We're almost at Thanksgiving, and for many, you're in renewal season. Look, we all know renewal decisions aren’t made in March when invoices go out. They’re made in the Fall, right now in November, during the quietest stretch of the year (for most).
As the weather cools and schedules shift, members naturally drift away from the club. When that detachment goes unaddressed, the renewal conversation becomes significantly harder.
Clubs often try to “save” members during invoice season, but by then the emotional decision has already been made. Retention isn’t driven by spring salesmanship — it’s often driven by winter engagement. And the month that matters most is November. This is when you either maintain connection or lose it quietly.
So whether your a club, public course, or driving range...It's time to think about and review your winter engagement strategy.
Let's Grow Golf.
Silent Churn: The Real Retention Risk
Every club sees the same curve: a sharp drop in engagement between mid-October and mid-December. It’s not because members are unhappy — it’s because life simply gets in the way. The danger is that disengagement becomes a habit.
Members who go 60+ days without visiting the club are far more likely to churn at renewal. And they don’t tell you they’re drifting; they just disappear until the renewal notice brings everything to the surface.
What creates silent churn?
- Weather shifts and shorter days
- Competing family or school priorities
- Lack of winter programming
- Feeling “out of the loop” socially
- No recent positive touchpoint with staff
GG POV: Clubs don’t always lose members because of the fees. I'd argue, like any customer-facing business, is that they lose them because the relationship goes cold.
Who’s at Risk? The Five Segments to Watch
To win the renewal race, clubs need to identify the members most likely to detach. These groups consistently show the highest churn risk if not re-engaged early.
Low-Usage Members
Those who played fewer than 8–10 rounds.
- Love the idea of membership → struggle with routine
- One winter invite can re-spark connection
New Members From Last Year
The honeymoon phase has faded.
- Haven’t built social roots yet
- Most responsive to personalized outreach
Busy Family Memberships
Fall sports and holiday chaos dominate.
- Need light, family-friendly touchpoints
- Simulator nights work extremely well
Corporate Members
Engagement tied to client activity.
- Easy to lose if they haven’t hosted recently
- A simple “Winter Round + Lunch” offer can revive usage
Quiet Members
They never complain — they just quietly leave.
- Don’t assume silence equals satisfaction
- Personal outreach matters most here
How Smart Operators Use November to Strengthen Loyalty
The clubs that retain the most members don’t overwhelm them with programming. They create timely, intentional touchpoints that maintain the emotional thread of membership.
1. Send a Personal Note — Not a Template
A short, sincere message from the GM or head professional saying:
“We appreciate you. We’d love to see you this winter.”
After to speaking to many of you in the Grow Golf community, this is common and a MUST do. This gesture instantly reignites connection.
2. Anchor the Winter With One Signature Program
You don’t need five events. You need one thing members can count on.
- Indoor league
- Winter skills series
- Member social + simulator challenge
- Parent/child night
Consistency beats quantity every time.
3. Give Members a Simple Reason to Visit
Lower the barrier to walking through the door.
Consider a “Winter Passport” with 4–6 light engagement perks:
- A free simulator session
- Instructor tune-up
- Complimentary coffee
- Try-a-training-aid week
- Bring-a-friend night
One visit often leads to two.
4. Create Momentum With a 2026 Sneak Peek Night
Members want to see what’s coming next year.
Share:
- Projects
- Events
- Merch updates
- Junior program improvements
- Member-only perks
Hype is a powerful retention tool. Membership pros also have to serve as the hype team at the club. What GM doesn't love a good hype squad?
My Two Cents
Here’s a simple, focused plan that you can take all (or parts of) and immediately put in play to help improve renewal rates:
Over the next 14 days:
- Identify your at-risk groups
- Reach out personally (not via mass email)
- Launch a signature winter program
- Highlight 2026 improvements
- Make it easy for members to return at least once this month
November is that time.
The Bottom Line
If you want fewer uncomfortable renewal conversations moving forward, the work starts now. Membership is an emotional relationship, and relationships need presence. When you keep members engaged during November and December — even lightly — you dramatically increase the odds they’ll renew without hesitation.
The clubs that perform best year after year aren’t just good at programming. They’re good at staying connected when the course, driving range, and club goes quiet.
If your club has a strategy that worked well, or if you want help shaping a winter program, reply to this email or message me on LinkedIn. I’d love to feature your insights in a future issue.
As always, thank you for being a subscriber to Grow Golf.
-Rich Calabrese
