Attention Golf Clubs! Women Are Your Secret to Survival

Photo: Full Frame Photographics

Photo: Full Frame Photographics

We’ve all heard the phrase…happy wife, happy life.

Now I’ll let you in on one that will improve your game, membership numbers, and your club’s overall longevity and financial viability.

Golf with wife…golf for life.

Women are the untapped market in golf.

The latest figures released from Golf Australia aren’t pretty. Participation numbers have declined by 7% over the last 5 years. The game is bleeding members. It’s also losing women faster than men and there weren’t that many to start with.

Women make up just 21% of all memberships across Australia with the average age of female players being 62 years old – that’s nine years older than the average male!

The latest figures released from Golf Australia aren’t pretty. Participation numbers have declined by 7% over the last 5 years.

Golf clubs haven’t exactly “embraced” women in the past. The exclusive Augusta National Golf Club (home of the US Masters) only agreed to allow female members in 2012. It took 260 years for St Andrews (regarded as the “home of golf”) to welcome their first women members. While Royal Queensland Golf Club still won’t allow women the vote or full memberships and still calls their female players “associate members”. It’s no wonder they’re still scratching their heads that their club memberships have dropped 13% in the last five years and why they posted a loss in the 2014 financial year.

So let’s just look at Golf’s current equation here:

– Overall club memberships are declining rapidly every year.

– There are very few female golf players and they’re older.

– The women that are in clubs are ditching the game faster than the men.

Ew. That’s ugly.

But women aren’t the problem here. Women are the answer.

We make up 50% of the population. Ignoring us is ignoring half of your future membership base. When you engage women too, the more likely it is that your male member will stay with the game and your club.

How many times have you heard someone pull out of a round or not renew their membership because they want to spend more time with the family? If golf is something both partners enjoy, it’s likely time on the course will increase rather than decrease.

If the female players are engaged as well as the men it’s also likely their kids are going to want to learn how to play from an early age as well. Before you know it you’ve got a whole new generation of members and you didn’t even have to try.

But women aren’t the problem here. Women are the answer.

The future of the game depends on women.

They’re are also the untapped market for golf clothing. The exercise apparel industry has boomed, even women who don’t exercise wear workout clothes. Females will spend money on golf clothes and follow trends much more than men. Yes, that’s the KA CHING  you can hear ringing from your pro-shop.

So basically, you can’t ignore us anymore. Clubs you need to engage more female players.

Golf with women…Golf keeps on giving.

 

Follow Sam Squiers on Instagram and Twitter

 

Post Details

© 2016 document.write(y0); sportette :: all rights reserved