multi-course operators.
The AGA’s 10-year goal: Double golf industry
revenue by 2021.
Lessons learned
The year had its triumphs. The AGA did indeed
make a splash and quickly moved to the
forefront of efforts to energize the sagging
golf industry; the Wall Street Journal, New
York Times, Asian Golf Monthly and all of
the domestic golf publications heralded their
approach.
But there were surprises along the way. Here’s
how those four core beliefs fared over the
year:
1. The AGA’s research confirmed that golf is
in big trouble. Executives for the game’s
big revenue and marketing vehicle -- TV
-- described golf as a loser because it has
no traction among young audiences, with
one saying, “Golf is becoming a niche sport
similar to equestrian events, gymnastics,
and track and field.” The BCG’s study
for the PGA of America forecasted no
growth in the game until at least 2016.
And lack of play not only is putting many
courses at risk of insolvency, but has
sparked environmental and citizen groups
to question the need to devote so much
land, water and fertilizer, and, in some
cases, municipal funds, to golf courses.
With entry-level programs failing to recruit
youth, the AGA sees no upturn without
recapturing the recreational golfer.
2. It was on the “wow” equipment factor
that the AGA encountered its biggest
surprises. It believed that equipment
companies had already developed highperforming equipment that was being kept
in the lab because it did not conform to
USGA regulations, but it did not find any
evidence of such development. Existing
nonconforming equipment proved to
be only marginally higher performing
than regulation equipment. Golf’s top
equipment makers resisted committing
R&D to exploring the physical boundaries of
performance. They have concluded either
that performance cannot be significantly
improved or that the risk of alienating the
USGA and 5 million classic golfers is not
worth the potential appeal to 20 million
recreational golfers.
3. The snowboarding metaphor warrants
more review. “Unlike a mountain, the
golf course requires everyone to play in
sequence, on the same holes,” Zider said.
“Speed golfers, excess noise and fun,
and nontraditional clothes may irritate
the classic golfers. On the mountain,
snowboarders found their own space and
their speed didn’t affect skiers.” Course
operators understandably do not want to
alienate their Classic Golf base and would
need a strategy for accommodating games
of different speeds. As for the alternative
rules advocated by Project Flogton, they
reach beyond the everyday