How to drive winter revenue at your club
Ian’s top five tips for making the most of the winter months
Winter is not a time to hibernate; it’s when good managers earn their stripes. You can either tighten the belt and watch the place go quiet or get creative and drive business. Here’s how I approach it:
Communicate with your members
It sounds simple, but it’s the most powerful tool you’ve got. Keep members informed, ask them what they want to see, and remind them the club needs their support 12 months a year, not just when the sun’s out. Most members want to help, they just need to feel involved.
Build a proper winter events calendar… and make it dynamic
Plan early and think smart: themed nights, winter menus, festive events, New Year parties, January offers, and value-led promotions. Use dynamic pricing, fill the quieter slots and maximise demand when it’s there. Keep the buzz going.
Target your summer societies and upsell the winter months
Don’t just wait for them to rebook next year — go after them now. Offer winter packages, food add-ons, or “warm-up” society days. If they loved your club in the summer, give them a reason to come back in the winter.
Strengthen local partnerships and community links
Work with nearby social clubs, sports teams, and local businesses. Joint events, shared promotions, or even staff swaps in quieter periods can boost trade and relationships. Be part of the local network, not just another venue.
Create atmosphere — always
It’s easy to turn down the heating or cut corners to save a few quid, but no one spends money when they’re freezing. Make the clubhouse somewhere warm, welcoming, and consistent. Good lighting, background music, a friendly team — it all matters. Make it a place people want to spend time in.
