First Tee - Hampton Roads is a non-profit organization focused on youth development through golf and character education. They excel in providing accessible golf experiences through a household membership model, which includes unlimited golf and range access. This model has been a significant strength, driving membership revenue beyond expectations. However, with this success comes the challenge of adapting the membership structure to sustain growth and equity while capturing more value from those who can afford to pay more.

The current challenge lies in the simplicity of the existing membership model, which, while successful, does not differentiate between members who can pay more and those who need financial support. This lack of differentiation may limit the potential to maximize revenue and reinvest in community programs. Furthermore, the organization faces a data challenge, as they do not currently track usage metrics like rounds played or range activity by membership type, which hinders informed decision-making.

This project addresses these challenges by having students explore differentiated membership offerings such as range-only memberships, individual memberships, or tiered structures. Students will analyze how these options impact participation, revenue, and equity, with a focus on preserving accessibility for families and under-resourced youth. The project will be divided into phases, including data analysis, benchmarking, strategic planning, and implementation recommendations.

For students, this project presents an ideal opportunity to apply their consulting skills in a real-world context. They will gain experience in strategic planning, financial analysis, and corporate social responsibility, while also enhancing their understanding of non-profit operations. The project offers a platform for students to deliver meaningful recommendations that align with First Tee's mission and growth objectives, ultimately contributing to a more sustainable and equitable membership model.