The golf business is trying hard to “stop the bleeding” so to speak. The bleeding is the fact that just over 1 million golfers quit the game each year. The reasons why they quit are vast and all legitimate. The cost, not enough free time, it takes too long, not getting better, not having anyone to play with. You fill in the blank. Whatever the reasons, I believe they are fair and real; if they are real to the golfer – they are real!
One of the key initiatives in the golf industry today is to get 10 million more kids on the golf course through a variety of grassroots programs. The most visible and most publicized is the First Tee. The First Tee introduces kids to golf and also teaches them life skills. I have no problem at all with the program or its concept. However, I am not convinced that those kids, who range in age from 8 to 18, will continue playing golf as the years go on. I think only a small fraction will continue to play as they diversify their interests and grow in school.
So why does the industry go so hard after this demographic? The reason is simple—it is the easiest segment of our society to reach. They can approach kids in school, offer programs and voila, get a predictable percentage of kids to give golf a try. It is also great public relations—we love doing things for kids.
In real life terms, it is not going to accomplish what the golf business needs – getting more golfers to play golf and spend money doing it. The First Tee program is free to kids. The funding is done privately so the end user has nothing “invested” in the game. I wonder as the years’ progress, what is the conversion factor—how many First Tee kids turn into paying golfers as they mature? That is the 10 million person question!
Another question I think that needs to be addressed is this: does the golf business concentrate its efforts on acquiring new adult golfers or does it concentrate on bringing back the golfers who have quit over the past decade? How do you do either effectively? Frankly, it is a daunting task. You need to advertise, coupon and then give them the best entertainment value possible.
Golf needs a grassroots effort from existing clubs to approach their “lost” golfers through internet marketing, phone campaigns, surveys, etc. Do whatever it takes to bring them back! Don’t just focus on acquisition –determine what needs to be fixed or provided from a customer service perspective to keep golfers in the game!
As far as chasing new golfers—that is even harder. I do not have the answers but relying on people watching Tiger, Rory and Phil on TV to drive golfers out to the nearest “muni” hasn’t worked based on current trends, statistics and the economy.
Attrition or omission? My take – don’t ignore the 40 year-old! In the big picture—he (and she!) is essential to the future of the game.