5 Essentials for Successful Private Golf Club Marketing

This blog was updated for relevance and accuracy on September 2, 2025.

There used to be a lot of talk about how the game of golf was shrinking and that the masses no longer want to spend 4 hours (or longer) on a golf course. Then, the pandemic hit, and interest in the game jumped dramatically. A few years later, that trend is continuing to grow, with 2025 on track to be the year with the most rounds of golf played.

At first, private clubs saw waitlists grow overnight. Now, many of those lists are thinning out. That means clubs need to shift gears once again. The same way the pandemic pushed marketing strategies forward, clubs today need fresh approaches to stand out. Here are five essentials that can make a real difference.

1. Get visual

Joining a private club isn’t a snap decision. It’s a lifestyle choice — one that takes time and imagination. And nothing sparks that imagination faster than visuals.

Club spaces are typically both beautiful and have a lot of unique character, so show it off. Fresh photos and videos of your course, your facilities, and your members’ experiences speak louder than any text-heavy webpage ever could. Too many club websites still rely on outdated images of their empty dining facilities, stills of their pools, and drone footage of their courses.

The most powerful visuals won’t be static images of your club. It will be the ones that show your members enjoying the space. Highlight events, tournaments, and the culture that makes your club feel alive. Drone video can be especially powerful.

2. Update your online presence

Your website isn’t just the place where potential members find information — it’s where they form their very first impression of your club. And that impression should feel like more than a digital brochure. It should feel like your story.

Think of your website as your most powerful storytelling tool. Every photo, headline, and call-to-action should reflect what life is actually like inside your club. Is your culture centered on family events? Showcase that with imagery and testimonials. Do you pride yourself on being a hub for networking and business connections? Make sure that comes through in your messaging.

The goal isn’t just to answer questions about rates or amenities (though those matter too). It’s about painting a picture of belonging — showing prospects what they’ll gain emotionally, socially, and experientially by joining.

3. Grow your email database and work it

Email is one of the few direct lines of communication your club truly owns — and that makes it invaluable. Unlike social media platforms, where algorithms decide who sees your content, email goes straight into someone’s inbox. That’s why a healthy, growing database is such a powerful tool for marketing.

Tee time bookings are a natural way to collect addresses, but you can also expand by offering resources – like guides, membership information, or event details – in exchange for an email. Hazeltine National Golf Club has been using this strategy for years with proven success.

Once you have those contacts, the real value comes from how you engage them. Email isn’t just about promotions — it’s about building trust and connection. Share golf tips, highlight member experiences, and provide updates that make prospective members feel closer to your community. Over time, those touchpoints help people see themselves as part of your club.

4. Leverage social media

Of course, your website doesn’t live in isolation. Social media acts as the bridge between your digital front door and the day-to-day energy of your club. Platforms like Instagram, Facebook, and more give you the chance to show in real time what life at your club feels like — whether that’s a junior golf tournament, a family pool party, or a packed clubhouse event.

Think of social media as the “ongoing chapters” of your story, while your website is the polished book cover. The two should complement each other: website content should drive prospects to follow you on social, and social content should inspire people to click through to your site. Together, they create a consistent narrative that reinforces why your club is the right fit.

We’ve recently published this Complete Guide to Social Media for Private Clubs that dives into ways you can efficiently and effectively maximize your social media presence.

5. Tell your best stories

At the end of the day, golf is about connection — with the game, with the place, and with other people. That’s why stories are your most powerful marketing tool.

Instead of just advertising specials, share the story of the member who logs the most rounds each year, or the one whose golf shoes have outlasted several club presidents. Those are the stories that make your club relatable, human, and memorable.

Position Your Club For Long-Term Success

Attracting and retaining members isn’t about one flashy campaign
— it’s about creating a consistent, authentic presence that shows what makes your club special. From fresh visuals and a story-driven website to thoughtful email communication, social media engagement, and member-centered storytelling, each piece works together to build trust and spark connection.

The clubs that thrive are the ones that evolve. By putting these five essentials into practice, you’re not just keeping pace with today’s golf boom — you’re positioning your club to stand out long after the trend.