How to measure the health of your golf club: Essential KPIs that every manager should monitor

The importance of data-driven management

The golf industry is undergoing a professionalization process in which intuition-based decisions are no longer sufficient. Clubs that want to grow, retain their players, and ensure the sustainability of their activity need to measure, interpret, and act on specific indicators that reflect their true health.
In this context, KPIs (Key Performance Indicators) have become fundamental tools for managers, as they allow them to understand behaviors, detect opportunities, and anticipate risks.

At Codex Golf, we guide clubs of all profiles to work with real and applicable metrics, turning data into strategic actions that directly impact participation, recurrence, and revenue. Measuring well is the first step to improving.

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Essential KPIs to evaluate the health of a golf club

1. Player recurrence rate

It is one of the most important indicators. Recurrence measures how many times a player returns to the club in a given period.
A healthy club has a high percentage of players who repeat, as recurrence is closely linked to loyalty.

When analyzing it, it is advisable to segment by:

• Members
• Visitors
• Local players
• Foreign golfers

Recurrence offers a clear vision of the player’s real engagement and helps to design specific strategies for each group.

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2. Rounds per member and per segment

This KPI shows the actual use that players make of the club.
It is not enough to have a high number of members; what is relevant is how many rounds they play, in which slots, and how often.

A decrease in rounds usually anticipates:

• Risk of cancellation
• Loss of interest
• External competition
• Game experience problems

Codex Golf uses this metric to activate personalized reactivation actions before the member disconnects completely.

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3. Revenue per round and average ticket

These indicators allow us to understand the profitability of the club beyond the volume of players.
It is essential to measure:

• Revenue per green fee
• Average ticket in catering
• Consumption in store
• Additional services (buggies, classes, rentals)

The evolution of the average ticket shows whether the club is taking advantage of its commercial potential or whether there is room to improve value propositions, promotions, and customer service.

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4. Cost of acquiring new players

Capturing a new member or visiting player has a cost: digital campaigns, promotional actions, events, or collaborations with third parties.
This KPI calculates how much the club invests in attracting a new player and what the return on that effort is.

A cost that is too high indicates that:

• The message is not appropriate
• The campaigns are not well segmented
• The club depends on inefficient channels

The most competitive clubs work with sustainable and measurable acquisition models.

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5. Conversion ratio from visitors to members

One of the most strategic KPIs.
It measures how many occasional players become members or recurring users.

A low rate indicates that the club:

• Does not communicate its value proposition well
• Does not accompany the player in their first experience
• Does not have an effective follow-up plan

Codex Golf especially works on this indicator through personalized conversion methodologies and welcome programs with high impact.

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6. Participation in tournaments and social activities

Tournaments are a perfect thermometer of player engagement.
Participation reveals:

• Level of emotional connection
• Quality of the sports offer
• Strength of the internal community

When attendance begins to decline, it is usually a clear sign that the club needs to renew formats, boost the calendar, or improve communication.

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7. Player satisfaction index (NPS or specific surveys)

The Net Promoter Score (NPS) is the most direct way to measure satisfaction.
Asking the player if they would recommend the club and why allows us to detect strengths and areas for improvement in:

• Customer service
• State of the field
• Game rhythm
• Global experience in the club

Clubs that regularly measure their NPS or use structured surveys have a clear competitive advantage: they listen, interpret, and improve.

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How to use these KPIs to boost club growth

Identify patterns and anticipate risks

When KPIs are analyzed jointly, the club obtains a comprehensive vision capable of anticipating trends.
For example:

• Fewer rounds + less participation = risk of escape
• High acquisition cost + low conversion = inefficient commercial strategy
• Low recurrence + high NPS = need for more dynamization, not more investment

Codex Golf analyzes these relationships to design effective action plans.

Segment to personalize

Each player is different.
Measuring allows segmentation by:

• Age
• Game level
• Hours of use
• Frequency
• Interests (competition, leisure, training)

This segmentation allows you to create more accurate communications and more efficient actions, increasing loyalty.

Transform data into real decisions

Measuring without acting is useless.
KPIs should translate into:

• New experiences
• Improvements in the course
• Loyalty programs
• Adjustments in rates or formats
• Specific campaigns according to behavior

It is this capacity for action that differentiates the clubs that grow from those that stagnate.

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Without data there is no sustainable growth

The health of a golf club is measured with figures, trends, and real behaviors.
The strategic KPIs allow managers to make informed decisions, anticipate changes, improve the player experience, and ensure the club’s long-term sustainability.

At Codex Golf, we turn data into an operational tool that guides loyalty, drives activity, and builds stronger clubs prepared for the future.

Membership programs that work: how to create benefits that your players truly value

Loyalty as the engine of growth for a golf club

In an increasingly competitive market, golf clubs need to offer more than just a good course and proper service. Players are looking for differentiated experiences, recognition, added value, and a real connection with their club. In this context, membership programs have become a key tool for increasing loyalty, improving recurrence, and generating a solid and committed community.

However, not all programs work the same. For a club to retain its members and attract new players, it must build a model that responds to their real expectations. From Códex Golf, experts in loyalty strategies for clubs, we know that an effective program must be well designed, well communicated and, above all, based on benefits that really matter to the player.

