BURHILL GOLF & LEISURE GROUP
A fully integrated digital marketing and social media strategy
OVERVIEW
Founded in 1926 by the Guinness family, Burhill Golf and Leisure (BGL) has evolved from managing prestigious estates like Burhill Park in Walton-on-Thames into one of the UK’s leading golf and leisure operators. Now split into three divisions—Golf, Leisure, and Estates—BGL runs ten premier golf clubs, two fitness clubs, and is pioneering new formats like Adventure Golf, a fun, inclusive experience launched in Milton Keynes in 2011.
With a broad portfolio and a growing appetite for digital excellence, BGL needed a bold, results-driven digital marketing strategy. That’s where we came in.
OBJECTIVES
We were appointed in to take charge of BGL’s digital transformation. Our brief? Design and deliver a fully integrated digital marketing and social media strategy across their entire leisure estate.
Manage digital and social content across 10 golf clubs and 2 fitness clubs.
Build brand visibility and grow audience engagement online.
Drive primary revenue (memberships, green fees) and secondary revenue (retail, F&B, events).
Align marketing with commercial targets for each club.
STRATEGY & EXECUTION
We rolled out a comprehensive digital plan focused on content creation, paid media, and social growth—tailored to each club’s individual brand and business goals.
Social Media Management
Daily oversight of 40+ social channels across Facebook, Instagram (Meta), X, and LinkedIn.
Custom visual content, localised messaging, and community interaction.
Weekly performance tracking per site to assess revenue impact.
Content & Campaigns
Built 60+ dynamic website landing pages to support lead-gen and conversions.
Designed tailored digital assets for weddings, retail promotions, Adventure Golf, and F&B.
Delivered 8 targeted Google AdWords campaigns and 60+ Meta campaigns across core service lines:
29 for Green Fees
24 for Weddings and Offers
5 for Adventure Golf
3 for LinkedIn B2B outreach
Social Media Results: Meta
232,557 impressions.
686 post engagements.
1,934 link clicks.
16% audience growth.
1,753 total fans, with continued growth.
Search Performance: Google Ads
Click-through rate surged from 1% to 6%.
Ad relevance scores improved significantly.
Strategic keyword optimisation and negative keyword targeting.
Competitive ad positioning with reduced cost-per-click.
Website & SEO
Created optimised landing pages that boosted user conversion and site engagement.
Streamlined the user journey for wedding bookings, event inquiries, and green fee purchases.
PR & Media Outreach
Promoted BGL’s Annual Golf Day to local media and industry partners.
Elevated brand credibility through endorsements from elite ambassadors including Peter Cowen, Mike Walker, and Dr. Stephen McGregor.
RESULTS & IMPACT
Our digital marketing partnership with Burhill Golf and Leisure redefined their online presence, boosted club revenues, and built a thriving digital community. From green fees to weddings, BGL now drives more value through every click, campaign, and conversion.
‘Henman Sport + Entertainment’s digital marketing services have enabled us to create much clearer digital and social media strategies, monthly content plans and new internal club procedures at each of our ten golf clubs and two health clubs. These strategies and plans are now enabling us to build our digital marketing channels more effectively and to increase online adverting revenue and generate greater ROI across the Burhill group.’
Sophie Burke
HEAD OF MARKETING | BURHILL GOLF & LEISURE LTD