Driving success on and off the course

With many in the industry bemoaning the decline of golf, Farleigh Golf Club in Surrey has bucked the trend and posted its most successful financial results in its 19 year history.

Under the leadership of general manager Russell Stebbings, and with strong support on the golf operations side from PGA Professional Steve Stiller and his team, the club enjoyed its first ever profit in 2015/16, increasing revenue by 23 per cent, year on year.

While golf remains the focal point for Farleigh it has also established a great reputation for its off course facilities where it is renowned locally for its Sunday carvery while the stylish modern clubhouse recently welcomed Andy Castle (aka ‘The Inked Chef’) to head up its Nineteen restaurant, providing restaurant quality menus to members and visitors.

Weddings, meetings and events are also popular at the picturesque venue.

“It’s important for clubs to diversify their offering,” said Stebbings.

“Private member clubs may always have their place but need to evolve for golf to thrive instead of just survive.

“Participation rates in Europe for nine hole and fun golf-based activities prove that flexibility and fresh approaches are needed and we are excited to be helping drive the sport forward.”

** Russell Stebbings, centre, with members Angie Izatt and Boyson Mehmet.

Tapping in to consumer needs, the club launched its Farleigh Friends loyalty programme in July 2015 and has over 1,900 signed up, with a repeat visit rate of 47 per cent to April 2016.

In response to feedback from this group, Farleigh is set to launch a flexible membership with pay-and-play credits in May 2016, opening up tiered privileges to members but without the commitment full membership carries.

“The Friends programme allows us to reach the casual golfer,” added Stebbings.

“Not everyone wants to commit to a year long membership but everyone deserves to be valued and belong.”

Farleigh views the future of golf clubs in a similar way to airlines.

“Our Friends are flying in economy – you get from A to B with some nice refreshments and a couple of movies. Our new Flexi Membership is like premium economy – you have a bit more flexibility and perks. But behind the curtain is the best experience; Full Members fly first class with access to Members’ Major events, social events and partner discounts.

“Farleigh is a club for all,” added Stebbings. “Regardless of your age, expertise, gender or dress sense, we just want people to pick up a golf club and have some fun.”

The club also has an eye on the future with the its PGA pros helping drive junior golf memberships and rounds, working in partnership with local schools and the Crystal Palace Football Club Foundation on the Premier League 4 Sport initiative to introduce youngsters to the game.

The club is currently looking for an additional energetic PGA Professional (aka Farleigh Golf Guru) to join the team to help build on these relationships.

“Growing our own golfers is key for the club,” added Stiller. “We launched our Farleigh Foundation in 2015 to help juniors who are passionate about the game, regardless of level, get involved in the Club and it’s been rewarding for me to use Street Golf to show children how fun golf can be.”

The club, which was bought by the Hayton family in 2010 and has had £6 million of investment, is part of The Foxhills Collection which includes Foxhills – the long term host of the Senior PGA Professional Championship which takes place this year from May 11-13.

Farleigh meanwhile also hosts the Galvin Green PGA Assistants’ Championship qualifier on May 10.