Women Golfers Can Save The Industry – Just Give Us A Chance

Over the last few years the industry of golf has been in a bit of a downturn. (See National Golf Industry Report.) Talk with any of the people in the know, i.e. the local golf pro at the club, the person behind the counter in the golf shop, the maintenance crew on the nearby course — the people “behind the scenes,” — they will tell you, there are just not enough recreational golfers to keep all the courses open and all the employees, employed.

At my local club two of the best instructors have been let go. The pro shop has limited its inventory and they are now sending out coupons to try and bring in new golfers. The grounds are still in great shape, but as the season wears on, how long will that last?

Does the Tiger Woods Phenom Help or Hinder the Growth of Golf?
What about Tiger Woods and the PGA Tour? I know he’s got himself into trouble personally, but hasn’t the TV coverage brought more overall interest to the game? Doesn’t the Golf Channel inspire people to get out and play? Apparently not.

In a recent article in Golf Magazine, Senior Editor, Mike Walker outlines the struggle the golf industry has had to increase the number of people playing the sport. Though Tiger Woods has had a profound effect on the industry as a whole, “his impact on recreational golf has been less dramatic. You could even say it’s negligible.”

The National Golf Association (NGF) keeps statistics on such things and tracks the influence of top celebrities like Tiger Woods. According to Greg Nathan, vice president at the NGF, 26.1 million Americans played golf in 1997.  By 2008 this number had increased to 28.6 million, but the reasons can be attributed more to population, lifestyle, and demographics than they can be traced to any one individual’s celebrity or the TV ratings.

In the same Golf Magazine article, Mike Walker quotes Nathan, “’This is a sport driven by passion. What attracts people to the game is the satisfaction of hitting good shots, the social and competitive aspects, being outside.’”

What is the future of golf?
As to the direction golf will grow in the future? Nathan believes it is in the women’s  sector: “Women represent possibly the best opportunity to grow participation,” Walker quotes Nathan. “Our figures show that 33 percent of private club members are women, but only 19 percent of public golfers are female. When women are made to feel as welcomed and comfortable at public courses, their play will go up.”

Let Me Repeat That
“When women are made to feel as welcomed and comfortable at public courses, their play will go up.”
– Greg Nathan, VP National Golf Association

There is no question in my mind that many women are eager to play golf. Not only is there great interest among women ages 18 – 25, as evidenced by the growing number of collegiate teams and the popularity of the LPGA, but as the boomer generation’s kids move out of the house and women begin to retire from either their “home-maker” jobs or any other employment, the women of this generation have more time and more energy to focus on other things. They also have more money!— three things you need to play golf: time, energy and money.

Where to start and where to play?
It’s seems to be the perfect time for golf courses to focus on the needs of today’s  woman golfer. How can they attract this specific audience to the game and grow their bottom line at the same time? Knowing that this target market is a big part of the future success of golf, it makes sense that courses design programs and clinics to attract the woman golfer.

The month of June has been designated as Women in Golf Month by PlayGolfAmerica, sponsored in 2010 by American Express. Every public course wanting to grow their membership and their bottom line, should take advantage of this and other opportunities like it, to encourage women to take up the sport. (The PlayGolfAmerica website has a wealth of information and links to golf courses participating in this year’s activities.)

What makes a course, woman friendly? What conditions would attract and keep the woman golfer playing, encourage her to invite friends to join in the fun, at the same time helping the golfing industry to get out of the current slump?

First: Women golfers, no matter their experience, want to feel they are wanted on the golf course. If a course limits the hours women can play to certain afternoons after 2pm, the message is clear – the course prefers that women stay home. Open hours for all players, would deliver a different message.

Second: If a course wants to encourage women to play, they should provide instruction for women, and if possible, free clinics to sharpen one skill at a time — not a long lesson, perhaps just 10 minutes of instruction with a pro and then time to practice at the range or putting green. Make it a regular social event. Make it a business networking event!

Third: A golf course who wants to build the loyalty of their women golfers and encourage them to invite their friends onto the course should absolutely set up a women’s golf league and interclub tournaments with nearby courses.

Fourth: It may seem like a small thing, but equality of facilities should be part of the overall strategy of a course trying to become more woman friendly. Equal locker rooms and rest areas might be too much to ask for if a course is strapped for money, but the least a club can do is provide ball washers, trash barrels and benches not only at the men’s tees, but at the women’s. Or at least alternate them! When a golf course seems to only cater to those who play the back tees, the ladies notice!

Fifth: When it comes to the pro shop, a woman friendly course needs to have a good selection of women’s clothing and accessories and knowing that women are notorious bargain shoppers, offering special sale items on a regular basis would be a smart idea. In fact, why not sponsor a special event that features women’s golf equipment and fashions — a demo day just for women with a local LPGA pro as a visiting speaker, offering current information and advice on how women can improve their game.

The Bottom Line:
If a golf course is determined to get out of a slump, build their membership and improve revenue, today’s best business plan is to focus on becoming known as a woman friendly course.  Afraid the male members will be deterred, think the course is “slow” and play elsewhere?

I don’t think so. I believe it’s all a matter of attitude. If the course treats every golfer with equal respect and dignity, and demands the same golf courtesy of both men and women, there should not be a problem. I’ve watched both men and women play exceedingly poorly, lose balls in the woods and take forever to putt. I’ve seen young players try to play five on a team, drink themselves silly and drive golf carts over the greens. When it comes to stupid and slow play, there is no demographic excluded. On the other hand, I know from my own experience that women golfers in particular are very conscious of pace of play, the rules that govern the game, and the need to pick up the ball and move on.

One final thought:
Golf is a game that can never be won. It can only be played. And unless you are a tour pro, that’s all it really is. A game. A game to play, and a chance to get out in the great outdoors and have fun. So go and enjoy.

. . . . .

Do you have a story to tell about your golfing experience? Where do you play? Is it women friendly, yes or no?

  2 comments for “Women Golfers Can Save The Industry – Just Give Us A Chance

  1. Mel Sole says:

    It is my experience that about 50% of woman who start golf give it up in the first two years because of the difficulty of the game. It is a frustrating game and some woman feel they could do a lot better things with their available time than golf.

    I think the answer to solving this problem should be broken up into two parts.
    1. Get involved with womans groups (such as the EWGA) and if they can see some social benefit or business benefit they will continue to play. The EWGA (Executive Womans Golf Association) allows female golfers to meet and play in a relaxed and fun enviroment.
    2. Get some really good instruction. A good golf school will lay the foundation to good basics, good practice habits and an understanding of what it takes to improve. Taking a school with two or three girlfrinds also makes the experience fun and a little more comfortable if your know the participants in your class.

    The Phil Ritson – Mel Sole Golf School is know for making woman golfers feel comfortable and making the instruction informative and fun. Check them out at http://www.ritson-sole.com

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