visitors or members.
Look at where rates could rise, and at weekend member times that go unused, with a recommendation the owner and the members can live with.

Albatross leads

The right golfers, in the right slots

Emails to past visitors and society organisers offering the specific times you want filled.
Local partnerships and focused adverts for those times.
Booking made simple, a thank-you after the round, and an invitation back.
For regular visitors, a natural route to membership.

What we measure in the first 90 days: extra rounds in the target slots, green fee revenue, average price achieved, booking conversion, marketing cost, and the extra contribution after costs.

The follow-up

Both areas need a way to keep in touch. Capture is it.

Emailing your contacts, following up every enquiry, inviting visitors back: there is no email tool at the club today, and both areas depend on one. Capture is the CRM built for golf clubs, and it sits alongside BRS.

Every enquiry in one list for Emily, from the adverts, the landing page, and your website
An instant reply in Hazlemere’s name, day or night
A reminder to call, and follow-up emails that run until they answer
Email marketing to members, visitors, and enquirers, each email built in your brand in minutes with Email Studio
Every lead tracked from enquiry to visit to member, so you can see what the pilot actually sold

Everything in it is yours, including every contact.

How the 90 days run

Thirteen weeks, and a report every fortnight.

Weeks 1 and 2: data and set-up

You share the BRS data and Chris reviews it. Together we agree the priority memberships, the offer, the baseline, and the targets. The adverts, the landing page, Capture, and the tracking are built.

Weeks 3 to 12: live

The membership campaign runs and the first emails go to your existing contacts. Chris’s tee-sheet findings arrive by week 4, and the slot campaigns start in week 5.

Every fortnight

A 30-minute call and a one-page report: what came in, what it cost, and what we are changing.

Week 13: results

With Callum, Emily, and the owner: what worked, what to keep, the flexible membership recommendation, and the plan for the spring.

What we need from you

From BRS: members by category, joiners and leavers over two years, rounds by member, and twelve months of tee-sheet bookings and rates.
Access to the club’s Facebook page and ad account, and your photography.
Which contacts have agreed to hear from you.
A reply to every enquiry within a working day: Emily, with Callum as back-up.
The owner’s view on the balance between members and visitors, before we sell any weekend times.

The Fairways bar in the Hazlemere clubhouse, the club name on the wall

Act threeInvestment

The prices

Two ways to do it. A pilot, or paid from results.

Option 1 is a 90-day pilot at a fixed price. Option 2 runs for twelve months, and we are paid only from the members, rounds, and events we bring you.

Option 1. The 90-day pilot

The pilot	Both areas for thirteen weeks from the day you say yes. Chris’s membership and tee-sheet work, the join journey, the flexible membership model, and the day-90 recommendation; Albatross’s positioning, campaigns, landing page, emails, follow-up, and fortnightly reports.	£4,500+ VAT
Capture setup	Your enquiry pipeline, your forms connected, the branded replies, Email Studio set up in your brand, and Emily and Callum trained. Live in fourteen days.	£795one-off, + VAT
Capture	The CRM, email marketing, automated emails and texts, reporting, and Email Studio. Up to ten thousand email sends a month, unlimited contacts and users. Texts are 4p each + VAT, on top. Monthly during the pilot, with no long contract.	£189a month + VAT, during the pilot
Ad spend	Paid directly to Meta, in your own ad account, and you set the budget. We recommend £200 a month for each of the two campaigns, which is £1,200 at most over the 90 days, and usually less because the green fee campaign starts in week 5. We take no margin on it.	£1,200at most, at the recommended rate

Option 1, the 90 days, all of it

The 90-day pilot£4,500
Capture setup£795
Capture, three months£567
To Chris and Albatross£5,862 + VAT
Advertising, to Meta, at the recommended rateup to £1,200
Everything, before VAT£7,062

Why Capture is in it: our campaigns are half price when they run on Capture, so without it the pilot would be £7,500 instead of £4,500, with nothing behind the enquiries and emails. At day 90, Capture stops unless you keep it: £151 a month + VAT on a twelve-month plan. Every contact in it is yours either way.

How you pay: one invoice from Albatross for £5,862 + VAT, payable on signing. The ad spend goes straight to Meta.

Option 2. Twelve months, paid from results

The first 90 days run exactly as Option 1, and then we keep going for the rest of the year. You pay no fees for our work or for Capture: instead, we take a share of the new business we bring you. Texts are 4p each + VAT, as in Option 1.

Our work and Capture	Chris and Albatross on both areas for twelve months, with Capture set up and running throughout.	No fee
New members	A share of the first year’s subscription of each new member we bring you.	A shareof their first year
Rounds and events	A share of the green fees in quiet slots we agree with you, and of the society days and functions, booked by the golfers and organisers we bring you.	A shareof what we bring

Only new business. Your current members, the enquiries you already have, and your regular visitors are never counted. We agree that list with you before day one.
Renewals are yours. We share in a new member’s first year only.
Capped. A ceiling on the total, so you know the most you could ever pay us.
Checked by you. A statement from Capture and BRS that you can check line by line. Option 2 needs the owner’s agreement to share the BRS figures.
The detail, agreed together. The shares, the cap, and the terms are for a conversation with you and the owner, not for us to set here. If Option 2 appeals, tell us and we will sit down together.

The arithmetic

Option 1: six members pay for all of it.

7,062Pounds for the whole 90-day pilot, with Capture and the advertising, before VAT
1,217Pounds from a new seven-day member’s first year, before VAT, at this year’s £1,460
6New seven-day members to cover it, or eight on the 28 to 35 rate. After their first year, each seven-day member pays at the full £1,825 rate

You told us five to ten new members a month used to be normal. And everyone who enquires and does not join this winter stays on your list for the spring.

With Option 2 you pay no fees. We are paid only from what we bring in, and the renewals are yours.

A new member is worth years, not one.

7,300Pounds from one new seven-day member over five years, before VAT, at today’s prices
1,521Pounds a year from that member after their first year, before VAT, at the full £1,825 rate
219kPounds in subscriptions from thirty new members who stay five years, before VAT

And subscriptions are only part of it. Members eat and drink in the Pines Coffee Shop and Bar, bring guests who pay green fees, book lessons, and their partners and children may join too. We are paid once; you keep the member.

What happens next

A yes, a no, or a conversation.

Take it to the owner

Pick the option that suits the club.

Data in week one

The sooner Chris sees the BRS data, the sooner the campaigns are pointed at the right people.

Adverts live within two weeks

Winter is when golfers look for a club, so the membership campaign goes first.

Option 1 runs for thirteen weeks from the day you say yes, with Capture monthly and no long contract; if you continue, Capture moves to a twelve-month plan. Option 2 runs for twelve months from the day you say yes. Everything we build is yours, including the ad account, the data, and every contact in it. This proposal is valid for thirty days from 16 October 2026.

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