The Club That’s Everywhere and Nowhere: How NewClub Is Redefining Golf Membership
Golf, a sport steeped in tradition, exclusivity, and often, exorbitant fees, is undergoing a quiet revolution. And at the heart of it is NewClub, a concept that’s as intriguing as it is disruptive. Launched in Chicago in 2017 and now expanding to Northeast Ohio, NewClub bills itself as ‘the club without a course.’ But what does that even mean? And why does it matter?
Personally, I think this is one of the most fascinating developments in golf in recent years. It’s not just about access—though that’s a huge part of it. It’s about reimagining what a golf club can be in an era where traditional models feel increasingly out of touch. NewClub isn’t just a membership; it’s a movement. And it’s one that challenges the very essence of exclusivity in a sport that’s historically been about who’s in and who’s out.
The Genius of ‘No Course’
What makes this particularly fascinating is the way NewClub flips the script on the traditional golf club model. Instead of owning a single course, it partners with over 100 public and private courses across multiple regions. For a flat annual fee of $1,650, members get access to tee times and events at these courses—some of which are otherwise off-limits to the average golfer.
In my opinion, this is a stroke of genius. It democratizes access to elite courses without the astronomical fees of a traditional country club membership. But it’s also a shrewd business model. By not owning a course, NewClub avoids the massive overhead costs that come with maintenance, staffing, and upkeep. Instead, it operates leanly, with a handful of employees and a smartphone app as its storefront.
What many people don’t realize is that this model isn’t just about cost savings—it’s about flexibility. Members can play three times a year or 100 times a year, paying only greens and cart fees as they go. This pay-as-you-play approach feels modern, almost subscription-like, and it’s perfectly aligned with how younger generations consume services today.
The St. Andrews Connection
One thing that immediately stands out is NewClub’s inspiration: The New Golf Club at St. Andrews in Scotland. Founded 124 years ago, this historic club has no course of its own but instead plays on the public links of St. Andrews. It’s a model that’s both old and revolutionary, and it’s one that NewClub’s cofounder Matt Considine fell in love with during a trip to Scotland.
Considine’s story is worth pausing on. A former college golfer who once resented the game, he rediscovered his passion in Ireland and Scotland, where golf felt less about competition and more about community. At St. Andrews, he saw teachers, bankers, and fishermen all playing together, and it struck a chord. ‘The game does not discriminate,’ he wrote. ‘Every golfer should belong to a club.’
From my perspective, this is the heart of NewClub’s appeal. It’s not just about playing golf; it’s about belonging to something bigger. In a sport that’s often criticized for its elitism, NewClub is a reminder that golf can—and should—be for everyone.
The Rise of Golf’s New Wave
What this really suggests is that golf is changing. The numbers back it up: according to the National Golf Foundation, the number of people playing golf in the U.S. has surged from 34.2 million in 2019 to 48 million in 2023. But it’s not just about more players; it’s about how they’re playing.
NewClub is part of a broader trend of alternative golf memberships and societies popping up across the country. From Epic Golf to The Broken Tee Society, these groups are offering something traditional clubs can’t: a sense of community built around shared passion rather than shared wealth.
If you take a step back and think about it, this makes perfect sense. Golf is a social sport, but traditional clubs often feel more like status symbols than communities. NewClub and its peers are filling that gap, creating spaces where golfers can connect over their love of the game, not their bank accounts.
The Future of Golf Clubs?
This raises a deeper question: Is NewClub the future of golf clubs? Personally, I think it’s too early to say for sure, but the signs are promising. With over 500 members and $3 million in annual revenue, NewClub is clearly onto something. And its expansion plans—Northeast Ohio now, Detroit next—show that the model is scalable.
But what’s most exciting to me is the potential for this model to reshape the golf industry. If NewClub and similar groups continue to grow, they could force traditional clubs to rethink their approach. Why should golf be about exclusivity when it could be about inclusivity? Why should it be about owning a course when it could be about sharing many?
A detail that I find especially interesting is how NewClub’s success aligns with broader cultural shifts. In an age where people value experiences over possessions, a membership that offers access to dozens of courses feels far more appealing than a single, static club. It’s not just about playing golf; it’s about exploring new courses, meeting new people, and creating memories.
Final Thoughts
NewClub isn’t just a golf club—it’s a statement. It’s a reminder that golf, at its core, is a game for everyone. And it’s a challenge to the status quo, proving that innovation and tradition can coexist.
In my opinion, the real genius of NewClub lies in its ability to make golf feel fresh again. It’s not just about breaking down barriers; it’s about building bridges. And in a sport that’s often accused of being stuck in the past, that’s a pretty big deal.
So, is NewClub the future of golf? Maybe. But one thing’s for sure: it’s a future I’m excited to watch unfold.
