BELONGING. GATHER WHITE PAPER #11

IT’S NO SECRET THAT PEOPLE ARE CONSUMING GOLF IN MORE WAYS. THIS MEANS THE GAME IS REACHING A BROADER MARKET THAN EVER BEFORE.

A recent Ipsos report commissioned by The PGA (GB&I) stated that in the UK and Ireland, 22.4 million adults are either playing or watching golf, and 16.3 million adults are playing some form of the game every year.

In the USA, over 41 million people engaged with golf during 2022. This includes 25.6 million people who played traditional golf and 15.5 million who participated exclusively in non-traditional forms of the game; they played at driving ranges, indoor golf simulators, or golf entertainment venues like Topgolf.

The British Ipso report also noted that fewer than one in four people who engage with golf are playing traditional on-course forms of the game. Since the report was published, one question that has been circulating in golf industry discussions is,

‘How do we funnel golfers from non-traditional to traditional golf?’

THERE ARE TWO SCHOOLS OF THOUGHT EMERGING IN RESPONSE TO THIS PIPELINE QUESTION.

ONE SCHOOL…

One school believes that consuming golf in any format – traditional or not – is golf. For example, simulator golf is a full and acceptable engagement with the game. If playing golf only on a simulator is enjoyable, it doesn’t need to lead to anything. It can just be enjoyed for what it is – an easy, accessible, quick way to experience the game with friends and family. The demographics of golfers who play non-traditional golf tend to vary from the traditional on-course players. A larger percentage of women play non-traditional golf compared to traditional golf, as do younger players and golfers of color. The bottom line: Non-traditional golfers present new and exciting opportunities for golf brands and companies to engage with different types of consumers in different environments. Note. See our Gather Collective report on non-traditional golfers.

THE OTHER SCHOOL…

The second school of thought believes that more non-traditional entry points to the game – hi-tech ranges, simulator golf, putt-putt – should funnel more players onto traditional golf courses. In doing so, they will enrich golf’s established ecosystem. The bottom line: The traditional golf market grows and continues to gain commercial value. Clubs will gain more members, courses will log more rounds, and traditional players will continue to be golf tourists.

Of course, both may be true: for some people, non-traditional golf may be the extent of their golf experience, while for others, non-traditional golf may lead to the traditional green-grass form.

EITHER WAY, IT’S A WIN FOR THE GAME AND THE INDUSTRY.

FOR GOLF BUSINESSES THAT WANT TO TRANSITION NON-TRADITIONAL GOLFERS INTO TRADITIONAL PLAYERS, THIS PAPER WILL USE PRIMARY RESEARCH DATA TO UNDERSTAND THE DEMOGRAPHICS AND NEEDS OF NON-TRADITIONAL PLAYERS YOU’RE COURTING AT YOUR FACILITIES.

Before we provide practical recommendations for engaging and retaining a new cohort of golfers, it is worthwhile remembering the social draw of golf. Many recreational golfers are attracted to the game because of its social and physical benefits. The social motivation of golfers intrigues Gather member Thomas Hall, and it’s something we investigated together. What did we find?

“Golf is everything in my social life, it’s how most connections are made.”

“Aside from my job it is the most important part of my free time.”

Quantitative and qualitative data generated from our study (like the examples above) confirmed what many of us know: people gravitate towards golf because of the community it provides. Golf, like other sports, can nurture feelings of belonging.

(The need for connection in golf is, after all, what brings us together at Gather.)

WHAT DO WE KNOW ABOUT GOLFERS’ SENSE OF BELONGING IN THE GAME?

We surveyed 200 golfers from across the UK and the USA. Our sample consisted of men and women of all ages and playing abilities. The most important thing we learned from a societal perspective is that when golfers (all golfers) feel they belong in the game, their general sense of loneliness decreases. This finding confirms what we all know: a day playing golf with friends soothes the soul. When it does, we come back for more.

UNFORTUNATELY, THOUGH, NOT ALL GOLFERS FEEL THEY BELONG AT GOLF COURSES

Women golfers are less likely than men to feel they belong at courses. If we dig deeper, younger women are even less likely to feel they belong in golf than older women. It’s worth considering that this could be one of the reasons younger women prefer non-traditional golf. Furthermore, less skilled players – both men and women – have a lower sense of belonging in traditional golf than more skilled players.

The final kicker is that the most accessible traditional courses – public golf courses – are less likely to make golfers feel they belong than private courses. You may think that this is inevitable considering the different functions that public and private courses play. But it needn’t be this way.

If people turn to golf for social connection that can reduce loneliness, the traditional golf experience may not fulfil these social needs for less skilled and younger women players.

Boiling these findings down, the cohort of golfers that some industry professionals aim to flip from non-traditional to traditional players don’t feel they belong at green grass facilities.

WHAT CAN WE DO TO INCREASE GOLFERS’ SENSE OF BELONGING?

The good news is that our data takes out the guess work for understanding what may improve the experience for non-traditional golfers making their first appearances at golf clubs. Here are two evidence-based suggestions.

ONE.

Whether you are a public or private golf course…leagues, leagues, leagues. Regardless of whether the leagues are single-gender or mixed, playing in leagues increases the likelihood of women, younger, and less skilled players reporting a higher sense of belonging in golf. League play also predicts lower feelings of loneliness in golfers.

TWO.

Golfers’ sense of belonging increases when they see everyone being treated fairly at the golf course. People want to be seen and respected for who they are. They want to be given the same opportunities as others, and they want an environment where they aren’t marginalized for their age, race, gender, or playing ability.

If your business sees the uptick in non-traditional golfers as an opportunity to increase traditional golf participation, a little help from social science may help you succeed.

takeaways…

1. IF YOU ARE A GOLF COURSE OPERATOR: Enticing new and demographically diverse golfers through the door is step one. Step two is retaining them. Golf courses must consider it their responsibility to facilitate playing opportunities for all golfers to meet and play with others. Remember their motivation. Perfecting their game is probably secondary to wanting to connect with people at a place where they feel they belong.

2. GOLF FACILITIES: Be ready to receive people no matter how they show up. First impressions, and feelings, are crucial. Your first points of contact with golfers should communicate that all players are valued. Leadership needs to reflect these values – it sets the tone for everyone. Invest time, training, and money in reception teams. And keep investing. Don’t just tell your customers they are welcome. Instead, make all people feel they belong and are respected at your course from the moment they walk through the doors.

VALUABLE?

We would love to know what you think about your Gather White Paper #11 !

Tell us in just 1 minute: Did Gather White Paper #11 offer any value to you and your own business practice?