Helping golf clubs remain in regular contact with their members throughout the COVID-19 pandemic has been heralded as a crucial factor when it comes to membership retention.

Since playing restrictions were eased across the UK and Ireland – with golf permitted albeit only as two-balls at the time of writing – countless clubs have reported a spike in membership enquiries as pay-and-play golfers desperate for their regular fix of golf, return to the membership fold.

How long this return to traditional membership models will last is like trying to predict when the pandemic will end, but regardless of the outcome, one Irish company is determined to steadfastly stand by the industry, and help wherever possible.

Based in Co. Louth in Ireland, ClubNet is a trading-style of GolfGraffix, a digital services company that provides alternative services to golf clubs the world over.

And as CEO, John Aherne explains, he is hoping that his company’s innovative technology will be able to keep golf clubs open for longer amid the fears of COVID.

“There’s not an industry in Ireland or around the world that hasn’t suffered from the fallout of COVID, but golf remains an activity that can promote social distancing and much-needed headspace at this time,” he explained.

“And if ClubNet by GolfGraffix can play a small part in not only helping clubs retain membership, but perhaps more importantly survive the months ahead, then I and my team will work timelessly to do whatever we can to help.”

Perhaps that explains why Aherne is offering all golf clubs across the UK and Ireland free access to the ClubNet App for the remainder of 2020 with no subscription fees, to help them fulfil club competitions at this normally bountiful time for golf.

“ClubNet’s success is inextricably linked to the success of the golf industry and as such, we would like to help the industry as we all get to grips with the effects the Coronavirus is having on golf,” added Aherne.

So what exactly is ClubNet, and how can it help GMs and CEOs at golf clubs?

“In a nutshell, ClubNet provides digital alternatives to traditional golf services,” explains Aherne. “It’s an all-in-one golf management system, and in my mind, is the future of golf club marketing and member management.”

Bold claims indeed, but upon further investigation, perhaps they are warranted. The platform incorporates tools for every type of golf club, and include tee-sheet bookings; member management; marketing and live scoring which may well become a more permanent part of golf in the post-COVID ‘new normal’ world.

With social distancing, the days of exchanging printed scorecards at the beginning an end of a round are sadly probably confined to the annals of history now.

“With members downloading the ClubNet app to their iPhone or android smartphone, the app will allow club managers to keep running competitions without their members having to use a scorecard, or competition committees having to handle them,” explained Aherne.

“Given that the situation is changing on a daily basis, the push notifications will also allow you to send unlimited messages to your members and guests at no cost.”

The app – which is fully compatible with HandicapMaster – includes backend reporting; a news section; unlimited push notifications as well as full member competitions.

“The tee time booking engine has full flexibility on tee time intervals on a daily basis and can be set up months in advance. A full month takes about ten minutes to set up, that’s all,” added Aherne.

“There is also a members purse which allows for contactless payment of competition fees and all pro shop items, which under social distancing guidelines, is yet another added element to the platform.”

Furthermore, there is also a waiting list built into the app which allows for users to get onto the time sheet rather than turning up on a whim in the hope of getting a late cancellation.

Since the COVID pandemic reached European shores, ClubNet has seen an incredible 400 per cent increase in usage with club managers communicating far more regularly with their membership than normal.

“Push notifications are free of charge and can be sent to members at any time and segmented out based on the users preference,” added Aherne. “During the COVID response information was changing on a daily basis – in some cases by the hour – and push notifications are immediately received.”

Also, as most European countries begin to roll out their own versions of ‘Track and Trace’, Aherne is keen to stress that the ClubNet app can also assist Governments in this respect.

“The check-in option gives a full list of all members that have played along with their contact details. Should contact tracing be required the batch email can be used to send all players at risk an email.”

Two other key aspects of ClubNet that Aherne is keen to promote are the live scoring and greenkeeping elements of the platform, the latter of which acts as a constant reference for staff and course managers with all course features fully loaded.

The live scoring element allows players or team managers to enter tournament scores directly from their mobile smartphone, allowing all competitors to keep fully up-to-date with club, and interclub competitions anywhere.

“ClubNet is committed to setting up all the club competitions, creating all member accounts to access the app and will also carry out a video training session for golf club staff,” confirmed Aherne.

“Although there will be a small one-off set-up cost capped at £350, any club looking to keep the app into 2021 will have their set-up fee converted to credit against any new cost.

“Considering it takes us three hours to get each golf club up and running – and typically, the usual installation fee comes in at around €2,100 – we believe this is a great opportunity for golf clubs to avail themselves of superb technology that we hope will keep the fairways open in this time of need.”

ClubNet currently serves around 120 golf clubs in Ireland and its platform caters for 57,000 members which is about a quarter of the golfing population in the country.

The app has long been established at clubs like County Louth, Portmarnock Links and Ballyliffin. It’s easy to use and above all else at this time, it promotes social distancing and presents golf clubs with an effective marketing tool.

And with the clubhouse experience set to be redefined, ClubNet is looking at incorporating an F&B element in future releases.

“For clubs on our EPOS system we will be introducing food ordering from the app, which can be paid directly from the members purse account. It can also trigger a geo push notification; for example, the hole before the halfway house or the 18th green.

“We’re aware that COVID extends far beyond the golf course and the virus has really put things like the importance of sport into perspective in recent months.

“But we’re also cognisant of the need to look out for one another in whatever way possible over the coming months, and if golf can play some small part in that, then we’re all for it.”