FIELDREPORT
there are lots, who all want different things. Clubs who have responded with more flexibility are the ones doing well. That flexibility could be based around fee structures, like one- month trials, three-month or annual flexible memberships or buddy systems, or other things like dress codes, and even nine-hole competitions.”
According to Joy, some 20% of English golf clubs are pretty stable. “That leaves 55% who probably need to modernise and we are working with these through the county networks. They have to want to change, and not all do.”
Here again, Joy sees a key role for the club pro. “Any club wanting to devise and execute a plan for growth needs a stable structure. Captains, secretaries and committees come and go, but the pro tends to be the longest-established figure at the golf club. Clubs that have done well tend to be ones that have invited the pro to become part of the decision-making process.”
However, while Joy can see the way clear when it comes to increasing club membership, there is one area he admits needs work; and that is changing the public’s perception of the game. For despite the fact thousands of people get huge pleasure from the game every week, it still struggles to shrug off its reputation for being elitist, expensive and time-consuming.
“Public perception remains a barrier to the growth of the game, so it’s very important,” Joy insists. “There are plenty of good stories around the game, oſten associated with health, ‘a game for all’ and so on, but they tend not to get reported. Instead, the stories that paint the old, stereotypical face of the game get the publicity.”
Joy believes that to deal with this, we must first accept the reality of golf clubs. He concedes that while many are flexible and friendly, it’s still
not what you would find in every club in England. “There is the need to change some of that reality. Clubs need to examine where they sit, and what it and its membership want.
“But also, we have to do more as an industry, all of us from manufacturers to retailers, and all the core bodies. We need to address this in a very serious way. We are still in the early stages of this process, and it’s true the planning around changing the image of golf isn’t as strong as it needs to be. But there is a real intention to deal with this. Sandy Jones and I recently met with the the R&A to discuss this very issue, and we felt there was a desire for a collaborative approach; we also recently hosted a meeting of chief executives of leading bodies, course owners and managers, PGA and ourselves – and again, the desire to work together was apparent.”
In the meantime, ambassadors like Justin Rose and Charley Hull make a clear statement of the face England golf would like to present. Youthful, vibrant and successful, the pair are both England Golf alumni. “They are also both passionate about improving the image of golf,” adds Joy. “They will have regular presence on our website, and will work with us both through social media and face-to-face, with our various programs, as well as in a corporate sense. Charley has also expressed an interest to work with and encourage junior players.
“Both came through the England Golf county and national systems and won amateur titles. They are fantastic examples of what English golf is all about – and they can help change the face of the amateur game in this country – and in so doing, draw more people into this great game.”
For more information on Ralsing Our Game, visit
www.englandgolf.org
SGBGOLF 17
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