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Benefits that make a difference in the member experience

1. Flexible access adapted to the playing style

One of the most common mistakes in many clubs is to offer rigid programs that do not adjust to the playing frequency of each profile. An occasional player, a weekend regular or a daily member have different needs, and a good program should consider this.

The most successful clubs design modular memberships, with different levels of access and competitive prices, allowing each player to choose the plan that best suits their life.
This flexibility reduces member churn and increases satisfaction.

2. Priority in reservations and advantages in schedules

Schedule preferences are a key factor for many players. Offering priority access to reservations, preferential times or exclusive quotas for members adds a very high perceived value.
This benefit also improves the experience and avoids frustration due to lack of availability during peak demand hours.

3. Incentives for recurrence: reward the loyal player

An effective membership program includes continuous motivation mechanics, such as:

• Bonuses for rounds played
• Rewards for seniority
• Personalized promotions based on behavior
• Access to VIP experiences within the club

These initiatives generate a double effect: they encourage greater use of the club and reinforce the feeling of belonging.

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Exclusive experiences: the emotional key to loyalty

Events and tournaments only for members

Players greatly value feeling part of a select group. Organizing internal tournaments, private events and exclusive social activities creates an active community and strengthens the emotional relationship with the club.

Shared experiences foster friendship between members, increase interaction and generate positive memories associated with the club’s brand.

Access to premium services

The best valued clubs integrate benefits such as:

• Personalized classes with club professionals
• Preferential access to the academy or practice areas
• Discounts in store and restaurant
• Swing analysis or advanced fitting services

These elements differentiate the club from the competition and make members perceive that they continue to gain value year after year.

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Active and personalized communication: essential to build loyalty

A membership program can be excellent, but if the club does not communicate it well, it will lose much of its potential. Personalized communication is a fundamental pillar to strengthen the relationship with members.

Segmentation according to habits and preferences

Thanks to digital tools and specialized CRMs, clubs can:

• Identify usage patterns
• Detect inactive players
• Create personalized messages according to their interests
• Launch specific campaigns to reactivate certain segments

This personalization makes the player perceive that the club knows them, values them and listens to their needs.

Value content to generate link

Beyond promotions, a modern club must generate relevant content:

• Technique tips
• Training videos
• News about the field
• Personalized invitations
• Tournament results and rankings

This content reinforces the club’s presence in the player’s life even outside the course.

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The role of technology in modern membership programs

Today, technology allows you to design more efficient and attractive programs.
Online reservations, personalized applications, data analysis or digital point systems offer a fluid and professional experience.

Platforms that improve the experience

Clubs that integrate technological solutions can:

• Automate processes
• Simplify internal management
• Offer more precise monitoring of member behavior
• Incorporate rewards or advantages based on activity

These tools provide transparency, convenience and a more agile service.

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Benefits that build loyalty, experiences that enchant

A successful membership program is not only based on discounts or promotions, but on creating real and emotional value for the player.
Flexibility, exclusivity, recognition, personalized communication and intelligent use of technology form the backbone of a system that truly builds loyalty.

Clubs that understand this logic, and that have strategic partners such as Códex Golf, manage to build strong, stable and committed communities.
Because loyalty is not a one-off action: it is a continuous strategy that drives growth and ensures the future of any golf club.

Codex Golf Tournament 2025 Results at CODEX Golf Center: talent, competitiveness, and sportsmanship

An event that consolidates Codex Golf’s commitment to amateur golf

Last November 9, 2025, the CODEX Golf Center course hosted a new edition of the Codex Golf Tournament, an event that brought together players of different categories and levels in an atmosphere of great sportsmanship.
Organized by Codex Golf, the day stood out for its excellent organization, the quality of the course, and the high level of the participants, who competed in the tournament under the Fourball Stableford format, accumulating points as a pair.

The event has established itself as one of the most anticipated competitions on the amateur calendar, combining competitive spirit with a passion for golf.
A day where Codex Golf’s commitment to promoting this sport and creating unique experiences for its clients and community was reaffirmed.

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CODEX Golf Center: the perfect setting for a high-level tournament

The tournament was held at the renowned CODEX Golf Center course, a design by the legendary Severiano Ballesteros that stands out for its integration with the natural environment and its technical layout.
The course, demanding and visually spectacular, provided the ideal setting for a day of golf in which precision, strategy, and camaraderie were the main protagonists.

The course conditions were unbeatable, with firm and fast greens, and perfect weather for playing golf.
Under this scenario, the participating couples demonstrated an outstanding level, offering a sporting spectacle worthy of mention.

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Classification: excitement until the last stroke

The classification of the Codex Golf Tournament 2025 left moments of great excitement, with very tight scores among the top positions.
The couple formed by José Antonio Soto Brizuela and Gonzalo Vera-Fajardo Belinchón took the absolute victory, reaching a total of 46 points, the result of great regularity and understanding on the course.
Both players dominated the accumulated handicap classification, prevailing in a day full of good play and precision in each hole.

