News Girls Allowed ...
Becoming more female friendly could help golf clubs build their customer base and grow a more viable business for the future. Research has shown women are more inclined to bring along friends and family, which can generate essential extra income
The move to attract women is most likely to see significant changes to a golf club’s ethos and approach to coaching and family inclusion. However, there will also be implications for course set-up and the provision of golf facilities designed to attract female and family golfers.
The relatively low level of female participation in the UK - women account for just 15% of registered golfers in England and Scotland, according to the European Golf Association - also offers an immense opportunity to grow the game. By comparison, female participation in some Continental European markets is far higher.
So, what would encourage potential female players to give golf a try?
The survey identified:
- 55% would welcome easy access to affordable golf lessons
- 49% liked the idea of beginner-only mornings
- 47% said they would be encouraged to try golf if it was with friends and family
With current women golfers, the results revealed:
- 75% of women said they would play less if their friends stopped playing
- 67% prefer to play with only family and friends
- 48% said their children play golf
8 I PC APRIL/MAY 2014
The Syngenta ‘Growing Golf in the UK’ survey could provide some of the answers to help clubs to attract more women. One of the most eye-catching findings was that, of all the non-players who said they were interested in taking up golf, more than half are women; 56%, in fact.
Given that the total latent demand for golf (non-golfers who said they would be interested in taking up golf) among men and women aged 15-64 years is estimated to be 8.5 million, it is a significant number.
The need for the better understanding of current and future female golfers is evident in the survey. Realistically, there are many factors that can also put these non-playing females off - cost, time, not knowing how to get started and lack of family and friends playing. However, the point is that women are interested in golf.
The responses reflect women’s preference to play with friends and family, and their strategic importance in introducing children to the game. Attracting more young women is a self- perpetuating circle to grow membership but, equally, if existing women members start to leave then the chances are it will be a spiral of decline.
Eric Brown, Global Turf Business Manager of Syngenta, was encouraged by the survey findings and sees clear opportunities for clubs through a customer-focused approach to women's and family golf.
He said; “A number of key themes emerged that are important and relevant to clubs. Specifically, customers talked about their desire for relaxed, family-friendly facilities.
“We hope golf clubs and courses will be able to use some of these findings to inform their own decisions and develop customer-
centric solutions and services to encourage more women to play golf.”
Crown attraction
Among the “8 Reasons Why Women Should Play Golf” identified by Crown Golf are the attractions of exercise, socialising, clothing, competing and travel.
“The average golfer can burn 1,500 calories playing 18 holes,” said Crown Golf’s Hannah Baker. “That alone strikes a chord with many potential female golfers, and the health message is one of the two biggest draws we have in this sport. Being outdoors, in the attractive environment of a well- managed golf course, is a further big incentive to play.”
Most Crown Golf clubs have a higher-than-average percentage of women players; with some approaching twice the national average.
PGA professional at Crown Golf’s Chesfield Downs G&CC, Jo Oliver, adds; “Female golfers are very good at dropping down to play nine holes, or teaming up for an hour’s golf on our par-three course. There is always coffee and laughter afterwards, and most women find that the social element of golf is almost as much fun as the playing part.”
Ed O-Hanlon is Head Greenkeeper responsible for both the 18 and 9- hole courses at Chesfield Downs. He recognises that many of the women and junior players nurtured by Jo and the coaching team on the driving range and par-3 Lannocks Links are now fully participating in club life.
“When we get the women here and playing, then we know the kids are going to be in tow during the holidays and after school,” he says. “It is great to see the kids coming through the door and out onto the course. You know it’s the future of the club assured.”
The club’s 9-hole course is
designed and managed to break down some of the intimidation posed by the longer and more challenging 18-holes. Ed reports the short par-3 helps new players to build up their confidence and gets them feeling capable to play among the established members.
“Having the different options for golf means we certainly get far more families playing now,” he adds. “And, together, they spend far more time at the club; whether that be out on the course, the driving range, gym or in the bar - it’s all generating more income for the club. It also makes the club a fun and lively place to work and be around.”
The Syngenta ‘Growing Golf in the UK’ survey questioned 3,500 UK residents, including 1,477 golfers and 2,145 non-golfers or lapsed players. Participants were questioned on a wide variety of related subjects including:
- social demographics and family
- membership type and courses played
- customer care and club facilities
- other sports and hobbies - prevailing club culture - standard of course condition The
purpose was to better understand what players wanted, and to
then share the results with golf courses to offer solutions for the long-term sustainability of golf as a sport and business.
For further information and survey results visit
www.greencast.co.uk
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