Many of the caravans at Reighton Sands (which, I assume, is the holiday park that you're referring to) are privately owned:
http://www.haven.com/parks/yorkshire/reighton-sands/holiday-home-ownership.aspx
If you rent one of those caravans directly from the owner, Haven won't receive any of the money, so it's unsurprising that they won't give you any free club passes. (The owner will have their own but they're not transferable).
i.e. you've not booked a 'Haven holiday' directly with Haven but simply rented a caravan on one of their sites, so you have to pay extra to use the Haven facilities.