Direct Golf UK is ‘making golf more affordable' for hundreds of thousands of people with the launch of a new loyalty card, enabling shoppers to turn online points into in-store bargains.

The new card, dubbed ‘golf's #1 loyalty card', is powered by which awards points for purchases made with 100s of major online brands - points which can now be redeemed in any Direct Golf store.

The rewards4golf scheme was launched in 2008 and has more than 250,000 members who earn points while doing their everyday shopping with any of around 3,000 online retailers or on the High Street with a selection of outlets. Purchase spend is converted into points with every 250 worth £1. And now, with the introduction of the Direct Golf loyalty card, those points, accrued on a daily basis while shopping, can be spent in-store.

The Direct Golf loyalty card, which launches on April 4, is free and comes with three months complimentary golf insurance. A VIP version of the card, for just £10, comes with more than £150-worth of extra benefits, including a six-month subscription to Today's Golfer, the UK's best-selling golf magazine, a £50 Your Golf Travel voucher, and a free round of golf at any De Vere Venues resort.

Steve Lewis, Direct Golf's commercial manager, believes the introduction of the card will be welcomed by customers who now have the opportunity to save even more merely by doing their everyday shopping.

He said: "The number of people who can benefit from this card is phenomenal, which could mean millions of pounds-worth of savings for UK golfers. There are already more than a quarter-of-a-million users at rewards4golf, which powers our card and, if you add in 1,000,000 Direct Golf customers, you can see why it's been dubbed ‘golf's #1 loyalty card'.

"Effectively, as a loyalty card holder you can get something for nothing. Merely by registering your card you earn points by shopping at many of the stores you would be patronising anyway. It's a great scheme and we're delighted to be able to reward our customers in this way.

"Direct Golf is - and has always been - all about ‘making golf more affordable' and the launch of our loyalty card has given access to that affordability to thousands more grateful consumers."

Those who sign-up for the Direct Golf loyalty card will be entitled to the same points benefits as rewards4golf members, meaning they can earn points to spend in store at Europe's leading multi-channel specialist golf retailer while doing their everyday shopping on their favourite things, from asparagus to zimmer frames.

The company, founded by John Andrew, a Class AA, PGA professional, in 1991, has enjoyed massive growth in 23 successful years of trading.

It started with one small shop in Huddersfield, but its philosophy of cutting manufacturers' recommended retail prices proved to be very popular with the golfing public and it quickly gained the reputation for the best prices in the UK. Backed up with fast delivery and world-class customer service, Direct Golf UK grew quickly into one of the largest specialist golf retailers in the UK and Europe.

To discover more about Direct Golf's new loyalty card, or to sign up, visit or ask in-store.