In second position, the couple Emilio Cantero Miguel and Alberto Cantero Yusta achieved an excellent result with 43 points, confirming their great moment of form.
The third place went to María Eugenia González Presa and Javier María Gomara Martín, who added 42 points, sharing the score with other prominent duos such as José Antonio González Blanco and Xabier Villar Errazkin.

Equality was the dominant note: up to six couples finished the day with 41 points, reflecting the competitive balance that characterizes this tournament.
Among them were the names of Gorka Elguea Janice and Ignacio Etayo Salas, Oier Bartolomé San Prudencio and Iván Camilo Ramírez, and Francisco Javier Sáez de Maturana Lasaga with Carlos Mendaza Roa, all with a solid and constant performance during the 18 holes.

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Participation and community spirit

The tournament brought together a wide representation of players from different clubs, ages, and handicap levels.
The Fourball Stableford format allowed participants to enjoy a dynamic and cooperative format, where strategy and teamwork were essential to achieve good results.

Beyond the competition, the day was distinguished by the relaxed atmosphere, the camaraderie between the players, and Codex Golf’s commitment to promoting quality amateur golf, in which all participants felt like protagonists.

The tournament reflected, once again, the philosophy of Codex Golf: combining the passion for sport with the brand experience, creating events that strengthen ties between clients, collaborators, and fans.

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Recognition of the best and closing of the day

The awards ceremony put the finishing touch to a perfect day of golf, with recognition for the best classified and raffles among the participants.
The festive atmosphere was a reflection of the organizational success and the high level of participation achieved this year.

The winners and finalists received trophies and gifts from Codex Golf, in addition to the possibility of participating in upcoming exclusive fittings of the main brands in the market, such as PING, reaffirming the union between competition, technology, and player experience.

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Codex Golf: commitment to innovation and amateur golf

The Codex Golf Tournament 2025 not only served to recognize the talent of the players but also to reinforce the brand’s commitment to the development of golf in Spain.
Since its foundation, Codex Golf has distinguished itself by offering high-performance equipment, technical advice, and personalized experiences, positioning itself as a benchmark for golfers of all levels.

In addition to its online store, Codex Golf promotes exclusive events and tournaments, creating spaces where fans can share their passion and enjoy the sport in unique environments.
Initiatives such as this tournament at CODEX Golf Center consolidate its role as an active, modern, and committed brand to the growth of amateur golf and the community that surrounds it.

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Sporting and human success

The Codex Golf Tournament 2025 at CODEX Golf Center was much more than a competition: it was a celebration of sport, friendship, and organizational excellence.
With exemplary participation, an outstanding level of play, and an atmosphere of authentic camaraderie, the event reaffirmed that Codex Golf continues to set the course for amateur golf in Spain.

The next edition promises to repeat this success, combining sporting quality with the innovation and passion that characterize the brand.
Without a doubt, Codex Golf continues to demonstrate that golf is not only played, but lived.

Codex Golf Tournament at Codexgolf Center: A day of golf and technology with an exclusive PING fitting

An unmissable event for golf lovers

Next Sunday, May 17, the golf course at Codexgolf Center will become the setting for a new edition of the Codex Golf Tournament, an event that combines the passion for this sport with the technological innovation that defines the brand.

This day, organized by Codex Golf, will bring together amateur and experienced players in a unique environment, offering a complete experience that goes far beyond the competition. Participants will not only enjoy a high-level tournament, but will also be able to book a personalized fitting with the PING brand, an exceptional opportunity to test the best material currently available on the market.

The tournament is presented as a celebration of golf, precision, and the constant improvement of the game, values that Codex Golf shares with all those passionate about this sport.

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The setting: the Codexgolf Center golf course

Located in the province of Burgos, the Codexgolf Center golf course is one of the most emblematic courses in northern Spain. Its design, the work of José Gancedo, stands out for the harmony between nature, the Castilian landscape, and a technical layout that challenges the player on each hole.

Its wide fairways, strategic water hazards, and perfectly maintained greens offer a complete playing experience, both for experienced golfers and for those who want to enjoy a day of golf in a privileged environment.

Celebrating the Codex Golf Tournament at Codexgolf Center is, therefore, a choice that reinforces the spirit of the event: excellence, precision, and enjoyment of golf in its purest state.

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Exclusive PING fitting: improve your game with cutting-edge technology

One of the great attractions of the tournament will be the exclusive PING fitting available to all participants. During the day, players will be able to test the brand’s latest material, internationally recognized for its innovation in design and performance.

The fitting is a personalized session in which, with the help of a specialist, the golfer can discover which clubs, shafts, and configurations best suit their swing and playing style. Thanks to the technology and experience of the technicians, it is possible to optimize precision, distance, and consistency in each stroke.

Codex Golf will offer this experience free of charge to all tournament participants, allowing each player to experience firsthand how PING technology can make a difference in their performance.

Advantages of personalized fitting

• Total adaptation to the player: each fitting is carried out based on the height, swing speed, and characteristics of the stroke.
• Greater performance: improves precision and distance in each club in the bag.
• Professional experience: PING technicians use advanced measurement and analysis systems.
• Real material testing: participants will be able to compare different models and configurations in real time.

