If we set up our business models under the premise that all of our members play 40 rounds a year, that would be too aggressive. Do you have some that play far more, yes. To play in excess of 40 rounds/year, you generally would be playing two days a week for 20 weeks (average season here in the northeast is 25 weeks), minus any vacation time, business travel, etc. Most members here are members so they can get out to play on Saturday and Sunday mornings during peak golf season. Play really drops off, except for the die hard golfers, once football season (college and professional) really rolls into gear.
Except for the time I was between jobs, I have never played 40 rounds in one year....15-20 is average. I consider myself a dedicated golfer, but with work, a 10 year old who plays softball/lacrosse and a wife that I would not like to divorce, that is about the limit.