Learn what each churn driver means and how you can act on it
The Retention Intelligence dashboard identifies the factors that contribute most to a member's predicted churn risk. Each driver highlights a behavior or characteristic associated with a higher likelihood of leaving the club.
While some drivers represent member characteristics that cannot be changed, many point to behaviors that clubs can influence through timely engagement. Use the table below to understand what each driver means and the recommended actions your club can take.
Risk Driver | What it means | Recommended action |
Seniority | Member has relatively short tenure at the club. | Focus on onboarding and regular check-ins during the first few seasons. |
Total rounds played | Member has played very few rounds overall. | Reach out and encourage them to book more rounds or join club activities. |
Home club rounds | Member rarely plays at their home club. | Invite them to club competitions and social events to strengthen engagement. |
Age | Member belongs to an age group with historically higher churn risk. | Consider targeted offers or communications relevant to that age segment. |
Rounds with regular playing partners | Member rarely plays with the same group of people. | Help connect them with playing groups, leagues, or club communities. |
Recent playing activity | Member's playing activity has declined recently. | Make early personal contact before disengagement continues. |
Handicap level | Member has a higher handicap. | Promote beginner-friendly events, coaching, or training programmes. |
Handicap trend | Member's handicap has remained flat or increased over time. | Recommend lessons or coaching to help improve their game. |
Membership at another club | Member also belongs to another golf club. | Reinforce the value and benefits of being an active member at your club. |
Recent membership change | Member has recently changed membership type. | Follow up to ensure they are satisfied with their new membership. |
Gender | Used only as a predictive factor within the model. | No direct action is recommended. Use only for segmentation and analysis. |
Seasonal consistency | Playing activity varies significantly throughout the season. | Encourage participation during quieter periods with seasonal offers and events. |
Membership type | Certain membership types are associated with higher churn risk. | Consider discussing alternative membership options that better suit the member's needs. |
Which drivers should you focus on?
Not every driver requires action. The dashboard prioritizes the most influential drivers for each member so you can focus your efforts where they are most likely to improve retention.
In general:
Behavioral drivers (such as declining activity, playing alone, or fewer home rounds) are the most actionable and should be your primary focus.
Member characteristics (such as age or gender) provide useful context but are not factors you can directly influence.
By acting early on the highest-priority behavioral drivers, clubs can proactively engage members before they decide to leave.