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A comprehensive golf experience

Beyond the competitive aspect, the Codex Golf Tournament at Codexgolf Center is designed as a day of enjoyment, learning, and coexistence. Codex Golf seeks to promote the passion for this sport by creating events where the game, innovation, and camaraderie are combined.

During the tournament, players will be able to enjoy a relaxed atmosphere, with attention to detail in the organization, attractive prizes, and the possibility of testing the most advanced material on the market.
The objective is clear: that each participant lives a complete golf experience, in which they feel part of a community that values both technique and sportsmanship.

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Codex Golf: innovation and passion for the game

Codex Golf is much more than a specialized store. It is a brand that represents the evolution of golf through technology, professional advice, and dedication to detail.
In its store and online store, players can find the latest news in material, textiles, accessories, and equipment, as well as an expert service that accompanies them throughout the process of improving their game.

Events like this tournament reinforce the company’s commitment to golfers: to offer unique experiences, promote continuous learning, and bring the best brands in the world closer to the Spanish player.

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How to participate in the Codex Golf Tournament at Codexgolf Center

To register for the Codex Golf Tournament on Sunday, May 17, players can do so directly through the official Codex Golf channels.
Places are limited, so it is recommended to make the reservation in advance. During the registration process, each participant may also request their personalized fitting with PING, selecting the time that best suits their participation in the tournament.

The Codex Golf team will be available throughout the day to assist players, offer technical support, and ensure that the experience is smooth and rewarding.

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An event to enjoy, learn, and improve

The Codex Golf Tournament at Codexgolf Center is an unmissable event for those who want to enjoy golf from a complete perspective: sport, innovation, and community.
The PING fitting represents an exceptional opportunity to learn about the most advanced technology in the sector and discover how small adjustments can generate great results in the game.

Codex Golf continues to consolidate itself as a benchmark in the sector thanks to its focus on the player experience, combining high-quality products with events that inspire and encourage continuous improvement.
On May 17, golf, technology, and passion come together at Codexgolf Center for an unforgettable day.

Strategic consulting as an engine of transformation: evolution of golf club management

A new scenario for the golf industry

The golf sector is experiencing a moment of profound change. New generations, technological transformations, and the need for economic and environmental sustainability have changed the way clubs must operate.
It is no longer enough to offer a good course: golf clubs must function as authentic business organizations, with clear objectives, planning, and a culture of service.

In this context, strategic consulting becomes an essential engine to drive the evolution of clubs. And that is precisely where Codex Golf makes a difference: helping entities to modernize their management, optimize resources, and build a solid strategy that ensures their profitability and long-term growth.

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From traditional management to strategic direction

For years, many golf clubs have maintained a traditional management structure, based on empirical experience and day-to-day operational decisions. However, the current market demands a broader vision: data analysis, financial planning, loyalty strategies, and brand positioning.

Strategic direction is the next natural step for any club that wishes to grow and adapt to the present. It means moving from “managing a field” to leading an organization with purpose, where each decision responds to a global and measurable plan.

Codex Golf accompanies clubs in this transformation process, defining:

• A clear strategic vision, aligned with the club’s mission and values.
• Profitability and sustainability objectives.
• Internal policies that improve communication and operational efficiency.
• Marketing and recruitment strategies adapted to the target audience.

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The importance of a strategic audit

Every change begins with a diagnosis. Before designing a plan, it is essential to know where the club is: how its areas work, what its financial situation is, what image it projects, and what type of member or client it attracts.

Therefore, the first step in any Codex Golf project is a complete strategic audit. This analysis allows us to identify:

• Strengths and weaknesses of the club.
• Opportunities for growth and improvement.
• Operational or financial risks.
• Profitability potential in new lines of business.

With this information, a realistic and sustainable roadmap is created that guides each decision. The audit ceases to be a formality and becomes the basis of the transformation.

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Professionalize management: leadership and organizational structure

The professionalization of management is one of the most important challenges facing golf clubs. In many cases, decisions fall on boards of directors or owners with a limited short-term vision.

Codex Golf helps clubs to implement modern organizational structures, defining functions, responsibilities, and decision protocols.
In addition, it offers leadership and management training programs, aimed at managers and management teams, who seek to strengthen key skills in administration, communication, and planning.

The objective is to create a solid organizational culture, in which all departments —maintenance, operations, marketing, member services, and catering— work with common objectives and under a coherent strategy.

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Innovation and digitization: tools for modern management

Digitization has ceased to be an option and has become a necessity. Golf clubs that adopt digital tools can optimize processes, improve the member experience, and make decisions based on real data.

Codex Golf integrates technological solutions adapted to each club into its strategic plans, such as:

• CRM systems for member and lead management.
• Digital platforms for reservations and operational control.
• Analytical tools for financial and performance tracking.
• Digital marketing strategies to attract new audiences.

Innovation is not just about adopting technology, but about using it to reinforce efficiency and customer satisfaction.

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Culture of service and customer orientation

A successful golf club is not only measured by its facilities, but by the quality of the experience it offers. In the era of global competition, members are looking for more than a course: they want to belong to a community with values, services, and personalized attention.

Codex Golf promotes a culture of service in which every interaction counts. From telephone service to event management, all departments must work under the same philosophy: take care of the member as the club’s main asset.

