A big part of our market base that always seems to get overlooked is the woman golfer. Our sport has generally been male dominated over the years, but times have been changing. The facilities that take a proactive approach to welcoming this market segment will not just grow their female member base, but will also increase their male member base at the same time. All big decisions, like what club to join, are not just made by a single person in relationships nowadays but usually by both parties. So where one goes the other will normally follow.
The 2004 Golf Australia report identified that the women’s national participation rate in golf was around 3% and this participation as a percentage of the population does not exceed 2% until the 35-44 yrs age group is reached. So what can we do as operators to improve these percentages and attract more women to the game, especially the under 35’s?
Recent US Survey conducted Study Reveals That Golf Industry Is Missing Mark To Attract, Retain Women)
Is your facility “women friendly”?
This isn’t referring to just being polite to the ladies when you see them (which hopefully you are). We must take a look at the club environment and management culture that is at our facilities.
How do you rate the cleanliness of the restrooms, locker rooms, and general clubhouse areas? Are we stocking the appropriate sized clothing in our pro shops that should have mirrors and clean, discreet changing areas? When did you last go out and play a round of golf (or a few holes) with your female members or showed up to help with their presentations?
6 Simple ideas for a women-friendlier facility:
1) Put potted flowers on the 1st and 10th tees as tee markers for the Lady Comp.
2) Offer smaller portion food sizes and healthy alternatives on the menu.
3) Introduce and connect your female members with other female members and guests at the club.
4) Give women many options for accessing the course. Many women are mums and cannot make it to the golf course until they drop off the kids to school or daycare. Offer alternative competitions (ie 9 hole, 6 hole, clinic on the range etc) for the beginner women so they can enjoy their limited free time at the club. Include the beginner in any presentations that may be occurring on the day.
5) Have female representation on the club’s committee along with some female staff members where possible.
6) Offer a “join with a friend” offer to increase membership intake for your club.
If you simply show you really care and attend to the small things – you’ll make a big difference.
How are you communicating with your various target markets – including the local market of potential customers and your existing customers? We can help by suggesting ways to improve your communication methods Click here to contact Mike Orloff