ALTERNATIVE GOLF
Refocusing after a year of Project Flogton
The founders of the Alternative Golf Association set out to create
a new game for “the rest of us.” They haven’t found the holy grail,
yet. Here’s a summary of what they learned and what’s ahead.
On January 27, 2011, the Alternative Golf
Association hatched a plan to give the sagging
golf Industry a boost by creating a new game
for the 20 million or more recreational players
who are not avid, frequent golfers. Project
Flogton got golf buzzing with a new word
created by spelling “not golf” backward.
After 12 months of exploratory conversations,
presentations and negotiations with some
of the stakeholders and personalities of the
game, plus field tests and surveys, the AGA
has reassessed growth opportunities and
recalculated its focus accordingly. Motivating
any significant percentage of the 20 million
lapsed golfers back to the course will take a
jolt of excitement that only the combination
of high-performanc