This customer-oriented approach translates into loyalty, recommendations, and a solid reputation, three essential pillars for the sustainability of any club.

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The value of having specialized consulting

Each golf club has a unique history, identity, and context. Therefore, there are no universal solutions. The advantage of working with a specialized consultancy like Codex Golf lies in its specific experience in the sector: it understands the challenges, opportunities, and internal dynamics of the clubs.

Codex Golf acts as a strategic partner, not only designing strategies, but also accompanying their implementation and monitoring. Its mission is to ensure that each club achieves tangible results in profitability, efficiency, and brand positioning.

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Strategy to build the future

The future of golf clubs depends on their ability to evolve, adapt, and innovate.
Strategic consulting is no longer a luxury, but an indispensable tool to survive and prosper in a competitive environment.

At Codex Golf, we believe that sustainable growth begins with a clear vision and professional management.
We help clubs to transform their structure, optimize their resources, and reinforce their positioning, turning challenges into real development opportunities.

Because strategy is not just about planning for tomorrow, but about starting to build it today.

How to optimize the member experience through club strategy

A new era for golf clubs

The success of a modern golf club no longer depends solely on the quality of its course or its facilities. Increasingly, the member experience has become the central axis around which the club’s sustainability revolves. In an environment where players seek not only to practice their sport, but also to live a complete experience, the management strategy plays a decisive role.

At Codex Golf, we understand that the true value of a club lies in its community. Therefore, we work together with management to develop strategies that optimize member satisfaction, improve loyalty, and generate a long-term relationship between the member and the club’s brand.

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The member experience: a strategic asset

Talking about “member experience” is talking about how the player feels at each point of contact with the club: from booking a tee time to interacting with staff or using the complementary facilities. Every detail adds up, and every interaction can make the difference between a committed member and one who seeks alternatives.

A member-oriented club strategy should consider three fundamental pillars:

1. Listen to and understand expectations

The first step to improving the experience is to really understand what the member values. The needs are not the same for a veteran player, a visitor, or a young fan who is just starting out.
At Codex Golf, we conduct satisfaction audits, segmentation studies, and member profile analysis to turn data into decisions that translate into tangible improvements.

2. Design personalized experiences

Personalization is key. The most successful clubs are those that adapt their offer to different types of users: social programs for local members, exclusive experiences for international visitors, or family packages for new players.
Codex Golf helps to design differentiated proposals, integrating loyalty actions, complementary services, and coherent communication across all channels.

3. Convert the experience into brand value

A satisfied member not only renews their membership, but also becomes a club ambassador. Loyalty is built on trust, consistency, and perceived quality.
Therefore, every experience strategy must align with the club’s identity and values, projecting a consistent image in its communication, treatment, and services.

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Loyalty as a driver of profitability

Member-oriented management not only improves satisfaction; it also increases revenue sustainably.
Retaining an existing member costs up to five times less than acquiring a new one. In addition, loyal members are the ones who consume the most within the club, whether in restaurants, events, or the pro shop.

Therefore, the experience strategy must include monitoring and behavior analysis tools that allow identifying usage patterns, levels of participation, and opportunities for improvement.

At Codex Golf, we integrate strategic consulting with digital tools that help management to measure, interpret, and act on data, turning loyalty into a real source of profitability.

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Internal communication: the key to a solid relationship

An exceptional experience is not limited to customer service; it also depends on internal communication.
Members value feeling informed, listened to, and involved in the life of the club. Implementing effective communication channels—such as personalized newsletters, mobile applications, or private online spaces—reinforces the feeling of belonging.

Codex Golf helps clubs to design communication strategies that truly connect with their members, combining corporate messages with a close and transparent tone.

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Technology at the service of experience

The future of club management involves digitalization. From smart booking systems to points programs or loyalty CRMs, technology allows offering fluid, convenient, and personalized experiences.

Codex Golf advises clubs on the implementation of technological solutions adapted to their size and objectives, optimizing processes and improving the relationship with the member.
The result is a more efficient experience and a perception of value that transcends the purely sporting.

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Leadership and service culture

Optimizing the member experience is not only a matter of strategy, but also of organizational culture.
A team committed to and trained in customer service is a direct reflection of the club’s philosophy. At Codex Golf, we work with management to implement leadership models based on service, staff motivation, and internal coherence.

Each interaction between staff and members is an opportunity to strengthen the relationship, and the strategy must ensure that all departments—reception, catering, maintenance, academy—share the same vision: to take care of the member as a priority.

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Experience and strategy, the new binomial of success

Managing a modern golf club requires much more than a good sports offer. The member experience is the heart of the strategy, and the difference between a club that grows and one that stagnates.

At Codex Golf, we help clubs transform their management, integrating analysis, technology, communication, and leadership under a single objective: to create value for the member and build lasting relationships.

Because when a member feels listened to, valued, and involved, the club not only gains loyalty: it gains a future.

Growth methods for golf clubs: expansion, diversification, and attraction

The challenge of growth in modern golf

The golf sector is experiencing a moment of transformation. Clubs can no longer depend solely on membership fees or green fees to sustain their structure. Today, the key to success lies in diversifying, innovating, and offering comprehensive experiences that connect with a broader audience.

