The member experience gap

Your members bank with Monzo. They track their fitness on Apple Health. They order dinner on Deliveroo. Every day, they interact with software that's fast, beautiful, and intuitive.

Then they open their golf club's member portal. And they're transported back to 2008.

This is the member experience gap: the growing distance between the quality of consumer software people use daily and the club software they're expected to tolerate. And it's getting wider every year.

Younger members, in particular, notice this gap. They're not comparing your tee sheet to other tee sheets. They're comparing it to every other app on their phone. And by that standard, most club software fails.

Clubs that close this gap will differentiate themselves in a competitive membership market. A beautiful, functional member app isn't a luxury: it's becoming a baseline expectation.

At Paralo, we designed the member experience first, then built the back office to support it. Because the member is the reason the club exists. Their experience should be the starting point, not an afterthought.

See it in member app ›Book a walkthrough ›