Georgia Teare, Fiona Reid, Lindsay Findlay-King

The Open employs a membership volunteer management approach which is atypical for major sport events. Therefore, we explore experiences of golf event volunteer marshals at The Open in relation to the distinct system of recruitment and management. Through a single case study of volunteers from one golf club who managed one hole at The Open, data were collected via document analysis (n = 4; content analysis) and semi-structured interviews (n = 8; reflexive thematic analysis). Two broad themes were identified, each with associated sub-themes around 1) the role of new and existing social networks in marshals’ experiences; and 2) positive perceptions of experiences attributed ‘The Open’ as a brand versus negative experiences attributed to ‘The Open’ organizers. Positive experiences reinforce club loyalty while negative experiences damage event organizer relationships, suggesting clubs should emphasise shared ethos while organizers must deliver on tangible promises to sustain this effective yet underexplored volunteer management approach.

Keywords: volunteer management, membership management, case study, qualitative

Citation:

Teare, G., Reid, F., & Findlay-King, L. (2026). Exploring major golf event volunteers’ experiences under a membership management approach. International Journal of Sport Management, 27(2), 183-211.