At Codex Golf, we understand that a club’s growth must be strategic, measurable, and sustainable. It’s not just about attracting more players, but about creating long-term value, retaining current members, and optimizing the profitability of each line of business.

Expansion strategies: growing with vision

Expansion doesn’t always mean building more, but optimizing what exists and projecting new opportunities. In a competitive market, clubs that grow successfully are those that plan their development with intelligence and coherence.

1. Structural and facility growth

Expanding practice areas, modernizing the clubhouse, or renewing the fleet of buggies are investments that improve the player experience and reinforce the perception of quality. A course with modern facilities not only retains its members better, but also attracts tournaments, corporate events, and international visitors.

Digitalization is also part of this expansion: online booking systems, capacity control, and golf-specific CRMs optimize internal management and improve communication with members.

2. Geographic expansion and collaborations

Many clubs are betting on strategic alliances with other courses or hotel chains, generating tourism synergies. Reciprocity agreements between clubs, multi-access cards, and collaborations with tourist destinations are effective ways to increase visibility and attract new audiences.

At Codex Golf, we help entities design expansion strategies based on market analysis and player behavior, identifying real growth opportunities based on their environment and customer profile.

Diversification: beyond the green

Golf is no longer just a sport; it is a social, cultural, and wellness experience. Clubs that diversify their offerings manage to increase their profitability, attract new audience profiles, and reinforce their brand image.

1. Complementary activities and lifestyle

Incorporating services such as quality restaurants, wellness, gym, paddle tennis, or swimming pool expands the club’s appeal. These complementary areas increase customer dwell time and generate additional revenue throughout the year.

Families, for example, look for clubs with a social offer, leisure spaces, and youth programs. A well-structured family environment retains members and multiplies the value per customer.

2. Events and experiences

The golf club can become a meeting place beyond sports. Organizing social tournaments, tastings, themed dinners, concerts, or corporate events creates community and visibility.

In addition, corporate events are a source of income and positioning. More and more companies are looking for exclusive environments for their meetings or incentives, and golf offers a perfect combination of professionalism and experience.

3. Tourism and hospitality

Golf tourism represents a strategic opportunity, especially in destinations with international potential. Combined packages of golf + accommodation + local gastronomy are formats highly demanded by foreign players.

Codex Golf advises clubs on the creation of personalized tourism products, with digital strategies and hotel collaborations that maximize occupancy and direct sales.

Attraction: attract and retain with intelligence

Real growth is not only measured by new members, but by the club’s ability to keep its player base active, engaged, and satisfied.

1. Attract new audiences

The new generation of golfers seeks flexibility, accessibility, and digital experiences. Therefore, clubs must adapt their communication and offerings to these habits:

• Express initiation programs.
• Dynamic rates according to schedule or season.
• Access without barriers or complex procedures.

A solid digital marketing strategy—with segmented campaigns on Google Ads, social networks, and remarketing—allows reaching specific profiles: young professionals, tourists, families, or local golfers.

At Codex Golf, we design attraction plans that combine results marketing with emotional branding, so that each advertising impact generates connection and a desire to belong.

2. Retain existing members

Growth is also built from within. Current members are the best ambassadors for the club, and their satisfaction has a multiplier effect.

Retention strategies include:

• Reward programs and exclusive benefits.
• Personalized communication and continuous attention.
• Satisfaction surveys and constant improvement.
• Community creation through events, internal leagues, and family activities.

The goal is to turn each member into an active prescriber of the club, someone who recommends and participates.

Innovation and sustainability: pillars of the future

Any growth plan must be supported by economic and environmental sustainability. Clubs that invest in energy efficiency, water saving, and sustainable practices not only reduce costs, but also improve their reputation.

In addition, technological innovation—such as data analysis systems, smart reservations, or artificial intelligence applied to field maintenance—allows making more accurate and profitable decisions.

At Codex Golf, we work with clubs to integrate these solutions with a 360º vision of growth, where profitability and sustainability go hand in hand.

Growth for golf clubs, strategy is key in this

The growth of a golf club requires strategy, planning, and adaptability. The expansion of facilities, the diversification of services, and the attraction of new audiences are part of the same process: evolving without losing the essence of the club.

From Codex Golf, we accompany clubs on this path, helping them create solid structures, differentiating experiences, and effective communication. Because the future of golf is not only measured in hectares or green fees, but in the ability of each club to inspire, connect, and endure.

Human resources audit in golf clubs: keys to optimizing the human team

The importance of the human factor in a golf club

In the golf sector, the success of a club does not depend solely on the maintenance of the course or the quality of its facilities. Behind every satisfactory experience, there is a human team committed, trained, and aligned with the values of the club. From the maintenance staff to the academy professionals, including the reception, catering, or management, all employees are fundamental pieces in the perception of the service.

In this context, conducting a human resources audit becomes an essential strategic tool to identify areas for improvement, enhance internal talent, and ensure efficient management. At Codex Golf, we understand that optimizing the human team is as important as optimizing the performance of the course itself.

What is a human resources audit?

