Key Takeaways

• You don't need big budgets—just real content, a fresh strategy, and time on the ground.

• Authentic video beats polished perfection every time in golf club marketing.

• Strategic bartering can build your brand, network, and confidence faster than cash when you're first starting out.

• Community-first storytelling creates long-term loyalty, not just short-term clicks.

• Combining tools (content, ads, events) = true marketing flywheel.

What Does It Take to Revive a Golf Club?

Let me take you back to 2022. McGregor Links Country Club—a beautiful Saratoga Springs layout with a rich history and a membership count under 200. The energy was low, the marketing was stuck in the past, and the "come join our club" messaging was about as flat as a missed three-footer.

Enter: me. A former golf pro at McGregor (2010), now running a creative agency. Joe, the owner, and I go way back—he was the assistant superintendent back then. We were trench-level guys with big visions. He's the hardest working owner you'll meet. No doubt. The club was on the way back. Perfect timing for the both of us.

This wasn’t a hired-agency gig. It was a barter. I offered a full-stack digital strategy in exchange for club access and portfolio growth. What unfolded over the next two seasons more than doubled the membership—from under 200 to 391—and added over six figures in outside play revenue and helped me launch this business. Fully - after 5 years of hard lessons and grinding.

Here’s how I pulled it off.

5 Strategies That Doubled Membership

Strategy 1: Raw, Authentic Content

The biggest win? Real-time, boots-on-the-ground video. Golf is visual. Static Canva posts and cliché captions ("Congrats Tom & Jim, Member-Member Champs") just don’t hit. Instead, I grabbed my iPhone 14 Pro, walked the course, and captured:

• Membership nights with real energy

• Tournaments with laughs, drama, and drinks - ESPECIALLY THE WOMENS EVENTS (see strategy 3)

• Kids learning to swing

• Cart banter and bar scenes

• No stock music. No filters. Just community, fun, and belonging.

Tech Note: I initially bought an $800 Sony ZV-E10 thinking I needed "pro" gear. In the end? My iPhone 14 Pro with a $9.99 camera app outperformed for speed and authenticity. A few YouTube tutorials and I was good to go.

Data Point: According to Sprout Social (2025), video posts on Instagram and Facebook generate 3x more engagement than image-based posts for hospitality brands.

Takeaway: Ditch the polish. Grab your phone. Tell the story as it’s happening. Doesn't have to be perfect, but it does need to make the members or community feel a sense of pride - First and foremost.

Strategy 2: A Game-Changing Barter Deal

• The deal with Joe wasn’t about money. It was about vision.

• I offered marketing in exchange for club access—and it gave me:

• A living case study for my agency

• A fresh, credible portfolio in the golf space

• Confidence in my creative process

I started the project far from a "videographer." By season two, I was analyzing shot composition like a film critic. More importantly, it showed me that true value isn't always measured in cash.

Data Point: 63% of freelancers say barter gigs helped them land paying clients in a new industry (Upwork, 2024).

Takeaway: Trade your skills for growth. Barter can build your brand faster than a paycheck.

Strategy 3: Include Everyone (Especially the Decision Makers)

This one's overlooked in most golf marketing: include women!!

From women's tournaments to member socials, I made sure they were seen and celebrated. As someone who came from the restaurant world, I knew this rule: | SELL THE WIFE - SELL THE TABLE -a little sales tip - this rule applies to contractors, golf clubs, and restaurants, you'd be best served to apply it where you can in sales.

Women drive 80% of household spending decisions—and golf clubs are no exception. The men's club, and ball shots might get likes, but it's the community feeling, the inclusion, and the family-friendly energy that gets signups.

Real Talk: Every time a golf brand posts a pro shop display, the DMs are full of "what about the women's gear?" Same goes for events. Show the full community, not just the boys club.

Data Point: 70% of women influence where their families spend on leisure memberships (Forbes, 2025).

Takeaway: Represent everyone. Market to the real decision makers.

Strategy 4: Lean Digital Tools

No bloated tech stack. I used:

• CapCut & DaVinci: Fast video edits with cinematic pacing

• ChatGPT: Brainstorming ad copy and captions (never copy-paste)

• iPhone 14 Pro: Authentic content, fast production

This simple setup let me stay mobile, create on the fly, and keep the focus on story over production.

Data Point: 54% of content marketers say say simplicity in tools increases consistency. (Content Marketing Institute 2024)

Takeaway: Use what you know. Don't get lost in gear and tutorials - chances are you'll revisit said tutorial for the actual work...

Strategy 6: Off-Season Paid FB Ads & Drip Campaigns

When snow hit the greens, I hit Facebook with targeted paid ads and scheduled drip campaigns:

• Highlight reels from summer events

• Testimonials from members and guests

• Incentivized pre-sale memberships

This kept McGregor top of mind when no one was playing. It wasn’t about "selling" the club. It was about selling the lifestyle, the belonging, and the momentum.

Data Point: Off-season digital campaigns increase early-season revenue by up to 47% in local hospitality (HubSpot, 2025).

Takeaway: Keep the story going in the off-season. Drip > disappear.

Before You Start: Avoid These Traps

• Don’t fake it. Golfers can smell manufactured hype.

• Don’t over-edit. This isn’t a PGA Tour ad. Keep it raw.

• Don’t silo your marketing. Content, ads, and events need to work together.

Conclusion: Build With Grit, Grow With Strategy

This project wasn’t about algorithms or ad spend. It was about presence. About being on the course, capturing the culture, and building a vibe that people wanted to be part of. If you’re a solopreneur, a marketer, or a club trying to grow membership—don’t chase trends. Show up, create consistently, and build something real.

Want my full playbook for club growth?

Download the Club Growth Strategy Snapshot

Coming soon: A condensed, high-impact snapshot of the strategies used at McGregor—including content workflows, ad angles, and outreach playbook highlights. Want early access?

Work With My Agency

We Rock Media isn’t a one-trick service shop. We’re a synergy team.

We blend:

• Content capture

• Social strategy

• Paid ads

• On-site storytelling

If you want a partner that thinks like an owner, edits like a director, and builds like a brand strategist—reach out.

rocky.b@werock.media or drop a DM on any of my socials!

By Rocko, Founder of We Rock Media | Golf Pro turned Growth Architect. Saratoga - Buffalo. Content-first believer.