Modern insights
for classic golf clubs.
Fairway Partners helps member-owned and aspirational clubs grow revenue, sharpen strategy and improve member experience – without burning out boards or committees.
60 minutes on site or on Zoom. You get a short written summary of quick wins for the next 12–24 months.
Built for member-owned clubs
A partnership between a former ad agency CEO and a top-100 club general manager – combining strategy, data and day-to-day reality.
BOARD & GM
EXPERIENCE
25+ yrs
in member-
owned clubs
FOCUS
100%
Golf clubs
only
APPROACH
Practical
no jargon, no fluff
“We speak the language of captains, committees and boards – and we know how to bring members with you when things need to change.”
Who we are
Fairway Partners exists to help golf clubs protect what makes them special, while making the decisions needed to thrive in the next decade.
We work almost exclusively with member-owned and ‘serious’ golf clubs – the places where heritage matters, committees care deeply and members rightly expect a say.
Between us, we’ve sat in the boardroom and the GM’s chair, as well as the marketing agency side. That means we understand how decisions are really made in clubs, and what it takes to turn a good idea into an agreed, costed plan that members will support.
Strategy & Comms
Former agency director and club board member. Positioning and messaging specialist.
Club-first, not consultant-first
We start from your culture, course and members – and build from there.
Operations
Former GM of a UK Top-100 club. Deep experience in governance, staffing, budgets and member relations.
Evidence, not guesswork
We use data, benchmarking and member insight to back up decisions.
How we think about clubs
Progress, not revolution. Most clubs need a series of smart steps – not a total reinvention.
Clarity at every stage. If a captain or member can’t explain the plan in a sentence, it isn’t ready.
Respect for volunteers. We make life easier for boards and committees, not harder.
Practical deliverables. You walk away with clear actions, numbers and drafts you can use immediately.
Services
What we do
We help clubs make better decisions about strategy, governance, membership, pricing, communications and major projects.
STRATEGY
Strategy & masterplanning
Long-term direction for your club, grounded in numbers and member reality.
3–10 year club strategies & masterplans
Membership mix & category strategy
Financial modelling and “what-if” scenarios
Support for major capex decisions
Output: a board-approved plan with timelines, numbers & comms notes.
GOVERNANCE
Governance & leadership support
Helping boards, committees and GMs work together with less friction and more clarity.
Governance reviews & recommendations
Board/committee structure & role clarity
GM mentoring and sounding-board support
Meeting and decision-making frameworks
Output: fewer circular meetings, clearer ownership and better decisions.
REVENUE
Membership, pricing & revenue
Make the club attractive, fair and financially robust – for today’s and tomorrow’s members.
Category design & subscription pricing
Joining fee & waiting-list strategy
Visitor, society & corporate pricing
Food & beverage and other revenue reviews
Output: sustainable revenue, without breaking trust with members.
BRAND
Marketing, brand & experience
Make the club look and feel as good as the course plays – on and off line.
Brand and positioning refresh
Website & digital presence audits
Member communication plans & templates
Visitor journey design from enquiry to follow-up
Output: a coherent story that attracts the right golfers.
PROJECTS
Course & project communication
Turning big, disruptive projects into member-backed successes.
Comms plans for course & clubhouse works
Member Q&A packs and town-hall decks
Stakeholder mapping & messaging
Progress updates & before/after storytelling
Output: smoother project delivery with far less noise and rumour.
SUPPORT
Retainers & workshops
Ongoing support for leadership teams, or focused sessions on a specific issue.
Board & committee workshops
Quarterly strategy reviews
GM or captain coaching
On-call advice for key decisions
Output: a trusted external voice who knows your club.
Engagements can be one-off projects, time-limited programmes, or ongoing retainers.
Everything we do is tailored to the club – no off-the-shelf slide-decks.
How we work
A clear, calm process
We keep things simple, structured and transparent so that boards, committees and GMs always know where they stand.
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Time on site, conversations with key people and a review of documents and data. We want to understand your course, clubhouse, culture and constraints.
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We analyse membership, pricing, revenue streams, governance and member sentiment to identify what’s working, what isn’t and where the biggest opportunities lie.
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Together, we develop options – modelling scenarios, stress-testing them financially and thinking hard about how they will land with members.
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We help you prepare board papers, presentations, FAQs and member comms – and can be in the room when difficult conversations need to happen.
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We track early results, tweak if needed and leave you with tools and templates you can use long after the project ends.
What working with us feels like
Our best work happens when we become a trusted extension of your leadership team – a calm outside voice who can join the dots and say the difficult things in a constructive way.
We are honest but respectful.
We look for progress over perfection.
We keep an eye on both numbers and culture.
We measure our success by how confident you feel presenting plans to your members.
If that sounds like what your club needs, the simplest first step is a no-obligation health check.
EXAMPLE
What this looks like in practice
Names and details changed, but the issues will feel familiar to many clubs.
STRATEGY
Membership & pricing reset at a Surrey members’ club
The Situation
A long-established, members’ club with a strong course but an ageing core membership, a tangle of categories and discounts, and visitor revenue that had been flat for years.
14 membership categories with legacy concessions
Waiting list, but weak understanding of true demand
Green-fee pricing set largely by “feel” and competitors
What we did
Analysed five years of membership and visitor data
Modelled several pricing and category scenarios
Ran workshops with the board and key committees
Designed a clear member communication plan and FAQs
Results (year 1)
Categories simplified from 14 to 8
Average subscription yield up (without backlash)
Visitor green-fee revenue up, with better utilisation
Positive member feedback and a stronger, better-managed waiting list
CONTACT
Let’s talk about your club
Whether you’re at the “we should probably do something” stage or already planning a major project, we’re happy to have an informal chat.
Arrange a free 60-minute health check
Tell us a bit about your club and the challenges you’re facing. We’ll suggest a sensible first step – which might be with us, or might simply be something you can do yourselves.
Direct contact
Email: info@fairway-partners.co.uk
Phone: +44 (0)7xx xxx xxxx
LinkedIn: Fairway Partners – Golf Club Consultancy
We’re based in the South of England and work with clubs across the UK and Ireland. International projects are possible by arrangement.
If you’d rather speak first, just call and we’ll see whether it makes sense to meet on site or on Zoom.