The golf industry can continue to grow. Report and keys for development

The survey was conducted among more than 4,000 Golfshake members as well as website visitors (up 25% in 2013), with responses from a broad spectrum of golf demographics, including age, club status and regularity. what they play with.

The results of this survey are as follows: Golfers enjoyed playing a wide variety of courses in their area, where a whopping 53% of golfers said they played more golf in 2014 than in previous years.

Technology as a key factor for the development of Marketing and use of participation and involvement tools.

One of the key areas highlighted in the survey was the proactive change being asked in the use of technology. 83% said they owned a smartphone (up from 10% from 2013), and 70% said they owned a tablet device (up from 33% from 2013).

With 95% of those under 50 owning a smartphone, along with 80% under 30 using social media tools such as Facebook and Twitter, the increase in access to technology offers great opportunities for Clubs. Golf and how to reach and market directly to their golfing customers.

We can say, therefore, that there is an evident change to the online customer profile, coinciding with the added use of technology in the golf industry. A growing number of golfers reported using online services to reserve tee times, up 20% from 2013, with an evident decrease in the use of offline booking services and discount cards.

Access to the Clubhouse.

The second opportunity area for golf clubs is at their clubhouse, with only 32% of non-club golfers and 40% of club golfers visiting the clubhouse after a round of golf. Golf. However, the main challenge and the main reason for not visiting the clubhouse comes down to time constraints.

Golf orientation towards the family.

The industry’s ultimate growth goal is focused on the club’s 30-50 year old non-member customer. Research in this group found that there was a clear desire to play more, however time, cost and other commitments reflected the reasons. did not play. The average claims that players within this range are more eager to play, probably even spending more on fields with fewer restrictions on rules, etiquette and rules of the game.


Golf clubs may have a more positive view of 25% of the 30-40 age group that says they expect to join a golf club very soon, and 30% of respondents under 30 also said they were waiting to join. a club in the future. Since most clubs face the problem of aging their members, this presents an opportunity to attract new members from a younger demographic and may provide greater support for the idea of adapting club membership packages. Golf club towards the family by establishing flexible membership and membership guidelines.

However, despite opportunities for golf clubs, the survey also identified that 17% of club members were considering moving from their current club and 6% were considering canceling their membership. This further highlights the shift in consumer mindset, which values choice, flexibility and control. There were also comments on attitudes and structures within some clubs. The data from this survey highlights the importance of good customer service in all organizations.

Focusing on the range of golfers from 30 to 50 years old, and also particularly on junior and female golfers, there is real growth potential for clubs, provided they can adapt to the challenge and demands. opportunities available. Evaluating and potentially adapting the membership packages and products offered also provides a real opportunity to revive the golf industry.

The use of new digital and online technologies offers a great opportunity to reach a new market for golfers more directly, which would provide the mechanism to encourage golfers to visit specialized shops “Pro Shops” and their “Casa Clubs”. “. Signals that are very positive for the long-term development of our industry.