A human resources audit is a process of analysis and evaluation of all practices, policies, and procedures related to the management of people within the club. Its objective is to determine what works well, what needs to be updated, and what opportunities exist to increase the motivation and productivity of the staff.

This process is not limited to reviewing documentation or payrolls. It is about understanding the organizational culture, the effectiveness of leadership, the satisfaction of the team, and the alignment with the general strategy of the club.

At Codex Golf, we conduct personalized audits for golf clubs of different sizes, analyzing aspects such as the internal structure, communication between departments, employee training, and the quality of service offered to members and visitors.

Main areas that an audit evaluates

A complete audit addresses multiple dimensions of the human resources area. Among the most relevant are:

1. Organizational structure and roles

It is analyzed whether the distribution of functions is consistent with the needs of the club. In many cases, task duplications or poorly defined responsibilities that affect efficiency are detected.

A well-designed structure allows each employee to know clearly what their role is within the team and how their work contributes to the overall success of the club.

2. Recruitment and selection

Having the right people in each position is key. The audit reviews the selection methods, the description of the positions, and the criteria used to hire. This allows detecting if the process is transparent, agile, and oriented to talent.

3. Training and professional development

In an environment as competitive as golf, continuous training is essential. From customer service to sustainable maintenance techniques or sports management, investing in training generates more competent and motivated teams.

The audit evaluates the existing training programs and proposes improvement plans adapted to the real needs of each area of the club.

4. Internal communication and work environment

Communication is one of the most sensitive pillars in any organization. Poor communication generates conflicts, demotivation, and loss of efficiency.

During the audit, the flow of information between departments, the leadership of those responsible, and the general work environment are analyzed, detecting possible areas of tension or lack of coordination.

5. Performance evaluation and recognition

Performance management is essential to maintain a committed team. An effective audit reviews the evaluation systems, the existing incentives, and the feedback mechanisms.

Recognizing the effort of employees and offering opportunities for growth not only improves performance but also reinforces the positive culture of the club.

Benefits of conducting a human resources audit

Applying a professional audit like the one developed by Codex Golf generates tangible benefits in the short and long term:

• Process optimization: inefficiencies are eliminated, and coordination between areas is improved.
• Greater productivity: motivated and well-directed employees perform better.
• Reduction of turnover: job satisfaction increases, decreasing the loss of talent.
• Better attention to the member and visitor: an aligned team transmits professionalism and confidence.
• Adaptation to new demands of the sector: clubs evolve, and their staff must do so too.

In addition, an audit helps to define clear leadership and communication policies, strengthening the identity of the club and its reputation as an employer.

How Codex Golf works in the HR audit

At Codex Golf, we approach the human resources audit with a personalized and strategic approach. Our process combines technical analysis and practical observation:

1. Initial diagnosis: documentary review, organization charts, and current processes.
2. Interviews and confidential surveys: collection of direct information from the staff to understand the work environment and the daily challenges.
3. Competency assessment: analysis of key skills in each position and of the development opportunities.
4. Results report: presentation of conclusions with concrete improvement proposals, classified by priority.
5. Action plan and monitoring: accompaniment in the implementation of the recommended measures, ensuring sustainable results.

This methodology allows the club to move from an operational model to a strategic one, where talent management becomes a growth engine.

Towards a human and efficient management of the golf club

Golf is a sport based on precision, strategy, and perseverance. The same goes for the management of a club: it requires planning, balance, and a committed team.

A human resources audit is not a one-time exercise, but a step towards a more professional, transparent, and sustainable management. Thanks to the support of Codex Golf, clubs can optimize their structure, strengthen internal leadership, and build an environment where people are the main value.

 

Using key metrics (KPIs) to improve the management of your golf club

Managing a golf club goes far beyond maintaining a course in good condition or selling green fees. To ensure its profitability and sustainability, it is essential to have objective data that allows strategic decisions to be made.

In this context, KPIs (Key Performance Indicators) become fundamental allies. These key indicators allow you to measure the efficiency of the club, detect areas for improvement, and design strategies based on concrete results.

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What are KPIs in golf club management?

KPIs are quantifiable metrics that help evaluate the performance of different areas of a club. Instead of working with perceptions, managers and management teams can rely on concrete data to identify what works and what needs to be optimized.

In a sector as competitive as golf, where member loyalty and revenue diversification are key, KPIs allow you to transform intuition into strategy.

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Essential KPIs for golf clubs

There are dozens of metrics, but some indicators are especially useful for any club looking to optimize its performance.

Course occupancy rate

Measures the percentage of available hours that are actually played.

• Formula: (hours played / hours available) x 100
• It allows you to analyze which days and times are most profitable and design dynamic pricing strategies.

Member retention

Indicates the percentage of members who renew their membership each year.

• Low retention is a warning sign of dissatisfaction.
• Strategies such as loyalty programs or exclusive events help improve this KPI.

Average revenue per member (ARPU)

Evaluates how much each member spends on average at the club (fees, catering, store, tournaments).

• It is useful for detecting cross-selling and upselling opportunities.

Participation in events and tournaments

Measures the number of members and visitors who register for activities organized by the club.

• A KPI that reflects the degree of engagement and social vitality of the club.

