The study unveiled another interesting truth
about the world we live in today; the golf industry has completely missed the most important target group. It turns out that mum has
an increasing influence over all family activities
and the family budget, its mothers that control
80% of the activities and fees paid for family
fun, including her husbands. When dad says
he doesn’t have time to play golf anymore, he
is really saying that it’s not a priority for his
family. Because the perception of the game is
that it’s expensive, it’s often the first activity
to be eliminated in difficult economic times.
Grow the game initiatives in the past have
never targeted the mums of the world, make
mum a raving fan with the right service at the
right price and the whole family magically finds
time to come to the golf course.
The implications of attracting females to the
game could jump start the game. Recent
surveys show females feel a responsibility to
help friends and family make wise purchase
decisions, and nearly half said they influence
friends and family to buy – or not buy - product
or service. When a similar study was conducted
in 2008, only 31% of women said they felt they
“
“
golfing family, they see the benefits in spending quality time together with their children
for life!
35% of the population
says they would like to
play more golf, that’s 60
million people!
regularly influenced other people’s purchase
decisions.
Here is the good news, 85% of households
have a connection to the game of golf through
playing miniature golf, video games, or watching golf on TV. They like the game and think it’s
a great. In fact 5 million non golfers in the US
simply hit balls on the range because its fun.
Now here is an amazing statistic that belongs
to the game of golf alone, 35% of the population says they would like to play more golf,
that’s 60 million people!
The challenge now is to change our attitude
within the industry towards women, children,
and beginner golfers; it’s time to make our
golf facilities more welcoming. When a female walks in the golf shop, she should never
be made to feel like an outsider in a male
dominated sport. She represents an important piece of the puzzle regarding the future
of the game. We do this by offering affordable lessons and membership programs that
fit easily into the family budget; we share our
passion for the game and invite everyone into
our world. When families are attracted to the
game, golf will turn over a new leaf and the
game will thrive again.
Investment Opportunity
a bet ter group-buying business
for the golf industry.
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group outings | lessons
fitness | trial membership
golf rounds | getaways
Golf Industry Central Autumn 2012
19