4 Ways to Make Your Clubhouse More Appealing to Non-Golfing Family Members

When considering how to unlock the full potential of your golf club, the natural focus is often on enhancing the golfers’ experiences. But there’s another group worth paying attention to – the family members. 

Not only do they spend money at the club, but many golfers make membership decisions as a family, not just as individuals. If spouses, children, or parents feel welcome and have their own enjoyable experiences, the golfer is far more likely to stay loyal to the club. By applying consistent customer experience management, you can ensure all these elements work together, building stronger loyalty and securing the long-term sustainability of your club. 

Why customer experience management is especially relevant in the golf business

1. Food and beverage

Dining is one of the easiest ways to make non-golfers feel included. Many clubs have already transitioned away from the traditional “steak and beer” model, instead creating restaurants with diverse menus, healthy options, and kid-friendly alternatives. By making the dining experience inviting for all ages, the clubhouse becomes a destination for the whole family – whether golf is on the agenda or not.

2. The right atmosphere

The atmosphere of the clubhouse goes beyond what’s on the plate. Every space should feel inviting, comfortable, and social. If non-golfers feel at ease, they’ll stay longer, visit more often, and ultimately contribute more to the club’s community and revenue. Think cozy lounges, family-friendly seating, and warm spaces that encourage people to linger.

3. Employing the right staff

Facilities can only go so far if the staff doesn’t match the experience. From the pro shop to the restaurant and front desk, every interaction shapes how members and their families perceive the club. Staff who are approachable, attentive, and genuinely happy to help make non-golfers feel valued – and more likely to see the clubhouse as their place too.

4. Alternative activities and facilities

Not every family member wants to play golf – and that’s okay. If you offer members alternative activities, you give them more reasons to spend time at the club regardless. Larger clubs might add fitness studios or spa areas, while smaller clubs can start with family nights, junior camps, or kids’ play zones. These small touches can go a long way in creating a stronger sense of belonging. 

By broadening the clubhouse experience beyond golf, you create a vibrant hub where families want to gather – not just golfers. With the right mix of dining, atmosphere, staff, and activities, your clubhouse becomes more than a golfer’s retreat.