Cost of acquiring new members (CAC)

Shows how much the club invests in marketing and sales to attract a new member.

• Comparing this cost with the average revenue per member helps evaluate the profitability of acquisition campaigns.

Customer Satisfaction Index (NPS)

It is obtained by asking members and visitors how likely they are to recommend the club to family or friends.

• A high NPS means that the club generates positive experiences and favorable word-of-mouth.

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Benefits of applying KPIs in club management

Working with metrics offers clear advantages:

• Data-driven decisions: improvisation is reduced and planning is more secure.
• Early problem detection: for example, a low renewal rate may alert you to failures in communication with members.
• Resource optimization: allows you to adjust staff, schedules, and marketing campaigns according to times of greatest demand.
• Improved profitability: by identifying which areas generate the most revenue, you can enhance their development.

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How to implement a KPI system in your golf club

Success lies not only in choosing the indicators, but in integrating them into the daily management of the club.

Define clear objectives

Before measuring, the club must answer: what do we want to improve? Retention, acquisition, profitability, or member experience.

Select relevant indicators

It is not about measuring everything, but about choosing the KPIs that really impact the club’s objectives.

Use digital tools

Moving from Excel to CRM systems and management dashboards allows you to visualize the results in real time.

Review and act

Measuring without acting is useless. Each indicator must be accompanied by an action plan.

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The role of Codex Golf in KPI-based management

At Codex Golf, we help clubs identify, implement, and monitor the KPIs that directly impact their sustainability and growth.

• We design data-driven strategic plans.
• We train the management team to interpret and apply the indicators.
• We create reporting systems adapted to each club.
• We optimize processes with a global vision of profitability and loyalty.

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The key metrics, completely necessary for the management of your club

KPIs are much more than numbers: they are a compass that guides the course of a golf club towards sustained growth and the loyalty of its members.

By measuring key aspects such as occupancy, retention, or average revenue per member, clubs can anticipate problems, improve the player experience, and ensure their long-term viability.

With the experience of Codex Golf, data becomes strategic decisions that make the difference between a club that survives and one that consolidates itself as a benchmark in its region.

Trends in golf club management for 2026

The golf sector is undergoing a complete transformation. Golf clubs wishing to remain competitive in 2026 must adapt to a constantly evolving market, marked by technological changes, new player expectations, and the need to offer complete experiences beyond the course.

At Codex Golf, we work with clubs throughout Spain, helping them design strategies that combine profitability and loyalty. These are the main trends that will mark the management of golf clubs in 2026.

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Digitalization of reservations and data management

Technology will continue to be a fundamental pillar in the management of golf clubs.

Online reservations and personalized apps

More and more players expect to be able to reserve tee times, pay green fees, or register for tournaments from their mobile phones. Clubs that integrate online reservation systems and their own applications will offer a more agile and convenient experience.

Data analysis for decision-making

Data-driven management allows you to know:

• The occupancy of the tee times.
• The peak demand and low seasons.
• The behavior of members and visitors.

This information helps to adjust rates, launch promotions at key moments, and optimize the club’s operations.

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Customer experiences beyond golf

Today’s player is looking for much more than 18 holes: they want to live a complete experience.

Combined packages

Clubs are starting to offer experiences that include:

• Green fee + gastronomy (lunches, tastings, themed dinners).
• Green fee + accommodation in hotels in the area.
• Family experiences that combine golf with activities for companions.

Personalization of services

Communication with the customer is also evolving: segmented emails, personalized recommendations, and loyalty programs adapted to each player’s profile.

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Sustainability and environmental management

Sustainability will be a differentiating factor in 2026.

• Efficient water management: intelligent irrigation and use of recycled water.
• Reduction of chemicals: maintenance practices that respect the environment.
• Ecological certifications: more and more clubs will seek environmental quality seals to highlight their commitment.

In addition to being a social responsibility, sustainability is a marketing argument that attracts conscious players and improves the club’s reputation.

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New game and leisure formats

Golf clubs are expanding their offer to attract younger and more diversified audiences.

• 9-hole rounds: ideal for those who have less time available.
• Simulators and Toptracer technology: a fun option for training and socializing.
• Social and corporate events: activities that turn the club into a meeting point for the community.

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Collaboration with the tourism sector

Golf tourism continues to be a fundamental source of income. In 2026, we will see more alliances between golf clubs, hotels, restaurants, and tourism offices to create attractive packages that position each destination.

This collaboration not only attracts international visitors but also helps to deseasonalize demand, filling the courses in traditionally quieter months.

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Staff training and service culture

The human team is key in the experience of a golf club. Trends include:

• Continuous training in customer service and sales.
• Use of technology to facilitate the work of the staff.
• Creation of a service culture, where each employee acts as an ambassador of the club.

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Golf club management in 2026, easy with Codex Golf

The management of golf clubs in 2026 will be marked by digitalization, sustainability, and the search for more complete experiences for the player. Adapting to these trends is not optional: it is the key to guaranteeing profitability and long-term loyalty.

At Codex Golf we help clubs design personalized strategies that integrate technology, marketing, training, and resource optimization to achieve sustainable growth and a first-class customer experience.