What do Ilkley Lawn Tennis and Squash Club and Addingham's Bracken Ghyll Golf Club have in common?

Well, they are both members' clubs, devoted to sport, and at first glance that's where the resemblance ends. ILTSC was founded in 1880, Bracken Ghyll began life in 1993.

Following a major £1.8 million redevelopment in 1999, part funded by the National Lottery, ILTSC has expanded significantly with the addition of a modern two storey clubhouse housing extensive changing facilities, club caf/bar, and a fully equipped fitness centre.

Bracken Ghyll's clubhouse was built by its members, whose efforts have also resulted in the recent addition of a fine new function room.

ILTSC has seen a marked increase in all categories of membership since the redevelopment. The ongoing government and media focus on rising levels of obesity and poor health among the population has also boosted interest in the fitness membership at the club.

Bracken Ghyll has to work hard to maintain and increase membership as golf has suffered a downturn due to over supply of courses and perceived barriers to entry, mainly centred around cost and time, resulting in a dampening of demand for traditional golf club membership.

The Golf Club Secretary said: "In most young households both partners work. It is now no longer acceptable for one partner to disappear at weekends for half a day or more. Because of this, the great majority of golf clubs in England are short of members."

Bracken Ghyll recognised some time ago the need to move with the times to maintain membership revenues, and has taken the lead in developing a new approach, away from the traditional membership model towards categories which cater for a new breed of golfer, one who wants to play golf more as a hobby to be fitted in with work, holidays and other commitments, at a cost which offers value for his or her money, and who does not necessarily fit into the classical membership model.

Bracken Ghyll was among the first to drop its joining fee and to reduce its annual subscription as the playing year progresses, and this year saw the introduction of a new Taster membership category designed for those new to golf who are reluctant to commit to a full year's subscription until they have tried the game out.

Whilst tossing around ideas last year, Bracken Ghyll's Marketing Group came up with the concept of partnership with other local sports clubs which would complement each party's services to the mutual benefit of both.

The proposal was first broached with Billy Kerr, General Manager of ILTSC, and after due deliberation over several months within the committees of both clubs, agreement was reached on terms and conditions.

Now the two clubs have joined forces with a view to offering reciprocal privileges to each other's full members. In the initial phase, ILTSC members will enjoy significantly reduced membership fees at Bracken Ghyll subject to certain restrictions on course access and competition entry, enabling them to dovetail their ILTSC activities with some golf. Eventually, ILTSC hope to offer a similar deal to Bracken Ghyll members.

Dubbed the 'Sports Alliance Membership', the venture has benefits for both clubs, and appeals to the modern spirit of partnership in the community. It is hoped that more such Alliances can be forged with other sports clubs in the area.

As Billy Kerr says: "We were attracted by the idea of co-operative links between local sports clubs and the positive effects this could have within the local community."

John Crellin, Chair of Bracken Ghyll's Marketing Group commented: "As well as having potential commercial benefits for both sides, we believe that the joint membership concept adds an extra dimension to each club, and could form the basis for future collaborative activities."

l Contact details: ILTSC Phone: 01943 607182, email: info@iltsc.co.uk, website: www.iltsc.co.uk

Bracken Ghyll: Phone: 01943 831207, email: office@brackenghyll.fsnet.co.uk,

website: www.brackenghyll.co.uk