Play your way with Future Golf
Future Golf, Australia’s most flexible and best-value golf membership, is breaking new ground in the industry. Since its inception nine years ago, Future Golf has been progressively building its profile in the Australian golf industry, where today it now holds the clear No.1 position as Australia’s largest golf club – recently surpassing 15,000 active members.
Akin to the Airbnb of Golf, Future Golf provides golfers of all ages and abilities access to some of Australia’s best courses, with annual and monthly subscription memberships available to access the 130-partner, Australia-wide course network – including a growing number ranked in Australian Golf Digest’s Top 100 courses. Beyond the course, Future Golf members can also access some of Australia’s best simulators, coaching, ranges and mini-golf centres.
For the courses, Future Golf has become a powerful marketing tool, investing more into developing a market of golfers in Australia than the entire industry combined. Partner courses benefit through an ‘always on’ pipeline of prospective members visiting their courses, return green fees, events and additional revenue through food and beverage, pro-shop spend and stay-and-play packages.
Moonah Links in Victoria has been a long-term partner of Future Golf. “We’ve been partners with Future Golf since the early days and have enjoyed seeing the continued growth of the FG membership and in turn the volume of players coming to experience Moonah,” says Bronwyn Robbins, the assistant general manager.
“Through our partnership, we have enjoyed a steady stream of golfers, many of whom have ultimately decided to join Moonah as members too, which has been fantastic. Recently we even played host to rock royalty, KISS, when they were in Melbourne for the AFL Grand Final. As keen golfers and Future Golf members, we were thrilled to work with Future Golf to arrange for the band to play the fabulous Moonah Links – and for us to get a few selfies [below].”
While it can already lay claim to being Australia’s largest golf club community, Future Golf has bold and exciting ambitions for the future, with the simple but lofty ambition of having all golf courses across Australia within its portfolio and more than a million golfers connecting through its ecosystem.
Recognising another gap in the market, Future Golf recently launched ‘The Clubhouse’, a unique membership providing golfers with a new entry option into the world of golf. With a retail value of $70, Australian Golf Digest readers are being offered this 12-month membership for free. Just scan the QR code and enter your details to redeem.
To support this growth, Future Golf has made significant investment in resourcing in 2023, including to its executive team with the hiring of long-time sports executive, Brenton Humphreys, as its inaugural chief operating officer. Humphreys joined Future Golf from the AFL team, Essendon Football Club, where he held a variety of roles across 13 years, including general manager of commercial, and most recently as chief strategy officer. With the hiring of Humphreys to join chief executive Ali Terai to oversee the future of Future Golf, there will be a strong focus in developing the commercial strategies and relationships of the organisation, including the enhancement of its critical partnership model with golf clubs and venues across Australia.
“I am delighted to be joining Australia’s – and arguably the world’s – largest golf club at a time of unprecedent growth and opportunity,” Humphreys said.
“Future Golf is the only genuine one-stop shop for golfers in Australia and we look forward to further developing our offering for both members and partners across the country. Recently, we partnered with Marvel Stadium in Melbourne for the delivery of Stadium Golf, the first time golf has been played at the venue with a fun and vibrant par-3 format across nine holes. That’s exactly what Future Golf is all about, providing the best access to golf in all its forms, and to have some fun!”
Stay tuned for more announcements regarding exciting partnerships and event formats throughout 2024, says Humphreys. “There’s so much that can be done to enhance the event experience in golf. We are in the process of working with our partners to confirm an exciting new events schedule for 2024, which will include a lot more variety, mid-week events, shortened formats and many other aspects to appeal to a broader demographic.”
• For your free Future Golf ‘Clubhouse’ membership, visit this link, enter your details and join the Future Golf community today.
