Page 40 - GBC Spring 2020 ENG

cated an interest in golf, which translates to a $35 billion dollar business opportunity. In Canada, the latent demand is reported to be just shy of 1.5 million women and $1.3 billion. Wouldn’t you like a piece of that?
THE MULTIPLIER EFFECT
Each new woman golfer is worth an average of $900 in her first year, according to the Syngenta report. When she converts to golf, her powerful influence adds a multi- plier from family and friends. If you get mom, you might get the whole family. If she is loving the experience, she will share on social media and invite her friends to join. Imagine the economic impact of one woman over a lifetime: hundreds of thousands of dollars. So, I’d say she’s worth a little think- ing.
IF YOU BUILD IT, SHE WILL STAY
In general, many women are intrigued about the idea of playing golf. (ie; the latent demand) Over the past two decades women consistently represent the majority of new golfers; between 35% and 50%. So, why do women only represent 24% of the total golf participation?
We understand the barriers, largely based on what women perceive the traditional sport to be. It has been the same story for decades.
• It takes too long and I don’t have
time.
• It’s too expensive.
• It’s too hard to learn; I get really
frustrated.
• There are not enough women to
play with. I don’t see any women around.
So, we know women are inter- ested because they are showing up to give golf a try, but the traditional golf business continues to sell a
product that many women don’t want or need. Now is the time for innovative and creative thinking in order to tap into what many feel is the biggest growth opportunity in golf. The gap between what women want and what you are currently offering = significant opportunity. Here are 7 ways you can tackle this opportunity right now:
1. START WITH THE LOW HANGING FRUIT
Start with the wives, girlfriends, partners and female work colleagues connected to your male members or players. Conduct a survey of these men and ask for information about the women in their lives. Would those women be interested in learning more about golf? Ask for their direct contact information and extend a warm invitation to visit your facility.
Consider running an open house on Women’s Golf Day (womensgolfday.com), a global initiative held on the first Tuesday in June. Join along with hundreds of golf courses around the world and offer a 2-hour golf experience followed by a 2-hour social event. It’s a start!
2. BREAK WITH OLD TRADITIONS THAT ARE NO LONGER RELEVANT In order to appeal to modern women, consider addressing things that might seem strange to newcomers. The use of the term “lady” (an adjective, not a noun) is a symbol of how women have been traditionally positioned in the sport. Consider referring to females as women in all aspects of club operations and communications. Do you have a dress code, and if so is it too restrictive? Today’s golf fashion trends offer a wide range of options for women to express their personal style, comfort level and budget. Make sure you are up to speed on trends.
3. EMBRACE THE 3-YEAR JOURNEY
Women are typically introduced to golf through a clinic, a beginner golf series, a fun trip to a driving range, or some sort of sampler event. But, finding a logical next step that fits her needs and wants is a challenge, leading to the large number of new women golfers that quit before they ever start. We need more bite sized programs, prod- ucts and services that give women time to develop their skills, profi- ciency, and confidence.
• Offer affordable starter equip-
ment or an easy club rental
program.
• Build unique membership
packages that cater to beginners
over a few years.
• Stay in touch with regular,
authentic and encouraging
emails and phone calls.
• Create 9 hole rate packages. • Introduce an indoor environ-
ment over the winter; great for beginners.
If you embrace this extended beginner journey, you will win a loyal customer and benefit from her extended network and influence.
4. CONSIDER THE ENVIRON- MENT FROM A FEMALE LENS Imagine a woman arriving to your facility on her own for the first time. What will she see and experi- ence? Here are some questions to consider:
• How easy is it for her to find her way around? Clear signage?
• Do you have solid representation of female staff at various touch points, not just serving food and drinks? Hiring more women in all operational departments could have a direct impact on more equal levels of golf participation.
• Are there other women around; playing and enjoying the club?
40 Golf Business Canada