Growing Golf in the UK – Syngenta

Growing Golf in the UK – Syngenta

by EGCOA, October 1, 2014

The objective of this research undertaken by Syngenta wasn’t to highlight golf’s shortcomings, but to offer insights and potential solutions to help golf clubs and courses better understand their customers and deliver enjoyable, memorable golf experiences on a day-to-day basis. Clearly, there is no one-size-fits-all solution in golf. Every golf club, course and driving range operates in different local markets with a variety of competing interests for customers’ time and money. Explore the social aspects of this excellent research resource.

The key findings of this research in terms of Friendship, Tribe & Loyalty are listed below:

Getting Into Golf

The overall cost of the game in terms of the price of membership or green fees is cited as the most important factor for golfers. However, interestingly, eight of the top 12 most important off-course factors for golfers relate to a venue’s friendliness, flexibility and family values. Golf courses should ask themselves if they are addressing customer demands in this area – and what opportunities and solutions there are to potentially retain more golfers by creating a welcoming, hospitable atmosphere. Ultimately, the golfer is looking for an experience they can enjoy, often with friends and family.

What Is Important To Golfers?

Interestingly, eight of the top 12 most important off-course factors for golfers relate to a venue’s friendliness, flexibility and family values. Golf courses should ask themselves if they are addressing customer demands in this area – and what opportunities and solutions there are to potentially retain more golfers by creating a welcoming, hospitable atmosphere. Ultimately, the golfer is looking for an experience they can enjoy, often with friends and family.

Advocates Of The Game

Interestingly, among the 68% who did recommend their club, half of these did so because they wanted as many friends and family to play there as possible. In other words, more than two-thirds of golfers are active advocates for their home course or club, with half of these actually wanting friends and family to join them as customers.

Female Golfers

Among existing female golfers, 67% said they prefer to play with family and friends. Among the non-golfing females, 47% said they would be encouraged to give golf a try if more of their friends and family participated. Feedback from the research, as well as anecdotal evidence, suggests the social aspect to golf is important to women.
Enjoying a coffee with friends, participating in group coaching with other women and being taught by a female professional were all cited as preferable. However, it’s important for clubs to think about the whole customer experience. Up to 59% of existing female golfers said they sometimes feel intimidated by other club members and staff. Inviting new female customers to a sample session may be counterproductive if they are not made welcome in the

Young Players (15-25)

Friends and family was, once again, a key theme emerging from the research, offering a potential fundamental solution for clubs and courses to activate participation. Among the non-golfers interviewed, more than half (57%) said they would be encouraged to give golf a try if more of their friends and family participated.

Download the full report below:

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