Discover Benelux | Issue 16 | April 2015

Page 63

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Discover Benelux | Special Theme | Golfing Glory

thing we wanted to do too!” says Kursten. “We started brainstorming the possibilities and through our research we concluded that among players there was a clear need for this kind of membership. Twenty-five percent of golfers who have a certificate, never play as the value for money of a green fee is too low at the beginning.” This realisation became the foundation of De Nederlandsche Golf Sociëteit’s unique memberships.

Membership of De Nederlandsche Golf Sociëteit allows golfers to play at over 35 different golf courses throughout the Netherlands for a fixed price.

Playing golf with employees While the four regular packages of De Nederlandsche Golf Sociëteit are focused on consumers, it is also possible for companies to purchase group memberships. “With this membership, companies are able to offer their employees an affordable and convenient way to play a sport,” says Kursten. But there are more advantages. “As a business, this creates a unique selling point compared to other businesses, it improves the relationship between colleagues because they spend time together outside of the office and we offer the possibility to get in touch with golfing colleagues through an online notice board. In this way we motivate and stimulate employees to play golf together. We also organise an annual golf event for all employees of the companies with a group membership.”

Besides enabling players to explore different courses, our goal is to establish a bridge between golfers’ first steps on the golf course and their first hole in one.”

Golf on your own terms Both golf players and clubs profit from the memberships. “Golf players would like to play more on their own terms,” explains Kursten. “At the same time, golf clubs would like to and need to attract new members. Our service addresses both wishes: one of the key elements in the research we did before launching De Nederlandsche Golf Sociëteit taught us is that beginners would like to practise a few times per month for an affordable fee.” Now, players can get acquainted with golf courses they probably wouldn’t normally visit. This allows golf clubs to get in touch with potential new members. Even when its members switch to one single club that De Nederlandsche Golf Sociëteit has been working with, Kursten says that is part of their mission. “That is what we want!

Network of golf courses – One membership for over 35 golf courses throughout the Netherlands – 9, 18 and up to 45 holes – Four different memberships – Group memberships for colleagues

Good to know: Memberships are available on an annual basis per calendar year, but can be purchased throughout the year.

Issue 16 | April 2015 | 63