In 2009, Alsager Golf and Country Club had a membership of 545 adults and 50 juniors. Part of the Club's strategy was to increase and maintain its membership across the gents, ladies and juniors sections and to engage with its current membership whilst introducing new players to the Club and game. The Club recognised that it had a large number of ‘sleeping' juniors (only 24 played in a least 1 competition) and that one of its primary goals was to increase the active number of junior members and to encourage golf beginners into the Club.

The Club also identified that it needed to engage with the local community to promote Alsager Golf and Country Club as a ‘junior friendly' club to encourage more youngsters to pick up a club and to try the game.

Why Clubmark?

Although the Club was in a very positive position regarding its juniors and beginners strategy, it needed the structure of the Clubmark award to critically assess what it needed to do to raise the bar to the next level.

In May 2009, the Club completed its first on-line assessment and was able to focus on areas identified as areas for development. These included:

• Child protection
• Processes and procedures
• Engaging with the local community

With the help of its Regional Development Officer, the Club put the necessary plans and funding in place to develop a number of programmes including:

• A junior academy, holding weekly coaching sessions for both members and non-members. The numbers have increased from 15 to 34 in two years.
• Beginner starter packages, for all potential golfers.
• Active programmes to bring both junior boys and girls through to gents/ladies competitions.
• Club rules changed to achieve a more junior friendly environment.

Clubmark achievement

Over a 12 month period, the Club worked hard and pushed for the highest standards that it could achieve. Although there were many forms to complete, this was more than a paper exercise and Alsager Golf and Country Club had to demonstrate that it had a continuous plan for the development of its junior section. As a Club its philosophy has changed and members now see the junior members as a crucial part of the Club's strategy to increase its membership in the years ahead.

In April 2010, the Club's hard work was rewarded when it achieved Clubmark and GolfMark's Higher Achiever Award. This was a very proud moment as Alsager is the only Club in Staffordshire to achieve this and one of only eight in Cheshire.

How does the Club benefit from the Clubmark award?

The accreditation is testament to the hard work that the volunteers and Club Professionals have put into providing a safer, securer and friendlier environment where young golfers and academy members can learn to play golf and have some fun. The Club feels that Clubmark has helped it to organise itself better.

Parents and members are much more engaged and interested in what is happening with the juniors. As a result of the development programmes the active junior membership has increased from 24 to 35 this year and membership numbers are still increasing.

Alsager Golf and Country Club continues to develop its programmes and is currently in discussion with the local schools partnership with a view to providing outreach work during after school clubs, now that golf has become a core sport.

Neil Challinor, Junior Organiser at the Club states,

"It has been a very rewarding and satisfying exercise for both the Club and our juniors and we would encourage any club to push forward to meet the Clubmark standard. The grant awarded will enable us to continue our programme of coaching both juniors and beginners alike and encourage more players to take up the sport."