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overcome some fairly deep misconceptions about golf. It’s that “rich, white, male” elitist perception that makes golf a politically unfriendly space for politicians. So, when it comes to legislation, we are still quite susceptible to unfair policy decisions. We need to change those misconceptions.
For starters, golf provides very healthy recreation. If you were to walk a typical 18-hole golf course in a straight line, it would typically be a 6 or 7 km hike. Of course, most golfers actually do a lot of zig- zagging and circling, leading to a doubling of their hike. Plus, they are carrying or dragging a set of clubs, and swinging often. Throw in the summer heat and the fact that most golf courses have plenty of uphill and downhill terrain to navigate, and you have up to a 2000 calories burned. Even if riding, more than 750 calories are typically shed.
In addition to physical exercise, golf provides tremendous mental health benefits. The most recent Canadian golfer survey shows that 95% of them feel that golf is very good for their mental state of mind. It relieves stress, sharpens our focus, challenges our mind, gets oxygen flowing through the brain, and provides a fantastic respite from the trials and tribulations of daily life in general. Covid-19, for example, shone a huge spotlight on golf as a valuable solution to the overwhelming pressures society was facing.
Golf is also a wonderful social experience. It is one of the more unique, enjoyable and memorable environments to share with friends and family. The huge growth in women taking up the game in recent years is, in part, attributed to their appreciation of the great social experiences with their friends. Similar statements can be made about “the boys” hitting the links together, couples, families, and golf with business associates. When surveyed, 83% of Canadian golfers claimed that the social aspects of golf are important to them and improve their lives.
Junior golf is also thriving these days. Junior leagues and golf camps are often full. Golf teaches great life skills such as honesty, integrity, discipline and fair play. And it is appreciated for being a safe sport.
Golf’s health benefits are part of it being the #1 participation sport and continuing to grow the game in the future.
Diversity is another important talking point. It has been great for growth in golfer demand and labour solutions, but also appealing to politicians and the media. Our sport has significantly broadened its attraction across all demographic segments. Part of our mission to further reduce the elitist image is to continue these efforts to diversify and communicate those attributes of golf more widely.
I would also suggest that the prominent role and success of Canada’s PGA Tour Players is another driver of growing the game and demonstrating golf’s values to society. Whether it’s Brooke Henderson, Corey Conners or any of our other Canadian athletes, or the success of our national Opens, they shine a very positive spotlight on Canadian golf.
Sustainable golf is another key talking point. If well managed, a golf course is the most environmentally friendly development of raw land. The preservation of greenspace is critical to urban development and golf often fulfills that need. Trees and turfgrass are essential to carbon sequestration, a high priority in society’s sustainability pledge. And the golf industry in Canada is embracing further environmental stewardship with the introduction of the GEO Foundation for Sustainable Golf providing ongoing best-practices, data tracking and enhanced communication plans to better leverage our environmental stewardship.
LEVERAGING THESE KEY MESSAGES
So, Canadian golf has some very positive messaging to communicate. We just need to tell our story more effectively and more often. That can significantly benefit your own golf business while further supporting our more global strategies such as National Golf Day.
But how? Every golf business really should have its own government relations and public relations strategies. If you don’t yet have formal plans, take this opportunity to fill those gaps.
Borrow from the same key messages we used for National Golf Day. They provide proven effective talking points from credible sources. Enhance your own version of this messaging by referencing any local highlights that may be relevant. That can be local examples of similar talking points, such as how many people you employ, any charitable fundraising that is facilitated at your course, your junior programs, and your own sustainability pledge. If you have specific legislative concerns, prepare to add those as well.
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